No matter how hard you try, you can’t be everything to everyone and solve all the problems. As human beings, we also do this while running a business!
The phrase “Jack of all trades, master of none” is a simple and overused line, but one that seems to heavily apply to the business world right now. Recently, more businesses have felt the need to pivot and broaden their services to survive, but that’s often not the answer! If you’re out of your lane with a fake it till you make it mentality, you’re doing your clients a disservice.
You may think that offering a broad range of services will bring success; after all, if you focus on a limited number of services or products – you may miss out on clients, right? This way of thinking may make sense on the surface, but it rarely translates into having a successful business. Doing an average job just for cashing the invoice doesn’t build your brand and can do more harm to your reputation than good.
Finding and owning your niche helps you to find the right clients, but it also helps them find you.
You wouldn’t go to an event photographer thinking they can also organise the catering and decorating, or contact a content creator thinking they can help with your IT support.
If you target your marketing strategy to a large, general audience, you may find that your budget doesn’t allow you to reach as far as you want.
When your brand strategy is focused on a specific group of people, your advertising will grab their attention, and you’ll see better results than if you are placing a generic ad in as many places as possible. With a niche, you’ll have a good idea of your target market and be able to shape your brand strategy, marketing, and content creation to appeal directly to the people who are most likely to become clients. To get you started, you can work with a creative studio that will help with your marketing and brand development to tell your brand message creatively and visually, geared to your target audience. The result? Experience, specialists, industry knowledge – more bang for your buck!
Honing your targeting goes hand in hand with improving your online visibility.
You’ll find SEO management easier when you have a niche because you’re targeting a specific group of people. There will be fewer keywords to worry about, less competition for ranking, and the people viewing your website are more likely to convert because your business is a better match for their needs.
Having a niche helps you gain confidence and become your clients’ go-to service or product provider.
You’ll have a clear and consistent brand message and marketing strategy when you excel at your niche. Not to mention – a short, clear elevator pitch that doesn’t take any explaining.
Rather than chasing every opportunity, identify your core clients and focus on providing the best service available for their needs.
To most people, the idea of scaling down to help scale up isn’t a comfortable one! But staying in your lane and focusing on being good at what you do will do wonders for your business.