No matter what industry or field you look at, you will find specialties. There are small animal vets, and there are equine vets. There are fashion designers who specialize in baby ready-to-wear and ones who produce haute couture. There are business coaches who only work with women, and psychologists who only counsel children.
As you can see from the examples above, specializing within an industry or field helps you stand out – and it can help your small business stand out, too. Specializing has many benefits, but for marketing purposes, here are 6 reasons “going niche” will improve your marketing strategy:
1 – Stronger brand
Trying to be everything to everyone is not easy – or feasible. By specializing, you can create a brand that stands out for its focus on doing one or two things well. Your visual identity and content will be stronger as a result, making it easier for customers to connect with you.
2 – Clearer messaging
When you focus on a specific niche, your value proposition and overall messaging will be clearer. You can speak directly to your customers and explain the benefits of working with you in a way that resonates with them. Additionally, by being clear about what you do and for whom, the quality of your leads will increase.
3 – Fewer products or services
I learned in a Forbes article that Starbucks locations in the U.S. serve over 20,000 drink choices – 20,000! While that might sound impressive, it’s not. More choices makes it harder for people to make a decision. When you specialize, you will automatically offer fewer products and services, thus making it easier for your customers to find what they want and buy from you.
4 – Highly developed expertise
When you specialize in a niche area, you will, by default, develop specific expertise around products or services. That expertise can be spun into thought leadership via the content you create and share.
5 – Better SEO
Because of your niche, the keywords that are most applicable to you will have less competition – think “trompe l’oeil fine art interior painter” versus “painter” – making you easier to find online.
6 – Less competition
This is alluded to above, and it may be obvious, but by being specialized, you will have less competition, thus increasing your business’s potential for growth and revenue – as long as there is demand!
7- More focused target market
A vet who specializes in household pets has a much different target market than one who only works on horses. When you specialize, your target market becomes much more specific and smaller, making it easier for you to find them online and reach them through online advertising.
What other ways does being highly specialized, or niche, benefit your business?
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