Five Important Steps to Defining Your Niche market
Clients often ask me about branding and finding their niche. However, this can be difficult for new entrepreneurs as well as seasoned business owners.
Entrepreneurs have visions of what they want to do and a gift that can help them solve their problems. But they have difficulty communicating their message to the right people.
To find the ideal client, do your research first. This will allow you to tailor your marketing message to their needs, what they are going through, and what they hope to achieve.
These are five steps that will help you find the perfect client to work with.
1. Don’t think you can work with everyone or define too broad a niche.
New entrepreneurs often struggle because they try to help too many people. Although it is human nature to help as many people as possible, this approach can lead to your marketing message becoming too diffused and not appealing enough to get people to take action.
Even if your niche is narrowed to business owners and real estate agents, it’s still too broad. Your message will not reach everyone in those groups.
Be clear about who you want to work for. Give specific details. Which of these activities gives you the most joy? Who is most excited to work with you?
Concentrate on the types of clients you are interested in – the “A” list – and then create a sub-group.
2. You can get a clear picture of your ideal client in your head.
Once you have identified a sub-group of your A-Listers, now it is time to define the specific characteristics that they share.
As yourself, questions like:
An a. Are they predominantly female or male?
b. Which age range do they fall within?
c. Do they all work in the same industry?
d. Geographically, where they are located?
e. Which income bracket are they in?
f. Are they interested in the same things or have similar beliefs?
3. Learn the psychographics of the group
This is an essential part of your research before you can market yourself to the new niche. It is essential to understand their mental state.
Learn more about:
a. You can help them solve the most significant problems, obstacles and challenges they face.
b. They need to know what they are concerned about and the type of help you can offer.
c. What do they really need? Not necessarily what they want?
4. Make sure you are clear about the results that you can offer them
Next, you need to clearly define how you can assist this group. What are their results from working with you? What problems can you solve for them? What benefits will they receive after working with your company?
It is also essential to explain how you will assist them in these struggles. Are you able to provide a step-by, detailed process, software or system that will solve their problem? Make sure your marketing message clearly describes how you can help them achieve the results they desire.
4. Learn why they should hire your competitor instead of you
It is essential to identify your niche and be clear about what sets you apart from your competitors. What is your USP? Your Unique Selling Position?
Look into the approaches of others who may be able to help with similar problems. Then, identify what makes you different. These differences can be highlighted in your marketing message to convince your target audience to choose you.
It is essential to understand your niche market and take these steps to ensure you find the ideal clients.
Next, you will need to create a marketing message that is specifically targeted at this group.
Your marketing message should be clear and use the same language as your niche to help them understand what you are saying. They will also trust that you can help.
5. Don’t think you will be missing out on opportunities
Don’t fall for the trap of thinking that you don’t want to turn away anyone. You will lose income opportunities by focusing on a niche. This falsehood is untrue. Your marketing message is too diffused and will make you less appealing to people.
What about you? Are you having trouble defining your niche client? Please share your experiences in the comments below.
Susan Friesen founded eVision Media over 15 years ago. This boutique digital marketing and web development firm specializes in creating, building, and marketing unique websites for entrepreneurs, businesses, and other organizations.