What qualifies you in your niche
You start your blog, are currently setting up your first startup or want to sell your products or services to men - or women - online. But have you ever thought deeply about which niche you serve and which specific customer problem you solve?
As an entrepreneur, you should definitely deal with it, because otherwise your project threatens to end quickly. We give tips on the topic of "finding a niche" and what that has to do with customer benefits and unique selling points. Plus: There is a definition of the most important terms for all beginners.
So there you stand, you are a new entrepreneur with an offer that you are mightily proud of. Soon your customers will break your doors and tear your product or service out of your hands ...
Does that seem more like a distant dream than how close to reality to you?
Then today we will deal with an extremely important topic for you: the problem of your future customer. If you are our 5 step strategy work through for your successful positioning as a problem solver, you are then a big step further, we promise!
Your customer has a problem - find it!
That sounds stupid at first, but it would be a shame for you if it were different. Because every successful business solves (at least) one problem for its customers. A problem in this sense can also be a “desire for” something that we would not call a problem in our everyday language.
Would you like a few examples?
You can have it: The cinema has a solution for our desire for entertainment, the cleaning staff for our desire for a clean apartment while at the same time reluctance to clean, the doctor and pharmacy solve - in the best case - health problems, the supermarket offers us a solution for ours Food supplies, and so on and so on.
All of our consumption - regardless of whether it is of products or services - serves to solve some problem in the broadest sense.
Therefore, it is critical to your success that your product or service solves a problem. A problem that a sufficient number of people - your potential customers - have and want to have solved. This applies to absolutely every offer that you do as a business (and not a hobby) - online or offline.
No matter if nail salon, online course, dog school, fashion blog, whatever. It applies.
Step 1: are you a problem solver at all?
So before you begin to really promote your offer and plan the most fantastic online marketing campaigns in the world, take a critical look at whether what you offer is actually solving a problem. If you have this problem yourself, this can be a good starting point for your company.
Many extremely successful business ideas have come about when someone noticed, “Hey, I have this annoying problem and I just can't find a suitable solution for it. That can't be ... ”- and then found a solution himself. However, it is important that not only do you have this problem yourself, but a large enough number of other people are also plagued by it.
Ask your common sense and research facts: Does this problem that you want to solve actually exist?
Do people even have this wish that you can fulfill? Have you ever made use of a similar offer yourself? Are many of your competitors solving the exact same problem or is it a niche?
A “niche” is a small sub-market of the overall market, ie a market segment that is deliberately delimited from the overall market and is not yet covered by competitors or is only inadequately covered. A niche market is ideally a niche in the market, which offers the best opportunities for a new product. A market niche is often of no interest to leading companies in the market segment because it is, for example, too small or too special - and this is where you come in, because this market niche can still be very profitable for you. Advantages here are, for example, that you don't have to take on any (or only a few) competitors and you can address your target group very specifically.
For example, if you want to offer an e-book or blog on spiritual personal development, you should find out beforehand whether people even do that desire after personal development.
It's easy with this particular example - the internet is full of it. The next step is to check whether the market is already oversaturated or whether you can still establish yourself with your unique selling proposition. But more about your unique selling proposition later.
Do not worry:
If you come to the conclusion that you haven't really solved a problem yet, you don't have to throw your offer in the bin right away. Help often slight modifications on your offer or the Focus to a different target group.
Step 2: How does your customer benefit from your problem solving? Write down the specific benefits.
It is best to write down clearly which problem your offer is focused on and what solution you offer for it.
Once put into words, you have the customer benefit of your product or service in black and white, which is incredibly helpful for all further strategic steps in the marketing of your offer.
"Customer benefit" is the benefit actually perceived by a customer with their purchase decision in relation to your product or service. You can recognize good products by the fact that they communicate the value from the customer's point of view, be it ideally or financially. The customer benefit of your project or start-up should be at the center of your marketing strategy. This requires some empathy, because this is where the customer's perspective should be chosen. In order to determine the actual customer benefit, it can also make sense to work with customer interviews and surveys.
Let's stick with our e-book / blog example: The problem you deal with is your customers' desire for spiritual development. you solve the problem by providing knowledge and inspiration with your e-book or blog, with which your customers can develop themselves, i.e., in the best case, become happier.
To find out whether your solution is even accepted, it can also help ask around a little. It is better not only to ask whether someone would be potentially interested in your offer, but whether they have already made use of a similar offer (e.g. booked an online course) - because people say (be it consciously or unconsciously) ) like what you want to hear or what corresponds to their own ideal.
And that often has little to do with reality; there is you concrete action much more meaningful in the past.
Step 3: Why should someone buy your product or read your blog? You have to find your unique selling proposition in your niche.
So by now you know pretty much which problem you are solving and how. If you are honest, you will find in the vast majority of cases: Others are already doing the same. Most of the time there will be a few to a large number of competitors in your niche.
If it doesn't exist, you should definitely double check that you actually solve a problem - There are hardly any completely unoccupied niches. This can be an indication that your problem and / or your solution is not working. Unless, of course, it's a new problem and you're an innovator, in this case: congratulations!
So it is very likely that there are other people who offer what you offer. It doesn't matter as long as there is at least one detail in your listing that unique is - your unique selling proposition.
"Unique selling point" or "Unique Selling Point" describes the character trait (s) that clearly differentiate your company from those of the others. So it is the unique added value that the customer gains from your product.
To find out what that could be with your offer, you should take a very close look at what your competitors are offering and how and then ask yourself what makes your offer different from theirs or what you might even do better than them.
You don't have to reinvent the wheel to do this. It can be the smallest details that make your offer unique. Sometimes even your own story can be your unique selling point.
Are you now offering the solution to a problem that you used to have yourself and almost all other competitors * know this from their own experience? Have you acquired your own knowledge and not learned it in any school or university?
Bingo! A top unique selling point - and also a great topic for your marketing.
How about a workshop?
In our design sprint workshops we test together whether your product has what it needs to be successful!
From design to user tests, everything is included. Give it a try!
Step 4: Finding a niche is not enough - narrow down your target group!
So you have a unique solution to a clearly defined problem - in the next step you should start looking for the people who have this problem and need your solution: your target audience. This may require some research, depending on what you are offering.
What kind of people have the problem that you can solve? How old are you? In what circumstances are they? Where could you meet her On-line? Offline?
The better you know your target group, the easier it will be later to reach them with your communication!
"Niche website" is a website that is dedicated to a very clearly defined topic or product and thus has a very clearly defined target group. The main purpose of a niche website is usually to generate passive income through it, i.e. to sell a product that does not have to be produced from scratch (an e-book, for example).
Step 5: Brand your brand and use it consistently on your blog or website.
You solve a definite problem and have a unique, fantastic solution to it? Great, then your customers should be running after you in droves by now!
They still don't? Well, maybe it's because: Nobody can see clairvoyance.
Because it doesn't matter how wonderful your offer is - if nobody finds out about it, your business will probably run rather sluggishly. And nobody wants that.
That is why it is right now - after you have put your offer through its paces strategically - the time mentioned at the beginning To beat the drum. A branding agency can help develop a good strategy.
Now it is important to clearly communicate your customer benefit (what does your offer do for your target person?) And what is unique about your solution (your unique selling point) under your brand - in everything you do, do, say or write.
“Brand” or “brand” is the sum of all the ideas that a brand name or trademark should evoke in the customer in order to distinguish your product or service from those of your competitors. These can be ideal or visual characteristics that are associated with your company.
For example, all colors, fonts, images and the selected language on your website should underline the message of your offer.
“Branding” is the (visual) identity that you give your company, which creates trust and sets you apart from the competition. The term “branding” and the term “corporate design” are often used identically today - both here and there it is about making a corporate brand visible, independent and positively tangible and thus making it “desirable”, whereby branding is not just about visual elements must restrict.
If you use social media, you should use images and content that match your core message on all channels. You keep coming up subtle in your blog articles your unique selling proposition back.
Whatever you do, you want your potential customers to be understand at first sight and be reminded again and again:
“This is Daniela, she offers high-quality products for all aspects of spiritual personal development and she is particularly qualified for this because she spent a year with a guru in India. With their help, I find my way much easier than on my own and can learn everything from the comfort of my own home in front of my laptop. "
With this you have created the basis for effective marketing for your company through a corporate design.
"Personal Brand" means the identification of a person as a brand. With the personal brand, the focus is on your own person as a brand. This is useful, for example, if you offer coaching as an individual on your blog and your service is closely linked to yourself.
All right? Then start solving problems!
If you work through the steps recorded here one after the other, you will ultimately know exactly who you are helping with your business and how you can ensure that this person quickly understands when they meet you online.
Do you feel you need professional support?
With us you have come to the right place!
We offer different packages, for example our branding and positioning workshop, in which we work through exactly these steps together with you and support you with our neutral view and our expertise in finding your niche and sharpening your profile.
Tell us about your project - we'll get back to you as soon as possible!
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