Finding Your Niche: What do you want

Finding your Niche Market: What do you want to be known for?



In my experience, there are two kinds of small business owners:

one that knows whom their market niche is and utilize it, and

another who tends to waiver or not want to "set in stone" their

target market. With the latter group, I always probe for more

information: Why don't you want to choose a specific target for

your product/service? Time and time again, the response is the

same "I don't want to limit my profits by only catering to a

few."



In all reality, you're not limiting any profits at all! When

playing horseshoes, you have one horseshoe with one stake. Try

playing horseshoes with 5 stakes and one LARGE horseshoe – how

successful do you think you'll be then? My guess is not very. The

same is true with marketing: the more stakes you're trying to

'ring' the more difficult it is to accomplish that goal. By

clarifying which stake you're going after, your success rate is

going to be that much higher; and because you're targeting a

specific group of people you can speak to them using their own

words and make yourself an expert in their field!



Expertise = more business!



I know that personally, I would much rather do business with

someone who caters directly to my needs. There are a million

widgets out there; why would I buy a large red widget when I need

a small green one? If I'm aware of the small green ones, I would

definitely buy one! The same goes for your product/service. The

more you know about your market, the more people of that market

are going to want to buy from you!



Determining your Niche



Where do I find my target market?



Take a good look at your services. What are your three favorite

things in the array of services you sell, the ones that you enjoy

most? List them on paper, define them clearly, and there you

will find your starting point.





Who can use these services?



You need to figure out who can use ALL of these services. Not

just one, but all three of the services you chose. No easy route

here: answering small business owners just doesn't count (The

Small Business Administration (www.sba.gov) estimated there were

23.7 million small businesses in 2003). There may very well be

more than one group of people who can use your services; but you

must approach these groups one at a time for the most success out

of your marketing dollar. Once you find that specific group,

narrow it down even further. For example, for many years I worked

exclusively with bankruptcy attorneys, and was considered an

expert (see that word again) in assisting with bankruptcies. My

services were actively sought out (once the word was out about

who I am and what I did) without me having to market extensively.

Why? Because I was 'the one to go to' regarding bankruptcy

assistance. I even trained quite a few personnel in businesses I

just didn't have time to assist. These people needed my services,

and they needed my unique characteristics.



Who exactly are you speaking to?



You must do some research (yes, the dreaded 'r' word) to figure

out the demographics/psychographics of your ideal client. Who

are they? Where do they live? How much money do they make

annually? Where do they shop? What do they do in their spare

time? Where do they congregate? The list goes on and on. You need

to know as much about the specific types of people to whom you're

marketing. An easy and cost-effective method on the internet is

finding discussion groups directed at those people, and listening

very carefully. Knowing the exact demographics just isn't enough

– you must get into their heads and find out what makes them

tick. When you know what makes them tick, you know how to speak

to them; therefore, making it a lot easier to position yourself

as an expert.



Market research doesn't have to be costly or difficult; use your

imagination to find where your ideal client congregates and the

websites/books they visit/read, and you'll get a good starting

point. Seek out people individually, and probe their needs. They

will tell you what you want to hear regarding this, and more

often then not, they will also direct you to places to find more

information. Get an insider in the industry, and use them to

their fullest potential.



What makes you different?



Now is the time to take a look at your competition for this

niche. What services are you offering that differ from the

services of your competition? What characteristics are they

looking for in you? Do you need to be professional, but upbeat

and personal? Do they need someone who specializes in their

business with a focus in marketing or project management? This is

the time to make yourself shine! You need to stand out from the

competition, and add your own personal flare. You need to know

what makes you different and highlight it every chance you get!

This not only helps define your market, but this is another way

your customer will actively seek you when they are in need.



Marking your Territory



Once you've figured out this vital information about your ideal

client, you can begin actively marketing and advertising your

services. You will know to whom you are speaking, so make sure

that you are always speaking to them! This is the time for you to

announce to your market who you are and what you do! Add it in

any signature line you can make, in any direct or email marketing

pieces, brochures, articles, letters, everywhere you can! Make

sure your networking groups know who you are targeting: they will

be another tool to use to your advantage. Be the expert you are:

show it to all. Niche marketing is not only a powerful tool, but

a very BIG rule in my book. Combined with your branding

techniques, this will give your marketing the most bang for your

buck. And don't worry: You can always choose a new niche!

























ABOUT THE AUTHOR

Erin Banister is the president of TrinityJacobs – Your Personal

Virtual Assistant. Erin's expertise includes marketing and

desktop publishing, amongst other administrative specialties. For

more information, visit www.TrinityJacobs.com.