eBusiness Blog

Defining Your Niche Market for Sustainable Business Success

Today’s eTip is a follow up to last week’s video on finding your ideal client and we’re going to be talking about finding your niche.

Define your niche

As the head of eVision Media I am a good example of a generalist. I don’t have just one specific service I am strictly bound to.

The different types of topics in my eTips are as a result of my business model in that I employ website designers and developers, social media strategists and online marketing experts so my content varies across the areas we as a team service.

Most entrepreneurs won’t have the luxury of a diverse team to pull from when starting out so it’s very important that you define your niche service for yourself.

Be clear about what you provide

I know you probably could offer expertise on more than one topic. You may have knowledge of more than what you’ve chosen to focus on but in stepping away from your core offering you dampen the presence of your brand and what you’re known for.

It’s best to stick to what everyone knows is your expertise.

Take us for an example: Our particular niche is helping small business owners get online with a great website and brand presence, and then we take care of the online marketing too.

Now if I suddenly started offering my services as a travel agent to my customers their perception of me would change. While I may know about travel it doesn’t mean I should star charging to help with travel services because the mixed messaging would cloud my business’s branding position.

Focus on what you want to be known for

Your message needs to resonate with your audience so don’t take the approach of tossing your business card at anyone and hoping they’ll see the merit of your variety of offerings.

Instead make sure your business has focus and that you don’t try too hard to be all things to all people or you’ll risk losing your core user base through mixed messaging.

Once you’re established and have found your footing as a new business you can look into stretching into other areas by hiring on experts in related fields but when you start, just focus on what you want your business to be primarily known for.

If you have any questions about finding the ideal client please comment below and if you liked what you saw here please subscribe to our Youtube channel or newsletter so you can get updates and videos for small business entrepreneurs every week!

Until next time,
Susan Friesen

P.S. Are you ready to take your business to the next level? Our “All Under One Roof” boutique web development and digital marketing firm can help you make your vision a reality.

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About the Author, Susan Friesen

10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen is the founder of eVision Media, a boutique web development and Digital Marketing firm of over 15 years that specializes in designing, building and marketing professional, unique websites for entrepreneurs, businesses and organizations.

Visit www.ultimatewebsiteguide.ca and grab your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".

How to Find Ideal Clients

How to Find Ideal Clients - 5 Important Steps for Defining Your Niche Market

5 Important Steps for Defining Your Niche Market

I talk a lot to clients about branding and finding their niche but this can be quite challenging to new entrepreneurs or even seasoned business owners when it isn’t clear what their brand is or who their ideal clients are.

New entrepreneurs have a vision of how they want to help people and have a gift they can share that will help solve their problems, but they struggle with getting the right message to the right people who can benefit from their services.

New entrepreneurs often struggle getting the right message to the right peopleClick To Tweet

In order to find ideal clients, you need to do some homework first in order to make your marketing message appeal specifically to them, their struggles and what they’re hoping to accomplish.

Here’s 5 steps to help you find perfect clients to work with:

  1. Stop thinking you can work with anyone or defining too wide of a niche.

    One of the reasons why new entrepreneurs struggle is because they are trying to help too large of a group of people. Even though it’s human nature to help as many people as possible, the trouble with this approach is your marketing message end up being too diffused and won’t be appealing enough to compel people into action.
     
    Even if you narrow down your niche to a specific class of individuals, such as business owners or real estate agents, this is still too wide of a reach and your message cannot possibly appeal to everyone within those groups.
     
    Get clear on who it is you want to work with. Be specific. What gives you the most joy when working with people? Who loves working with you and are happy to pay you for your services?
     
    Focus on those types of clients – the “A” list – and define a sub group from there.

  2. Get a clear picture in your mind of what your ideal client “looks” like.

    Once you have a sub group of your “A-Listers” now define specifics on certain characteristics they all have in common.
     
    As yourself questions like:

    1. Are they predominantly male or female?
    2. What age range are they in?
    3. Are they all within a certain industry?
    4. Where are they geographically located?
    5. What kind of income bracket do they fall in?
    6. Do they share similar interests or beliefs?
  3. Understand the group’s psychographics

    This is one of the most important parts of your research that must be done before you can start marketing yourself to your newly defined niche. You must know what their state of mind is.
     
    Find out about:

    1. The biggest challenges, obstacles or problems they face that you can help them with.
    2. What they are worried about and need the kind of help you can provide.
    3. What exactly do they need, not necessarily what they want.
  4. Be clear on the results you can provide them

    Next you want to be clear on how you can help this group of people. What results will they get from working with you? What problems will you be able to solve for them? What kinds of benefits would they get after working with you?
     
    You will also want to lay out how specifically will you help them with those struggles. Do you have a step-by-step process, system or software that will help them solve their problem? Ensure your marketing message clearly outlines how you can deliver the results they seek.

  5. Understand why they should hire you instead of your competitor

    Part of the process of identifying your niche is to also be clear on what makes you different from your competitors. What is your USP – your Unique Selling Position?
     
    Do some research on others who could also help solve similar problems and identify why you are different from their approach. Your marketing message can then showcase those differences to help your niche decide to work with you.

In order to find ideal clients, it’s important to take these steps first and clearly understand who it is that makes up your niche market.

The next step is to write your marketing message specifically tailored towards that group of people.

Your marketing message must be clear and with the same language your niche uses so they can relate to what you’re saying and trust that you know what they are going through and can help them.

Stop Thinking You’ll Be Losing Out On Opportunities

Avoid falling into the trap of thinking you don’t want to turn anyone away and will lose income opportunities if you focus on a niche. This is a falsehood that holds no basis of truth. In fact, the opposite will happen and you will end up appealing to a much smaller group of people due to your too-diffused marketing message.

If you need help with defining your ideal clients and narrowing down your niche, I’ve helped many entrepreneurs with this process during my brand and marketing mentoring. Let’s get you focused on your niche and come up with a marketing message that will help you find your ideal clients!

How about you? Do you struggle with defining your ideal client and niche marketing message? Share what’s happening for you in the comments section below.

To your success,

P.S. If you found this article helpful, please share it with your Twitter followers:

Here’s 5 steps to help you find perfect clients to work withClick To Tweet

About the Author, Susan Friesen

10 Critical Questions You Must Ask to Get Maximum ResultsSusan Friesen is the founder of eVision Media, a boutique web development and Digital Marketing firm of over 15 years that specializes in designing, building and marketing professional, unique websites for entrepreneurs, businesses and organizations.

Visit www.ultimatewebsiteguide.ca and grab your FREE "Ultimate Guide to Improving Your Website's Profitability - 10 Critical Questions You Must Ask to Get Maximum Results".