Primary and Secondary Markets
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Video Transcript:
In a previous article we were discussing how when we interview prospective clients and ask them who their target audience is they more often than not reply 'everyone'!
We then went on to discuss how those business owners who are in a 'niche market' can make more money because they have specialised.
This lead to a lot of people asking the question ... 'can I target more than one market'? ... And of course the answer is yes!
The message I was trying to get across when I was talking about niche marketing was how you became a brand and a well known specialist in that particular niche. But it doesn't mean you have to give up on the money to be made from the rest of your market place.
We used a divorce solicitor as an example and how, by specialising in divorce, the solicitor builds up their knowledge in this field, their advertising becomes stronger, their brand becomes stronger and they become known locally as the go to people when getting divorced.
Now even in this example you can see there will be other opportunities for business.
The people getting divorced may need a conveyancing solicitor. If the couple had written wills then these will need re-writing etc.
However, the primary target audience was still 'divorce'.
But, you can still market the fact that you deal with conveyancing and wills.
What it will come down to is your marketing budget because you will want to focus your marketing campaigns on divorce and use secondary marketing campaigns to market conveyancing and will writing.
In much the same way that a plumber may focus the majority of his marketing efforts on being known as 'THE bathroom plumber' it doesn't mean he or she doesn't market the fact that they also install the plumbing new kitchens. After all, it's the same skill base but they are building the brand around bathroom plumbing.
So take a look at hw you market your business and ask yourself these questions ...
Am I a jack of all trades ... and if so, what could be my niche?
What is my primary target audience and my secondary target audience?
What marketing do I have set up ready for my follow up once my primary audience need my secondary goods or service?
If there is one thing we have have learned over the years dealing with local business owners is that when visitors land on their website they are sending out a generic message which doesn't sell their expertise or brand and one question we always ask business owners ... so the visitor landed on your website - now what'?
Considering that the majority of visitors landed on your website where at various stages of the buying cycle I'll ask you he same question ... 'the visitor landed on your website - now what'?
They were gahering information and are about to leave ... what have you done to get them back when they are ready to buy?
If you're not sure ... watch the free one hour blueprint training and start engaging with these prospects.
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