Marketing: Why Focus is Critical

When you’re growing a small business, it’s critical that you not try to be all things to all people. When asked what you’re selling and who you’re selling to, if your answer is “everything” and “all of them”, your business will struggle.

A strong business will focus – focus on being really good at one thing. Not only does this streamline your operations, allowing you to hone your craft, it allows you to be most efficient with your marketing efforts.

DEFINE YOUR IDEAL CUSTOMER

• Are you selling to individuals or businesses?
• Is your ideal customer affluent? Or, will you provide the cost-effective solution?
• Do you sell to customers within a certain geographic region? Or, can you serve a broader market?
• What are your customer’s goals? How do you solve their problem?
• What are your customer’s buying behaviors?
• Create your Ideal Customer Profile (ICP). Your ICP is a detailed description of the type of company or individual that your business sells to. Your ICP is your “best-fit” customer. What are the 10 characteristics of your ideal customer?

REFINE YOUR PRODUCT/SERVICE

After you’ve determined your Ideal Customer Profile, refine your product or service. Hone in on your exact service offering that provides the most benefit to your Ideal Customer. If your ideal customer is a small business, remove the components to your service that are tailored towards larger companies. If your ideal customer is an affluent buyer, get rid of your low-cost offerings. Having additional offerings that don’t suit your ideal customer only distract you from providing the best service possible with what your best-fit customer really needs.

BE WHERE YOUR CUSTOMERS ARE

Once you’ve defined your Ideal Customer and you’ve refined your offerings to serve them best, figure out where they spend their time.

• Where can you connect with them?
• Where do they find information about the services and products they buy?
• Where do their friends and colleagues hang out?
• Who influences your customer?
• What are complementary products or services that might provide collaboration opportunities?

FOCUS

When it comes to growing your business, focus is key. Focus on your ideal customer’s needs. Focus your marketing efforts – money and time. Focus on what you’re best at and be the best.