Alicia on Marketing Professionals said, “I need a domain name, and I’m having trouble finding one. My niche is fitness…can you help?”
Her problem isn’t really finding a domain name. Her real problem is that “fitness” is way too broad. She’s competing against huge corporations, and established gyms. She’s not differentiating herself in any way.
What she needs is a niche – a narrow slice of the fitness pie, rather than trying to eat the whole thing at once.
Why a Niche Matters
Say, like Alicia, you want to start a gym. If you decide to focus on new moms, you could target sites run by mommy bloggers to get the word out. Have day care for the kids while mom exercises. Or, offer “mommy and me” classes so both child and mom can exercise, have fun, and play together. Your domain name might be stayfitmoms.com
Or, maybe you want to concentrate on stockbrokers. A fitness center geared to them could open very early (for a workout before the market opens), have TV screens playing CNBC or Bloomberg TV, offer massages to relieve stress, etc.
A gym that targeted baby boomers might focus on changing, aging bodies, offer nutrition help, or 20 minute workouts for busy people.
Once you have that, you can start telling your story and the rest of your marketing falls naturally into place.
Find Customers More Easily
Instead of looking for everybody and anybody, you concentrate on “your” market. You know who they are, and they’ll know who you are. You’ll be “the gym for mommies,” instead of just “the gym down the block.”
Try it.
Photo: Daniel Philpott
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