How are they different?

We include in our analysis a new concept, the Target Persona, which will serve to encompass the information of those responsible for making decisions in your Niche.

Let's clarify the difference between each of the concepts.

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Niche

A niche is an ultra-specific group (market segment) of companies with similar characteristics that will allow us to carry out homogeneous recruitment actions.

The main characteristic that they have in common is THEIR PROBLEM within their activity (job to be done) and the "desire" to obtain the expected result (urgency to achieve the desired outcome)

Example:

Imagine that you sell payroll software and you have to look for Niches (market segments with similar problems and aspirations).

1. Financial Director of a factory: All his employees work in the same building. They all charge similar payroll. For hours. They work locally and move into your area. Your employees want to collect payroll advances and you need software to manage the advances. 
2. Financial Director of a remote company. Its employees work all over the world. With different purchasing levels. Different currencies and different tax procedures. Your employees are paid variable by milestones and you need payroll software integrated with your project software to measure the "milestones" and determine the variable salary of each one.

Two financial directors with the same initial problem. pay payroll But with a very different need, so they are two Niches (different market segments) since the background of their problem, the need and the way to solve it is different.

Target Persona

Combination of Role (Ideal Customer Role) and Company (Ideal Customer Company). It is derived from the Niche and helps us to detect the decision-makers within the company (Sponsors, influencers, Stoppers/Blockers,...)

The objective is to generate the subsequent Database in Sales Navigator or the tool that we use.

Following our example above, it is clear that we have a minimum of two different Target Personas.

We will develop this concept in a specific activity.

Sector

We use the sector to personalize the recruitment campaign, marketing and commercial strategy. We differentiated it to create a message that resonates more strongly when addressing a specific Target Persona.

RECRUITMENT STRATEGY

Before continuing, I want you to see what the focus of the acquisition tasks will be like, construction of the Funnel and the reason why we do this analysis.

It is important when planning the scenarios and it will help you to focus your entire strategy.

Example:

Suppose you detect that for the first case of the "factory", two sectors that we include within the SAME NICHE (employees in a factory who want to collect advances), the industry automotive and metallurgy caters to those needs.

In this case, we will use the Sector to add strength to the marketing message when we do prospecting and direct acquisition, even if it is the SAME NICHE.

In the future you will create two actions:

1) First action: aimed at CFOs of automotive companies (employees in a factory) You will

create specific documentation, specific message sequences, specific articles, a specific landing page and specific payment campaigns. You will extract BBDD from the target person of this sector and you will start with your capture action.

2) Second action aimed at CFOs who have their employees in a factory, but in this case in metallurgy.

Surely you will be able to reuse documentation already made in the first action but you will create specific messages for the metallurgy sector, you will have a sales presentation adapted to that sector and future specific payment campaigns if necessary.

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Do you ALWAYS have to do strategies for each sector? It depends.

That will be defined by the NICHE that you have detected with similar problems and the strength (resonance) of your message. This will depend on the novelty that provides a solution, your competition, your credibility, your success stories, etc...

The important thing is to select the PROBLEM WELL and THE MOTIVATION of the NICHE.

The ideal is to create as many strategies as sectors, but always looking for the Cost vs Benefit and group when the sectors are similar.

For examples: You can create a proposal for Financial Services that includes Banks and advisers, consultancy of various types,...

We repeat: When to decide whether to Focus on Industry/Sector or "group"?

It depends on what your message "resonates", on the responses you get, on the novelty of your product, on your competition, on your differentiation.

If when you contact your prospects with generic messages you do not get their attention, you should create more specific messages.

Example:

"Hi CFO, we help companies like yours pay payroll" (Little customization = poor result)

"Hi CFO, we help factories pay payroll" (Some differentiation = random results)

"Hi CFO, we help factories that manage payroll advances" (differentiation = better results)

As you can see, we make the messages more specific to achieve greater resonance.

You may not know this now, NOTHING HAPPENS, this is what we are going to discover in this validation process.

In the next activity we get to work!!!