Lowering marketing costs is critical for small and medium-sized enterprises (SMEs) with limited resources. You can’t blow your resources trying to be all things to all people. You must target a specific niche customer (the more specific, the better) with a niche solution and align your business model with one of three core strategies—customer intimacy, product leadership, or operational excellence. Here are the steps to help you think accurately.

1. Understanding Your Niche Customer

Picture your ideal customer. They’re not just anyone—they’re a precise, clearly defined individual. The clearer the picture, the sharper your marketing arrow hits the bullseye. Here’s how you paint this picture:

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