Radar Hill Blog

The Importance Of Understanding Your Niche

The Battle Between The General And The Specific

It can be tempting as a business owner to attempt to market yourself to a wide-ranging audience. However, this general approach often fails to land and leaves you marketing to no one-relying on strategies that are aimless and scattershot.

As a business owner, you need to be bold enough to stake down a specific niche and target it. Having a niche does not mean that you won’t ever do anything outside of it, but as a marketing tool, a niche will make it much clearer and easier for customers to find you. In a crowded market, you need to stand out.

Having A Niche Attracts Customers

Customers are invariably drawn to companies whose products or services match more specifically to their needs. For example, if you have a customer who is looking to relocate to Sooke, they’re going to seek out the specialist knowledge of a Realtor operating specifically in Sooke, rather than Victoria as a whole.

Think about you personally would go about finding a service. Do you need just any bookkeeper, or one that deals specifically in restuarants? A painter who does anything, or one that specilizes in living rooms? It pays to have a niche, as you become the expert in your specific field.

Having A Niche Makes Marketing Easier

Having a niche makes it easier for you to generate word of mouth interest or referrals, as it makes it easier for people to make associations and direct other people to your services – the same is true across all forms of marketing.

Another important point is that having a niche makes it easier for you to identify and market to your ideal customer avatar, (aka ideal client), a key part of any business marketing strategy that we will explain in future posts.

By defining and understanding the niche in which your business operates, you can open up an effective channel of marketing that will lead to finding the customers who desire your services and products, thus targeting them more effectively.

About Caitlin O'Hara

Shawn’s daughter, Caitlin has been around Radar Hill since its inception, and working with them in a professional capacity since 2016. After 1.5 years of being in the office, she moved to the beautiful city of Edinburgh in the United Kingdom, where she at first continued to be a remote employee. She soon evolved into a virtual assistant, and began the Scottish branch of Radar Hill, by joining a BNI chapter. Overseeing a wide range of tasks, she is helping to further the growth of the company, from writing blogs, compiling website content, audio transcription, and client communication.
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