Leveraging Niche Knowledge To Achieve BIG Marketing Success
Published 4 months ago • 1 min read
Hey Reader,
Recently, I did a little homework on myself and took a super deep dive into who I've been attracting (business-wise) for the past year or so. What I discovered were three recurring my top clients and prospects had:
Strong reputations
Word-of-mouth demand
Viewed marketing as an investment (not an expense)
With these findings, I dug deeper into their pain points and realized they didn't necessarily want more demand for what they did but a structure to sustain it.
Think about it: if you owned small, popular restaurant with a line out the door every night, would you add more tables to accommodate more people, or would you introduce a reservation system?
I guess there's really not a wrong answer, it ultimately depends on what your goals are. But for the sake of this newsletter, it's the second one.
What are you doing or creating that generates demand, and how can you capitalize on it to build a strong reputation, word-of-mouth, and create sustainable marketing efforts?
Who's better than you? Who's doing what you're doing (or want to be doing) better, faster, more comprehensively, more cost-efficiently, etc.?
Look for similarities in size, niche, services, approach, clientele, and anything else you can think of. You can always find these folks on LinkedIn if you need a starting point (just because there are so many filters you can use).
2. Define Your Ideal Client Profile (ICP)
Type this prompt into ChatGPT: "Who is the ideal client/buyer profile for [Competitor Name]?" This should spit out demographics, psychographics, and buyer behaviors/patterns.
Ask for 10-20 keywords they'll likely use when Googling their problems or searching for a solution.
Apply this everywhere—your website, content, subtitles, captions, descriptions, literally everywhere you can think of.
3. Research Their Content
Find your competitor online, including their website, newsletter, blog, Facebook, LinkedIn, Instagram, etc. What topics do they cover? How engaged is their audience? What kind of content are they posting?
Analyze their content strategy by identifying if it's mostly educational, aspirational, educational, or something else. Are they mostly visual, textual, or auditory posts? Are they formal or conversational in tone?
Identify gaps. That's what will create the initial demand for you, that you cover or deliver content/answers that fill a need that someone else can't.
