Home
>
Small Business
>
Small Business Marketing: Specialize or Generalize?

Small Business Marketing: Specialize or Generalize?

There have been many great points raised on both sides of this discussion. In order to make a final decision, we must look at how the business world is moving and at the purchasing patterns of the consumers who will be utilizing your services.

The Internet has changed the way people look for services (personal and professional). For example:
? If you do a search in Yahoo for a Personal Coach you will get 1.4 million matches.
? If you refine your search to Personal Life Coach you will get 760,000 matches.
? If you refine your search to Personal Career Coach you will get below matches.
? If you refine your search to Weight Loss Coach you will get 80,000 matches.
(search result numbers are subject to change)

Once you have selected the area of specialization you are interested in, you can then drill down into the results by location or other qualifying factors. As we are spending more and more time online, our patterns are shifting and adapting to more effectively navigate the over-abundance of information available. Web users know that in order to avoid a list of millions of possible matches, they must be more specific in their requests.

Generalizing - The Benefits:
As a generalist you aren't limited in the type of clients that you can work with. Everyone is pressed for time; having one coach who can handle all aspects of your goals (personally and professionally) as opposed to multiple resources each with a unique area of focus would be of certain benefit.

Generalizing - The Challenge:
The trade off is assumed to be that if you are a generalist in all things you are not an expert in any of them or at least in most of them. To state that one individual can work on any aspect of any business and/or in any area of a person's life and still achieve success is unlikely and may be interpreted as unrealistic or exaggerated on the part of your potential clients.

Specializing - The Benefits:
As a specialist you can attract a client based on his unique needs then share the wide range of additional areas you can bring benefit too. Each person wants the best for themselves and they perceive their situation to be completely unique. Specializing places you in front of the right client at the right time.

Specializing - The Challenge:
Initial pool from which you can draw clients is potentially smaller (but more refined), your copy must be more targeted, and you may be vulnerable to economic swings in specific market segments.

The concept of moving towards a more specific or niche approach to positioning and promoting your practice is becoming the standard in business. Building an environment that allows you receive the benefits of being positioned under Specialist and Generalist is one of the foundations of www.ldurandconsulting.com

Have a successful day! Leslie Durand, Marketing Coach and Emarketing Specialist

Leslie brings over 10 years experience in new media marketing to every project and a unique coaching approach to every client relationship. www.ldurandconsulting.com

Lincoln Stretch rentals Alsip ..

In The News:

The rollout of Apple's iOS 17 brought a subtle "Rebound" notification tone that's gotten some criticism. Kurt "CyberGuy" Knutsson explains a fix.

Fitness centers and workout studios are starting to establish policies that prohibit shooting phone videos to protect people's privacy.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents

Apple recently notified a small number of iPhone customers in 92 countries that their phones may be under attack by mercenary spyware.

An artificial intelligence-powered home security system can fire paintballs and tear gas at trespassers. The camera identifies human faces and animals.

Technology expert Kim Komando gives her tips and tricks on enhancing your user experience a smartphone and other devices you use everyday.

A new camera called NUCA uses artificial intelligence to create deepfake photos of subjects by stripping away clothing in close to real time.

The Kimberley Kube trail-ready camper has a compact but spacious design and combines luxury, functionality and ruggedness for a weekend getaway.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Emails instructing you to reset your password for an account may be legitimate, or they may be scams. Kurt "CyberGuy" Knutsson explains.

Northrop Grumman's Manta Ray uncrewed underwater vehicle aims to revolutionize undersea missions — it glides through the ocean without human assistance.

Learn how to work Google's calendar application to streamline and organize your daily tasks from technology expert Kim Komando.

If you do not want Facebook to have automatic access to your private photos, follow our tips to protect yourself. Kurt “CyberGuy" Knutsson shows you how.

Kurt “CyberGuy" Knutsson goes into detail about Apple’s recent iOS update that allows iPhone users to instantly translate spoken language simply by using the Action Button.

Safeguarding your digital life with a reliable physical backup isn't just a precaution, it's a necessity. Kurt “CyberGuy" Knutsson provides the essential backup checklist.

Kurt “CyberGuy" Knutsson reveals how a Redditor exposed false recycling claims at their apartment, highlighting a report that only 21% of U.S. recyclables are processed.

Kurt "CyberGuy" Knutsson offers a travel toolkit featuring five technology tools to help you with booking flights and hotels for your summer vacation.

The bubble behind the clock on your iPhone can appear in different colors. Kurt "CyberGuy" Knutsson explains what each of those colors mean.

Scammers are using the power of artificial intelligence to mimic voices of people and are using the fake voices to commit crimes, like kidnappings.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Tech guru Kurt "CyberGuy" Knutsson explains the science behind the Invisibility Shield, a 6-foot shield that makes people become invisible.

The International Olympic Committee on Friday announced plans to use AI in various Olympic aspects, including athlete identification, training and judging.

Tech guru Kurt "CyberGuy" Knutsson explains an easy trick to avoid squinting while working or surfing the web by zooming in on your personal computer.

Streaming giant Roku has recently been targeted by a pair of cyberattacks, and the company confirmed over a half million Roku accounts were compromised.

The Land Aircraft Carrier combines an all-terrain, six-wheeled vehicle with a two-seat aircraft, which features electric vertical takeoff and landing.