Freelance
Writers' Series
Career & Business Development Help
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How to Get Repeat Business from Your Niche Market --
Easily & Continually
Did you know that you can make your niche market so
profitable that it may be the ONLY market you will ever have to target? How do
you do this? In the following three ways:
1. A real estate success story: Anyone
who lives in the New York City area knows about the real estate mogul,
Barbara Corcoran. To
condense her success story, Ms. Corcoran became a huge success by creating the
Corcoran Report, which educates consumers on the NY real estate
market.
Ms. Corcoran created this report as a marketing tool,
sending it first to the New York Times. They used the report in a
story and pretty soon other media outlets referenced the report. Soon after,
when the media needed an expert on the New York real estate market, who do you
think they called? Her, of course.
The moral of this story? Create a product
that is uniquely yours to create a buzz about your business.
This can be an e-book on the ins and outs of your industry; an award created
by your company recognizing some aspect of your industry; a crossword puzzle;
a game; the choices are endless.
The point is to have your business attached to something
unique, useful and valuable that industry folk will refer to again and again
(NOTE: a whimsical, fun product works well too).
2. Reach out and touch: This is not
rocket science. You have to constantly remind people that you are in business.
So, choose two marketing methods you can afford to repeat and use them all the
time. Eg, stay in touch on a weekly, monthly, quarterly basis -- however often
you deem is most appropriate for your sector.
Newsletters, e-campaigns and postcards are
standard. However, you might try sending special invitation cards, a clipping
of an interesting news item, a seasonal recipe, news of a special upcoming
industry event -- the ways and reasons to stay in touch are endless.
The point is to that you do so that when potential
clients are ready for your type of product/service, your business is the first
one to pop in their heads. NOTE: Don't try to sell clients every
time you reach them. I mean think about it, would you always
want to hear from someone who is trying to sell you something?
A one liner about what you do placed unobtrusively in
your contact is sufficient to remind your target market about your service. It
IS okay to "sell" via things like special deals and discounts
though.
3. Go wide and deep: What I mean by
this is offer complementary products and services so that your clients can get
everything they need from you. To do this, you can partner with individuals or
companies, or create the service in-house. If you decide to offer the service
in house, be careful not to stretch yourself so thin that you become
sloppy with your primary product/service.
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