You Don’t Need a New Website to Reflect Your Niche Offer
By Nate Freedman, owner of TechPro Marketing
I’ve written at length about how, if you really want to expand your business and generate more qualified leads than you know what to do with, you need to “niche down” your business and you need to do it now. Instead of going after the largest audience that you can (and becoming a “jack of all trades, master of none” as a result), go after a smaller and more specific segment of that audience that you can position yourself to serve in a better, more organic and more forward-thinking way.
For many people, this will require them to slightly rethink their approach to their core business. They’re not necessarily changing what they do, but are instead recalibrating whom they do it for.
Once you’ve chosen that niche, the next most obvious question becomes, “What other changes will this trigger? Do I need an entirely new website, for example?”
In my opinion, the answer to that one is clear: “Maybe, but definitely not yet.”
There are a number of more important things you need to do first.
Let Your Niche Dictate Your Marketing
I’ve spoken with clients in the past who tell me that they’ve recently decided to focus on a specific customer niche. That’s terrific — but when the next sentence out of their mouth is some variation of “. . . and then once I do X, Y and Z I’ll be ready to reach out to customers,” I stop them cold.
Repeat after me: just because you’ve picked your niche doesn’t mean you know your niche.
To get to that point, pull back on the website redesign and start reaching out to people now.
Find people in your niche and talk to them before you make a big, up-front investment in redesigning all of your collateral. Have real conversations with people about what they like and don’t like, what they care about and what scares them.
Never forget that your most valuable marketing collateral — your most effective marketing collateral — is you. To put that resource to good use, you need to get out there and start asking questions.
Ask people to describe to you what their top problems are. Take more notes than you know what to do with. Then, ask yourself “if I had skipped this step and just redesigned my website straight away, would I have created something that aligned with what these people are telling me?”
The answer is a resounding “probably not.”
The other major benefit of this is that even in a smaller group like a niche, not all prospects are created equally. People care about different things and they all have different ideas about what their futures should look like. If you plant your flag in the ground today by way of an instant website redesign, you’re potentially leaving a lot of unique and wonderful ideas on the table.
In other words, you need to go on a little bit of a recon mission. Collect as much detailed, actionable intelligence as possible and then really think about everything you’ve just learned. Figure out what …