Who’s your target audience (niche)?

Choose a Niche

Most businesses feel like selecting a niche will cause them to lose opportunities. I argue that selecting a niche helps a business gain more opportunity because they can communicate to the specific group of people the offer is intended.

Using my industry as an example, take a look at the following two statements (keep in mind, consumers subconsciously ask, what is it, is it right for me, and can I trust it. In this exercise I’m not concerned with trust):

  • Statement A:  I help businesses with digital marketing.
  • Statement B:  I help online educators attract the right students and sell more courses.

Statement A communicates everything digital marketing for every business. It doesn’t grab your attention and assumes the audience knows how digital marketing will help.

Statement A does a poor job of answering the consumer questions:

Consumer: What is it?
Message: Digital marketing
Consumer: Is it right for me?
Message: help businesses

The consumer is left wondering do they need digital marketing, what is digital marketing, and what kind of business is it for.

Statement B clearly defines a specific group of people and communicates two challenges the group has: (1) attracting students and (2) selling cores.

Contrast Statement B consumer questions with the previous:

Consumer: What is it?
Message: It attracts students, sell more courses
Consumer: Is it right for me?
Message: Online educators

In this scenario, the consumer is left with a clear understanding of who it is for and what the result will be.

Selecting A Niche

Here are some guidelines to select a niche:

If you have existing customers, consider the people you’ve worked with and find commonality among them (e.g. worked primarily with attorneys, or primarily with creatives).

If you are selling a new product/service, what problem does it solve? What is the outcome of the product/service? Make a list of all people who can benefit.

When selecting a niche, you don’t want too wide or too narrow. Use the following suggestions to as select the right size:

  • At least 10 – 200 competitors in the world
  • At least 2,000 – 10,000 prospective customers in the world
  • Can buy a business list to reach people (proves the market is big enough)
  • Affinity with the market – types of people/personality you enjoy


Identifying a specific audience will allow you to craft better marketing messages, that will, in turn:

  • Attract customers quicker because the message clearly identifies who it is for.
  • Create brand loyalty with select people – if you are everything for everyone, you are special to no one.
  • Spend less time selling to the wrong people.
  • Less competition.

The best marketing messages resonate with a specific group of people and ignite their interest.

Are you interested in more content like this?

This article is from September 2018 in our weekly newsletter Sure Digital Marketing Tips. The newsletter focuses on actionable, fundamental marketing and digital marketing tips.

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Founder of Sure Optimize

Sure Optimize is a marketing agency that delivers a measurable impact through organic search and marketing analytics.

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