A niche can do wonders for your marketing, especially the results you get from your networking. Having a niche allows you get a targeted message to people that really resonates with them, so that they buy.Thoughtful businessman considering his niche

Niche Marketing – by Shakespeare (almost)

Whether tis nobler in the marketing to suffer the slings and arrows of outrageous fortune – or take arms against a sea of prospects that don’t really want you, and by opposing them to waste time and effort.

No more and by waste we say to end

And the thousand natural adverts

That marketing is heir to? T’is a consummation of expertise and client devoutly to be wished

To sell, perchance to dream, ay there’s the rub

For in that lack of niche our best prospects see us not

Sorry Will, I hope you didn’t find it too offensive!

I was listening to a discussion the other day whilst browsing a Shakespeare primer (even at my age I struggle to get into his writing, yet aspire so to do). The discussion was about that perennial subject of having a niche, albeit with a slight twist.

What is a niche?

A niche is a set of people that have similar attributes; some obvious ones could be master carpenters in Cheam, or Graphic Designers in Godalming. There are many other ways of grouping people so that you are dealing with a niche: ambitious, proactive, accountants with a personality who have between 5 and 50 employees; people that are concerned about what might happen when their parents go into care soon; business coaches who are trying to understand Shakespeare (well OK, now I’m being silly)………

A niche is not:

  • “SME owners”
  • Accountants
  • Wealthy individuals

OK, I should say – a useful niche is not…..although that depends on the purpose of having a niche.

What makes a niche useful?

Niches like “SME Owners” will not help anybody find referrals for you however much they want to. There are too many others in the same space, making the same claims. You are relying on other people (referral partners) to notice something and then stop doing their own jobs in order to “sell you”. It’s a bit like having a page of text covered in highlighter ink, nothing stands out enough for anybody to take action. If you’re thinking, I have a niche and it’s not helping, perhaps you should click on  networking doesn’t give you referrals)

If you’re still not sure, read The Pink Car story and why looking for a pink car rather than silver car is more likely to get good results.

Become the “go-to” expert

Having clearly defined a niche, it’s now much easier to become the expert within that area. What does that do for you? As the expert people go-to you, rather than anybody else.

How has having a niche helped you get more referrals? Or, conversely, what stops you from developing a niche? I’d love to read your comments.

Jon BakerWritten by Jon Baker The 5-50 Coach. I help professionals grow their firms from 5 to 50 employees, sustainably, profitably and still have fun. Networking is a key part of getting great results in small firms. If you want great networking tips sent to your desk once a month, click here and I will start sending them to you, so you can make a real difference to your referrals.