If you are a regular reader of this blog, you have seen me post more than once about starting your marketing efforts by creating a marketing strategy. Here is an example of one such post.
Since I strongly believe in this idea of creating a strategy first is key to small business marketing success, I’m sure I will post about it again in the future <g>. Today, I want to point you towards a good example of narrowly defining your market and developing a core message that speaks to that market.
Walter Singer is a CPA in the Philadelphia area. Walter has chosen to specialize in working with Architectural & Engineering (A&E) firms. But he doesn’t perform the typical CPA services (tax, auditing, etc.) for these firms. Walter helps these A&E firms develop efficient financial management systems that give them the information they need to run their practice while freeing them up to have more time do what they love – working on creative designs.
I’m sure now that he has this clear strategy in mind, Walter will find it much easier to make decisions regarding the tactics he chooses to implement his strategy.
Here are a couple of questions to ask yourself about your own marketing strategy:
- Are you specific about who you work with and who you don’t work with?
- Do you have a plan for handling inquiries from the people in the group you don’t work with? Do you have referral partners or other resources to refer them to?
- Are you clear about how you are different from everyone else who claims to do what you do? Are you unique in a manner that matters to the customer?
