On this week’s episode of Dear Katie, I was asked: “How do we market our firm if we don’t have a niche?”
I love this question. So often, I receive this very same question – or one just like it.
Maybe you serve:
And when you have a robust set of clients like this, you’re often left thinking, “There’s no one-size-fits-all marketing message that works for me.”
I’ve seen it happen too many times when great firm owners get stuck on their messaging, trying to pick a niche, and and then everything stalls.
Or, even worse, some firms still go full force with their marketing, but they create generic content that speaks to no one.
Bland content is everywhere.
With it you won’t stand out, and your marketing will have you left scratching your head and nothing to show for your hard work.
It’s frustrating.
Haven’t identified your ideal client or positioning yet? Read my guide here to get started.
I’m going to be 100% honest: you don’t need a niche to market.
But you probably have a hidden niche that you’re overlooking and can leverage to your advantage.
If you feel like you don’t have a niche, you’re not alone.
Most of the firms we work with have a wide client base at the start.
But when we look closer, we can usually find a pattern.
Here’s how to find yours.
To find your firm’s hidden niche, start with these questions:
If you dig a little into these questions, you will likely find that your “no niche” firm actually has a hidden one.
One of our clients was convinced they had no niche.
But here’s the thing: 40% of their recurring revenue came from multi-entity real estate groups.
We doubled down on content, Meta ads, and outreach focused on that niche.
The result? That client booked 23 consults in 6 weeks.
What if you don’t have a sector that makes up a large percentage of your revenue?
Try this lens instead to find your niche:
For example, let’s say that you love:
Find industries where these services really matter.
Maybe you’ve worked with holistic practitioners. You know that they can utilize your tax planning and advisory services you and enjoy their world. You follow health-focused podcasts already and would love to attend wellness conferences. Then this might be a niche worth focusing on, even if you only have a few clients in this sector right now.
BUT if you say that you want to niche in holistic practitioners only because they tend to have higher incomes and can afford high fees (not because you also enjoy their world), I would encourage you to think twice about going this route.
Still not sure which niche to choose for your marketing efforts?
Consider niching based on signals.
If you know what to look for, signals can show you where demand is rising. Act quickly and you can catch them before your competitors notice.
Here are a few of the example signals we use with clients:
Let’s say that you had three dental clients this year, and you’re seeing dozens of nearby practices hiring and expanding. That’s a signal! Build a campaign around it to start attracting those clients.
Keep in mind that you don’t have to change your whole firm’s model. You only need to test focused marketing that aligns with what the market is already telling you.
Your firm can absolutely serve multiple industries. But you can’t market to them all at once using broad language.
Clarity is key when it comes to marketing, especially if you want faster conversions.
Is your firm stuck in the “we don’t have a niche” mode, but you want to better position yourself and grow? I’ve created a framework that details exactly how we help firms unlock their edge through real-world proof, service alignment, and using signals.
Want it?
Reply with “Clarity” to get it to you.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Start by asking key questions about your clients, such as who refers you the most, which clients are the most profitable, and who you enjoy working with. This can help uncover a hidden niche.
Look for sectors that align with the services you enjoy providing. Consider industries where your skills, like tax planning or advisory services, are in high demand.
Watch for trends like recent funding, mergers, new hires in specific industries, or changes in technology. These can indicate rising demand in certain sectors.
No, you don’t need a defined niche to market your firm. However, identifying a hidden niche can help you create more targeted and effective marketing strategies.
Focus on clarity in your messaging. Even if you serve multiple industries, tailor your marketing efforts to resonate with specific client needs and signals.
Start with small, focused marketing campaigns that align with the signals you’ve identified. This allows you to gauge interest without overhauling your entire business model.