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Small Business Weekly Tech Talk – Week 11

Thanks to all who joined. We discussed how to narrow your ideal client focus so your business can grow effectively.

Replay of the Tech Talk (Click Play Button)

Discussion: Niche Down to Blow Up

Today’s Tech Talk is focused on narrowing the focus for ideal clients in a business so it can be more effective. Niching down refers to having a clear focus on who your ideal target customers are and using that to align your marketing efforts in order to reach a wider audience. Getting more specific when it comes to marketing helps to reach the target audience much easier. This also helps to find the customers you are looking for rather than those who just fall into your lap. 

Special Guest: Kelsey Mathes

Kelsey Mathes is the founder & owner of Be Done Social, based out of Chicago.

Be Done Social focuses on various marketing aspects of a business:

  • Branding Strategy
  • Social Media Marketing
  • Web Design and Maintenance 

The Blue Ocean Strategy

Kelsey talks about the concept of a “Blue Ocean” which is a strategy that differentiates a business from the competition by creating new demand in a space. By doing this, companies are able to develop uncontested market space rather than fight over an existing pool. She also talks about a “Red Ocean” which is the opposite. Red Oceans are existing spaces in our industries where all the competitors are. Every competitor in a red ocean is looking to get a piece of the pie creating growing traffic for limited demand.  

Using Stories to Speak to Potential Clients

Stories can be powerful when it comes to marketing. By nature people are attracted to stories that they can relate with themselves. Once you have your ideal client figured out, it’s important to connect a client or personal story that relates to your brand/business. The story will help change a person’s mind from “This brand is cool and I like it” to “I want to work with this brand.” Point of unity between a potential client and a business is important because it builds the trust before even making a sales pitch. 

Host: Mo Hossain

Mo Hossain is the founder of Data Up, Inc and an expert in Business Data Analytics and Website Optimization. Mo previously worked in NYC and London with international companies for several years, where he helped major retailers, media and technology companies make sure their customers were having a great user experience.


How would you create a story for someone who is not familiar with your brand?

Most stories have multiples elements/stages to them. You could go into a short Facebook post or Instagram post and give a brief reintroduction to your business/company. Experts recommend that you give a reintroduction every 7 posts to keep your audience informed on you and your business. 

How do you structure your story in a way that’s appealing to customers?

First thing to do is tell the story. Practice your story with friends & family by speaking it into existence. You will find language that is true to you and you’ll learn to edit out what you need and don’t need. All stories have a beginning, middle and end. The end is highlighting what you are doing now and how you are continuing to grow. 

How do I stand out with my story as a franchisee?

It may be beneficial to find partnerships on Instagram that can promote you on their platforms. For the story, you can elaborate to your customers on why you chose the specific franchise. Detail how you are using that platform to align to your goals and clients. 

Please watch video for more / full details. 

If you’d like to get a consultation or work with Kelsey, please contact her: https://www.bedonesocial.com/contact

Help us grow: Tell a small business owner!

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