Why You Need to Niche Down as a Small Business

What does your business do? Are you a generalist, or are you a specialist?

In a world full of small businesses all fighting for their slice of the cake, the need to find your niche and become a specialist is vital. Companies are not looking for generalists as they are abundant at every turn.

Instead, it’s time to niche down. This means finding the particular areas of business that you and your organization specialize in. You can have more than one niche, but it’s best to stick to just one or two, to begin with.

Becoming an expert in your niche will open the door to more opportunities and more clients.

1. Be Unique and Stand Out

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Let’s say you run a small marketing company that specializes in content for tech companies. You are one of the thousands of tech marketing agencies out there. What makes you unique or special?

Now, what if you were to market yourself as a health tech (HealthIT) specialist? This is a type of content that is in high demand, and very few marketing agencies out there are presenting themselves as HealthIT specialists.

Go beyond your niche and brainstorm further to find your unique or rare niche that clients need. A specific niche will make you stand out.

2. Get Your Ideal Client


When you establish your niche, you can start to form relationships with your ideal types of clients. These are clients that have all the qualities you want in a client. This could be excellent communication, organized, easy to work with, an expert in their field, and so on.

Without a niche, you will not be able to work for your ideal client because your own business is too vague. Niche businesses find their ideal clients easier. Set your standards for your ideal client and approach only those that you want to work with.

If someone isn’t an ideal client, then you know they are not part of your niche. This helps to shorten your list of prospective clients, helping you to better understand the companies you are willing to work with. Finding clients is overwhelming, but not if you niche down and know exactly the type of clients you want to work with.

“When you are talking to everyone, you are talking to nobody.”

3. Be a Specialist

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Nobody wants a generalist, but everybody wants a specialist. Experts in their field rarely struggle to find new clients. Those that offer general services are easily lost in the pool of other generalists.

Whether you create custom-designed oil-water separators or write education technology articles, present yourself and your business as experts in your specific field. Think about your own needs as a customer. Would you want an expert in their area or a generalist? Which one would you hire?

With a specialized niche, you can quickly become recognized in your field, which will help you to capitalize on your unique skills, build credibility, and grow knowledgable. This will help you to win new long-term clients who feel safe in the knowledge that you are the best in your particular niche.


Lynne Huysamen

Mommy to a pigeon pair, blogger and online marketer. Lover of chocolate, good books and buckets of coffee.

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