Are you anti-niche? Do you feel if you niche down in your business, you might lose out on some opportunities?
I understand the fear, but having worked on hundreds of campaigns for some of top brands in the world, and coaching social sellers on their personal brands, I want you to hear this: If you are talking to everyone, you are talking to no one.
People often tell me they don’t want to niche down because they’ve got a lot of interests and passions and they want to express them all! I get it, so do I! But guess what, your social media platform is not your whole essence of who you are. It does not need to be a 360-degree view of your life!
If it’s not clear in your social media feed WHO you are talking to and HOW you can help them, you will lose more people to confusion than you will to niching down.
The purpose of social media, when it comes to your business is to:
- Create authentic connections with your target audience
- Have conversations that grow your business
- Allow people to find you
Listen to this episode to find out why it is so important to really niche down on social media.
If you’d like to watch the video to this episode, click HERE to watch it on my YouTube channel.
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Do You Really Need To Niche Down On Social Media?
This will be a short and sweet one, but we are going to talk about the importance of niche-ing down. Niche, call it whatever you want. It’s important. One of the things I hear from people is that they don’t want to niche down because they have got a lot of interests and passions, and they want to express them all. I get it. I will say, if you have a lot of passions, I love that. Do I do that? Yes. Your social media platform is not your whole essence of who you are. It does not need to be a 360-degree view of your life. It is built for a specific purpose of creating authentic connections with your target audience for express purpose of having conversations that grow your business.
You want to be able to connect authentically and to provide value, and you want to be able to allow people who find you through hashtags and through somebody who shared your content. You want them to be able to look at your feed and have them say, “I know what she’s about. That’s going to be useful to me. I will press the follow button or I will add friend.” That’s what you want. You want to grow your audience.
Your friends already know who you are. Don’t you worry about them. You are trying to grow your audience and build that know, like, and trust factor. There are many times I look at people’s feeds, and it’s so random. I look at somebody’s feed and it’s a bunch of pictures of them, and there’s no description of what they do. It’s either you’re being too broad or not clear enough. It creates confusion. Do you know what a confused consumer or prospect does? They do nothing. Confused people do nothing. They walk away. That’s why you need to niche down.
I’m going to give you some encouragement. This goes back to finding a target avatar and being specific and honing in on the value that you want to offer on here. What I will say, “PS side note, if you want to share other things in your social media feed that aren’t related to your brand pillars,” and if you haven’t read Brand Pillars, go back to the episode on Brand Pillars.
I will tell you there’s a place for all of that. Do you know where it is? It’s in your Stories. You probably answered me. If you’ve been paying attention, in your stories, anything goes. You’ll see in my stories, it’s oftentimes of me and Mabel walking in Central Park. Mabel is my Havanese. She’s on there every day inside my stories, but a lot of random stuff will show up inside my stories.
It’s giving you the snapshot of the rest of my life, but my feed is very purposeful. I don’t put things on there that are random. My description of who I am is very clear and I stick to it, because I’m trying to help someone. If I’m trying to help too many people I’m helping, no one because the confused person does nothing.Your feed should be very purposeful. Don't put things on there that are random. Click To Tweet
This is super important, so I’m going to encourage you that some things I have seen people do that I think is brilliant. Let’s say you are in the health industry. I’m a personal trainer and a wellness coach, and if I was still doing primarily that on my social media feed, I would be focused in on, “This is my target for my health products or women like me. Women that are perimenopausal or menopausal, and are looking for solutions and frustrated that what used to work doesn’t work anymore.” That’s my bullseye.
If you say I help women over 40. You could even say over 50. I help women over 50 take back their health with practical tips and tools. Instead of healthy living tips. For who? For what? What are your tips? I know you want to stay broad. The more narrow you get, the more someone who doesn’t know you who finds you will say, “I help busy moms with little kids sneak in health tips.”
Get specific, and then they will be like, “That’s me.” Don’t be afraid to get specific. This is the last thing that I will say to encourage you to do this. There is such an abundance of people. You are not going to pinch yourself off from opportunity if you get specific. You are telling the universe that these are the people I want to be connected with. Help me find these people. If you are just saying, “I help people,” you are not giving the universe anything to go by. Your content becomes better because you are looking through the lens of does this content relate to my niche and my audience? It is the lens to which all of that can happen.
I will say this final thing and then we’ll wrap up for now. This is a short and sweet one. The final thing is all of the social media platforms that you are on are enormous. You are going to find more of your people if you narrow down. That’s the goal. The minute you start to get more specific, the more specific you get. The more clarity you get and the more you can focus in and find those people, the more you start to look at Facebook groups that they might be a part of. You can start to become friends with more of those people. The more you start to look at hashtags they might be following, so you can find those people. You cannot get focused on this stuff until you get focused on your niche.
I hope this was helpful. Let me know if you have been struggling with your niche. I’m dying to hear. Find me on social media. We can have chats about this stuff. I’d love for you to leave a review in the comments on the show. I appreciate you being on here. I’m loving doing this with you, guys. This is so much fun. It’s a way for me to give back and share all of the things that I have been doing. Let me know your questions. We’ll dig into more topics. I hope you have a great day. I will see you next episode. Take care.
- Brand Pillars – Past episode