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The Importance of Finding Your Niche

Aug 20, 2018
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Do you dominate or are you chasing your competition? Adding shiny new features and expanding your offerings in order to be competitive can often have the exact opposite impact on your business. But, simplifying and focusing on a niche offering typically leads to success. 

The term "niche" is one that is thrown around quite a bit in today's digital marketing world. While the concept is well known, the number of companies that actually get it and do it is small. Just so we are on the same page, here is a working definition.

niche

/niCH,nēSH/

adjective

"denoting or relating to products, services, or interests that appeal to a small, specialized section of the population."

When you are niche, you are focused on being the best at what you do and whom you do it for. Everything else doesn't matter. This means you don't chase trends or worry about the competition. You hone your skills and serve your tribe. 

Here is a video I did at one of my favorite local restaurants that gets the idea of being niche. 

Video Transcript: 

Hey, what's up! And welcome to Hack My Grill. Today we're going to be talking about the importance of being niche.

Right now I'm at one of my favorite places in a town I live in. And it's a hot dog place called Mustard's Last Stand. Now, Mustard's is really, really good at making hot dogs. That's what they do. If you want a hamburger, you don't come here. Because they don't have hamburgers. They sell hot dogs and french fries. That's really pretty much it. Now, they'll put anything on a hot dog, and customize your hot dog, but they only sell hot dogs. And that's really helped them grow.

They've got two locations now, and they have people here all the time. And the reason why is they've gotten really, really good at their one, core thing. Too many businesses try to be everything to everyone. This is what gets them into a lot of trouble because they try to solve too many problems, and honestly problems they're not really good at solving. But when you can focus on what you're good at, and put a lot of energy into that, put a lot of effort into that. Make sure that you hone your skill so you make a really sweet hot dog like that, this has cheese and potatoes on it, and really tastes amazing. That's when you start to really find your sweet spot.

So one of the areas that businesses could really learn to grow in is being good at what they're good at. Stop worrying about what your competition is adding on and all these extra add-ons. You don't need to compete in those areas. You just need to focus on what you're good at, apply your skills to that area, and go all in.

All right. So this video is short because I have some really good food here that I'd rather eat than keep expounding on this, so while I eat this, go ahead and think about that, and find ways that you can get better at what you're already awesome at.

So until next time, Happy Marketing.

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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