Find Your Niche
by Megan Hayne
If you are a small business owner and start to focus on marketing, the first thing you should ask yourself is “what is my niche?” If you ask yourself, “who are my customers?” and you don’t have a good answer it is important to spend some time exploring this question. The more specific you can get, the better. Here are some tips to help you in your exploration:
- Look at your own personality. Personality plays into small business a lot, and truly owning your personality can certainly affect your success in business. Who are the people you are comfortable talk to? What are some aspects of your working style that you value? The answers to these questions can be clues. The people who are most likely to be your customers probably have something in common with you personally.
- Look at your life goals you are going to be successful in business, it should play into your life goals. I am not just talking about making money either. What do you hope to achieve in terms of lifestyle? If money making isn’t the only thing driving your business, what else is there? If your business is a good representation of your life goals, the people who purchase your products or services probably have these in common with you.
- Make sure your business practices reflect your values. Take a cue from the luxury lifestyle brand Patagonia. This company was founded on the ideas of non-consumerism, and they actually encourage customers to repair their outdoor gear instead of buying new products. Their loyal customers are willing to pay top dollar for the quality their brand represents and appreciate their practice-what-you-preach business practices. What makes your business unique? What can you be proud of and place up front as your primary values as a business owner? These are the things that are important your customers as well.
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