定義利基市場

- 成功的關鍵一步

有些企業主會定義出他們的利基市場，清楚知道他們要行銷到何處去，而有些人則置之不理。

企業主常常把利基市場看成是縮小銷售額或降低利潤率，所以他們害怕。事實是，利基市場可以被定義為提供業務能力的組件。

利基市場允許你定義你的行銷對象。當你知道這些的時候，很容易確定你的行銷精力和錢應該花在哪裡。

以汽車經銷商為例。要發展行銷策略的第一個問題始終是“誰是你的目標受眾？”如果他們的聽眾是所有人，他們想向任何對買車感興趣的人推銷。現在，讓我們記住這個汽車經銷商位新竹。我通過和客戶一起工作，向他們解釋說，雖然他們向台南的人推銷是因為“某人對買車感興趣”，但是那個人從台南到新竹購買那輛車的機會非常小。因此，他們浪費了時間和金錢，很可能也看不到回報。

當他們明白為什麼縮小他們的利基市場，使其成為“任何有興趣購買半徑在100公里以內的汽車的人”是非常有意義的。他們現在有權力了。他們知道在哪裡花時間和金錢去市場，他們的願景很清楚。他們現在比位於50公里之外的其他汽車經銷商領先十步，後者正在向“任何有興趣購買汽車的人”推銷。

在計畫你的網路行銷策略以線上實現行銷成功時，擁有一個明確定義的利基市場甚至更重要。關於網路行銷，最常見的誤解是，如果你建立它，他們會來，或者擁有一個線上業務將使你富有。現實是，你必須找到你的利基市場，提供他們要求的產品或服務，讓他們來找你，以便通過互聯網達到一定程度的財務成功。

為什麼定義利基很重要？

在開始你的網路行銷戰畧之前確定你的利基市場是重要的，原因有以下五個：

1. 你有能力通過瞄準你確定的利基市場來最大化你的行銷預算。你會知道在哪裡做廣告。你會知道在哪裡可以找到迎合你市場的博客和相關網站。它給你一個起點。
2. 你的網站可以針對搜尋引擎進行優化，這樣你的利基市場就可以很容易地找到你。
3. 你可以讓你的網站迎合你的細分市場。您可以開發您的網站來指導您的觀眾，並幫助他們找到解決方案或產品，您提供的具體問題，您的利基市場遇到的。
4. 一個明確的利基市場使得開發新產品或服務的想法變得更加容易，而這些新產品或服務本質上就是吸引你的特定利基。
5. 在確立自己在行業中的領導地位方面，你占了上風。你有能力通過瞄準你確定的利基市場來最大化你的行銷預算。你會知道在哪裡做廣告。你會知道在哪裡可以找到迎合你市場的博客和相關網站。它給你一個起點。

你現在明白擁有一個利基市場的重要性了嗎？你是在和誰競爭你的利基市場嗎？如果你回答“是”，花些時間問自己以下問題：

1. 我現時的客戶有什麼共同點？
2. 我如何讓自己從競爭中脫穎而出？
3. 我提供的服務或產品有什麼不同？
4. 我給市場帶來的“額外”是什麼？

回答這些問題的最好方法就是不要分析太多。只要記下任何首先想到的事情。一旦你完成了它們，分析答案，這將很容易界定你的利基市場。

Define niche markets

- The key step to success

Some entrepreneurs define their niche market and know exactly where they want to market, while others ignore it.

Often, entrepreneurs see niche markets as reducing sales or profit margins, so they are afraid. The fact is that niche markets can be defined as components that provide business capabilities.

Niche markets allow you to define your marketing target. When you know this, it's easy to determine where your marketing effort and money should be spent.

Take car dealers for example. The first question to develop marketing strategies is always, "Who is your target audience?" If their audience is everyone, they want to sell to anyone interested in buying a car. Now, let's remember this car dealership in Hsinchu. By working with clients, I explained to them that although they were selling to people in Tainan because "someone was interested in buying a car", the chances of that person buying that car from Tainan to Hsinchu were very small. As a result, they wasted time and money, and probably did not see any return.

When they understand why to narrow their niche market and make it "anyone interested in buying cars with a radius of less than 100 kilometers" is very meaningful. They have power now. They know where to spend their time and money in the market, and their vision is clear. They are now ten steps ahead of other car dealers 50 kilometers away, who are selling cars to anyone interested in buying them.

It is even more important to have a well-defined niche market when planning your online marketing strategy to achieve online marketing success. The most common misconception about online marketing is that if you build it, they will come or have an online business that will make you rich. The reality is that you have to find your niche market, provide the products or services they require, and let them come to you in order to achieve a certain degree of financial success through the Internet.

Why is it important to define niche?

It is important to identify your niche market before starting your online marketing campaign for five reasons:

1. You have the ability to maximize your marketing budget by targeting your niche market. You will know where to advertise. You will know where to find blogs and related websites that cater to your market. It gives you a starting point.
2. Your website can be optimized for search engines so that your niche market can easily find you.
3. You can make your website cater to your niche market. You can develop your website to guide your audience and help them find solutions or products, specific problems you provide, and niche markets you encounter.
4. A clear niche market makes it easier to develop ideas for new products or services, which are essentially specific niches that attract you.
5. You have the upper hand in establishing your leadership in the industry. You have the ability to maximize your marketing budget by targeting your niche market. You will know where to advertise. You will know where to find blogs and related websites that cater to your market. It gives you a starting point.

Do you now understand the importance of having a niche market? Who are you competing with in your niche market? If you answer yes, take some time to ask yourself the following questions:

1. What do my current customers have in common?
2. How can I stand out from the competition?
3. What is the difference between the services or products I offer?
4. What is the "extra" I bring to the market?

The best way to answer these questions is not to analyze too much. Just write down anything that comes to mind first. Once you have completed them, analyse the answers, and it will be easy to define your niche market.