Transcript: Why You Need a Niche – And How to Find Yours
Hey there, Susanne here. Welcome to another episode of the Blissful Biz podcast. I’m so thrilled that you’ve tuned in today.
Today we are talking about the need to possibly narrow your niche and all of the questions that go along with that.
I know it’s at the forefront of many yoga teachers minds when it comes to building their business.
At the same time, niching seems to be quite a controversial topic especially in the yoga world. Deciding on a niche seems to be all about marketing, and selling, and less about helping people.
After all, everyone needs yoga or healing or coaching, and by niching down you might think that you exclude people and limit yourself.
As you can probably gather from the title of this episode, I don’t agree with that.
Instead – I’m going to share why and how you – and your clients – can benefit from your niching down.
So, what do I mean by niche? Or “nitch”, as some people say?
A niche is a segment of your potential customers. For example, instead of offering all kind of yoga classes to everyone in your town, your niche could be pre-natal yoga to women who are pregnant.
Here the style of yoga is your niche, which is a common approach to niching down.
If you’re struggling with this because you want to do everything, you’re not alone.
I know it‘s tough to pick one topic and it might feel like putting yourself in a box. A lot people don’t want to pick a niche because of this.
But think of it like this: if you wanted to learn advanced arm balances, would you go to a yoga for beginners’ class in your local gym? No, you would look for a specialized class or workshop on arm balances.
The reality here is, your potential clients have different levels of experience as well as different ages, genders and backgrounds.
Carving out a specific offering to meet the specific needs of a specific type of student can be highly beneficial for your business.
People have specific problems and they are looking for experts, or leaders, who can help them with that.
It’s a fact:
Choosing a niche will make your brand more profitable, faster.
I feel there are more yoga teachers all the time and everybody can teach similar things or want to create similar things.
I think it‘s really important to be able to distinguish yourself from the other teachers who are out there so that when people are looking for a solution to their problems or want to learn from someone, they can really zero in and see how you are a good fit for them, their learning style, and the way they want to evolve and grow as a human being or whatever problem you are trying to solve for them.
Yes, it’s possible to do everything under the sun and be successful, for example teach all kind of yoga styles, yoga for moms or seniors in the morning, vinyasa classes in the afternoon, yin yoga in the evening, pranayama workshops at the weekend, Zumba on Sundays… if that works for you, that’s great, keep doing it!
As always, there’s never one way that’s right for everybody.
But, having said that, especially in the online world you will get better results, faster, when you niche down.
This sounds counter-intuitive to many.
For example, my mum asked me all the time why I didn’t offer my online course to everyone. Why would I only offer it to yoga teachers?
More potential customers would equal more money, right?
But no, this is wrong.
My students connect with me and buy my products because I solve their specific problems. Because they feel I understand them.
I get feedback from my students all the time, that they bought a course or became a member in the Blissful Biz Hive, because I’m offering something that they feel is just for them.
Of course, it could happen, that one day, when I feel I’ve outgrown my niche, I might broaden it. This can happen.
For example, when your niche is the Dutch market, one day you might decide to offer your products in English and reach a wider audience. This would be broadening your niche.
But if you would have started with a wide audience, it probably would have taken you much longer to come to that point.
You could be a big fish in a small pond – or a small fish in a huge pond, overlooked by everyone.
Here’s what happens when you narrow your niche…
You make it easier for the RIGHT people to find you and to fall in love with your offerings.
And here I also mean Google! Niching down is especially important in the online world, Google loves blogs or websites that are experts on a specific topic and will direct more traffic to it than to a website that covers all kind of content, because people will spend more time on it.
You begin to stand out as an expert or leader in your topic.
For example, instead of listing all the possible benefits that a yoga practice can have on your website, which we all know is a lot, narrow it down to the biggest problem your audience has.
It could be that you are teaching in a small town, mostly to middle-aged folks, who have a lot of back problems.
So you focus on that. You offer workshops, yoga for back problems. You create blog posts about this. You maybe have a free video or a PDF with some tips that people can download.
You will still do other things, teach other classes, but you become the expert in your community for yoga for back problems.
Again, this doesn’t mean that you can’t teach any other classes. It just means that you have a focus, and in the best case your focus is aligned with what your audience needs, and what you are passionate about.
And, this is also important, having a clear niche can make it easier for you to create helpful, valuable offerings that people are wanting to buy.
If you have a lot of topics you talk about it can lead to overwhelm, while when you have a specific niche its suddenly much easier to come up with ideas what to write or talk about.
You can probably come up with 5-10 ideas what tips to share for people with back problems right away. Having a niche helps you to focus.
Whatever your business is, there is a way to get really specific and talk to actual things people are experiencing. That will help them connect with your brand and what you can do for them.
So, let’s have a closer look at niches and what’s an ideal niche, and I’m also going to share examples with you.
When you hear of a niche for yoga teachers, you might think about “prenatal yoga” or “ashtanga yoga”. A specific teaching style that defines your niche.
And if that fits you, it’s perfect!
The problem for many is, this can feel restricting, because most yoga teachers, they teach more than one style, especially in the beginning of your career.
You might teach Vinyasa yoga, and Yin Yoga, and Yoga for Beginner workshops, and now you have to pick one?
The good news is, you don’t have to!
A niche can be much more – it can be the way you teach, demographic, a language, an age-group, expertise…
Here’s an example:
Let’s say your niche is:
Yoga for Beginners
It’s a good niche, but still very broad. I mean, this would cover millions of people around the world.
So you become more specific:
Yoga in Spanish for Beginners
Now we’re getting more specific. Choosing a language can be a great niche. But still, it’s broad.
You could get even more specific, for example for an online course you plan to offer:
Yoga in Spanish For Young Mums Who Want to Get Their Strength Back in Just 15 Minutes a Day
Now, this is quite specific.
Do you think it would be too restricting?
Maybe, but guess what – when someone in that situation finds your offering, she’s going to be interested! She’s going to devour your content, sign up for your email list, become your biggest fan AND buy your products!
And this is what we want! I can see this is a great online business. With a blog or a podcast and an online course that offers daily super short classes that moms can do in a few minutes of their free time.
Also think about the community you could create here, the bonding and friendships that could spring up because you bring those people together.
Bear with me, I always get so excited when I think or talk about online courses and businesses.
Here are a few more ideas how to pick a niche:
You can pick a topic:
Like nutrition, meditation, or pranayama.
You can of course pick a yoga style:
For example, Hot Yoga, Kundalini Yoga, Ashtanga Yoga, Yin Yoga
Or you can also combine them:
Yoga & Surfing, Yoga for Cancer Patients
Those are all quite common niches. If all of this doesn’t work for you, you can also pick specific demographics:
For example gender, are you focusing on yoga for men? Yoga for millennials? Yoga for seniors?
Language is a niche too, or your location.
And finally, your niche can be your personal style, for example you have a tough love attitude, or your classes are more boot camp, or you have a scientific background and infuse your classes with that.
This is more difficult to narrow down, but it’s so worth it!
It will make a huge difference in the way you communicate your offers, for example when you describe what you do on your website. Or even how your website should look.
You probably already have an idea in your head what’s your personality, your niche, your task is to describe it in words.
If you are struggling with this, trust your intuition.
Think about, what do enjoy writing or talking about most?
What doesn’t feel like a chore or something you should be doing?
This can be difficult – sometimes it feels like we have just too many choices! Try not to overthink it but trust your intuition. Go with what feels good.
What’s important to remember is: Simplicity sells. If you can’t understand it or explain it, don’t do it.
A niche is comprised of three things: Your topic, what you are talking about; your story; and your audience.
Those three things come together to create what your niche is actually going to be.
For example, when I started my business it was all about marketing tips for yoga teachers. That was my topic but until I figured out what my story and audience was, I didn’t really have a niche, it was just a topic.
When I got into my story and why I was so passionate about yoga teachers build an online business I was able to connect with people who could also connect with my story. But when I got even more clear on who my ideal audience was (mostly yoga teachers who have been teaching a while and are ready to take their businesses online) it was easier for them to understand me and for me to explain things to them.
With those three things I think you can really define a niche and make it easier for yourself to communicate it clearly.
Another example, let’s say you’re a yoga teacher and you overcame a debilitating disease. Everyone who struggles with chronic illness and disease, in particular, is going to instantly resonate with you as a yoga teacher.
That’s a topic, a story, and an audience that makes up your niche.
If you don’t have a story yet, maybe you’re still right in the middle of your own transformation, that’s fine. You’ll figure it out as you go along, and you will go back and revisit your definition of your niche again and again on your business journey.
There’s one last thing I want to talk about that might be stopping you from niching down.
And that’s if you are interested in sooo many things!
You could never decide on one thing!
And, here’s the good news, you don’t have to!
If you feel like there are too many things you are passionate about, it’s okay to start with more than one topic and narrow it down over time.
Clarity comes with action.
You’re probably right now at a point in your career, where you have the smallest number of followers or clients you’ll ever have!
So, experience! Try different things. When you get bigger and your business is more established, it will be more challenging to switch things up.
See this phase, where you are right now, as an opportunity.
But also, you don’t need to try to turn everything you are interested in into a business – you don’t have to monetize everything you do.
You can have hobbies! Multiple interests! Not everything needs to go on your website and be shared with the world.
So, it hope this makes you breathe a little bit easier.
And there you have it. I hope you enjoyed learning about niching as much as I did talking about it. Until we talk again next week, make it a wonderful week. I can’t wait to connect with you again soon. Bye for now.