How to find a niche market

Why become a niche expert?

Niche experts are often perceived as top tier choices. When compared to generalists, they provide specific expertise that sets them apart from other people in their trade.

As niche experts offer a service that others cannot, they are often in higher demand. This means that they can almost always command a higher fee and become more profitable.

Why do people choose niche experts?

It is well known that specialisation in any industry makes price a secondary consideration.

Consider a medical scenario: faced with a heart issue, most people would opt for a heart specialist over a general doctor, even though that specialist might come with a heftier price tag. This underlines the value of niche expertise.

In the trades the same applies

• A homeowner might choose a bespoke cabinet maker over a general joiner when seeking a custom kitchen
• A specialist electrician may be the preferred choice for a homeowner looking to integrate cutting edge smart home systems tech into their home

Think about some other specialisms in the trade industry as well. You’ve probably thought about them without even thinking it.

• A bathroom specialist vs a general plumber
• A green house installation specialist vs a gardener
• A professional garage door expert vs a general locksmith

There are many examples of niche specialisms across the trades.

How to find a niche market

The best place to start when you want to specialise is exactly where you are now.

1. Start by writing a list of the services that you currently offer
2. Once you’ve done this, mark those that are the most popular
3. Next highlight the most profitable ones from the most popular list

The services that are left are the best choices to target as your niche specialism.

Benefits of becoming a niche specialist

Whether it’s medical procedures, furniture restoration or asbestos removal, professionals with niche expertise can command higher fees. They’re seen not as merely service providers, but as masters of their specific craft.

Offering specialised solutions allows you to set yourself apart in a crowded marketplace, justifying higher charges.

• Choosing a niche is about focusing on quality over quantity
• Choosing a niche specialism is also a great way to get your business found

By targeting a specific customer base, you can focus on your skills and specialisms and turn up in way more online searches.

How to market your niche

When marketing your business/services you need to be like a sniper to hit your ideal client.

A niche is a narrowly defined segment of a larger category. Consider the broad category of construction services. This category can include:

• Home building
• Extensions
• Renovations
• Commercial structures

If, for example, you focus on just home renovations, that becomes your niche.

When you focus your marketing on one specific area, it stands to reason that your returns will be greater.

This is especially true of digital marketing where targeted niche internet searches don’t have to compete with as many rivals as more general enquiries.

Niche specialisms vs general services

When it comes to niches, you might wonder, why be so specific? Would I not be better adding more services in the hope I pick up more work?

This is the big mistake many people make and here’s why.

Budget constraints

We all have a limited amount to spend on marketing our business.

If you spread your advertising resources too thin, your message and return can become diluted.

Narrowing your focus ensures every penny is well spent.

Relevance is Key

The primary goal of your marketing efforts is to resonate with your audience. You want potential clients to see your ad and think, ‘This service is exactly what I’ve been looking
for’.

Imagine a homeowner looking to revamp their kitchen. A generic construction ad would go unnoticed.

But an ad specifically showcasing a kitchen renovation specialist? That will capture their attention immediately.

Think of it like lighting. Whilst many services listed out might offer a soft ambient glow, a specialised service is like a spotlight, illuminating precisely what the client needs.

What are the most profitable niches?

As we mentioned at the start of this article, customers will pay more for a specialist than a generalist.

Niche specialists can charge more money and niche marketing can attract your exact client reducing your spend per lead – both of which see your profits go up.

Some profitable trade niches and their general category include:

Niche markets are in all industries. Have a think about what specialist services you could offer and you’ll soon find the perfect way to grow your business.

Niche specialist summary

As you can see, finding and choosing a niche within your business is a great way to become more profitable.

Working in niche areas can also improve job satisfaction. As you become more knowledgeable within a certain area, your understanding will deepen, and you will reap the rewards.

Some benefits often associated with offering specialist services include:

• Higher earning potential
• More specialist leads and associated work
• Professional respect and reputation
• More interesting and rewarding work
• Opportunity to stay at the forefront of your sector
• Chance to offer training and apprenticeships to people new to your trade

At Checkatrade, we work with all types of traders. From generalists to specialists, there is one thing that unites our members, and that’s quality and reputation.

If you’re considering becoming a niche specialist in your sector, Checkatrade can help you to target your desired market and start winning more work today.

Join Checkatrade today and start your journey to becoming the niche expert in your area.

Content disclaimer: This content has been created for general information purposes and should not be taken as formal advice. Read our full disclaimer here.