Ive been bouncing around marketing strategy ideas the past week. The web development market is huge, filled with both clients and competitors. As much as I dont wanf to limit myself in terms of potential clients, all the research Ive done has told me to identitfy a niche and hustle that.
It originally feels like a bad idea to go from 100% potential clients (broad, non specific strategy) to say 10-20% (niche and specialization). But from the marketing point of view, it makes complete sense.
Thinking of say....FB ads...im hard pressed to come up with some demographics and keywords to target that aren't already saturated with competition. I'd be a small fish in a big pond. And id spreading my limited resources too thin, as I'd have to have separate campaigns for SEO, custom development, framework (wordpress, joomla, etc) development, general design, general consulting, etc. It sounds like a nightmare to manage to with limited resources and more importantly, makes it that much difficult to establish a reputation of an authority.
But theres the flip side to that, which ill call fhe "gold plated bathtub" approach (from some youtube video, ill find out if anyone is interested). When you niche, you can niche too hard. In this example only taking on clients specialize in construction, and then just bathrooms, and then just bathtubs, and then just gold plated bath tubs. Sure you may be able to own that niche, as their will be probably no competition that positions themself to cater specifically to that market, but now my limited resources are being aimed at a market that may only have a handful of potential clients.
Therefore Ive settled on a market that has two levels of specificity. Marketing to people doing X in industry Y. This has made my brainstorms on FB ads much easier as now i know exactly what interests, demeographics, and keywords to target. It also has the added benefit that I used to be that "Person X doing Y", so I know how to truly relate to them.
So marketing wise, that will be my target niche. However I'm still struggling with the question of should my web presence (i.e. my website/blog) cater only to that niche, or should it be more of a generalist appearance with a section/page catering to the niche. Im basically thinking, market towards the niche but don't limit myself to just that niche.
To avoid the case where client A tells his friend, potential client B, about my great work but then says I only work with clients like client A. Id rather client A tell potential client B that while I specialize and do a lot of work eith clients like client A, I also can work with clients like client B.
So i guess after this vomit of thoughts Id ask you guys: identifying a niche is important in terms of marketing, but how much focus should I put on catering my presence towards that niche?
Currently my strategy is general web agency website presence with a specific separate landing page 100% catering towards to niche.