Narrowing Down Your Target Market & Services to Generate Leads

Narrowing down, or ‘niching down’, your target market and/or services will help you generate high-quality leads. Honing in on a specific audience or service can make your offerings clear and more streamlined.   

The reality is that people are easily overwhelmed, and when presented with an overabundance of choices, there is a tendency to shut down, or when it comes to scavenging the internet for online services, clicking out of a convoluted tab. This is why the best strategy to generate leads is to narrow down your target audience and/or services.

Narrowing Down Target Audience 

The more specific you are about who your customers are, the better you can understand their needs, which means you then have the tools to create effective marketing campaigns that will draw them in. 

Narrowing Down Key Service(s) 

The phrase “jack of all trades, master of none” comes to mind. Isn’t it better to have a few exceptional services than to have a variety of mediocre options? We think so. 

 

 

This is the in-a-nutshell, quick version of how to generate high-quality leads. Let’s deep dive into how you can apply this method to your business for effective and sustainable long-term success.   

It’s very important to have a clear understanding of who your target customers are before building your marketing campaign. This is how ‘niching down’ plays a productive role in your marketing strategy; by focusing on your key services and target audience, your business will have a much higher chance of generating leads. 

Talk to us about how to generate high-quality leads 

Old school textbooks break down the definition of marketing into three steps: Segmentation, Targeting, and Positioning (STP). 

• Segmentation is to identify customers and their needs. 
• Targeting is to focus on a particular group or groups. 
• Positioning is how you position your brand in the target customer’s mind. 

Narrowing down your target audience means you can focus on your unique process – what is the big selling point in your business? How are you different from your competitors? Furthermore, niching down your services showcases your expertise in the industry. 

 

 

Our most recent success story with this marketing strategy is with Lux Insights.  

Lux Insights is a high-touch, boutique market research agency that offers efficient B2B research. They specialize in the following areas: qualitative, quantitative, brand positioning/strategy, business-to-business, concept development, and foundation setting. While having a plethora of quality services to choose from is great, when it comes to generating leads, we found much more success after narrowing it down to marketing research services in key cities. 

How did we find this success? 

First, we revamped the company’s website to improve communication with their target audience. Creative SEO integration was also a key player in sprucing up their branding while highlighting their offerings. Second, we ran specific Google Ads based on key locations for their business and began a customer review campaign on Clutch. After gathering and reviewing the information from existing clients, and 5-star reviews on Clutch, this is where we discovered it would be beneficial to narrow down the company’s services. 

This is when Lux Insights started acquiring leads seeking marketing research services. And not just any leads – good leads. They continue to be a leading provider for the West Coast of Canada and the US across all industries, with clients such as Amazon, Nintendo, and WD-40. They even had Clutch in New York reach out and hire them as their market research firm!

Through our time helping Lux Insights build a marketing plan to generate high-quality leads, we learned that less truly is more.  

By narrowing their services down to one specific service in key cities, and creating a newly optimized website with SEO integration, we found much success. After working with Lux Insights for 18 months, they have sold more than 300k. It was a pleasure and an honour to work with Lux Insights and we take much pride in seeing their ongoing success. 

Learn more about our digital marketing services

Success stories like Lux Insights are what keep Ballistic Arts passionate about sharing our digital marketing expertise. We will always share our knowledge and experience with our clients to help them achieve their marketing goals. When you work with a B2B lead generation agency like ours, you gain access to invaluable tools and insights to generate high-quality leads.

We can’t wait to hear about your marketing goals!