If you are a health & wellness entrepreneur, the chances are you have been creating content and using that content to market and promote your business – maybe on your website, blog, monthly email etc.
And this content has been super focused and clearly resonates with your target market? Yes? No?…
Defining your niche and your target audience is the MOST important part of your content marketing strategy.
Why? Because one of the key benefits of implementing a content marketing strategy is that it helps you position yourself as an expert in a particular field. You do this by creating helpful and valuable content on a particular subject that you know really well.
So I want to ask you a question. What if a person blogs about one topic one day and a completely different topic the next day?
What does this say to you?
This approach will only confuse their audience and makes it more difficult to establish them as an expert in a specific subject. Keep a focused on what your target audience will be interested in or need, not what you want to get off your chest that day!
Sure make it personal – just personal and relevant.
From my experience from working with service based entrepreneurs,‘niching’ is something many people struggle with, especially in health & wellness industry.
It is important to narrow down your target audience to make sure that you are “speaking” directly to them in all your marketing materials. This will also help you create content for your website, blog posts, social media posts etc.
For some people this can be a challenging process. There are doubts and fears that you might experience like, “I don’t want to leave anyone out who I might be able to help!” or “What if I can’t find these people?” or “What if there isn’t enough of these ideal clients willing to work with me?”
It’s time to let go of your fear and start defining your niche!
Step 1: Dig deep and define your own niche
The first step in defining your niche is asking these important questions.
- What you are really good at (your experience & skills)
- What you love doing (your passion)
- Where do you have valuable knowledge that you can share with others (your expertise)
Many people often go for their passion, but not necessarily the thing that they are really good at or have experience in. Of course you can study the subject as you go but also it’s important to know the subject you are choosing well already so that you can provide valuable content to your audience, and of course sell your services or products to your potential clients.
In order for you to dig deeper into these questions, I’ve prepared a workbook for you which you can download by clicking the ‘download’ button below.
Step 2: Explore your potential market
So next you need to know if there is a market for what you want to offer. In times past you would start your business, do a few ads or leaflet drops only to find that the market for what you were offering is somewhat limited or non-existent.
The internet has taken away that guessing game and also opened up a potential global market for the startup entrepreneur. A great tool you can use to explore your potential market is Google Keyword Planner.
To do this you need to open an account – but the good news is that it’s free! This is a great way to find out if anyone is interested in your service or product and how much competition there is out there.
For example, if you are a Health Coach, think about the area you’d like to focus on – for example weight loss, reducing stress, eating better etc. If you type in weight loss in the Google Keyword Planner, you’ll find that the average monthly search in the UK is between 10k – 100k and “high” in competition.
You’ll also see a list of keywords relevant to weight loss. It’s a great way to find out what topics people are interested in related to weight loss.
Next, you want to check if your niche is trending up or down. You can use Google Trends to check the trends.
The best scenario is high traffic (lots of searches), upward trend and lower competition.
Make sure you download these keywords report for your website search engine optimization in future!
FYI – A ’keyword’ is a word or short phrase that describes the content on your page or post most accurately. So when people search for that keyword or phrase it appears in your content and Google can find it and rank your site or page higher.
Step 3 Research your Target Audience – What do they want & need?
Once you’ve narrowed down your niche and the keywords you have identified, you can use our favourite search engine tool, Google to learn about your competitors and target audience by searching for those keywords. Brainstorm initial ideas for the services or products you’d like to offer and list them in the workbook, which
you can download right here.
You can also leverage Facebook groups specific to your niche and type in keywords related to your niche into the search bar in those Facebook groups. Scroll through the results and pick out frequently asked questions and problems and add them to the workbook.
Interview your target audience
You can also interview people who might be interested in the topic or create a survey. Useful tools to create these surveys include Typeform (which I use) or Survey Monkey. You can ask specific questions to find out WHY someone would be interested in your services or products.
How do I find people to survey or interview?
The best way to find people for an interview or to survey is to use Facebook groups where your target audience hang out.
To find the right groups follow the steps below:
1. Type in keywords related to your niche in the Facebook search bar.
2. Be sure to select “Groups”.
3. You’ll see a list of groups related to your keywords.
4. Click the group you are interested in and read the description and make sure your ideal clients are in the group.
5. Join the group and wait for the creator of the group to accept your request.
6. Observe the group for a few days to get the feel of the group and to make sure that your ideal clients are there.
7. If you feel the group is the right fit for your brand, introduce yourself to the group and ask if anyone would be interested in participating in your market research interview or survey.
You may want to offer something in return as it can be difficult to get people to engage.
You can also interview your friends, colleagues and family members (and their friends) who may be interested in the topic.
From your target market research, write down your target audience’s biggest pains, problems, dreams and desires in your workbook.
This will help you get clear on how your audience wants to feel (and what they want to achieve) and help identify the solution(s) your business is going to offer and how you can start to shape your brand.
Bonus Step: Your Story
In the sphere we work in, I believe that most of us were our ideal client at some point.
Think about the time when you decided to study nutrition, health coaching, naturopathy, Yoga & Ayurveda or spirituality etc.
For example, I decided to enroll onto Yoga teacher training back in 2014 because Yoga really helped me get through a rough time in my life.
I was physically weak as I was smoking and drinking way too much. I was in an abusive relationship. I was working 60+ hours in my corporate job. I was completely neglecting my own health & wellbeing.
When I completed my Yoga teacher training, I wanted to teach Yoga to empower others through Yoga. Now, I’d like you to write your story about your life, thoughts, emotions and how you felt physically during that period of time when you were your ideal client.
Final Note: Narrow Down Your Target Audience (but not too far!)
It’s important to narrow down your target audience to make sure that you are “speaking” directly to them.
Many people tell you to be VERY specific with your target audience but I don’t necessarily agree with that, especially for people who are just starting out.
It’s easier to narrow down your target audience once you’ve written down your values and philosophy (coming up next!) because you’ll know exactly who you want to work with, and who you don’t want to work with.
The best thing you can do when you are starting out is to observe what questions people are asking in different Facebook groups or other forums in your niche.
Also delivering free sessions is a great way to understand your potential clients struggles if you are a coach.
The more you speak to people and gain experience working with your clients, the more you’ll understand and find it easier to define your target audience.
For most people this will be a work in progress and you may ultimately find your business going in a direction you never initially envisaged.
Be open to this, respond accordingly and your business will bloom!