Marketing

Be something to someone: How to unlock the power of niche marketing

Sue Parker /

Fear of missing out can stop SMEs in their tracks when defining who their ideal clients are. But niche target marketing is one of the most powerful and efficient ways to attract new clients and build industry engagement and trust for the B2B and service sectors.

The reality is smart niching can be the marketing sweet cherry for many SMEs and consultants. The evidence of building a competitive advantage is clear by defining niche markets and crafting communications and market strategies to align and attract new clients.

There are just so many consultants and SMEs who are in a state of overwhelm by trying to ‘be everything to everyone’. It’s just exhausting and can dilute both online and offline sales and marketing strategies.

There is a flood of choice and content for clients to navigate as they travel through the roads to purchase services and products. And in the research process, people are looking for comfort and reassurance that they will make the right decision with the right supplier. 

And comfort begins with these two key questions:

  • Does this person or company understand my industry and business challenges?
  • Does this person or company know how to solve industry and business challenges?

To start understanding the power of niche target marketing you must reflect on how you begin to assess any new service supplier and decision. 

For example, if you are an accountant looking for a website designer you would ideally prefer to work with someone who has had exposure to your industry needs. Or at least demonstrates an understanding of transferrable skills and adaptation.

Or if you are an online retailer seeking a new software program you will gravitate to a SaaS that has solved similar retailer IT issues.

Or if you are a graphic designer looking for a business coach,  you will feel more comfort with someone who has solved the challenges of creative businesses. It will just generally feel more comfortable and most importantly less risky.

The other real benefit of niching across a few sectors is you develop extraordinary knowledge of that industry. And by virtue of your clients’ experiences, your ability to serve your niche amplifies. You can start positioning yourself as an expert go-to person, which is the aim of all SMEs in the service sectors.

Clarity is the key to success (and sanity). And the niches you may focus on now may not be the niches in the future.  And if your content and marketing message is really compelling other sectors will just want a bite of the cherry and ask if will help them also. Confidence attracts confidence.

So how can you define your ideal niche sectors to target? Start with a deep and honest review of these nine questions below. Individual answers will be valuable but when all are combined and reflected upon a rich clarity of niche markets will be evident. What sectors have you had a lot of knowledge and experience in?

  1. What sectors have you delivered hero outcomes for? 
  2. What sectors do you really love to work with and which truly energise you? (Don’t make all sorts of ‘head noise’ here— just go with your gut feelings)
  3. What type of people do you love to work for and energise you? Think: creative, technical, entrepreneurs, intellectual, etc. Of course, all sectors have different personalities within them, but there are often a few common threads to unravel.
  4. What sectors are facing a lot of pain right now or have ongoing issues?
  5. Do you know how to solve the above pain points and issues with relative ease?
  6. What do you offer the sector that is special USPs (unique selling points)? It may be the way you approach problems or the actual technical aspect of your services.
  7. What superpowers of yours will really resonate with certain industries?
  8. What sectors will be profitable and are willing to pay well?

Did you find some surprises in your answers? Did you find some questions challenging? Did you get any lightbulb thoughts?

Once you have some clarity be daring and start working on marketing messages to attract those niche markets and give them real value of your expertise and passion.

NOW READ: Aldi and Bunnings still the most trusted brands in Australia despite sausage sizzle stuff-up

NOW READ: Setting your business apart: The Commons co-founder Cliff Ho on how to stand out in a crowded market

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Sue Parker

Sue Parker is the founder of DARE Group Australia. A personal and business branding, LinkedIn and marketing communications specialist, Sue works with professional and creative services businesses at the launch, rebrand or growth stage. 

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