As I was developing the concept behind my marketing company I spent a lot of time considering my target audience, which is the first thing that you should do before you start a new company. Now that my doors have opened and I have my niche market, I spend a lot of time perusing other small business marketing and web design sites to see how they are targeting their marketing to their own audience. How do they find new clients? To whom are they addressing their services?
Since I am a work at home mother I often read a lot of working mothers message boards, and I visit the graphic design and marketing sites to see their companies and what they are doing and offering. I also do this for my site Today’s BusinessMom, because often times I find great products and services and people to interview for articles. The one thing that I’ve stumbled across a lot lately while studying the sites of other web designers and marketing specialists is that they are targeting the work at home mom as their only client. Work at home moms often want several of the same key concepts from a site: easy to set up, easy to use, some want cute graphics such as character representations, and some want to get into the site fairly inexpensively since start ups are so money consuming.
While I think that it is great that certain companies work a lot with work at home moms, I also find that some companies are only targeting this audience. During my run today, as I worked on my long-term objectives, I started thinking about my own marketing strategy and whom I want to target. I thought about these companies that are only targeting the work at home mom population and realized that they are cutting off a lot of potential customers by marketing in this fashion.
It is great to find a niche, it is imperative really, but if your niche is such a small population and you have a lot of competition out there wandering the employment halls, your likely to wind up broke and out of business. It’s really important as you start to build your business that you do have a niche and you do have some specialty that sets you apart from the other businesses that offer the same services or products, but that you also keep your doors open enough to accept other clients as well. For instance, these mothers that are working from home as graphic designers could target women in business as a population, since half of all new businesses are opened by women. Or they could even open the doors even wider to target small business owners as a population, as they usually start up on a limited budget but need certain marketing materials, such as brochures, websites, and business cards.
While it is important to have a niche in business, make sure that this niche is not so narrow that you are setting up your business for failure.
Have a great weekend, working moms!