‘Niche marketing’ aren’t just buzz words, it’s great advice!
Niche marketing is a strategy that focuses on a unique target market. Instead of marketing to everyone who could benefit from a product or service, this strategy focuses exclusively on one group—a niche market—or demographic of potential customers who would most benefit from the offerings.
There is a fear that niche marketing excludes people from selecting your services or products.
Whereas the truth is that people have more information about you, and what you stand for and they are making a more informed choice.
Why sound like everyone else?
If you are a business coach with a background in IT, and a potential client is looking to run an IT business, they would be much more likely to have confidence in your services as you understand the market more.
Think about how you research a service or product for yourself.
- You have a pain point, a challenge, it may be specific to you but there are likely to be issues that are common to more people.
- When you are doing your research and read descriptions and look at the images you are filtering out the products or services based on your needs (price, quality, size) and your confidence in it solving your problem. Will this help me?
- If you find a product that mentions your pain point and how it solves it, you are much more likely to click on it and read more information.
- You want a product that doesn’t just peel your potatoes but it also cuts them into chip shape wedges.
- You are scanning down a list of products that you think will work to solve your problem. They all mention either peeling or slicing but not both, you wouldn’t be confident in deciding which one to get.
- Then you spot a product that specifically states it will both peel and slice into wedges, it even has images and a video demonstration. This is the one you would be more likely to buy with confidence.
This is similar to niche marketing.
When you are more specific in who you help or what problem you solve it gives your customer confidence in your product or service. They believe you can help them with their challenges because you resonate more deeply with a distinct set of customers.
Wouldn’t it be great to have clients contacting you that already know you can help them?
By focusing on your niche market in your marketing message you are pre-qualifying your target audience.