How To Pick An SMMA Niche (Full Guide)
Figuring out how to pick an SMMA niche is simpler than it seems. You just need to look for areas where you have the experience, or where you have an audience. Finding social media marketing niches requires you to do a deep dive on the competition to find holes.
If you don’t know, social media marketing niches are small subsections of an industry that you work within. It’s generally best to work in a niche because you run up against less competition. Winning in a smaller niche is always going to be easier than winning in a bigger industry – for example, it’s easier to be a Reddit content marketer than it is to be an all-purpose social media manager.
You should choose a niche to hone your skills, and to develop a brand that you can leverage to win clients. When you pick a niche, you don’t need to know everything. You only need to know enough to succeed in the smaller pond that you’re putting yourself in. When you’re just getting started, this can be the key to success.
As an example, when I started my social media marketing agency I went with my experience. I had worked in restaurants while I was in college, and I opted to start my agency within that niche. Selling to local restaurants helped me get my start, and then I moved to real estate when I saw it was under-served.
There are a lot of methods you can use to find a niche, and finding that niche is always going to take some work. In this article, I’ll go over a few different methods for finding your niche and developing within it. This can help you get your social media marketing agency off the ground, and start to find clients right away.
If you want to get big, you need to start small.
How to Pick an SMMA Niche
When it comes to picking your SMMA niche, you need to be honest and realistic about where you can succeed. To start off with, I would suggest you pick a primary and two secondary niches. Find one you can get started in right away and some that you can branch out into later. This lets you learn while you work, and gives you the chance to drill down into one you really like later on down the road.
Be Honest With Yourself
Being honest about a niche means asking if that niche is going to be rewarding to you. Will you enjoy doing the work? Is there an intrinsic reward to help you keep pushing? If you can find a niche that you’re passionate about, that’s where you should start your exploration.
Ask yourself what your hobbies and your passions are. Think back on your past work experience. Figure out what you enjoy, and find something related to it. You will do better in a niche that you enjoy, and we can always mix our dreams and our business.
Picking a niche just to make money isn’t a great plan. While being profitable is always nice, it can also put you in positions that you don’t want to be in emotionally. Ask yourself if you’re doing something because you love it or because it fills your wallet.
Being realistic means figuring out if there’s enough potential clients, little enough competition, and money coming in. You need to be realistic about your own ability to win a niche before you enter it. If you’re not doing this research, you can put yourself in a losing situation very quickly.
First, look at the number of people who are already working in a niche. The more competitors that you have, the worse that niche is. But if there are only 1 or 2 competitors, that might be a sign that there isn’t enough work to go around.
Look at the quality of the competition, too. Can you create better content than them? Is there a way for you to make your business unique within the niche? If either of those is a no then this isn’t your niche.
Consider the ad spend that you see going around, as well. If you aren’t seeing businesses within a niche active on social media already, there’s going to be roadblocks to getting started. You might be able to sway people, but that’s something for later down the road. Look to see if there are influencers with good followings and authentic brands.
Then, ask about yourself. You need your skills to be good enough and proven enough for you to win inside the niche. Some industries will play to your skill set better than others, and it’s good to lean that way as you’re getting started.
Ask if you have previous experience that can potentially help you understand customers or businesses from a marketing perspective. If you worked in a coffee shop for a long time, you probably have an idea of what coffee shops are like. This can be invaluable.
If your skill set doesn’t match up, consider this niche for the future. Do this for brand-new niches, too. In a brand-new niche, it’s tougher to sell clients and to figure out where to go. New niches need time to solidify and become profitable.
Finally, ask if there’s a problem you can solve in the niche. Are there holes in the service your competitors are providing?
Getting Into Your Social Media Marketing Niche
Once you’ve found a social media marketing niche, it’s time to start doing your niche work. While it’s easy to figure out how to pick an SMMA niche, it’s not always easy to get involved. But by looking at the past, present, and future you can find a way. Get out and talk to people and do your research, and you’ll get there.
Talking to people is absolutely invaluable when it comes to getting into a niche. Speak with other marketers in the niche to see if they can offer advice or even send work your way. Then, speak to professionals in all other aspects of the niche. Go to networking events, get active on Twitter, ask people to get coffee with you.
Look into news articles about your niche. Are there pending lawsuits within the niche? What do experts think that the future looks like? If there are changes brewing, that can be your opportunity to jump in. Check stock prices for bigger companies. If they’re highly volatile, it’s not a good time to get involved. If they’re constant, you can use that company as a good example.
Are there regulations within your niche? Things you can’t say, people you can’t sell to? You need to know what you can and can’t do, or you can land yourself in hot water. This is really important for just about every industry, and you need to be aware of them.
Look at averages, too. What hours are your clients going to work? If you’re working with bars, prepare to take meetings at 2 AM. What’s the average business making? If the top and the bottom are wildly different, you need to know. And how long do most businesses last? You don’t want to board a sinking ship.
How to Drill Into Your Social Media Marketing Niche
Once you figure out how to pick your SMMA niche, and you’re ready to really get to work, you need to drill down into your niche. Go down levels until you’re working in a sub-sub-sub-niche. To do this, create a niche list. Here’s an example.
Let’s say you start with doctors. But there’s a lot of doctors to go around. So you choose plastic surgeons, instead. Your background is more national than local, so you only look for plastic surgeons with interstate offices. Then, you can look at their specialty. In the end, you’ve come up with “plastic surgeons with offices in multiple states who specialize in covering children’s scars.”
Now, you’re selling to a small, specific handful of clients. The more specific you get, the more you can tailor your business and start to succeed. Start at the top of a niche, and follow an internet rabbit hole until you’ve found 1 unique business. Then, you can move up levels to find a small group.
Learning how to pick an SMMA niche is important for setting yourself up to win. Starting small and specific allows you to become an expert to a certain group in a short amount of time. Once you’ve done that, you can quickly start to gain traction.
Remember that your SMMA doesn’t need to stay niche forever. A niche is just a way to start to develop your brand to customers and see overwhelming success. The better you do within a niche, the more people on the outside will start to look to you as an expert.
When you start with a sub-sub-sub niche, you can crawl up until you’ve just hit a niche. And once you’ve hit a niche, you can expand to one or two more. Before you know it, you’re doing extremely well.