The Internet has been an enormous asset when it comes to doing business. We now have the power to reach potential customers around the world. But while the Internet has given us incredible benefits, it has also produced one major drawback: competition.
Thanks to the Internet, you’re likely competing with far more businesses than ever before. Today’s consumers often research companies online before giving them a try, so avoiding the Internet altogether is not an option. Even local businesses must often compete with one another online, too.
To survive in this intensely competitive atmosphere, you need to carve yourself a niche. With the right niche, you’ll have something unique to offer your customers and will know exactly what type of clients you’re looking to reach. Thanks to modern technology, you can now find each other.
So, how do you discover your niche?
Start by focusing on what makes your company unique. For some, that might mean discovering a product or service that appeals to a very specific group of people. For example, there might be a few different companies that make pet clothing, but you can set yourself apart by focusing on a particular type of clothing, such as winter gear or beach gear for pooches.
If yours is more of a service industry, focus on finding what makes your service different from your competition. There are countless companies and professionals who provide marketing services, for example, so branding yourself as a general marketer might not be that helpful. Instead, specialize in a particular type of business, gain particular certifications, or focus on a particular type of marketing.
Look for groups that have been under-served within a particular industry. You want to find potential customers who have been just waiting for someone like you to come in and help fulfill their need. When you reach these customers, you’ll have the best chance of growing your business.
What do you do once you have your niche?
Once you’ve figured out what sets you apart from the crowd, make sure your potential customers see your value as well. Take the examples above. If you want to specialize in producing beach gear for dogs, you don’t want to focus your advertising efforts on attracting the attention of people who just want dog clothes. You’ll be up against countless competitors! Instead, focus your marketing efforts on those who are seeking your specific products. Target those going to beaches regularly, those researching information about taking pets on vacation, or those who live in seaside towns.
In the second example, incorporate your unique qualifications into your advertising materials and use them as keywords in your online marketing.
Once you’ve identified your niche and discovered how to market specifically to them, you need to focus your efforts on becoming the niche authority. Since this is your specialty, you’ll have incredible insight to offer your customers. Take the time to develop valuable information and content that can help you stand out even further. This will help potential customers trust you.
In today’s competitive marketplace, you don’t have the luxury of being a general provider. You need to find something that sets you apart. Whether you provide services or products, finding a way to appeal to your customers on a unique level will provide you with the key to growing your business.
The game of chess has a long and storied history. Early versions were played from about the 6th century, while the modern game has been played since the mid 15th century. Even as technology advances, chess remains one of the most challenging and educational games around. It’s been used to teach military strategy and to improve critical thinking skills.
While most people are familiar with the intense challenge chess provides the brain, you might not realize how much it can teach you about marketing and running a business. Two key lessons involve pragmatism and playing the “long game.”
To be successful at chess, you must be pragmatic. You need to be able to think on your feet. While most successful chess players have concrete strategies they enjoy using, no player can completely predict the moves their opponent will make. That means they must be able to make decisions on the spot.
A good chess player also has the skills needed to read their opponent. Through experience, they can often anticipate an opponent’s next move and will devise strategies based on what those moves might be. This gives them the insight they need to succeed with the next skill: playing the long game.
Playing the long game
A chess player knows that one must be willing to sacrifice a pawn or two for the long-term goal of winning the match. A good player will never get so caught up in an individual “battle” that they lose sight of their end goals. Chess players are continuously looking to the finish and developing their strategies based on their desired outcome.
How these lessons relate to marketing
To be successful in marketing and business, you must realize you’re not going to be able to completely control every factor in your industry — or even in your company. You can’t control the response of your audience, what your competition does, developments in the industry, and other factors. Instead, you must be able to adapt your business and marketing strategy to whatever’s going on around you.
That said, a successful marketer will be able to “read” their intended audience and anticipate the type of marketing that is most likely to solicit a response. They’ll also be able to change their strategies based on customer actions and industry trends.
Playing the “long game”
When you’re successfully managing a business, you must always have your end game in mind. You can’t allow small upsets to disrupt your goals and strategies. You must have the presence of mind to know what you’d like to accomplish and what you need to do to get there. That might mean making a few sacrifices here and there to reach the end point. You don’t want to get so caught up in the small battles that you lose sight of where you want your company to be in the long term.
Chess has been used for centuries to teach strategy and improve critical thinking skills. As you sit down to play your next game of chess, think about how the strategies you learn on the chessboard can be applied to making your business a success.