How to Find Your Niche as a Small Business
There are over 31 million small businesses in the United States alone, and many of them selling similar products or services to you. Now I don't want to focus on a scarcity mindset here, because I truly believe there is enough space and opportunity for everyone, but it does mean getting your brand to stand out is much more complicated than it was 10 or 20 years ago. In order to stand out, you need to find what makes you unique from the rest of the industry you're in.
Why You Need a Niche
A "niche" is "a specialized segment of the market for a particular kind of product or service." It's the honed in focus in which your business operates and shares a table with your audience. It helps you focus your marketing efforts on the exact right person for your brand, rather than trying to appeal to everyone (spoiler alert: you can’t appeal to everyone).
If you're too broad and don't zero in on a niche, you won't be able to stand out as a small business. You'll be overshadowed by the corporate giants and agencies who are doing the same thing as you, but louder and with more money to throw at it.
How to Narrow Down Your Niche
In order to find your niche, you need to start with the broad focus of your industry and start narrowing it down to the specific elements of your business that are unlike anything else out there.
Look at Your Products/Services
What are you selling, and what problems does it solve for consumers? The problems your offer solves are your "pain point niches." These are the ways you directly help your clients or customers, as well as what makes you unique.
As a skincare company, for instance, you may solve pain points like acne, scarring, wrinkles, and sun damage. You also are solving problems of insecurity, physical discomfort, and stress by providing products that result in clearer skin (confidence), soothing of painful skin conditions, and self care rituals that reduces mental stress.
Look at Your Customers/Clients
Take some time to really define your target market. If you understand who you're writing to, you'll be able to speak to them more successfully about your offer.
It's also just as important to define who your target market is NOT. A maternity clothing brand isn't marketing to men, children, teenagers, or women who don't have kids or are done having kids. Your industry may be fashion/clothing or parenting, but your niche is comfortable fashion for new and expecting moms.
Look at Your Business Practices
When supporting a small business, consumers often care just as much (or more) about the mission and values of the business as they do about the product or service itself. So your business practices are part of what establish your unique niche!
Here's a case study using one of my clients. They sell 100% sustainably made organic bedding that's completely made in the USA. Every single one of those words is an identifying marker for their niche! Consumers who buy their products love businesses that are eco-friendly and care about supporting local economy, and are willing to pay premium prices to support a small business that provides these two values in their products.
Here are some business practices that might define your niche:
Ethically made
Rapid shipping
Sustainably sourced
Locally made
Handmade
Minimalist
Charitable causes
Nonprofit
Religious affiliations
Organic
How to Use Your Niche
Just knowing what your niche is won't make much of a difference if you don't apply this knowledge directly to your brand! You need to share the message of who you are, or else consumers won't see you as any different from the competition, and may make their choice based on cost rather than true value.
Write a Blog
A blog is a great way to develop and demonstrate what makes you unique, but only if you're actually using it to reach and support potential clients and customers. A blog is not a place to get super salesy - it's not a long form advertisement! Rather, a blog exists to bring free value and support to your target audience while demonstrating the mission and values of your brand.
This doesn't mean you can't sell at all within your blog, just that you should only do so when it's actually relevant and only do it once (maaaaybe twice) in a single blog. I usually save any salesy language for the very end of my blog as an offering for those who want to go further than what my freely given advice can provide.
Words Are Everything
Words tell your customers and clients exactly what they can expect from you. They represent the core of your business and tell the story that ultimately sells consumers on buying your product or working with you.
If words aren't your thing, it can be overwhelming to think about developing a brand voice, even if you are perfectly clear on your niche! I'd love to chat with you and see if I can be of service to the growth of your brand. Whether you need website copy or a few blogs to help get you started, I offer all kinds of copywriting services to curate your brand and engage the right people for your niche! Contact me to learn more.
