How a Targeted Niche Eliminates Competition

In this day and age, the more you try to be a “jack of all trades” brand, the less likely you are to find an audience at all. It’s not that being niche helps a business survive — it’s that being non-niche nearly guarantees its demise. You see, it’s not just possible to remove most of your competition by shifting your focus, it’s inevitable.

Niche marketing can be defined as an approach to business that focuses on a clearly defined segment of the market. Instead of trying to catch everyone’s attention by having a broader area of focus, niche marketing allows your business to target their exact prospective audience.

Imagine the difference between brands marketing “fitness coaching” and brands marketing “post-pregnancy strength training for new mothers.” Your offering changes, your process for acquiring customers changes, and even the language you use to create value all shift because of your narrowed focus. When you speak directly to an audience who have clear needs, wants, and fears, your offers and content becomes hyper-relevant. Any competition trying to appeal to a broad audience is already at a disadvantage.

Marketing for a niche also helps lower costs. Rather than firing bullets into the social media ether and hoping they hit the mark, you can market directly to those who are already interested in what you have to say. Marketing becomes more personal, more efficient, and more loyal as a result. Niche audiences also feel “seen” in a way that mass audiences can’t. By the time they discover your brand, it’s hard for them to leave.

Narrowing your focus also gives your business a ton of authority, and when used correctly, this authority becomes a defensible market position that is virtually impossible for competitors to overtake. It’s hard to be “the” expert in a broad field of study, but it’s relatively easy to be one of three or one of 30.

Niche marketing has turned entire industries on their head, and I believe it’s going to turn more upside down over the next decade. It’s no longer about who can make the biggest splash in the market. It’s about who has the most laser-focused approach on a very specific audience. The smaller your target, the bigger your audience becomes.

Niche Marketing Tips