Should We Focus on a Narrow Niche, or Should We Be Generalists?

When I say narrow niche, what I mean is a company that is very specific and intentional about the service or product that they create, and the customers that they serve.

A generalist, on the other hand, is a company that offers a product or service that’s pretty similar to others in the market, and/or they have a broadly defined type of customer that they’re targeting.

Let’s compare two hypothetical examples to provide a little context for this.

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Which Marketing Step Should We Focus on Next?

When it comes to making better marketing decisions, it’s often a question of when, not just what.

  • Should we focus on expanding our advertising now, or wait until later?
  • Should we update our visual branding now, or wait until later?
  • Should we expand our target markets now, or wait until later?

Here’s why the question of when is so important. Because the details of your marketing don’t operate in a vacuum. Every aspect of your marketing has to work together in order to move you in the right direction. It’s really only as strong as its weakest link.

Continue reading “Which Marketing Step Should We Focus on Next?”