INTERMOUNTAIN PI BLOG | 6/16/2020 | 4 PRIVATE INVESTIGATOR NICHE MARKETING TIPS
We live in uncertain times. Businesses are struggling. Neiman Marcus, J. Crew, Gold’s Gym, Bealls, JC Penney and Hertz. The list goes on and on. These businesses have all filed bankruptcy. Some have even permanently closed a number of their stores. All of this has occurred due to Covid-19. How is your business doing? I experienced a slow down at the beginning of 2020. But lately my business has been off the charts for a number of reasons. One of those reasons is because I focus on niche marketing. Today I’d like to talk about 4 private investigator niche marketing tips.
WHAT IS NICHE MARKETING?
First, a definition. Niche marketing is a business strategy where, instead of targeting your services towards the larger market you focus on a specific group within that market. For example, instead of marketing to all types of insurance claims, you focus specifically on workers’ compensation claims. You could further narrow that down to just workers’ comp claims in the construction industry. By doing so the client can really benefit from your services.
Many private investigators suffer from FOMO; Fear of Missing Out. To put it another way, they use a shotgun approach to marketing. They reach out to everyone because they’re afraid they’ll miss out on a paying customer. However, when you market to everyone you’re really marketing to no one. It’s a waste of money and effort. It’s a big, loud market out there and the customer is easily confused.
The truth is you can’t be all things to all people. Otherwise you’re a jack of all trades and a master on none. Your business will easily disappear among the other numberless, faceless, cookie-cutter PI firms. As you focus on niche marketing, I recommend you read author Seth Godin’s bestseller, Purple Cow. It’s about marketing your business differently. And making your business remarkable. Additionally, check out what private investigator Paul Jaeb has to offer.
4 PRIVATE INVESTIGATOR NICHE MARKETING TIPS
When it comes to finding your niche, it’s not just about a specific type of customer or what we call a (1.) profession niche. You may live in a (2.) geographic niche. Perhaps you’re in Nebraska. Or you’re the go-to private investigator in the Dakotas. Maybe your PI business market is the mostly rural areas of upstate New York. These are all example of geographic niches.
You may want to consider a (3.) demographic niche. For instance, there are PI firms that offer domestic investigation services solely to women. I’m sure you’ve heard the radio commercials of Cordell and Cordell. They’re the well-known law firm with the demographic niche of serving men going through a divorce.
Of course, there is also a (4.) lifestyle niche. For example, there’s a private investigator in California that works solely for Hollywood folks and well-known celebrities. I know another PI that only works for high net worth individuals. So, as you can see with these 4 private investigator niche marketing tips your options are endless.
Until next time, this is Private Investigator Scott Fulmer reminding you the game…is afoot
SCOTT FULMER IS A 30-YEAR VETERAN PRIVATE INVESTIGATOR AND THE PRINCIPAL AT INTERMOUNTAIN PI. HE IS AUTHOR OF THE TRUE CRIME MEMOIR, CONFESSIONS OF A PRIVATE EYE AND A DECORATED COMBAT VETERAN OF THE 1990/1991 GULF WAR. HE HAS A DEGREE IN CRIMINAL JUSTICE AND IS A MEMBER OF THE PRIVATE INVESTIGATORS ASSOCIATION OF UTAH. SCOTT LIVES SOMEWHERE IN THE ROCKY MOUNTAINS NEAR THE CROSSROADS OF THE WEST IN HISTORIC SALT LAKE CITY. YOU MAY CONTACT HIM BY EMAIL AT: MEDIA@INTERMOUNTAINPI.COM OR SCHEDULE A FREE VIDEO CONSULTATION.
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