3 Reasons Why I Rebranded & Niched Down In My Business

woman sitting in nature and designing on her macbook

Man oh man. It has been a rollercoaster. Anyone working on a business can understand how it feels to have a million thoughts and ideas coming in all at once. It’s a blessing of a problem, but sometimes it can be hard to see it that way.

That is how things have felt in my new business over the last few weeks.

Stress. Overwhelm. Frustration. Anxiety. Maybe you can relate?

I needed to do something that would simplify things. That would get clients rolling in and that would help me do a better job for my clients as a business owner and designer.

I needed to niche down.

About 2 months ago I re launched my web design business. Things were going well, but there was always that fear in the back of my mind, “how was I going to keep getting clients?”.

I didn’t want to have that fear based thinking anymore.

I needed to put myself in the driver’s seat and my big girl pants on to really look my business and figure out what was going. Something to help me and my clients the most in the long term.

I decided to narrow things down and hone in on my current business plan and approach.

Here are the 3 reasons why I decided to rebrand and niche down in my business!

Niching narrows down your marketing strategy.

If you run a business (which I am guessing you do because you are reading this) then you know how overwhelming it can be to market yourself. Not only must you be concerned with your craft itself and providing some kick butt service, but you are also the marketing team, the accountant, the book keeper, the CEO, the social media expert, the secretary, and the receptionist.

I don’t know about you, but just reading that makes me tired.

When I figured out who I was going to work with, then I could figure out how I could market to them. Since my demographic is badass business owning yogis that share their magic with the world through yoga & wellness, I knew exactly where I could reach them.

What’s one place we all know we can find a yogi doing some handstands on a beach? Instagram. That’s where they live and so that’s where I needed to be. Instagram is a mini blog that isn’t going out of style anytime soon, so I decided it was time to ditch my fear of it once and for all.

Next I thought about how every yogi, teacher, and studio owner I have ever met has one thing in common. They value education. Books, podcasts, masterminds, Pema Chodron YouTube Videos, and of course, blogs.

This is my favorite one. I love writing and I love learning. I have been fascinated (some would even say obsessed) with business and personal development books, podcasts, and blogs. I decided I wanted to figure out how to channel that information into something that would be extremely valuable for yoga professionals. That’s my goal at least. Time will only tell and I’ll let you guys be the judge of that.

There is one more strategy that I am currently testing… I’ll let you know how it pans out in a future blog, for now I’ll keep it to myself. Should I end up scoring some amazing clients or falling flat on my face? Either way, it will be helpful information for the future.

My point is…

I have 3 marketing strategies on 3 platforms. Instagram, my blog, and email. Before I decided to minimize the workload, doing these three strategies, plus Facebook, Pinterest, & LinkedIn. I liked all of them and still see the benefits of each, but I was burning the candle at both ends and wasting way too much time.

All this to say, our sanity is important.

Niching concentrates on a specific client base.

This is a big one. Since niching basically declares that you will market your business towards one demographic of clients, you can more easily market to your dream clients.

This was hard for me though, because I happen to have a lot of dream clients. I would love to work with all kinds of entrepreneurs doing a myriad of amazing things. This fact made it hard for me to choose a niche in the first place. As I grow and progress with my business, I would really love to expand my client base more and go back to opening my business to a diverse base of clients.

But for now, while I get the ball rolling, it was important for me to figure out who will help me get the ball rolling in the first place. To figure this out, I started to think about the industries I know the most about. The clients I could offer the most value to.

This leads me to my next point:

Niching allows you to focus on an industry you understand.

After thinking about my qualifications and past experiences, I decided yoga would be the best possible niche for me. Not only am I a certified instructor of 5 years, but I am also an extremely passionate student and believer in the practice.

I knew it would ultimately be easier for me to push through the hard times and keep marketing myself if it was in the name of something I love dearly.

I could count on my love for yoga to always be there because it hasn’t left me in 13 years. I could also count on my ability to serve clients well and give them the confidence they need to do business with me. It would help me feel courageous when all I am feeling is imposter syndrome… but more on this later.

Without further ado, here is my new creation:

The Yoga Website Designer

What does your business do?

Are there ways you could clarify your business by niching down certain areas? Or the whole thing together?

Use my free Dream Client and Copy Writing Workbook to help!

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Hi, my name is Layne. Check out my other recent posts!