A classic small-business conundrum is the question of specialization. The idea of saying no to potential business (because your specialty lies elsewhere) terrifies some small business owners, particularly those without recurring revenue models.
And while revenue – profitability, really – is of course critical to business success, the “say yes to any opportunity” marketing model values short-term gain over long-term growth.
Specializing, though, isn’t as simple as it might seem. Here are two mistakes we see companies make in their approach and marketing when it comes to specialization. 
Specializing Doesn’t (Necessarily) Mean Saying No to Business
The first mistake is simple, and simple to overcome: Specializing does not mean you must say no to any work outside of your area of specialization. If you have the ability to do the work profitably and doing the work doesn’t keep you from taking on work within your area of specialization, there is no reason you shouldn’t take on that work.
What you shouldn’t do is base any of your marketing on the extra-curricular work. These projects should not become case studies or entries on your representative client list or testimonials, no matter how happy the client or how recognizable the company name.
As long as you adhere to those guidelines, there is no harm in taking on work outside your primary marketing focus. Revenue and profits are good, of course, but you also gain an opportunity to explore new industries or new types of engagements that you might consider pursuing in the future.
Specializing Means More Than a Narrow Focus
The second mistake can be more dangerous: mistaking a narrowing of your focus for specialization.
To avoid this pitfall, it’s helpful to remember that narrowing your focus isn’t the goal. Narrowing is merely a means to the end.
And that end is depth. Depth of knowledge, depth of experience, and depth of relationships in an industry or other area of specialization.
It is the depth – not the narrow focus – that allows you to become the firm that is sought out by everyone in a particular industry or role, or as the solution to a particular type of problem.
You, like most marketers, almost certainly understand this without really thinking about it. Where you can run into trouble is in the timing and, occasionally, the execution of your specialization plan. You can niche down your marketing in as little time as it takes to update your messaging. Gaining the depth of knowledge and experience required to be recognized as a highly specialized expert will take longer.
It can be a tricky tango to transition into specialization. The more you can point to demonstrable experience, quantifiable results, and qualitative raves, the more effective your specialization-focused marketing will be.
Occasional large-scale changes can re-invigorate a marketing plan that’s beginning to falter and can provide a blast of inspiration that ripples out through the rest of your marketing.
By the way, if you’re interested in hearing some of my podcast and radio appearances, you’ll find a few of them listed on the Andigo website.
Photo by Dave Dollar on Unsplash
