Finding your niche is key as a small business. With a limited staff, you can only offer as many services or as much focus on so many different types of clients before you are stretched thin. It may take some time, but developing a niche is one of the best things you can do to grow your business in a sustainable way.
Some small businesses try to take the opposite approach (at least initially). They offer a ton of different services to try to capture as many customers as possible. They’ll take on jobs that aren’t in their area of expertise or cast too wide of a net when it comes to their service area. This may work for a short period of time when you’re just starting out in business, and you’re running on adrenaline and full of the fear of failure. But after a while, you’ll exhaust yourself and your staff, and your business will lose momentum.
It’s important to find your niche early, and identifying that niche should be based on actual experience or data. In other words, you shouldn’t pick a niche randomly. You can identify your niche based on the competition (no one else is offering a similar good or service in your area), profitability (certain products or services have a higher profit margin than others), or expertise (you’re the best at a what you do).
Modmacro, a Southern California-based web design company is one small business that has found its niche. They specialize in designing websites for small home improvement companies in Southern California. With decades of experience in web design and digital marketing, they have found great success helping these types of companies grow their businesses online.
Matt Smith, founder of Modmacro, explains,
We love working with the owners of home improvement companies because they tend to know what they’re good at and what they’re not. They’re skilled at plumbing, electrical work, painting houses, or remodeling homes, but they have no illusions that they are great at web design or digital marketing. These types of clients tend to put more trust in our expertise, which gives us the freedom to do our best work. As a result, we are able to employ tactics that we know get results without having to justify our every move. Of course, we are always happy to talk through our decisions with our clients—it’s their business’s success on the line, after all—but it’s nice when a client trusts you to do what you do best. We truly have their best interests at heart, and I think they understand this.”
Modmacro has helped multiple home improvement companies grow their businesses through web design and digital marketing. In fact, most of their clients don’t do any other types of marketing at all. Smith says, “One of our greatest success stories is a client in San Diego who used to spend a ton of money on print ads and mailers. He also attended home shows on the weekends trying to drum up new business. Several years ago, he started working with us. We designed a website for his company and started marketing it online. His business exploded, and now he is one of the top companies in his industry in San Diego! Best of all, he’s spending less money on marketing, and he also gets to spend his weekends with his family instead of at home shows.”
To learn more about Modmacro and the work they do with home improvement companies in Southern California, visit their website: https://www.modmacro.com/
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