Finding Your Niche and Reaching Your Target Audience

According to marketing expert Seth Godin, “Everyone is not your customer.” Depending on your product or service, it may feel like it’s for anyone. And in a perfect world, it could be. But this universe is too big and there are too many other options out there, so how can you stand out? By finding your niche.

Niche has different definitions (and unfortunately, pronunciations, to all you neesh people out there). It can be used as a noun, verb or adjective. We are referring to the adjective (shout out to Merriam-Webster Dictionary):


  1. denoting or relating to products, services, or interests that appeal to a small, specialized section of the population.

     “Other companies in this space had to adapt to being niche players.”

So maybe it’s a niche industry or niche geographic location or niche demographic. It’s something that helps set you apart a bit from other companies who may offer similar services or products.

This may take some time to discover. You may have to cast your net a little wide to begin with and then when you see some consistencies in what you’re bringing back in, you can start to experiment with that a bit. Then, when you’ve gathered enough results, experience and solid data or proof, you can begin to feel confident that this is a niche you should pursue.

Case in Point

SJC Marketing did not start out with a goal of targeting banking clients. However, over the past few years, we have noticed this is an industry we have really been able to connect with. We have learned how to navigate the strict compliance regulations, how to communicate banking jargon to the laymen (and target market) and how to show results in our marketing tactics.

Because of this, we have been able to create very specific and now specialized marketing campaigns targeting other banking clients in different geographic locations through email marketing and trade shows amongst other tactics.

In just a few short months, this has proven to be quite successful with two new clients and many more leads in the pipeline.

Are we bragging? No. Are we giving away secrets? No. This is just a real-life example of working smarter, not harder. It’s also an illustration of how you track, track, track so that you have solid data to push out to potential clients to say “See? We get what you do. We’ve helped others like you be successful. Want to partner?”

The Reality

It’s a lot simpler for a marketing company to practice what we’re preaching here because we do it on a daily basis. You may not have the in-house resources to make these kind of marketing campaigns happen. But if you have the information on who your niche is, we can help you find where they are and how to best communicate with them in ways that will capture their attention and let them know that you understand their needs and can provide what they’re looking for in a more quality way than your competitors.

Would you be willing to have a conversation to see if we would be a good fit for your company in helping you create some niche campaigns? We’d love to be part of your team.