retro binoculars on bridge overlooking city


Growth  |  3 min read

Tips for Finding Your Niche

Created with Sketch.

Clate Mask

Yesterday, I was talking with Wes from Fire Avert who shared a great story that highlights an important principle of small business success. His product helps homeowners avoid kitchen fires by shutting off the stove when it’s been on too long.

He was at a trade show, working to sell his product to homeowners. It was not a good show for them. Their message wasn’t connecting with their audience the way they had hoped and expected. They had been spending a lot of money on marketing, they were flying across the country trying to get their product into the market, and they were losing the battle. Then something unexpected happened.

At the end of the unsuccessful trade show, while they were taking down their booth, a woman came up and said, “Oh, I’m so glad you’re still here. I’ve been wanting to talk to you. I work for a group that helps senior citizens with in-home care before they are put into a full-time care facility.” Literally, with tears in her eyes, she said, “Your product will allow our patients to enjoy many more months of dignity living in their own homes before needing to enter a full-time care facility."

Just like that, they found a market they hadn’t expected. Since that time, they’ve grown the business to over seven figures—all because they found their niche, as the saying goes. 

So, what does this mean to “find your niche?” 

In marketing terms, we call this “message to market match.” It’s the beautiful thing that happens when you communicate the right product to the right audience in the right way. When this happens, the sales friction goes down dramatically and the likelihood of your success soars. You’ve heard the saying “riches in niches.” Well, it’s true. And for most businesses it takes some time to get it right. Here are a few tips to accelerate the process:

  • Be persistent and tenacious. There’s some luck in finding your niche, but luck favors those who work hard.
  • Test constantly. You might be surprised by what resonates with your audience, so you must continuously test your message, holding your best-performing message as your “control” and constantly testing new things in an effort to outperform the control.
  • Study your existing customer base and find commonalities among your best customers to determine who else might share those commonalities.
  • Keep your eyes open for different niches. Like Wes, you might be surprised to find a niche that you weren’t expecting would demand your product or service.

One reason small business success is elusive is because we tend to try to be all things for all people.  But when you narrow your focus and “find your niche,” success comes much more easily.

SBS Idea of the Day: Do you know the commonalities among your best customers? If not, take the time to study your customer base and highlight the top three commonalities. Then keep your eyes peeled for prospects that share those commonalities.

Was this post helpful?

Subscribe to our newsletter

Fresh small business insights and ideas delivered weekly to your inbox, gratis.

Loading spinner Loading spinner

You may also like

{{ record.displayCategory | smartCapitalize }} | min read

Before you go...

Get fresh small business insights and ideas delivered weekly to your inbox.

Loading spinner Loading spinner
Subscribe to our weekly newsletter!
Loading spinner Loading spinner

What you'll get from it:

As a thank you for subscribing, we'll send you a copy of our 2018 Small Business Marketing Trends Report with insights from over 1,000 surveyed business owners. The gifts just keep on coming.

4 Reasons to Subscribe:
  • Weekly tips to dominate sales and marketing

  • Expert small business resources that cost you zero dollars

  • We're focused 100 percent on small business success

  • Righteous GIFs

    GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.

Infusionsoft is now Keap. That’s weird to write, but it’s also exciting.

In 2001, trying to get Infusionsoft off the ground, there were many times when I wanted to quit. I’ll never forget my wife, after two years of struggling to survive, hugging me and saying, “Keep going.”

Over the last two years, we’ve talked with thousands of small business owners to get a deeper understanding of their unique challenges in today’s market. We learned that it’s harder than ever to succeed in small business. Customers expect more. On-demand is the rule. There’s no shortage of platforms on which to complain. A failed job or two can be damaging to your business.

Keap is our signal to the world—and to ourselves—that it’s time to make it easier to succeed. We’re on a mission to simplify growth for millions of small businesses. Our new name is a nod to the tenacity of the small business owner and encompasses everything we know to be true when it comes to success: keep going, keep serving, keep growing.

Along with a new name, we’ve expanded to two products. Keap, our newest product, is smart client management software that helps service businesses progress leads to satisfied clients. Infusionsoft by Keap is powerful CRM and sales and marketing automation software for advanced business needs.

Both are designed to make it easier than ever for more small businesses to get organized so they can deliver great service and close more business.

Clate Mask signature

To your success,
Clate Mask
CEO + Co-Founder