- Jun 28, 2012
<img src="http://marketing-blog.catalystemarketing.com/wp-content/uploads/2015/05/ScratchNiche.jpg" alt="ScratchNiche" width="55%" />
Most consultants, when they think of a local market niche, think of all the usual suspects.
Dentists, Attorneys, plumbers, carpet cleaners, etc.
But those niches are saturated - with scammers ringing their phones off the hook, promising page one rankings for $200. So it's tough to even get past the gate keeper.
You guys know I'm big on becoming a specialist in an industry. Positioning yourself as a leader in a field makes prospecting easier and establishes more value when you can show results and case studies from others in that industry. It makes it easier to scale, easier to market and you can command higher rates. You are a big fish in a little pond, not the other way around. I could write a book about all the advantages... but I'll spare you AND my carpal.
Inspiration for this post came from Justin Eckrich's Google+ description which perfectly outlines the benefits of being a local NICHE specialist.
Occupation - Appliance Repair Marketing Specialist
Unlike other marketing agencies, we eat, sleep and breathe appliance repair.
We know your market, your business, and your customer.
We already know what works and what doesn’t.
If you’re going to hire an agency, make sure your budget is going toward your marketing, not their learning curve.
Bragging rights - The Appliance Repair Marketing System is currently profitable in more than 100 cities nationwide.
Isn't that an awesome, well thought out intro? Really does a great job of highlighting the advantages to working with Justin's company, over a generalist agency.
If you are newer to this business, consider focusing on a niche that is not totally hammered with competition AND where expectations are super high, because they may have already been through 3 SEOs, like many attorneys have.
Think about a smaller niche that still gets searches or a sub-niche of a niche - like Sedation Dentistry.
Here is one local niche idea I shared in my Private Pro Training Forum a couple years ago.
If any of you are looking for a new niche industry, this may be one to consider...
Home security and alarm systems. The reason I thought of it, is back in my affiliate management days a big nationally known company - the leader in that space hired me to do promotion for their affiliate program. They paid $130 per sale! That's SUPER high for affiliate commissions, so they must have profit to spend on marketing.
Another I think likely has high margins and is probably not beat to death with local telemarketers is Solar.
Below is an older post I did that shows some awesome stats from YP about different industries. It breaks down top consumer searches for various local business types. THEN shows the top SMB advertisers based on ad spend by industry:
<a href="http://www.localsearchforum.com/consultants-corner/9388-pick-local-search-niche-top-ad-spend-top-searches-stats.html">Pick a Local Search Niche - Top Ad Spend and Top Searches Stats</a>
Here's another YP study covering: Top Searches By Industry in the Top Searched Cities.
That last one may be good to even show current prospects how popular searches are for their industry.
Now I think those are both a couple years old. There may be newer stats out there. But my point was so show you lists of industries that get a lot of searches AND have money to spend so you can dig deeper and find a niche to scratch.
One of the biggest reasons to specialize is something I went into detail about in this post:
<a href="http://www.localsearchforum.com/consultants-corner/1213-jumpstart-your-local-search-consulting-business-list-leading-smb-forums.html">Jumpstart Your Local Search Consulting Business</a>
When you focus on a niche, you can find niche forums, G+ Communities, Facebook and LinkedIn groups where those industries go to network, learn and get help with problems.
Be part of the solution. Become part of their network. Share your knowledge freely!
Become known as the expert in that field and businesses will call YOU - instead of you having to chase them. (My experience building my Dental niche business is outlined in the post above.)
Happy niche hunting!
What about you???
Do you specialize in a niche??? If so why?
If not - why not???
PS Hi Justin. We haven't met yet, but you just joined our Pro Community, which is how I came to read your awesome G+ description. Hope you don't mind me using you as an example. A great example at that!
<meta property="og:type" content="article"><meta property="og:title" content=""><meta property="og:description" content="">
<meta property="og:image" content="">