Even though it’s nice to be able to do everything as an SEO agency, it can make it tough to find your Unique Selling Proposition.
In other words, it makes it hard for you to stand out.
“We do SEO for everybody, any company, any individual, any entrepreneur across the entire globe.”
Really? Then you better be able to speak a lot of languages!
How about being the guys people go to when they’re looking for a specific type of SEO?
“Oh, you’re looking for an SEO and branding combo in the financial planning space in Maryland? Then these guys are your best bet!”
It’s up to you, of course, but sometimes niching down can have a positive impact on your business.
So here are some ideas to help you figure out what your SEO agency niche is.
Determine What Industry You Want To Work In
You can’t be all over the map, chasing down legal attorneys one week and local restaurants the next.
Yes, in general, SEO strategies may cross over from one site to another, but if you want to be known for something, you may want to consider narrowing down your client base.
Here are some things to think about as you look at who to take on as customers:
- What industry do you already know a lot about?
- What niches or interests are you most excited about?
- What industries, if you served them, would still allow you to cross over into other, similar sectors?
- What industries are experiencing a lot of growth right now, and what is their growth potential in the future?
- Where do you currently live, and where could you see yourself living if you needed to move?
This is just a small sampling of questions you could be asking yourself to navigate the niche map.
So the main thing is to think about the specific businesses and customers you want to be serving. It may be something you know or like, and it also may be something that’ll bring in the biggest profits.
But you don’t need to narrow down your list of choices just yet – at least not in full – because first you’re going to want to…
Research The Industry You Want To Work In
Maybe you know something about the type of customer you want to serve already, and that’s good, but you’re going to want to do your research regardless, even if it’s just to confirm what you already know.
Also, you have to know something about an industry to get a sense of what SEO and social mix your client is going to need.
No, it won’t be the same every time. Different clients will need different services.
But the good news is that, once you’ve worked your magic for a client once or twice, you’re going to get pretty darn good at what you do!
Then, taking on new clients isn’t going to seem like so much work.
But that’s only possible when you take the time to understand your customer and prepare yourself to meet their needs first.
Researching different industries will help you to define your niche, because eventually you will find something that’s right for you. Just don’t expect research to be a walk in the park.
Another good thing to do would be to…
Join Communities In The Industry You Want To Work In
There are already conversations happening in practically every industry on the internet, and you have the chance to participate in them. Or, you can just listen in too.
You can check out groups, forums, and other communities to start building target customer profiles. LinkedIn is pretty great for this.
You can observe and use the exact words and phrases your prospective customers are already using. You can identify problems they’re experiencing, and figure out how you can best help them.
That way, when they land on your website, BOOM! You’re already identifying and sympathising with them instead of shooting in the dark.
When you’re ready to start promoting to your target customers, you can also write and share blog posts directly aimed at them.
You don’t want to spam, of course, but by regularly bringing some value to the table, you can build trust and credibility for your SEO agency.
To finish things off, let’s take a look at…
Specific Niche Strategies You Can Implement
We’ve already hinted at various things you can do to set yourself apart, but let’s take a moment to define several ways in which you can become better known in a specific space. You can specialize in:
- Local SEO. If you want to help your clients compete with businesses in their locality, a solid SEO strategy is an absolute must.
- Branding. When the race to the top in search rankings is fierce, proper branding will go a long way for your customers.
- Weakness identification. Finding where the competition is failing and exploiting that.
- Content marketing. The benefits are pretty obvious, but there’s always room to do something exciting, unique and different with content. Plus it builds trust and credibility.
- Social media. A competitive social strategy can really help brands gain more visibility online.
- Networking. It may sound like something reserved for the likes of salesmen, but seriously, you never know when knowing people in the industry could give you and your customer a competitive advantage.
Again, there are other ways of standing out, and the specific strengths you work to develop will largely depend on the customers you choose to help.
If you want to set yourself apart, do something others aren’t willing to do.
So now you’re equipped with what you need to figure out what niche to serve.
Remember, there are a lot of benefits to niching down, because you’ll save on customer acquisition costs, marketing, and it will also help you to become more specialized, and thus better at specific SEO strategies.
This does not take away the need to adapt as changes happen both with search engines and with the industry you serve, but you’ll be better poised to shift when the need arises, because you won’t be thinking about however many industries you would be serving otherwise.
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