Generate Highly Targeted Sales Leads
The fragmentation of media is a phenomenon that will change commerce forever. It would seem that technology finally caught-up with consumer expectations, addressing consumer’s needs on an ever-categorical plane.
Just 10 years ago large corporations and media outlets were the “invisible-hand” that drove commerce, dictating what was popular and unpopular, seen and unseen. Today, they are over-burdened dinosaurs facing extinction. Darwin’s theory never fit so flush within the world of commerce. Restrained by their ever-burgeoning size and ill-adapted for a new environment, big businesses are being outperformed by small businesses with niche adaptions that fit client’s needs like a puzzle. Small Businesses are the mammals of the late cretaceous period, they are more deserving of new business which is why they’ll get it.
Small By Choice - Squirrels Aren’t Stupid
Mammals have incredibly diverse adaptations which allow them to thrive within their niche environment. Squirrels are small and very successful as a species. The squirrels in The Boston Common are smart too. They know they have a distinct advantage by laying claim to such a micro-nook. Sure there are bigger forests with bigger trees but by monopolizing The Common, these squirrels stay fat year round; in the animal world that means they’re loaded. The same holds true in business. A freelance editor that specifically services local Law Offices , will likely dominate that environment too.
You’re a small business owner for a reason. You don’t want to just be a part of something big, you want to be a big part of something.
How Niche is too Niche?
You should always strive to be as niche as you possibly can without compromising your sales goals. If your goal is to take on 50 clients this year, don’t target a market with 3,000 prospects and hope to fight for 50 of them, instead, narrow your niche until there are a much smaller number of potential clients and competitors. Focus your efforts and don’t give-up until your business becomes synonymous with that market. The squirrels in The Common know how to get fed year after year; what’s your problem?
Mammals with Long Tails
The picture above shows the Long Tail theory which explains how popular products/services actually makes up a smaller portion of the market place. If you’re a talented small business owner then The Long Tail is your friend. The Long Tail pretty much says that no matter how specific your expertise, there is someone out there looking for you. Google is a good metric in determining the types of services people are interested in. According to Google themselves, the majorit25% of all searches performed on Google are original.
Get out there, get specific, and generate more targeted sales leads.