Targeting your marketing, targeting your company doesn’t work if it’s just an intellectual exercise. If you’re doing it so you can come up with something to put on your website or to make you sound good, it’s a waste of your time. You need to have your business change in a day-to-day way because of the market that you are focused on solving problems for.
You’re doing a community
Dennis Yu he was on a podcast, the Marketing Companion podcast, and he had a great quote. He said, ‘if you are niching, you’re joining a community’. So think about that. Your market segment, who you are targeting, that group of people. If you do it right, you are in the room, you are in the community you are joining the meetings, you are understanding the terminology, you are contributing to the issues, maybe virtual, maybe physical, hopefully both. But if you are not part of that community, the people that you’re helping, if you’re standing outside and offering solutions at an arm’s length, you’re gonna miss a huge opportunity.
The more specific, the better
So how do you do that? First, and I say this a lot, but the more tight you can target your company, the more specific your market segment is, the better off you will be. Because that room you’re joining is much clearer and much more able to be helped, able to participate with than a big virtual auditorium of prospects, right? So having a very clear, specific understanding of who you can help the best, allows you to help them the best.
Are you showing up?
Next, once you choose your target segment, take a good look at your yourself and your company. Is the target market, are the clients that you are trying to help coming up in your business internal meetings on a regular basis? Is your language related or the same as, the language that your prospects and customers are using? Are you focused in talking to as a team, not just in your marketing inside the company? Are you talking about the issues that those people have? You need to show up and change things for your client to really stand out in this hypercompetitive world.
So I encourage you to make a conscious decision and a commitment to the people the segment of the world that your business is assigned to help and spend your effort, invest the time and energy of your business there. And if you do that, you’ll stand out with all the other competitors who are just mailing it in.