How many times have you heard this bit of advice?
Find your niche and your ideal customers will find you.
On some level, it’s solid advice. When you find your segment of a market, your brand message has more resonance, your marketing is more targeted, and your sales funnels convert better.
To top it off, your competitors won’t even begin to match the connection that you build with your audience.
But here’s the thing:
- Niche marketing is a very micro approach that won’t be successful without first getting insight into your market on a macro scale.
- You need to be flexible and allow your business room to evolve or you risk niching yourself into a box.
- Leveraging a strategy like content marketing makes niche marketing that much more powerful.
Solé Bicycles is a perfect example of that. Coming from a very grassroots inception, the direct to consumer bicycle company has achieved tremendous growth.
Ben Petraglia, one of the founders and head of marketing, shared how they used content to skyrocket their organic reach,