Find your tribe.
Know your ideal client.
However you want to word it, finding that group of people that your business targets is fundamentally important in creating a business that has some staying power.
The Fear of Niching Down
I know what you’re thinking:
“What if I niche down and then I alienate someone who wants to buy from me?”
The hard truth is, that might happen, but in all likelihood, you don’t want to work with that person anyway. The reality is that niching down helps you get really clear on your business model, services and/or products, and who you want to work with.
Sure, when you’re first starting out you might think that you will work with anybody and everybody. While that’s great for gaining some experience, that concept will lead to serious burnout.
When you market to everyone, you force yourself into a box of trying to capture the attention (and hearts) of everyone. Think about if you were trying to speak to a crowd. What’s going to make somebody stop and listen to what you have to say?
Is it going to be a message structured specifically for that person or a generic hodgepodge of buzzwords?
Building a Foundation for Growth
Niching down helps you identify who you are serving with your business and can lead to a more strategic way of creating content as well as marketing that content so that it gets seen by the right people.
Too many businesses start out trying to be everything to everybody in their industry. This can be a big mistake that makes competing with other businesses who are also offering to be everything to everybody.
Instead, master your craft. Pick the few things that you and your company can do really well and narrow your focus. Make smart decisions that will help you further your goals, grow at a pace that you and your business can handle, and create the ability to scale quicker with more efficiently.
Finding Your Niche
Okay, so you’ve made the step to niche down. Now how, exactly, does one do that?
The first (and easiest) thing that you should do when identifying your niche, tribe, ideal client is to identify your interests, passion, and knowledge base. You are going to be spending a LOT of time getting to know your niche, so having some experience with the group that you are marketing to can give you some insider knowledge into the way that they think.
The second thing that you can do is to think about a market that is already out there, say mothers for example. From there you can break that broad market into smaller, more specific groups (example: working mothers, stay at home mothers, first time mothers, etc.). You can break that down even further to get more specific with your group (example: mothers who work at home, stay at home mothers with two or more children, adoptive first time mothers, etc.). You want to be specific with your niche, but not so specific that there aren’t enough people to reach.
The third thing on your list should be researching your competition. Thinking about the niche you would like to help, research the other people who are offering the same service or product that you are. What do you do better than them? How can you improve? These are all great things to be aware of before you throw yourself to their mercy.
Finally, test, test, test. Put your specialty to the test and see if you are solving a problem within that niche. Give yourself a pretty good window to tweak your marketing efforts and test different products. If you come up empty handed, back to the drawing board!
It’s a Process
Finding what niche your business is going to thrive in isn’t something that happens overnight. It’s a process to find where your business both fits and is profitable. Keep at it and your business will be rewarded with a loyal tribe and steady success.
Still have more questions? Head on over to the Facebook group and we can chat.