Why You Should Narrow Your Target Audience to Grow Your Business

When we declare who we work with , it allows any brand/owner/individual who self-identifies as such to reach out and declare we are a fit for them. Let me say that again.

Our prospective clients come to us to solve their problems.

If you still don’t believe me, riddle me this:

  • I have a friend who owns an agency that only works with franchise companies. If you’re a franchise looking for a marketing agency, would you go to a generalist or would you go to Curious Jane?
  • I have another friend who owns an agency and only works with financial institutions. If you’re a financial institution (with tons of regulations you have to manage) are you going to work with a local agency or are you going to work with a specialized agency that already knows the ins and outs of your business, like SuperScript Marketing? That’s what I thought.
  • I also know of another agency owner who has dedicated her entire business to servicing brands around knitting. That’s right, her whole business supports the knitting industry and she is CRUSHING IT. If you worked for a yarn company, why would you go literally anywhere else other than StitchCraft Marketing? It’d just be silly.

Why does going niche work? 

It works because, at the end of the day, we’re all people.

  1. Psychologically, people want to be surrounded by others who understand them. Guess who runs businesses? People. Brands and businesses, like people, want to be understood. It makes for a much smoother working relationship when you’re already on the same page and know the same industry lingo than having to start from square one.
  2. It increases your efficiency. When you only have to focus on knowing the ins and outs of a certain industry or certain types of audiences, you become the expert. When you’re the expert, you’re sought after and you’re fast at what you do. When you’re an expert who is fast, you’re efficient. If you’re efficient and producing great work, you’re profitable and, likely, referable. Now you’ve not only increased the profitability of your business but potentially created an inadvertent referral network.
  3. It opens more opportunities. Narrowing your target audience not only allows you to go deep, but it allows you to also go broad. If you’re an expert in your industry, now you can not only offer your products/services but you can also expand them. Then you could launch a podcast, write a book, host workshops, become a national speaker, do all the things surrounding your topic because you’re the best person to talk about and share information on that. And that, my friends, is first class, grade-A marketing. You’re welcome.

So, while I know going niche and narrowing your target audience can be scary, trust me, it’s totally worth it. So figure out where you excel and what really gets you excited and then see if there’s a demand for that. The more specific you can be the better. Let me know what you decide to do and how it’s working for you!