Branding, Content Marketing, Inspire

What Works for Some May Not Work for All – Stop Trying to Market to Everyone

After reading this blog’s title, if you’re thinking something like, “the needs of the many outweigh the needs of the few, or th…”

Okay, I’ll stop. You have the right idea.

Vulcanisms aside, the gist here is essentially that when it comes to marketing, what works for one person or business may not (and probably won’t) work for everyone. It’s just not that easy.

Marketing your business, no matter if it’s B2B or B2C, is not unlike working out or starting a new diet: It’s a process. It takes time. It’s trial and error. There is no magic pill or shortcut to success. Some things you try will be more effective than others.

Just like our own bodies, every business, audience, and their needs, are different.

Stay on Target

“Stay On Target”
Nobody realized it at the time, but when Gold Five hollered this simple order to his wingmen in the Death Star trench, the phrase would have a profound meaning in the marketing world forever thereafter.

This idea is about sticking with your target audience.

It’s seldom the best plan to just “market to everyone.” Even companies who market a product that everyone uses – say, shirts – still know they must focus on certain audience segments and target them accordingly. This is the marketing equivalent of fishing where the fish are and will increase your chances of converting leads into sales. That’s not to say you can’t cast into other areas on occasion, but always keep your target in mind.

Find Your Niche
To find success in your target market, it’s important to understand who your customers within that market are. This is your niche, and every business has one. Research, analytics, social media engagement and online behaviors can reveal a lot about who your customers are, where they are, and what they want.

The second, and no less important part of building your niche is to look at your competitors (and their customers). The more you know about them, the better your chances of providing something that is more attractive to them and reflective of your brand values.

While you may have a product or service that seems like everyone can use, and it’s certainly tempting to use a blanket marketing strategy, you’re likely to be more successful when you learn who your target market is and focus on them.


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