To niche down means you focus on only signing up clients in one particular industry.
- Flower shops
- Tattoo studios
- Landscapers, etc.
Should you niche down?
The answer is usually yes. With WPamplify, I chose to niche down to small business owners that use WordPress. But honestly, this is probably not niche enough. I should have gone even deeper such as lawyers that use WordPress.
Because then your website and your marketing speaks directly to this audience on a personalized level. They connect with your services because it speaks to their needs. And as you get more and more clients in your particular niche, getting new clients gets easier and easier. You’re also perceived as an expert in your niche because all your marketing and clients are in that niche.
And if you’re going against a competitor and you specialize in the niche, and your competitor appeals to everyone, you automatically have the upper hand. On the downside, your potential universe of clients shrinks, but if you pick your niche correctly, this shouldn’t matter. There could be thousands of potential companies in your niche and, in other words, plenty of fish in the sea.
So why don’t I niche down further?
I actually attempted to pivot to focus on manufacturers using WordPress, but after 6 months I gave up because I was getting ZERO traction. I know I gave up too early, but I also think it was tough because all my existing clients were a mixed bag of industries. I only had one manufacturing client. So I didn’t have a ton of credibility. And all the information out there about my company wasn’t manufacturing focused. So my website said one thing, but all my marketing assets like directories and guest posts said something else.
I ultimately decided to go back to my original positioning of small business owners using WordPress and I doubled down on this by gathering up as many testimonials as I could get and optimizing my website content even further. So now when a small business owner with a WordPress website comes to my site, it’s obvious I’m a good partner for them.
You also have to make sure your niche is a good fit.
Do they buy what you’re offering? Do they understand the value of what you’re offering? If the answer to both questions is no, it’s going to be an uphill battle for you.
I think choosing a niche from the very beginning is very important. This way all your marketing and information about your business is ultra-targeted to your audience. All of the clients you prospect and sign up are in your niche. And this snowballs as time goes on.
But like I said, just make sure your niche is a good fit. You want to go after companies that have money to spend. You want to go after companies that have a need for your services. And you want to go after companies that buy what you sell.
How do you do this?
It depends on what your side business is. Using WPamplify as an example, I can take a look at a prospective client’s website and tell if it’s been optimized. Are they blogging? Are they spending money on pay per click? Are they active on social media? In other words, do they see the value in marketing? I also try to gauge if they have a high customer value. Meaning, is a new customer worth a lot of money to them? It’s always easier to generate a higher return on investment (ROI) for a client that sells legal services versus one that sells $5 red widgets.
Something else to consider is industries served.
Another popular approach to choosing to niche down, but not committing to just one niche, is to have an industries served section on your website. So you’ve got your normal website with a link in the navigation to the industries you work with. And then each industry has it’s own page that’s optimized for that particular niche i.e. content, pictures, samples, etc.
This approach can be very effective. It’s obviously not as laser targeted as just focusing on one niche, but as you you can imagine, it does offer some extra flexibility.
My advice to you…
If I was starting WPamplify all over again, I would have chosen a good niche and gone after it. I would have started this from the very beginning when I had no clients and when there was no information about my company out on the internet. Reason being, the daily effort I made in my business…and every new client I got…would be very consistent and would make me stronger and stronger in my chosen niche.
My side business has been going very well since 2010 and so it’s hard to have regrets, but I do wonder “what if?”. So my advice to you is pick a good niche that you know you can service like crazy and then go for it!