As the owner of a small business marketing firm, I spend a lot of time talking with entrepreneurs. I never get tired of their enthusiasm or their passion for their products. I do however, get tired of explaining over and over and over that “anyone” is not their customer.

No matter how universal you believe your product to be, there are subsets of the larger market which are more likely to buy than others. The key to running a successful business is to identify that subset and focus your energy and marketing efforts on that segment.

Defining a target will not limit to whom you sell, simple who you chase! For example, my target and ideal clients are companies with sales between $100,000 and $1,000,000. So, I spend my time networking with small business owners. This allows me to make a big impact in a smaller community and create a consistent voice in my newsletter, blog and other marketing material and establish myself as an expert.

And, it works! The more I focus, the more I build a reputation and expertise in a specific segment.  After 7 years, I have an established reputation as a Small Business Marketing Company. Do we have clients larger and smaller? Absolutely, but we don’t go looking for them.  We don’t spend our time or resources chasing those segments, but are happy to help when they call us!

What about you? Do you have a niche?