A niche is a focused, targetable segment of the market. You are a specialist providing a product or service that focuses on the specific needs of an identified client group, which cannot or are not being addressed in such detail by the dominant providers in your industry.
But it is important to understand that there is, in fact, a difference between your identified niche and your target market.
Your target market is a specific identifiable group of people you work with, e.g. women in the city, technology start-ups, creative agency owners, small and medium businesses in a particular revenue range.
Your niche is the service you specialise in offering to your target market.
For example, standing desks are aimed at professionals who work in front of a computer for long periods of time. This is a well-defined niche.
Here are 7 reasons why it is important to have a niche:
To avoid spreading yourself too thin
Instead of the risk of spreading yourself too thin in saying that ‘everyone’ is your potential client, niche marketing will help you to focus on a specific grouping of people, and particularly on what their needs and wants are.
You will unlikely to be able to serve everybody, so it is important to focus on what you do best and aim it at a specific group of people who will likely buy what you offer.
It is important to find out what is important to them, what blogs they read, their beliefs and attitudes, who the main influencers in that network are.
Having these insights means that you can develop products or services specifically aimed at this group, based on your thorough knowledge and understanding of what they are interested in.
It’s easier to identify and target potential clients and partners to work with
As the pool of people that exists for a niche is smaller than its mainstream equivalent, it will be easier to identify potential clients and partners to work with, as you can be much more targeted and laser-focused with your marketing efforts.
It’s easier to become an expert and well known in your niche
Niching means it will be much easier for others to understand ‘what you do’ and ‘for whom’, which will make it easier to position you as an expert in your field. As this group is more targeted and of a smaller size, you can rapidly become well known within this group of people.
Your profile and overall visibility will increase within this group. It is a small world after all!
More and better referrals
Since it will be easier for others to understand what you do and for whom, it, in turn, becomes much easier for them to refer more and better quality clients to you that fit the profile of your ideal client, as you have built up trust, credibility, visibility, and it is very clear as to what your specialism is.
The more unique you are, the less competition you will have
There will be less competition, as you will provide the specific services or create the specific products for the specific people you are seeking to help in a specific way that meets their needs. The BIG advantage of becoming more unique is that usually it can’t be easily replicated by your competition!
Marketing becomes much easier
Effective niche marketing should really help with your marketing, positioning and branding as you will attract the ‘right people’ much more easily and quickly. People with similar interests tend to behave and are attracted to similar things. This means that many of your clients will do all the hard work for you as they will refer you more and more because your profile, credibility and influence are readily apparent within your tribe.
More repeat business
As you are able to provide an increasingly better service or product, based on your specific client’s needs, it is likely that you will get more repeat business – people will come back for more, and as an added benefit will often start spending more with you as your relationship grows with them.