The sharpest marketing advice I’ve heard came not from some marketing guru but from a small town photographer, one who built a global business from a home base in a small town.
|Mike Klemme found a niche, filled it,
and killed it. And that is how he
built a global business.
Mike Klemme is a professional photographer from Enid, Oklahoma (population 47,000). He said he built his business on the Red Adair model: be the one to call. That niche marketing has taken him around the world to do what he does best: photograph golf courses.
I heard his marketing advice at a photography event back in 2010.
Find a niche, fill the niche and kill the niche, Klemme said.
Here’s how he outlined the process:
- Pick a niche without an existing specialist, one that capitalizes on your skills and abilities.
- Start learning all you can about it; read the trade publications.
- Network, meet everyone involved, know the industry players and become a guru in your specialty.
- Get beyond the obvious; develop your own perspective and your own style.
- Slam the door on that niche by being the absolute best.
- Find your tribe of people who are passionate about the topic. Communicate directly with them.
- Build great partnerships. Find compatible professionals, and grow your work together.
Klemme may have been thinking about photographers when he put together his points, but I’m thinking about how many different small-town professionals could use these ideas to build their own global business and kill their niche.
- Want more public attendance at your events? Make sure your signs include this specific phrase - February 18, 2019
- Who’s asking your customer questions? - February 11, 2019
- How restaurants can market each other in small towns - February 4, 2019
- SEO for voice search is different for rural small business - January 28, 2019
- What businesses would work in a small town with empty land - January 21, 2019
- Two 2019 small business trends that are good for small towns - January 14, 2019
- Small towns as testing grounds for future technology - December 31, 2018
- Empty building ideas: Art gallery in the windows - December 24, 2018
- What is holding us back? Why does every project take so long in small towns? - December 3, 2018
- Control your business holiday lights with smart home tools - November 19, 2018