For a majority of businesses, it helps to have a niche market. According to the former Asia-pacific Regional Manager of Net Profit Explosion, Tom Hart:
“A mistake that a lot of PTs make is trying to market to everybody, like throwing out a net and seeing who you might catch rather than being really focused on who it is that you want in your business. If you try to market to everyone, you might deliver the right message to a section of the market, but you’re probably delivering the wrong message to the rest of the market.”
Even if you are not a personal trainer, attempting to appeal to too many people will ensure that you spread yourself too thin, and you cannot market your products or services effectively. Cody Moxam of Codymoxam.com, an entrepreneur, athlete, and biochemistry student, shares a few tips for identifying your niche audience and what to do once you know who you should reach out to first:
Why is it necessary?
Think of it this way: if you need advice, do you turn to a generalist, or an expert? Even if the information you seek is general, you will still probably go to the latter. This habit means that if you want customers to turn to you, to trust you, then you need to establish yourself as an expert in a particular subject. If you become an expert in helping people improve their cardiovascular health, you won’t get an influx of people who simply want to bulk up fast, but you will get more customers from the crowd of people that want what you offer.
Work with who you can help
So, who should your audience be? Try to find a balance between working with people you want to and solving a significant enough problem that there is a market for it. What is a pain point you are qualified—or can become qualified—to address? What is an issue you are passionate about? You might want to cater to new parents who do not have as much time to workout or to help people hoping to hone a new skill. You’re going to have to spend a significant amount of time with these people, so who do you want to have in your building on a regular basis?
You do not want your niche to be too broad or too narrow, though. You should consider factors like geographical area and how much of an expert you can become in a subject. Dave Smith from Club Industry says that while there are many people out there who may want to train for a marathon, lose a significant amount of weight, recover from an injury, address early onset arthritis, or something else, he focuses on women in their perimenopause years who desire to shed final difficult-to-lose weight.
Smith emphasizes the importance of getting to know these women: what are their hopes, pains, and frustrations? What do they need from him individually? He says that to him, being an expert in his niche entails:
“…understanding women who are in the perimenopause stage of life. I read about their hormone shifts. I study exercise routines that could be useful to them. I host menopause experts on my podcast to learn more and to spread helpful information. I fixate on this niche, and I love helping them. You need the same passion for the clientele within the niche you choose.”
Find a passion there is demand for that you are passionate about. While you can still accept clients with unique needs, specializing in something will help you become an expert that people will turn to first.
Market to them online and off
Once you know your niche, you need to find them online. Where do they congregate on the internet? It might be Facebook, Twitter, Pinterest, Instagram, or other social media platforms. Produce content relevant to your niche on your own social media channels that provide potential followers with information. If you want to establish yourself as an expert, sharing your wisdom on social media is an efficient way to do it because you turn yourself into a resource. When people trust you, your knowledge, and your abilities, they’ll connect the dots that you are where they should take their business.
Get involved in your community, too. You can appeal to your niche outside your locality through methods like online videos, but when it comes to one-on-one training or instructing, you should focus on people in your geographical area. Participate in events, attend seminars, and partner with charities. The stronger presence you have, the easier you can reach customers.
Entrepreneurs and fitness enthusiasts like Cody Moxam understand the importance of niche audiences. If you are a fitness professional, what audience will you cater to?