Whenever you search for marketing or branding advice, the thing that crops up the most is the concept of ‘finding your niche’ or ‘niching down’, or ‘nitch‘ as my American friends say.
But what does it mean to niche down? Why is it important? And how do you do it?
Read on to find out…
If we use universal language and try to speak to the masses then our messages won’t be as impactful.
For our marketing to be successful, we need to talk to the individual. Having a focus, or niche facilitates this.
Niching down means having a clear focus on who your ideal target customer is and aligning your marketing to match.
But there is confusion here even amongst the ‘experts’. Focusing on a niche is not an end in itself, it must form part of an overarching marketing strategy. I am going to explain part of that strategy and process here so you can implement it in your business.
The problem stems from the multitude of online “gurus” doling out advice on how to achieve the impossible. Without giving any real, practical steps on how to get there. “You must niche down, you gotta focus dude”.
Let’s explore what this means and more importantly, how you might achieve it.
Classical marketing texts define a process called STP – Segmentation, Targeting, Positioning.
STP is the definition of marketing broken down into three steps.
Segmentation– Identifying customers and their needs
Targeting– Focusing on a particular group or groups (this is the niching down bit).
Positioning– How you position your brand in the target customer’s mind. How you make yourself different from your competitors. Or even better, how you make your competitors irrelevant.
One of the very first questions I ask any client is: ‘Who is your ideal customer? And what are their pains and problems relating to what you do?’
The WHO question is fundamental. If you get this bit wrong, then none of your marketing will work. I repeat NONE of your marketing will work.
And guess what, it is the most likely reason none of your marketing is working as well as you want it to right now.
Remember, the purpose here is to create a compelling brand. And messages that speak to the individual. To a human. Even most marketers forget this. You are talking to people.
Spend time profiling your ideal client and identifying a niche or segment. I promise you it will be one of the most rewarding pieces of marketing you will ever d
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