The Thesaurus defines niche as a position, slot, role, forte, or function. It also says a niche is an alcove, recess, nook or hidey-hole.
As someone with more than 30 years experience in marketing, I know that it is important for companies to have a position. Positioning is one of the hallmarks of branding. One of the best marketing books written is “Positioning: the Battle for Your Mind, by Reiss and Trout.
Most businesses want to attract the most clients or customers possible so they throw out a wide net, trying to be all things to all people. But the better approach is to determine what it is that you do best.
The word “specific” is used purposefully here – if you have a pain in your hip, would you go to your family physician or to a doctor who specializes in orthopedic problems? You want someone who has more extensive experience and knowledge to help resolve your joint issues, quickly.
Likewise, your branding message – your positioning statement – should focus on your niche to attract your most ideal clients – those people who need and want your services.
Most people need help discovering their niche and that is where MarketingFIRST comes in. That, in fact, is MY niche. I help people discover their niche, their passion, their “WHY.” Then I work with them to develop a branding message and strategy that forms the foundation of all their future marketing activities.
But… how do you determine your niche? My next ON YOUR MARKeting blog will identify the introspective exercises that can help.
There are four questions that help business owners select the right niche for them. The goal isn’t to find the perfect niche immediately. This is an evolving process. But the process is well worth the effort when you begin to connect with those clients who really need you, pay you well, and keep you excited about the work you do.