Why Niching Down is Important?
by Michelle Pacheco | Business and Social Media Mentor | Founder of Miami Mompreneur
“Try to serve everyone and you will be serving no-one”
You know why I used that box of chocolates as the main picture for this post? Because it is exactly what we will talk about: Niching Down. Do you eat all the different chocolate types from a chocolate box: cherry filled, caramel, double chocolate, mint? You probably have one that you prefer the most, and this ONE favorite type, is the one you will take out from the box first. And that concept is Niching down. Let’s get right to it!
Let’s start by gaining CLARITY! It is important you learn what is: Target Market and Niche in order to navigate this exercise properly.
What is Target Market?
If you search this term on Google the literal definition is: a particular group of consumers at which a product or service is aimed.
For example: Women, College Students, Moms, Teachers
And this is a great start for your small business. But in order to succeed, stand out and get those sales coming in, small business owners need to Niche down.
There are many benefits to niching down that will make you a more successful business owner:
Better targeting & online visibility
LIMIT YOUR COMPETITION
If you offer a genera service like Life Coaching, you will be competing with a greater number of coaches that offer the same service. But if you offer Mindset Coaching for Professional Women Transitioning into a New Career, you’ll face less competition and be more likely to pick up specialist clients. The result; your competition shrinks.
BECOME AN INDUSTRY LEADER
When you focus on a particular area of your business, you’ll have more time to learn from your target market and be able to communicate with them more effectively. The more you know about your industry, the more recognition you’ll gain, and the more your ideal clients will trust you and want to work with you.
BETTER TARGETING & ONLINE VISIBILITY
When you have a large target market, your budget may not allow you to reach everyone and your message can get diluted. When you have a Niche, you can create a more successful marketing campaign and your budget will show more bang for its buck.
This in turn will help your online presence because there’ll be less competition for the keywords you’re targeting, and the traffic you attract is more likely to convert into sales because your business is a good match for their needs.
BUILD A LOYAL CUSTOMER BASE
Once clients find a provider that offers the niche service they need, they’re unlikely to look elsewhere because they know there aren’t many other providers. You become the only logical choice. Remember not to get comfortable with this and never take the customer for granted.
CONFIDENCE ATTRACTS SALES
By having a niche that you excel in, you’re in greater control of every aspect of your branding and marketing message. You will feel more confident knowing you have an excellent track record in the niche you serves. Confidence = Sales.
Now let’s move on to understanding What is Niche.
A Niche is a small, specific subsection of the target Market. When you have a clear defined Niche, you are able to clearly market, message and attract this audience, therefore creating trust, growth and eventually sales.
Niche examples from the Target Market above:
- Vegan women into Yoga practice
- 25-30 year old female college students looking to buy affordable fashion and feel confident
- New Moms struggling to find harmony the first year after baby
- Spanish teachers in the South Miami area
Do you see the distinction? Creating content and creating a marketing when you know who you serve becomes effortless and second nature. No more feeling overwhelmed.
Tips to find your niche
Your passion – passion builds the best companies. If you’re not passionate about your business, it’s unlikely you’ll commit to it. Don’t try and choose your niche purely on profit (although that’s important), focus on your interests.
Research – once you have an idea for what your niche could be, do your research. Identify how much demand there is for your product or service in that niche. There may be a niche in the market, but is there a market in the niche?
“Who?” and “what?” – if you’ve been in business for a while, look through your existing customer base. See who your best customers are and what particular product or service you provide them. You may find a common trend amongst your customer base that can help you identify a niche market.
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