Finding Your Audience Niche (Or Multiple Niches)

Finding your niche doesn’t have to be limiting or anxiety-inducing.  It’s purpose is to zero in on the audience you can serve best to start, and you always have the opportunity to expand once established (IF that serves your brand and your clients most).

A niche can be made up of a huge amount of people, and can make you feel great because it’s a group of people you either understand really well or simply love to serve.  

{ EXAMPLE 1 }

Imagine you’re a Service Provider…

You’re an HR consultant for businesses.  Could you work with any kind of business?  Sure.  But your career thus far has been in a leadership role in the early childcare industry.

Choosing to direct your HR consulting expertise towards early childcare business owners doesn’t limit your business, it would expand it because you can be so specific and relatable with insider knowledge about what’s really needed from this group of ideal clients.  

Plus, you already know that it’s a huge industry and they all have a need for HR and no one else is providing this service…win-win!

{ EXAMPLE 2 }

Imagine you’re a Creative…

You’re a wedding photographer (mainly), but also do some family sessions and some brand photography on the side.

Good news!  You already have multiple niches - engaged couples, families, and female entrepreneurs.  It’s ok to have multiple ideal clients as long as you have a way to speak to each group distinctly (i.e. tagging them for different emails in your email service provider, different pages on your website, and potentially different social media pages, too).

In this scenario, you can “niche your service” - - - or have a stand out style to your photography that specifically grabs the clients you get in all 3 categories.

{ EXAMPLE 3 }

Imagine you’re a Product Maker…

You’re a candle maker using toxic free ingredients, infused with natural essential oils that specifically inspire people to pursue certain goals (i.e. lemon verbena to help with focus, lavender vanilla to promote low stress and tranquility, etc)

Could you sell these candles to anyone?  Of course.  Could you market them to a niched audience to really hone in on why that group of people might looooove these candles?  Absolutely.

You choose to market your candles to busy, ambitious women who appreciate sustainably made, toxic-free beautiful things that inspire them.  Now, you can be even more specific in your messaging and marketing to this niche.  It doesn’t mean if someone outside of this niche wants to buy them, they can’t - it simply gives you a way to resonate more deeply and get the essence of why you created this product in the first place across with more meaning.

EXPAND TO MULTIPLE NICHES 

Once you’ve established yourself as the go-to expert, or premium product for your niche audience and you’ve got your positioning, strategy, offers and marketing dialed in for that specific audience, if it serves your brand AND your audience, you can decide to expand.

Let’s take our first example with the HR consultant for early childcare business owners.  Once she is fully established and known as the go-to HR person for this niche, this consultant could decide to expand based on inquiries she’s received from other business owners.  It’s still good to find that “new niche” in the expansion.

Perhaps all her early childcare business owners are women, and their businesses have a certain profit level and team size associated with them.  She could decide to expand her business and take on OTHER female owned businesses with teams of 5-10 people and use her same proven strategies for them.

WHY YOU NICHE

The point?  You niche to be more specific.  To resonate more deeply.  To connect more authentically.  It’s the point of defining what your brand stands for…and the only way to position your brand?  Is to know exactly who you’re talking to.

The reason you don’t start your business or grow your business by trying to serve everyone is because your messaging can’t speak to everyone’s pain points and everyone’s dreams and desires.  When you intimately know your niche, you can create specific messaging, content and offers that relate directly to them, making it seem like you’re in their head and you understand them.  When people feel you understand them and the problems they’re currently facing, they begin to trust that you’ll have a solution for them, too.

Don’t make the mistake of thinking what you do is for everyone - it’s harder to be specific that way, and you won’t resonate as deeply.  Start by finding the niche you would love to serve and who really needs your solutions.

Where You Can Look For More Guidance

I dive deeper into your ideal audience and how to map out their psychographics you need to know in order to position your brand and create content that resonates in The Brandpolish Academy.  If you’re interested in knowing more about my course that helps you create your strategy and clarify your message, get on the waitlist here so you’re first in line to find out more.