Dominating niches is actually pretty simple. It takes some legwork, and it takes hard work to get it going, but overall it’s pretty simple.
Now, when I say “dominating a niche,” I mean you become a “go to” guy or gal for a specific industry. In our creative marketing agency, we’re starting to do this for a specific niche of food packaging. In the past, we’ve done it for fitness and a couple of other industries too.
In fact, to grow our new PSD to HTML & WordPress company, Reliable (check us out!), we used a variation of the method below.
I’ve used this exact method to build businesses around a variety of industries, and I’ve helped other businesses dominate and grow like crazy through it, too. It takes some work to set up, but the end-result is a steady stream of work and passive income.
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Step 1: Create your “bandwagon”
There is almost no force more powerful than a lot of other people saying your services rock.
It provides “evidence” that you really are who you say you are – and as people we really are social creatures. We’re drawn toward the restaurant with a 2-hour waiting list over the restaurant that’s totally empty. If a lot of people say something is good, we tend to give it a shot.
So your first step is to create a “bandwagon” of people in the industry you want to tackle who say you’re the shiz. That way, you inspire other people in that industry to “hop on the bandwagon,” as they say.
This is pretty easy. You pick 10 people in that niche, and you give them free work with the understanding that they’ll provide you a testimonial (assuming, of course, that you deliver on your promises) at the end.
You can explain to them that you’re launching a new website / branding / etc. service just for people in their industry, and you want them to be your free “test kitchens.”
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I’m sure they’d be happy to oblige.
For example, if you want to be the go-to website person for an industry, you’re going to do 10 free websites. For brochures, you’re doing 10 free brochures.
This does three things:
One: Gives you those precious testimonials that will sell for you like crazy.
Two: Gives you a portfolio of 10 industry-specific samples to show off in your marketing.
Three: Gives you a chance to interact with a lot of professionals in that industry so you can learn their lingo. This is important, because if you use that lingo in your marketing efforts, it shows you really know their industry.
Pro Tip: Make sure their testimonials address specific objections and pain-points that lots of professionals in their industry have. Testimonials should counter objections and back up the claims you make in your copy.
Step 2: Create your marketing
Now that you’ve got 10 testimonials, you either want to create a separate page on your website or a separate website altogether that markets your niche-specific services only.
It’s important that this page be branded just for this industry.
It shouldn’t be a paragraph lumped into your “services” page. The portfolio pieces shouldn’t be lumped in with your others. It all needs to be separate and specific to this industry.
On this page / site, talk about why your services rock, display your samples in a cool fashion, and post all 10 of your testimonials. You can even put a snazzy headline before the testimonials to introduce them such as:
“Check out what your fellow [accountants / fitness pros / dentists / etc.] are saying about our websites.”
Also, make sure you explain how your product solves those pain points I mentioned earlier, and make sure you use industry-specific lingo throughout your copy as well. And it’d go a long way to brand this industry-specific service with a relevant name, like: “Kick-Butt Fitness Websites.”
That’s pretty lame – but you get the picture. Give it a name that will appeal to pros in the industry you’re targeting.
Once again, it’s important that you have 10 testimonials for this page because…
One: When people scroll through 10 testimonials, it feels like a lot. They’re going to think, “Holy crap, these guys must be good.”
Two: Ten testimonials gives you ten opportunities to tackle every objection and pain point your market is experiencing. You never know which ones the person on your page is experiencing, so you want to cover them all.
Three: There will also be repetition among the testimonials. When things are repeated, they’re emphasized. These benefits of your services will be remembered.
Step 3: Promote
Use Facebook, forums, guest blogging, Google Adwords, direct mail, etc. to drive other professionals in your targeted industry to your new website you created that’s all about them.
Here are some valuable resources to help you with that:
You can use the direct mail letter from this post and customize it to talk about the niche you’re targeting.
You can use this other post to build great referral partners using the “Human Billboard Method.” (In fact, you might want to even use the “Human Billboard” method to target your 10 freebies.)
And you can check out this quick Google Adwords Express guide to help with that.
Basically, now you just need to focus your efforts on driving traffic, and refining the sales message on your new site, and you’ve got yourself a well-oiled, client-generating machine.
So just to summarize…
– Create your bandwagon (of no less than 10 industry professionals!)
– Create your website
– Promote (AKA drive traffic to your new website)
It’s honestly that simple. And if you’re not afraid of some good old fashioned hard work – it’s not too difficult either.
Questions? Thoughts? Suggestions?
Leave them in the comments!
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