There are many reasons that niching is important in business.
I’ve written many times previously about the power of niching including how:
- Niching down and specialising is the way to grow quickly.
- Niching will help establish your position as the go to expert more quickly.
- And niching will help you command a higher fee for the work you do.
I still believe that there are massive benefits to niching down and recommend my clients do this after all – the niches are the riches according to the saying!
However, much like anything else in business niching down isn’t the entire solution when it comes to attracting clients, increasing your revenue and building a successful business you love.
Niching down isn’t the whole part of the growth story and determining your specialism or niche simply isn’t enough to hit the heady heights of your revenue goal.
Your work must be something that gives you joy!
So often we’re so busy building a business that one day you wake up and realise that you don’t enjoy it anymore. You’re working with clients that drain your energy rather than clients that light you up.
Niching must also go hand in hand with you working out what it is you want to do.
So let’s focus in on why niching isn’t enough.
It’s only one part of the marketing toolkit.
Niching is one small part of the marketing mix and is the start of the process. However, niching down does not replace the need for you to do the work on who it is you want to work with, their problems, pains and challenges and understand the ins and outs of that pain point.
How big and how urgent is the problem for your dream clients
In order for clients to move towards you and for you to sign them up to your programme, course or service offering you’ve got to go deeper than simply pinpointing your niche. You’ve got to go deep on understanding the problem, pain and challenge so that your dream clients know that you understand them.
Once you’ve done that work you’ll know what the biggest problem is for them and how urgent it is for those dreamies of yours to solve.
If it’s not big enough as a problem and urgent enough for it to need resolution now then then no matter how specific your niche you won’t bring new clients into your business at the rate you want.
You’ve got to get your ongoing marketing sorted too
Having a niche is great and you might get a steady drip of clients coming through because you’re known in your niche.
However, if you’re really focused on growth and scaling the business you’re building then a quick dabble on Linked In and a few word of mouth referrals isn’t going to cut it so as well as niching down you need to have a solid marketing strategy to support your growth.
From growing an audience, to engaging and nurturing that audience and a systemised approach to qualifying and converting prospects.
When you have all these elements working together your business will thrive and it’s one of the reasons we focus on niching, specialising and positioning you as the expert in the initial consultations for my Mastermind programmes.
Even if you’ve done some work on the problems, pains and challenges that your dream clients have it’s always good to revisit it.
If you want help drilling down into your niche and work on how you can position yourself as the expert you really are then drop me an email del@delparsonscoaching.co.uk or book a 30 minute clarity call with me here and let’s chat about how I can help you do that.
