I recently posted about the genius of someone I met who was choosing pastry photography as her area of expertise. It’s a great example of the power of the niche.
Ironically, and appropriately, the post itself is proving its own point. I noticed the post is on the first page of results in Google for “pastry photography.” And trust me, it’s not a keyword phrase I was chasing. It just happened.
This is the ever-revered, never-adhered lesson of the Blue Ocean. The fact is there just aren’t a lot of websites out there with “good” content on pastry photography. So it’s easy for a marketing blog to rise to the top.
So here’s another lesson positioned as a question I’d love your feedback on: Is there ever a point where you can niche down too far?
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I’d say yes, it is possible to niche down too far. While it would be great to own the search market and be the only name people thought of when they went looking for “fuchsia wooden a-frame ladders,” it is likely too small a market to justify the time and resources to truly own it.
Now, there’s the obvious caveat that if you’re selling wooden ladders, you could go after 10, 20, 100 of such niche markets and the sum might be quite profitable. That’s actually the strategy I’d recommend for a new or small company, rather than the Pickett’s Charge of going after, say, “wooden ladder,” or “extension ladder.”
While I’m all for looking for Blue Oceans and expanding your market, I think the niche does need to be big enough to justify the expense of entering it.
Yeah, I think there’s too many Frank’s getting on here …..
I think you nailed the best strategy. Every market worth sharing is made up of lots of smaller markets. Go after each one of them individually rather than at the whole group at once.
Of course, it raises a question: when does it become too time-consuming to nail all of this micro-niches?
Niche marketing is a good way to promote products and earn money online because there are few competitors yet.-.”