Si estuvieras por empezar un negocio, mi consejo sería: apunta a un nicho. El marketing de nichos consiste en encontrar un grupo de gente redituable con características en común, luego averiguar qué es lo que necesita y finalmente entregarle lo que quiere a un precio mutuamente conveniente. Cuando te diriges a personas similares es mucho más fácil comunicar las ventajas de tu producto y, en consecuencia, que te escuchen y compren:
- Lanzas un anuncio pensando en tu cliente objetivo,
- y como en el nicho todos son similares, sienten que les hablas a cada uno en particular.
- Se sienten especiales para ti,
- luego te convierten a ti en especial para ellos…
- lo cual deriva en más ventas y satisfacción.
Con el marketing de nichos evitas caer en la mediocridad de lo masivo. Si tu nicho, además de rentable, es suficientemente pequeño, también puedes mantenerte invisible al radar de las grandes compañías, asegurando la supervivencia de tu negocio.
Qué pasa cuando no sirves a un solo nicho, sino a varios?
Si tu producto o servicio es elegido por gente de un amplio intervalo de edades, ubicación, capacidad económica e incluso intereses y costumbres, deberías aplicar la estrategia o marketing multi-nichos. Esto es, identificar los nichos rentables que componen tu mezcla de clientes y luego aplicar el marketing de nichos a cada uno de ellos.
Para determinar los nichos y qué les interesa particularmente, podrías preguntarles:
- Cuáles son las cosas que les importan más acerca de X (lo que soluciona tu producto) … ?
- Qué les gusta más sobre tu producto?
Luego, utilizando lo que la gente te dijo, podrás hablarle a cada persona en sus propias palabras. Eso será una dulce melodía para sus oídos y te comprarán más. El marketing de nichos es una decisión inteligente, qué opinas?
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