Do you operate in a niche market?

Although at first glance, it might seem you’re narrowing down your options, working in a niche market can actually increase your appeal.

I’ve seen a couple of great examples recently. Near where I live, there is a pub that offers only sandwiches … but it’s famous for it. They do every kind imaginable from fish fingers to jam, ham and cheese to roast chicken and stuffing. People travel from miles around and thanks to its location near the Thames, it’s a popular destination for a family day out. If you fancy a sandwich it’s the place to go.

In the business world, there is a lady on twitter who specialises in social media for dentists. Now THAT’s a niche market! But imagine you’re a dentist who’s thinking about trying social media – who are you going to ask to help you? A generalist, or someone who focuses entirely on the dental health profession.

The benefit of being so focused is that you can really get to grips with all the different aspects of your field. From knowing all the blogs and online forums, to reading the relevant trade press and attending the industry exhibitions, you can immerse yourself in the world of your choosing, building up an invaluable network of contacts along the way.

It also makes it easier to market yourself. You know who your customers are, you know what problems need solving and you know what works.

So if you specialise in a certain industry, don’t worry that you’re missing out – embrace your specialism and be proud of it.