Pract•ad•goal is a word host Heather Holloway created. It is the sum total of the words ‘practical advancement goal.’ Her intention with this podcast is to teach entrepreneurs how to advance their careers with practical social media marketing advice.
Raise your hand if you feel like:
You’re afraid of turning away business if you niche down.
You don’t want to feel boxed in if you niche down.
You don’t know how to find your niche, and it feels overwhelming, so you don’t try.
You’re not alone. Too often, small business owners let these fears stop them from targeting a specific niche. However, this strategy has tremendous potential to boost your small business’s success. Let’s talk about why.
Why you shouldn’t cast too big a net
A common misconception among business owners is that the best marketing strategy appeals to the broadest group of people possible.
But have you ever heard the saying, “Try to please everyone, and you please nobody?”
That applies to business too! Consumers see an endless barrage of marketing messages every moment of every day. If your brand is too bland, general, and broad, it won’t stand out—and it will ultimately get lost amidst all the other noise.
That’s why a smart entrepreneur captivates the attention of a small audience with content that isn’t afraid to be niche.
Don’t think you can niche down?
There is literally an association for dressings and sauces! And God bless ‘em, I love hot sauce! And check this out, they have a huge audience:
Over 87 thousand people follow Dressings & Sauces. It’s the #1 resource for nutrition information, health benefits, and recipes featuring salad dressings, condiment sauces, and mayonnaise.
And then there’s this fantastic show I’m about to become obsessed with: Set a Table Setting Competition documentary on Discovery+.
People put way more time, money, and attention into the interests they strongly identify with. Meet them there. You’ll get nowhere playing it safe.
Just think about the things you’re passionate about in life: your hobbies, interests, and values. The more niche the topic, the more fired up you get about it, and your potential customers will do the same.
And within tight-knit communities is a high demand for more relevant content, products, and services.
Finding your niche
There’s an audience for everybody.
Ask yourself these questions to find yours:
- Who? Define the specific buyer you are trying to reach. How do they behave?
- Why? Why is this information important? Why are you doing this?
- What? What needs are you fulfilling? What problems are you solving?
Use these questions to paint a crystal clear picture of your buyer in your head. Give them a name.
Then, when you create your marketing, use this person as your guide so you can craft engaging messaging that resonates!
So what did we learn? If you can muster up the courage to try something new and niche down, you will become a magnet to your customers. No interest is too small to have a niche audience—remember, there are professional table setters.
Still unsure who your niche is or how to reach them? Get a fresh perspective and expert guidance from our marketing experts today! You can find our contact information in the show notes.
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Make your purpose and passion your #1 goal
Optimize your messaging by getting to know your market
Reach more people by leveraging audiences where your perfect customer hangs out
Engage your local community into becoming your customers