74. Quick Coaching Advice - Should I Niche Down in My Online Business

Today, on the She's Wild & Radiant Christian Business
Podcast, I wanted to give you some quick tips and thoughts I have
about niching down your target audience, which is a common
question I get. I think that the people who haven't niched down
just don't grow. This is because they’re lacking aim, lacking
focus.


Barriers to Niching Down


A lot of people don’t niche down out of a place of fear. They
worry about hurting someone’s feelings and worry about not being
open to everyone...I think this INCLUSION mentally actually hurts
us and is more of a cultural thing than a sound business
strategy. Not in a bad way, but I think that if you go from the
place of inclusion you are actually marketing to
a specific type of person. This could actually hurt what you’re
trying to build because you won’t be aligned with the type of
client that God has called you to work with.


You have to know who your target audience is and create content
and services for them. This has nothing to do with politics or
discrimination, it’s basic marketing strategy. For example, when
I was at a photography conference a few years ago, I went to a
class that was talking about marketing to the wedding industry.
They were saying that to market well in the wedding photography
industry, you have to have a really inclusive portfolio,
including couples of different races and sexual orientations.


For me, as a Christian Business Owner, I absolutely would not
diversify my portfolio with things that go against my biblical
beliefs, such as inclusion of diverse sexual orientation.
However, getting back to strictly marketing strategy, there are
different parts of the country where your portfolio is going to
look a little bit different. In Colorado, for example, the
population of the African American community is only 6%. So it
wouldn't make sense to have a super diverse portfolio when you
live in an area where your clients coming in are not super
diverse. It has nothing to do with the political race discussion.
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