Have you ever heard the saying that if you try to please everyone, you’ll end up pleasing no one? The same is true for your marketing strategy. 

If you try to target every business out there, your messaging – and your results – will fall flat. 

Here are some of the reasons why targeting a broad audience is holding your MSP back, and how going super niche can actually grow your business faster. 

Why Niching Down Works

When you target everyone, your message ends up being generic. 

Take this example: “We provide IT services for small businesses.”

While that might be true, does it grab attention? Does it show that you understand the unique challenges of any specific business? 

Compare it to this: “We provide 24/7 IT support tailored to dental practices, helping them stay HIPAA compliant and avoid downtime.” 

Do you see the difference in that example? It’s specific. It addresses a real pain point. And it instantly positions you as an expert in your particular space. 

By trying to serve everyone, you’re spreading your efforts too thin, and you’re missing the chance to truly connect with the clients who need you most. 

Super Niche: The Results

When you decide to specialize in a specific industry or service, a few things tend to happen:

You stand out as an expert. Clients will trust you more because you’re seen as the go-to provider for their unique needs. 

You get better referrals. People that are in niche industries talk to each other. If you do a great job for one, they’re more likely to recommend you to others. 

You can command higher prices. Take a look at any industry, and you will see that specialists can charge more than generalists. For example, let’s say you focus on IT services for healthcare practices. Instead of just offering generic support, you can offer solutions tailored to their compliance needs, like HIPAA regulations, and become their trusted advisor.

Choosing Your Niche

How do you pick and dominate a niche? There are five steps to finding the best niche for your business:

Step 1: Look at your current clients. Who are your best clients right now? Which industries do you enjoy working with the most? And where are you already seeing success? 

Step 2: Identify high need industries. Look for industries with complex IT needs or strict regulations like healthcare, law firms or finance. (These kinds of industries also tend to pay more for specialized services.)

Step 3: Create tailored messaging. Once you’ve chosen your niche, craft messaging that speaks directly to their pain points. For example, instead of saying, “We’ll keep your systems running,” you can try something like, “We help legal firms protect sensitive client data and stay compliant with industry regulations.”

Step 4: Build targeted solutions. Create packages or bundles that cater to your niche. For example, you might offer a dental IT protection plan with services like HIPAA compliance monitoring, ransomware protection and 24/7 support. These very specific offerings show niche clients that you understand their needs and pain points.

Step 5: Market where your niche hangs out. You can join industry-specific associations, attend niche trade shows or advertise in publications that your ideal clients read. You could also use LinkedIn to connect with decision makers in your chosen niche, and share content that demonstrates your expertise. 

Ready to Go Niche?

When you target a niche, everything gets easier. Your marketing becomes more focused, your messaging hits home, and your services feel tailor-made for the clients that you want to attract. 

But going niche doesn’t mean turning away business outside of your niche; it just means focusing your efforts on the clients who are the best fit for your expertise. 

To recap, here’s your action plan: 

• Identify one niche to focus on. 
• Craft messaging and services that are tailored to that audience. 
• Start showing up where your target audience will be. 

If you’re ready to niche down but need help creating the right strategy, we’ve got you covered.