September 26, 2006
Deadly Lawn Care Marketing Mistake #5
Today’s marketing mistake is another one that is quite common among small businesses. Heck, most businesses make this mistake, big and small. That is the mistake of trying to be all things to all people. In other words, they haven’t selected a niche to serve.
Now I’m know you’re probably saying, ‘I have selected a niche.’ However, just because you have a lawn care business and you service lawns for people that don’t want to cut it doesn’t mean you’ve picked your niche.
So what would be defined as a niche? Good question. A niche is any group of people that have common characteristics or interests. For instance, attorneys could be considered a niche. People that enjoy quilting are a niche. People living within a certain postal code could be considered a niche. Pink haired males that drive El Camino’s could also be considered a niche.
One of the biggest keys to building a successful business is to quit trying to serve everyone and just focus on serving a smaller, but tightly targeted group of people. You’re probably asking yourself, how is narrowing my potential target market going to help me be more successful?
Well, by narrowing your focus, believe it or not, you’ll position yourself to do significantly more business. That’s because your marketing will be laser targeted and you’ll be able to attract a much higher quality of customer. Plus, you’ll find that you can quickly become the sought after name when it comes to your particular niche.
How do you make this work for your lawn care or landscaping business? Well, the first thing I’d suggest is finding a ‘farm’. This is basically your ‘niche’. It’s a carefully selected group of people you want to target and market to over a period of time.
Defining this ‘farm’ is one of the most important steps you’ll ever take as a business owner and I guarantee it will improve the results of your marketing almost instantly.
Filed under Lawn Care Marketing by Chestin
