Here are some tips for reaching audiences outside your niche:
1. Define motivations
Before entering a new market, identify the core motivations of your current and potential customers. Identify where they intersect. This is the magical place where your brand can attack.
2. Identify daily habits
Consider daily actions that both current and potential customers take while identifying where core motivations intersect. This will help you keep your brand’s core functions relevant in every market.
3. Aim your steps
Enthusiastically enter new verticals You can’t just wander around the market and pick random industries. Research the new industry’s pain points and focus your marketing efforts on how you can meet or solve those needs.
4. Focus on your core market
Changing verticals doesn’t mean abandoning your core market. Maintain a strong and stable original product for your core customers. Intending to reach too many verticals at once can harm your brand.
5. Beyond “the chasm”
According to Geoffrey A. Moore, author of “Crossing the Chasm,” there is a gap between visionary and pragmatic customers where products fail. Keep these realists interested with proven problem-solving products, because the visionaries will join you regardless.
6. Use universal language
Whether you work in wedding planning or entertainment, the tone and vocabulary of your external and internal communications must appeal to all potential customers. Recruiters, for example, consider candidates, while salespeople consider leads. Why not call them “contacts” instead of “friends”?
7. Think of your product as a kit
Initially, a platform Once you have the right building blocks, you can customize your product or service for each new industry and customer.
8. Craft a universal message
Instead of targeting a specific niche, give your brand a message and tone that appeals to all your audiences. Think Basecamp: Its messaging refers to assisting businesses with projects, but never specifies which businesses or projects.
Once you’ve established your brand’s message and tone, you can add industry-specific details like case studies to attract a specific market segment.
While focusing on a single industry or customer early on is important, it can limit your company’s growth later on. You don’t have to abandon your existing clientele or buy a new novelty hat for each new industry. Determine your potential customers’ needs and how you can meet them, then tailor your messaging to highlight your solution.