In a perfect world, just the right amount of ideal prospects would steadily stream into your business and you would never have to go out and find new business. In the real world, you are going to have to go out and market your business, but it doesn’t have to be as painful as some business owners make it out to be.
Having a marketing strategy can mean many different things to different business owners. No marketing plan is a “one-size-fits-all” solution. There are as many different marketing strategies as there are types of businesses, and the goal of creating an effective marketing strategy is to have something that works for you.
Niche marketing is a term that is thrown around quite a bit in our industry as a marketing theory or strategy, but it should be the foundation of every marketing strategy. Niche marketing is simply choosing a group of people that your business will focus its efforts to attract. This can come in various forms but the two most common are directly communicating with people in the niche that you are targeting and becoming more knowledgeable about the issues and solutions that are common among the group.
Once you identify the limited and specific group to whom you will target your marketing efforts, one of the most effective ways to get your name to your potential clientele is to find people who already have their ear. These people are COIs of your target market and can be a shortcut to getting your name out there. However, it is much more effective to develop strong relationships with 2-3 COIs who understand your process and can recommend your business to your niche market with confidence. More than 2-3 COIs and you will lose the win-win relationship that you are trying to create.
We often get called to help owners create a marketing plan that works for them and we always develop a custom strategy that fits the owner’s skills, comfort level, and growth targets. Feel free to schedule a call with us to find out if we can help your firm find your ideal clients.