Read time: 4 mins
In this week’s issue, I want to talk about how to pick a niche or industry to work with as a Local Small Business Consultant or Digital Marketing Agency Owner…
If you’re struggling with getting clients…
It may be because you don’t understand your prospective clients well enough…
More specifically, you don’t know enough about their problems (i.e. pain points).
So with that in mind…
Let’s dive in!
Why You Should Consider Focusing On A Specific Niche Or Industry
While there are still way more local small businesses out there than there are Local Small Business Consultants or Digital Marketing Agencies…
Every day there are more and more people/businesses entering the market competing for your prospective clients.
Making it more crowded and ultimately more competitive…
Thus giving local small businesses more options.
And if a local small business hasn’t had the best of luck while using a previous Local Small Business Consultant or Digital Marketing Agency…
They are more inclined to pursue products and/or services offered by Local Small Business Consultants and/or Digital Marketing Agencies who specialize in their specific niche or industry.
However, in order to specialize in a particular niche or industry…
You really need to understand how they operate and the challenges they face day in and day out within their business.
Why You Need To Understand Your Prospective Clients Problems
Like I previously mentioned…
In order to specialize in a specific niche or industry…
You need to truly understand their business model and the challenges they face on a daily basis.
Because this is the only way that you can “speak their language”…
Be able to relate to the problems they have…
And ultimately solve their problem(s) by developing the perfect solution(s) for them.
This will position you as the go to expert in their niche or industry…
And most importantly, make you and/or your business the obvious choice for them.
What Criteria You Should Use To Pick A Niche Or Industry
When considering which niche or industry to focus on…
You should use the following criteria…
- Local small businesses that you can reach the owners (or decision makers) effectively (and efficiently)
- Local small businesses that can make these types of decisions (preferably quickly)
- Local small businesses that are well established (time-tested, not startups)
- Local small businesses that have a decent sized market (large enough to make it easy to scale)
If you use the aforementioned criteria when deciding a specific niche or industry…
You will be able to zero in on various niches or industries that you’ll likely have the most success with when trying to pitch your product(s) and/or service(s).
On the flipside…
You may want to dig a little deeper and find out some of the problems that other Local Small Business Consultants and Digital Marketing Agencies face when working with your chosen niche or industry.
You might find enough compelling reasons to NOT choose a particular niche or industry even if they fit the criteria listed above.
How To Completely Understand Your Prospective Clients Problems
Like I’ve previously been saying throughout this week’s newsletter…
The key to owning a specific niche or industry in the marketplace is by understanding and solving the challenges they face.
So how do you do it?
I’ve got one word for you…
RESEARCH.
You need to do your homework so to speak.
And you can do that in a variety of ways…
Including, but not limited to…
- Interviews
- Internet Searches
- ChatGPT
- Forums, Groups, and Communities
You can get some invaluable insights from all of them…
But if you can conduct 3 to 5 interviews within your chosen niche…
In all likelihood, that will give you the greatest insight.
During the interview you will want to ask about…
- Their challenges
- Their preferred marketing methods
- Their previous experiences with Local Small Business Consultants and Digital Marketing Agencies
After you’ve collected the information…
You’ll be able to see some patterns that will help you devise the best solution(s) to meet their needs.
This can then make it a win-win scenario for both you and your local small business client(s).
And at the end of the day, isn’t that what this is all about in the first place?
BTW, this doesn’t mean you can’t specialize in more than one niche or industry…
In fact, you absolutely can…
But I wouldn’t bite off more than I could chew by pursuing a second or third niche or industry until you’ve found some success with the first one.
Just some food for thought.
See you next Monday!
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