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Finding Your Niche

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June 8, 2021
2 min read
Article Contents

When asked the question "who is your client/customer/donor?" how do you respond?

If what first comes to mind is "everyone" you are not being specific enough. 

For example, one of our niches here at Captivation is working with youth-serving non-profits nationally.  Notice how I didn't just say "we work with non-profits"? 

In Sarasota, there are over 3,000 non-profit organizations and although we could undoubtedly add value to each one, we know that our collective experience and toolset allow us the ability to make the greatest impact on those NPO's serving youth, that is our niche.

But Why Isn't "Everyone" the Right Answer?

Without a niche, your focus remains broad, forcing your marketing to follow suit. 

By focusing on one specific group or series of specific groups, you allow your team to spend their time, energy, and expertise being the very best provider you can be for those you serve. 

This allows for the investment of marketing collateral and venues that connect most with those you want to attract and help [the most]. 

So How Do I Start?

Here's a great mnemonic outline to start the process of identifying your niches - courtesy of our friends at Yoast.

  • N — a niche focusses on a narrower audience
  • I — a niche makes the most of your individuality
  • C — a niche focusses on your ideal customers
  • H — a niche product helps certain customers more than generic options
  • E — a niche sometimes evolves over time

Start with a category, narrow your audience/focus, and finally, define your specialty, deploy & test.

An example of this process is outlined below:

  • General Category: Pizza
  • Niche Position in the Category: Chicago-style pizza in Florida
  • Hyper Niche Position in the Category: Vegan Chicago-style pizza in Florida

One last thing to mention is that as your business naturally evolves, so may your niche.  How much or how fast this evolution takes place will be in direct relation to how you collect feedback, decide what needs tweaking, and implement those tweaks... over and over.

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Client Testimonials

Our firm has been working with Captivation Media Group for several months utilizing their video and photography services. Our experience has been incredible. They are prompt, precise and professional. When appointments are scheduled the team is on time. Project deadlines are always met. Most importantly, the final products they deliver are high quality and exceed expectations. Thanks to the team our marketing campaign has not only been incredibly successful but also fun and enjoyable working with such great people.

Kevin Lyons

Kevin Lyons

Partner & Financial Advisor, Generations Wealth Planning LLC
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