“A friend to all is a friend to none,” as the old adage goes. In marketing, this applies when you fall into the trap of being too much of a generalist.
This approach works if you sell something everyone needs, like food or toilet paper, things every human on earth needs to live a healthy life.
But digital B2B products are not very high on the hierarchy of human needs. So trying to appeal to everyone in your market is a big mistake.
Research shows that niche websites experience 35% more engagement than general sites, and 60% of users return to them because they find value in niche content. So, niche down.
The first step to doing this is scouring your demographic data.
You can drill pretty far into demographic peru mobile numbers list data on Google Analytics. You can look at:
Interests
Language
Country
Region
Gender
City
Age
Additionally, your CRM is a goldmine of leads, current customers, potential buyers, churned customers, and warm customers.
Google Analytics demographic data by gender
Image source
But just having this data and tracking it in a report isn’t enough to move your business forward meaningfully. You need to use this data to create niche content and a targeted user experience to move the needle.
Let’s look at an example.
Let’s say you’re a B2B company offering HR training and consulting services. Up until now, you’ve focused your content on general HR issues. You have a robust bank of content pieces using SEO best practices, but engagement is stagnant and not converting.