I would like to dispute the long-held belief that businesses should “find their niche”. I suppose that this theory does hold water when you are talking about selling a particular product, for example clothing. You could be a business that sells a full line of clothing to all types of people and therefore would need a broad marketing message, probably based on price rather than fashion. The alternative is to decide on a niche, for example children’s clothing, and market only to that niche. That message would be more about fashion and less sensitive to price.
I really do not believe that a marketing firm should market to a niche. My reasoning is that marketing is such a broad service that choosing a niche instantly eliminates prospects from your marketing funnel. For example if I say I specialize in social media management, and never bother to explain that I am a full-service marketing firm, potential prospects will not even look at me if their needs are outside of the social media context. They will not even know that we have a graphic artist on staff, work with three different website developers, and have relationships with local printers to produce marketing materials. Branding and marketing cannot be pigeonholed into one or two small areas. Marketing covers everything from logo creation, to social media, to email marketing, to websites, to marketing materials, to feedback, and follow-up. As marketers we tell customers that consistency in their message is important. Are we offering a full range of products to help them achieve that goal? If not then we had better be prepared to tell our customers that we can’t provide them with particular services. And that is not very good business practice. Learn how to subcontract things that you don’t know how to do or do not want to do. Offering a service to a client through a subcontractor keeps them from talking to other marketing companies. And that is good business practice.