Deciding to narrow down into a more niche market can feel scary.
As business owners, we’re often told the more people we reach, the more sales we’ll get. That’s technically true, but only if most of the people we reach want what we’re offering. It can feel counter-intuitive to target a smaller audience, especially for new businesses. But trying to appeal to a broad audience of all types often means you’ll end up sounding generic and fail to stand out to those who need what you have to offer.
When you focus on targeting a narrower audience, you can more effectively structure a message that speaks to them. Customized messages get far more engagement and build trust. They’ll know you understand their challenges and have the solution they’re looking for.
As you think about your ideal audience, consider:
- Are they buying for themselves or someone else?
- What are their biggest problems or desires that your company can help them with?
- Where do they search for information? Social media? Google search? Asking friends or colleagues?
After you’ve answered those, you’re ready to narrow down your ideal market. Here are 3 easy steps to doing it successfully:
How to Narrow Your Med Spa Target Market in 3 Steps
1. Focus on Desired Outcomes
Your clients come to you for benefits, not features…so promote them. Instead of talking about what your business does, discuss the outcome or emotion your clients will get after working with you. Will they feel more confident? Have better skin quality? Get relief from a chronic condition? Feel less stressed? Addressing these benefits in customer-focused language in all marketing efforts go a long way towards building trust with your audience. They’ll be more likely to become clients because they know you have exactly what they’re looking for.
2. Focus on Customer Experience
When you’re pulled in multiple directions, it gets increasingly difficult to juggle all the needs and desires of your clients. With a narrower target audience, you can customize your client experience. When you understand your client’s needs deeply and intimately, you make it easier for them to say yes. They are reassured you can do what they need with minimal effort. That’s a huge selling point.
3. Focus on Fostering Loyalty
When your focus is on a very specific market, the reviews your business receives will reflect this. These testimonials in turn are more powerful to your target audience. They’ll feel understood before they even have their first conversation with you. Your consultations will be more productive, and you can spend less time selling and more time scheduling treatments.
Narrowing your target audience helps you create customized messages for the right audience. This, in turn, will shorten the sales cycle and lower the barriers they may have to get to you. They’ll benefit from your specialized knowledge of their area, and you’ll benefit from the lower cost of focusing on a smaller market.
Start Narrowing Your Target Market Today
Do you need help identifying how to narrow your target market in your specific industry for the best results? Contact Med Spa Marketing Method today for a free strategy session.