When Niching Works

I understand the question, people want to know if they’re operating in the right spaces, or of they’ll be limiting themselves too much.

Hi Reader,

Niching is a conversation for early stage entrepreneurs, almost everywhere you look. It comes up at pivotal times, when people want to know how they expand, by going deeper, or broader, or a mix of both.

A niche goes well beyond your average target audience of gender, age and a general interest. Niching is when your target audience is a very specific group of people. They have a specific interest, or have a problem that only a small percentage of people have. Keeping in mind that a small percentage of people, that’s still a lot of people.

Your business and marketing decisions come back to your offer, and how it serves a specific need of that audience. When you niche through your offer, you can get in deep with the people who need it, serving them without changing your offer to be attractive to a broader group of people.

In my latest episode of the Digital Hive Podcast, I explore the pivotal question of whether to niche or not and it's impact on digital marketing. I dive into the importance of defining a niche, the benefits and limitations of niching, and how businesses can effectively market their offers. It’s a decision you have to stick to, but the decision is all yours.

I also spend a little time breaking down how these learnings could impact how broader businesses can segment their audiences.