If you're the owner of a small business then you will have heard the term 'define your niche' perhaps more times than you can count when it comes to your marketing practice.
Believe it or not defining your niche and learning how to effectively target smaller, specific audiences based on the need your product or service meets can be a hugely powerful tool in building your brand recognition and securing longer term customers.
With more and more small businesses asking how they can stand out in such saturated markets, particularly digitally via social media, we wanted to put together a guide to help you discover and define your niche and start perfecting your marketing practice.
1) What need or want does your business meet?
Whether you are part of a saturated market or a completely unique field, answering this will help give you a starting off point for what sets you a part from the competition. Whether you're meeting the need of the masses or a smaller, specific group can hugely impact the way in which you define your business and conduct your marketing practice.
2) Who are your ideal customers?
Consider the following, are your customers of a specific age or gender? What do you imagine their salary scale to be? Are they an eco conscious customer? Do they live in a specific area? Have specific interests relating to your business? Answering these questions will give you a fuller picture of who your ideal target market can be and will make it easier to define your niche and succeed in your marketing practice.
3) What specifically makes your business unique?
Are you offering something no other business has before? Or perhaps you're improving on the offering of something that already exists, if so what is it that makes your business different from the rest?
4) What are my ideal channels for targeted marketing?
Does your ideal customer live their best life on Instagram? Or perhaps you're looking at targeting professionals via LinkedIn and a mix of in person networking? By garnering a greater understanding of your audience, their likes, dislikes and their wants and needs you'll be able to effectively target them in the digital space and make a start on growing your business.
Example of a defined business niche:
Virtual personal trainers focused specifically on clients in remote and rural homes across the UK confined as a result of the pandemic improve their health and wellbeing.
Interior designers and professional home organisers working with owners of small, space challenged homes to assist them in making the best use of their space creating an oasis at home.
An events company focussed specifically on working with local, eco conscious brands to bring sustainable events and markets to like minded individuals.
Hannah, Heyday Digital Agency
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