Is YOUR Niche Market as Rich as This?

Is YOUR Niche Market as Rich as This?

The recent addition of a new puppy to the Milner household has once again highlighted for me the immense power of the riches to be found in niche markets.

And it makes me wonder why so many business owners ignore this, and try to be all things to all people.

For the record, his name is Digby, after my late father. He’s a new breed called an Australian Cobber Dog.

If you’re a dog person, you’ll know that a puppy is blissfully unaware of its ability to induce the departure of reason from the minds of its masters. 

Thus it is that, thanks to re-marketing technology, our visits to dog-related websites immediately result in Facebook and Instagram kindly show us repeated ads for pet products. 

So Dr Lisa Chimes, a vet and online marketer of Broadmeadows in New South Wales, can be pretty much assured that ads for her high-margin products will find a ready audience in the Milner household. 

Dr Lisa Chimes

You also learn quickly that it is ill-advised to be too emotionally attached to things like shoes. Or soft furnishings. Or your garden sprinklers. Even our wooden wine rack bears the scars of needle-sharp puppy teeth.

By far the most significant change in our household, however, has been our complete loss of reason when it comes to buying “things for Digby.”

On our frequent visits to pet supplies retailers, all consideration of pricing comparisons and value judgements is left behind at the door.

That fancy new bark control collar? A snip at just $190. No matter that it cost $4.50 to produce.

Every week, a new chew toy seems to arrive in the house. No matter that he already has a basket full of chew toys. And much prefers to chew the basket.

Why have only one monogrammed food bowl for inside the house, when you can have another one for outside as well?

And don’t get me started on the contents of said food bowls. Entire supermarkets are dedicated to a dazzling array of canine sustenance, all of it declaring – on packaging designed specifically to appeal to humans, not dogs – that it’s scientifically formulated by veterinarians to put a spring in the step of every pooch.

Near where we live is a new pets-only crematorium. And just around the corner, a craftsman who markets leather, silver and stainless steel bracelets around the world. 

More than half his orders come from pet owners who want one of his bracelets with stainless steel hollow clasps into which one can insert small quantities of your beloved pet’s ashes or hair. 

Here’s part of a Facebook ad campaign we’ve just designed for him (featuring our own Digby!):  

Facebook advertising for niche markets

Did I mention vets?

The average dog owner might well quibble over the price of a bus ticket, or haggle with a car salesman till both are blue in the face.

But when it comes to the family hound, a qualified vet can charge whatever she likes – think of a number, and double it – and the dog owner will meekly, nay eagerly, hand over his credit card without so much as a whimper. And gushingly thank the animal doctor for being so kind as to take his money.

Pet owners are a lush, rich, inch-wide-but-mile-deep niche market. A bottomless pit of money.

Golfers are the same. So are car enthusiasts. Cyclists? No great powers of observation are required to notice that at any city café on a Saturday morning, ALL cyclists are kitted out in the latest lycra fashions, their $5,000 machines adorned with every electronic device ever invented.

I like fishing. So much so that I have been known to walk into a tackle shop intent on buying nothing but a box of hooks, and walk out $600 poorer, armed with a bag of colourful new lures clearly designed to attract fishermen, rather than their prey.

There are niche markets everywhere, hidden in plain sight.

Famously, one of my earliest and most successful marketing students created a booming business after a coaching call with me in which she complained bitterly about how she was exhausted working 60 hours a week doing massages at her small inner-city salon.

I asked her about her typical client. Turns out more than half of them were…pregnant women!

Aha, I said. Why not just concentrate on marketing yourself to expectant mothers?

Within a month, her new business Yummy Mummy Pregnancy Day Spa was doing a roaring trade, and she was ‘off the tools’ completely.

Enthusiasts, hobbyists, collectors, professional athletes, sports fans, pet owners, photographers…the list of niche markets is saturated with people who will spend whatever it takes to be ‘at the top of their game.’

A city hair salon specialising in and marketing to men and women with dreadlocks? Certainly sounds a better and more profitable proposition than simply competing me-too-style with every other hair salon on the block.

Most businesses are ‘generalists’, forever trying to appeal to the masses. And by doing so, they become indistinguishable from their competitors, left with little more than price to differentiate themselves.

Take the time to critically and forensically examine your clients. Look for commonalities. Do a sizeable number belong to a particular group? If so, find ways to refine your message so that it appeals to more of that group.

There are immense riches in niches. It’s worth the effort to identify and exploit them.

Want some (free) help identifying your ideal niche market?

Book your free Niche Market Strategy Session Zoom call with Greg!

Greg Milner, Founder, Worldwide Salon Marketing

Greg Milner is the founder of Worldwide Salon Marketing. Since 2004, he and his team of digital and offline marketing specialists have been helping salon & spa owners all over the world to get more clients, spending more money, more often.

[NEW VIDEO] How to Advertise on Facebook

If you’re not a geek, navigating the ‘back-end’ of Facebook’s advertising portal is enough to have you tearing your own hair out. 

Worse, Facebook keeps changing things, just as you get used to it. And you can spend frustrating hours just trying to work out what the heck they’ve done!

So many small business owners throw their hands in the air and give up. Or worse, just throw money at it, hoping some of it sticks.

Posts on your business page are now being shown to fewer people. Unless you boost them.

But how to do that effectively and efficiently, to ONLY the right target market, can be confusing. In this video, Worldwide Salon Marketing social media specialist Samantha Buckley walks you through exactly what to do to make every dollar you spend count.

It’s one thing boosting a post to as many people as you can. 

BUT it’s better to boost a post to people who are more likely to respond. 

And those people tend to be people like your clients, their friends, family and people with similar interests. 

How to do that? In the second video, Sam reveals how to import your own list of clients into Facebook…

After watching that, is social media marketing STILL doing your head in? 

Thankfully, you CAN get it all done for you. Regular daily posting, monthly special promotions, even specialised Google, Facebook and Instagram advertising campaigns. 

Sam and her team do the lot. Click the button below to find out more, and call Sam on +61-8-94439327. 

Greg Milner, Founder, Worldwide Salon Marketing
Greg Milner signature
A simple decision – now this salon owner can take holidays…

A simple decision – now this salon owner can take holidays…

Now, Salon owners can take holidays with this simple tips from us!

It can be a scary thing to contemplate.

“I wish we had a receptionist – but how can I generate enough business to pay for her???”

It’s a question Jasmine Dwyer asked herself often.

One day, she just gritted her teeth, and pulled the trigger.

It changed her life. Here’s how Jasmine described it:

Jasmine has been a Member of Worldwide Salon Marketing’s Client Attraction System for 8 years.

If YOU want access to the same tools, templates, strategies and hands-on support from our team of marketers, digital experts and technical specialists, it’s a one-click process to join our flagship program:

 

For the past 10 years Greg and the team from WSM have always facilitated a highly engaging, dynamic and professional marketing platform . We have been equipped with helpful tools focused around client retention, new client lead generation and past client re-engagement. Investing in this marketing program has helped grow our business to what it is today. Highly recommend. Also I would like to say the help we had from Sam with the launch of our Social Media Shops and advertising will be sure to drive more traffic our way.

Leiza Cester

Owner, Allura Hair Boutique

Greg and his team are second to none when it comes to getting clients through the door. As a start up Laser Tattoo Clinic with no reviews, I'm thrilled to say business thrived in the first five months of opening (pre Covid19) all due to the great advertising and follow up links provided by the team at WWMarketing. I'm looking forward to continuing the journey post Covid19 lockdown. Thank you, can't recommend you highly enough 🙂

Lorina Cassidy-Reid

Owner, Original Skin Tattoo Removal

SEE WHAT PEOPLE HAVE TO SAY

Check out what Salon Owners are saying about Worldwide Salon Marketing.  These business marketers have all been through one or more of our Salon Owner programs.  These programs are designed to change them into real business marketers and their salons into cash-generating machines.  If you want similar results then take action yourself by calling one of our offices.

What’s your Salon’s USP?

What’s your Salon’s USP?

I’ve written a lot, taught a lot, coached a lot on the subject of USP or Unique Selling Proposition. While most of our Worldwide Salon Marketing Members ‘get’ the reasoning behind all the Emotional Direct Response salon marketing ads, flyers, letters and other material in the Simple Salon Marketing manual, very few owners of salons & spas even attempt to understand the importance of having a truly unique message for their prospects and customers, and it’s effect on your salon’s income.

In 1961, famous American advertising executive Rosser Reeves introduced the idea of USP in his book Reality in Advertising.

According to Reeves, there are three requirements for a USP:

1. Each advertisement must make a proposition to the consumer. Each must say, “Buy this product, and you will get this specific benefit.” (Your headline must contain a benefit – a promise to the reader.)

2. The proposition must be one that the competition either cannot, or does not, offer. Here’s where the “unique” in Unique Selling Proposition comes in. It is not enough merely to offer a benefit. You must also differentiate your product.

3. The proposition must be so strong that it can move the masses, i.e., pull over new customers to your product or service. The differentiation cannot be trivial. It must be a difference that is very important to the reader. (What Reeves was talking about here was making a BIG promise. But not necessarily an expensive one.)

By contrast, so much beauty industry marketing, particularly among average ‘corner store’ hair and beauty salons, is so timid that it disappears, becomes invisible. “Come to us and we’ll make you look much better…” Vague, wishy-washy nonsense.) Now, big companies spend millions, billions of dollars building a strong brand.

There are lots of soft drink manufacturers, many of whom sell a ‘cola’ product. But you can only buy Coke from Coca Cola. Unfortunately, YOU don’t have the kind of money Coca Cola has to build a ‘brand’. So we use ‘guerilla marketing’ methods to achieve differentiation in a USP. One of the best methods I know to create a strong USP is when your product or service has a unique feature, one that competitors can’t boast about. Of course, if you have that advantage, it all becomes pretty easy. Okay, I hear you thinking,

“But what if I’m just an average salon doing pretty much the same kind of stuff as the competition?”

According to Reeves – and I agree – uniqueness can either come from a strong brand (an option 95% of salons can’t use) or from a claim not otherwise made in that particular form of advertising.
And that’s what you should be doing in your salon.

In other words, saying something about your business or service that others could be saying, but aren’t!

It’s called Making the Invisible Visible.

Here’s an example of that process in action:

For years, Schlitz brewing company dominated the market by ‘telling the story’ of how they made their beer. No different from the way everybody else made their beer, but they ‘made the invisible visible’.

Decades ago (there’s nothing much NEW in this concept) Milwaukee’s famous Schlitz brewing company went from nowhere to market leader when they started ‘telling the story’ of how they made their beer, in painstaking detail. Ironically, they made their beer exactly the same way every other brewer made beer, but crucially, nobody else was telling the story.

There’s another VERY large advantage to taking this approach. I call it ‘claiming the high ground’. Once you’ve done it, your competition is left to look like followers instead of leaders if they copy you. Famously, Reeves crafted a USP for M&Ms – ‘It melts in your mouth, not in your hand’ – that had the opposition chasing them for decades, and is still in use today. What could the competition do, run an ad that said “we also melt in your mouth, not in your hand”? I don’t think so.

If you’re a reasonably intelligent salon owner (in other words, one of the few who understand that the money’s in the marketing, not in the product or service) then you might have picked up on a couple of crucial lessons in this post.

Creating a USP is not necessarily about how good your product or customer service is. Everybody claims they provide ‘great customer service’. Big deal. As you can see from the examples I’ve quoted here (Schlitz and M&Ms) they didn’t talk about how good their product was. Instead, they talked about stuff that was actually peripheral to what was in the bottle (or the box). So, think: what can you say about your business that is unique (or perceived to be unique), that either cannot be said or isn’t being said about a rival salon? And remember, it’s not about you, the business, or the product – a truly ‘sticky’ USP is always about the customer, and the benefit to that customer.

Here’s ONE way for a salon to create a truly Unique Selling Proposition:

First, write a LIST of things that aggravate and annoy (your potential) customers. For example,

  • Being kept waiting
  • Getting shoved from one therapist/stylist to another
  • Dirty, unhygienic floors, rooms etc
  • Inexperienced staff
  • No parking nearby

(You can and should be able to make a LONG list of things that pee people off about salons.)

Second, pick at least ONE of these, and provide a GREAT answer to it.

Example: one of our Member salons decided that what annoyed her mostly middle-aged clients was going to a salon and being served by therapists or stylists barely out of their teens. So she came up with a cracker of a USP: “You know what it’s like when you visit a salon and you’re thrown in with an inexperienced junior? Well, at (salon name) the average age of our staff is thirty eight, with an average experience of 15 years! So you can rest assured your skin is being looked after by people who know what they’re doing!”

No meaningless blather about ‘Our customer service is exceptional’ or ‘We’ve won the industry’s top awards’. Just stuff that matters to the customer.

Is your website doing its job - being FOUND high on Google searches, generating phone calls, bookings and leads?

If not, it could have CRITICAL ERRORS you don’t know about. Use our FREE website audit report and health check tool and find out. (A $245 value!) 

If Google exits Australia, here’s what you need to do to protect your online assets

If Google exits Australia, here’s what you need to do to protect your online assets

I’ve written at length and often, of the dangers of relying on one of anything in business.

  • one supplier
  • one employee
  • one or very few large customers
  • one source of leads
  • one online marketing asset
  • one primary source of finance
  • one product

It’s an endless list.

Because if you suddenly lose that ‘one thing’, chances are your entire business gets hung out to dry.

Many a time, I’ve had a phone call like this: “Help! Facebook has taken by business page down, it’s the only way I keep in touch with my clients, what am I going to do?”

Or, “My one team member has just given me two weeks’ notice, she’s leaving a week before Christmas!”

But if you think that’s bad, imagine this:

 

Google suddenly shuts down its search engine for the whole country.

Fanciful? Not at all. In fact, that’s exactly what Google is threatening to do if the Australian government goes ahead with laws forcing Google and Facebook to pay mainstream media companies for news … the two tech giants currently swipe for free.

I doubt there’s a single hair salon, beauty salon, day spa or medispa that doesn’t, to a large degree, rely on Google to help clients and customers find them online.

Many spend big money every month to keep themselves at the top of Google’s search results, because 95% of people use Google exclusively to find products and services.

Like Sandi Chong of Suki Hairdressing in Newcastle, NSW, as quoted in this story in The Australian this week: 

This hairdresser spends $1000 a month on SE

(And if you doubt it’s worth spending a few hundred dollars a month on getting top Google ranking, it works. Many, many salons & spas pay Worldwide Salon Marketing to SEO their websites and Google My Business listings. For example, Allura Hair Boutique in Melbourne sits on top of the search rankings.

Their Google My Business listing brings them more than 200 phone enquiries every month. 

How this salon gets 200 calls a month

If Google throws its toys out of the playpen and sulks off into the sunset, that leaves a lot of businesses with little or no presence in search.

So, what can you do?

Microsoft’s BING is David to Google’s Goliath.

Microsoft can claim about 3% of current search traffic, to Google’s dominant 95%. But you can bet the folks at Microsoft are circling, waiting for Google to spit the dummy on Australia.

The other search tiddler is a company called DuckDuckGo, which is rapidly growing its market share on the back of not collecting user data and flogging it off to marketing companies.

The smart business owners are already getting prepared for this. For our Member businesses here at Worldwide Salon Marketing, we’re already laying the groundwork so that if and when Google Search disappears, they’ll be properly set up and optimised on Bing.  

There’s a LOT to be done.

  • Checking to make sure a business even has a Bing business listing.
  • If it hasn’t, setting one up from scratch, making sure all the images are optimized for search.
  • If it has, checking all the details (the NAP, or Name Address Phone details) match exactly with anywhere else the business is mentioned online, eg directories and review sites.
  • Ensuring the Bing map listing replaces (or is ready to replace) the Google map listing in the business’s website.
  • Ensuring all the images on the listing retain what’s called exif data – including GPS co-ordinates, tags, titles, comments and the business web address.

…and that’s just off the top of my head. 

We can make it easier for you. 

Option #1: you can of course go ahead and do it all yourself. Learn how to do it. Learn how to optimize all the images. Figure out how to check the NAP details and make sure they’re exactly the same as everywhere else on the internet.

Option #2: We can do it for you, in a couple of days! For $295 (incuding GST in Australia) it’ll be done for you, and you won’t have to worry about suddenly disappearing from search results if Google disappears from Australia!

What happens when you order Fix My Bing!

  1. As soon as you order, we’ll receive notification. 
  2. If we don’t already manage your Google My Business Listing, we’ll ask you to add us as a Manager of your Google My Business listing. 
  3. After that, we’ll do the rest. 

…and you’ll be advised immediately your Bing Places has been set up!

 

Greg Milner, Founder, Worldwide Salon Marketing

Greg Milner is an author, marketing consultant and Founder of Worldwide Salon Marketing (2004). He’s coached and advised thousands of salon & spa owners on their business-building strategies. 
Greg’s team of digital marketing specialists build and maintain hundreds of websites, SEO processes and digital marketing campaigns for salons & spas all over the world. 

Green Wave Solar
Green Wave Solar
06:27 22 Sep 21
Greg has been instrumental in setting up our online presence with a brand new website, and google landing page. He delivered in spades where others had failed and continues to provide fantastic support and quite often just a chat to see how we are progressing. His casual approach yet professional delivery gives us confidence that we are on the right path. As we continue our own journey. Right man for the right job!
Mary Lawson - Evans
Mary Lawson - Evans
08:09 15 Jun 21
I just want to say thank you to Greg and his team, always very friendly and responsive. I was concerned to start with being in the UK but there have been no issues, I have a great looking website, shop and google business page. This morning I had a zoom call with the very patient Greg to show me how to make changes to the website, I look forward to working more with the team. Thanks Mary
Office Chroma
Office Chroma
01:54 13 Jan 21
Greg and his team provide an excellent service. They are very easy to deal with and truly experts in the hair and beauty niche. They know what works and what doesn't, so they deliver real measurable results for your marketing budget.
Danielle Sandall
Danielle Sandall
08:11 12 Oct 20
A big thank you to Greg and the team at worldwide salon marketing. I’ve been very happy with the advise and help I have received over the last 2 years it’s been fantastic. If you need help don’t hesitate to contact them.
A Google User
A Google User
05:06 20 May 20
Greg and his team are second to none when it comes to getting clients through the door. As a start up Laser Tattoo Clinic with no reviews, I'm thrilled to say business thrived in the first five months of opening (pre Covid19) all due to the great advertising and follow up links provided by the team at WWMarketing. I'm looking forward to continuing the journey post Covid19 lockdown. Thank you, can't recommend you highly enough 🙂
Lorina Cassidy-Reid
Lorina Cassidy-Reid
05:06 20 May 20
Greg and his team are second to none when it comes to getting clients through the door. As a start up Laser Tattoo Clinic with no reviews, I'm thrilled to say business thrived in the first five months of opening (pre Covid19) all due to the great advertising and follow up links provided by the team at WWMarketing. I'm looking forward to continuing the journey post Covid19 lockdown. Thank you, can't recommend you highly enough 🙂
Leiza Cester
Leiza Cester
05:04 07 Apr 20
For the past 10 years Greg and the team from WSM have always facilitated a highly engaging, dynamic and professional marketing platform . We have been equipped with helpful tools focused around client retention, new client lead generation and past client re-engagement. Investing in this marketing program has helped grow our business to what it is today. Highly recommend. Also I would like to say the help we had from Sam with the launch of our Social Media Shops and advertising will be sure to drive more traffic our way.
Wafaa Karim
Wafaa Karim
08:19 04 Mar 20
Absolutely the best marketing company I've worked with. They understand our industry & provide targeted solutions to keep the phone ringing & the $$ coming in. Thank you Greg & team 😀
Darley International
Darley International
06:01 28 Feb 20
I have been working with Greg and his team within our business for many years and love his informative information videos to make our business better Thanks 🙏
Justiss Boyer
Justiss Boyer
14:00 21 Feb 20
Greg and his team have been pivotal to the success CANVAS Salon. We listen to everything they tell us to do and they have never led us astray. If you are in the need of marketing help and you're in the beauty industry, Worldwide Salon Marketing are the team to have on your side.
Effie Argys
Effie Argys
06:31 19 Jan 20
Many thanks to Greg and his wonderful team at Worldwide Salon Marketing for the amazing new website they created for my business Escape Skin and Body. Every request I made was met with efficiency and promptness. It made my whole experience very seamless and positive. The communication between Greg and his team was flawless, and I would highly recommend them to any salon owner needing an overhaul of their website. Thanks so much to both Greg and Rose. A job well done!
Debbie Bryan
Debbie Bryan
12:05 13 Nov 19
Highly recommend, I worked with these guys over 7 years ago and they were great then and even better now. Genuine solutions for Salon owners to help them work on their business profitably. If you were thinking about trying Greg then you absolutely should right now.
Marcel Reuben
Marcel Reuben
06:51 10 Oct 19
thanks for all your help promoting our business , much appreciated.
John Abbott
John Abbott
00:35 15 Dec 18
Greg and his team are the most professional and helpful marketing people I have worked with. Their guidance in developing the media presence for our shop has been invaluable. His marketing knowledge is a revelation.
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