Why Marketing Fails #5: Niche Exhaustion

Posted by on Jul 08 2015

When it comes to marketing to multiple niches, I have two words of advice:

1. Go ahead! There’s nothing wrong with targeting multiple niches. BUT…

2. Pick one and become a leader in it, then move on to the second one.

If you try to go after too many niches (target audiences) at the same time, you will wear yourself out. It’s exhausting and doesn’t use the “best of you.”

When you go after too many niches simultaneously, your marketing time and money is scattered too broadly. Say for example that you want to go after “salespeople in the pharmaceutical industry” and also want to go after “salespeople in the auto industry.”

Their appears to be a common denominator (salespeople), but the two industries and the two selling styles are dissimilar.  You would have to connect with both industries simultaneously, which means you can’t really focus all your time, energy and marketing money on just one target. Scattered focus equals scattered results.

In my article, The Problem With Niches, I said that the whole purpose of choosing a niche is so you can find a central place that potential clients congregate. Find ALL the places where auto industry sales people congregate: meetings, magazines, conferences, classes…especially those that are specifically focused on the niche you’re going after. Center your marketing attention on those areas first. Once you become known and recognized in that niche, then move on to other industries or other niches.

Read the complete Why Marketing Fails blog series here:

   

2 comments for now

2 Responses to “Why Marketing Fails #5: Niche Exhaustion”

  1. julieNo Gravatar

    Every dark night is followed by a bright sunny day. So, patience and attention is required and things will be fruitful in near future.
    =================

    12 Aug 2010 at 5:40 am

  2. […] Why Marketing Fails #5: Niche Exhaustion […]

    23 Jul 2015 at 12:01 pm



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