The smaller you can define your niche audience the better chance you have at reaching them, gaining their trust and meeting their needs.
Sounds counterintuitive doesn’t it? We tend to take comfort in identifying large audiences of people who will want to buy our product. But, for must of us reaching a vast audience, at least initially, is nearly impossible because we just don’t have the resources.
The trick is to see how narrowly you can define your perfect customer or member. For example, say your organization provides networking opportunities for electrical engineers. Perhaps your target market could initially be narrowly defined as electrical engineers located in Houston, TX in the oil & gas industry. Add as many adjectives (title, age, HH income, industry, location, etc.) that are appropriate that will help guide your messaging and outreach.
What does narrowly defining your target audience do for you?
- Test the message: focus on a group that you can personally reach out to. Test different stories, messages and statistics and see what most interests your audience. Keep refining your story until you find something that really resonates.
- Gain trust and credibility: people like to see that you are serving their narrow niche. Talking their talk and using select industry jargon inspires trust.
- Meet their needs: picking a narrow niche and defining the attributes of your perfect customer or member will help you can build products, systems and service that will meet their specific needs. Organizations get into trouble when there’s a mismatch between offerings and customer or member needs.
Finally, don’t worry about defining too small of a target audience. If you get some wins in with your narrow market you can take those wins and widen your market or focus on another industry.
The power of picking a target audience: Start small = grow big.