In the increasingly competitive world of professional services, targeting a specific industry sector or niche audience is among the most effective ways for a firm to differentiate itself from the competition and build its bottom line. By focusing on a small, healthy market segment, your firm can become a market leader within that niche. You’ll be sought after for your skill and expertise in dealing with a specific set of problems and become the “go-to guy” for firms within the targeted industry.
While this type of strategy has become popular as of late, many firms lack the knowledge or commitment to truly connect with their targeted audience. It’s simply not enough to slap “Industry X” on the specialties section of you website or to sit in a booth at the “Industry X Annual Conference” once per year. For one thing, it’s probable that dozens of competing firms are occupying dozens of booths at dozens of similar conferences each year, and many of them just may list “Industy X” on their website somewhere, too! To effectively establish your firm as the leader in your targeted industry/niche, you need to consistently engage your audience with content that your ideal prospect is interested in and to showcase the right expertise in their industry. You need to prove you understand their business as well as the challenges and opportunities they face.
To help you get started, I’ve compiled a list of 8 effective ways to engage any niche industry in a meaningful way
Create an industry blog. Blogging is one of the most effective ways to consistently showcase your firm’s value and expertise by providing helpful information and guidance to a targeted audience. Your industry blog should focus on common challenges, questions, or pain points shared by companies in your targeted niche. The idea is when someone searches this topic on the web, they find your post on your site, thus allowing more qualified leads to find your firm.