Niches in a Nutshell KA R E N M I L LS JD, RDN, LD GUEST AUTHOR
“Niche” has been a business buzzword for years, and you can barely read a post or article about entrepreneurship without encountering the word. Niche is just another way to say specialty, focus or market segment. Is niching something you should consider for your business?
WHY NICHE?
As entrepreneurs it’s easy to fall into the trap of chasing every opportunity. Some dietitians enjoy being generalists and like the variety that comes with it. But, ask yourself: Do you really connect with every client and project? Niching allows you to be selective. You choose exactly how to spend your time and energy. It guides your continuing education selections and the pursuit of any certifications. Having a niche allows you to develop expertise. You appear more authentic, can develop rapport with your ideal client more easily and are seen as a trustworthy specialist that clients want to hire. Niching can also help guide your marketing efforts. When your services are specific, you can tailor your messaging to attract the type of clients you want to serve. Tailored marketing focusing on specific, niche keywords can also impact search engine optimization (SEO) by increasing your
rank in search engine results. Niching differentiates you from the crowd of other dietitians and nutritionists. When you niche, you not only focus your practice, you lessen the competition.
HOW TO NICHE.
Nutrition is a part of every person’s life, and every facet of nutrition can be niched. There are so many options! How do you begin? Consider these questions when determining your niche: 1 What are your passions? Are you excited about gut function or working with the elderly? Maybe sustainable agriculture is your calling. Start by making a list of your interests. 2 How can you frame your passions in the context of a problem to solve? For example, if your passions include vegans and athletes, a problem to solve might be how to optimize athletic performance for vegans. 3 What is your skill set? Are you great at counseling, writing or social media? Can you develop recipes? Your skill set becomes a list of what you can sell. 4 What are your marketing segments? Marketing segments are categories that your target market can be divided into and can include geography, demographics, firmographics (demographics for businesses) or client characteristics such as values or behaviors.
Perhaps you live in the Midwest, you are passionate about the challenges faced by vegan athletes and you have a talent for recipe development. These are all market segments that you can target and combine to create your niche. 5 Is there a market? Using your market segments for guidance, perform keyword research, check social media and look at online trends. Is your target market asking questions or looking for solutions to a problem you would like to solve? If not, or if there are too many experts already answering the questions, this niche might not be profitable. Consider your other passions or skills. Using the focus questions, you can identify your ideal client, what problem you want to solve for your ideal client and whether you have the skill set to solve those problems. If there is a market, then you have found your niche.
CHANGING YOUR NICHE.
Over time, passions and markets change, so reevaluate your niche every year. Are you still excited about your niche? Is your business expanding? Revisit the focus questions. It is okay if your answers have changed. Businesses, markets and people grow and evolve. Don’t be afraid to pivot your niche when the time is right. The competitive advantages a niche provides can lead to a successful and fulfilling business. Karen A. Mills, JD, RDN, LD, is the owner of TheHealthyCulture.com.
She writes, speaks and assists clients in developing their own Healthy Culture - a personalized nutrition, health and wellness plan that considers time constraints, family traditions, culture, health concerns and budget. When not eating her way around the world, Karen is hard at work at her home office in Oregon.
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