The Power of Choosing a Niche
At Correnti Marketing, our niche is the legal industry. When we tell our colleagues that we work primarily with lawyers and law firms, we get a few different reactions like, “Why lawyers?” or, “Do you only work with law firms?”
We absolutely love our law firm clients and will continue to focus primarily on this niche. Our founder, Michele Correnti, started our firm after working in-house for a law firm on the marketing team. She spent years learning the legal industry, helping dozens of individual attorneys create and execute marketing plans that utilized their strengths. We know, like, and understand lawyers. Most importantly, we know how to translate what lawyers do and the value they add to their target audiences.
However, we are always open to talking with other prospects, especially if they fall into the professional service realm. And the reality is that our network continues to send us professional service firm referrals—regardless of our niche.
The Benefits of Choosing a Niche
So, why do we bother telling people that we focus on the legal industry? As the ole saying goes, the riches are in the niches. Let’s be honest, you cannot throw a stone without hitting another branding or marketing agency. And the same holds true for all professional service firms.
Even though it can seem scary to focus on a niche, it allows your network to better understand your brand and who you work with. Ergo, they will be ready and willing to refer you when your niche comes along asking questions. And you will be prepared to answer those calls with a smile on your face because they are more likely to be someone you would work with. In a roundabout way, choosing a niche teaches your audience who your ideal clients are and can improve your referral rate.
As an added benefit, choosing a niche saves you more time. Not only will you spend less time on calls and meeting with not-so-great referrals, you will also refine your process and learn how to best serve your niche over time. The better we know our clients, the more efficient we are at working with them.
At Correnti Marketing, we are choosing to niche down even further. Our specialty is not just the legal industry. We work primarily with small law firms with under 10 attorneys, who are following the untraditional path — law firms that are challenging the status quo and deciding to do things a different way. This includes law firms run by women, started by young attorneys, those that meet with clients remotely and prioritize work-life balance, or do anything that was once considered crazy talk even less than a decade ago. As we like to say, we work with the next generation of law firms.
And guess what? The more we talk about our ideal clients, the more our network refers us to them. And in the end, our team is happier and more motivated than ever. Yes, you heard that right. Not only are we getting the referrals we want, but our team is also more productive and satisfied than it has ever been.
How to Choose a Niche
Curious about choosing a niche but unsure where to start?
Here are some questions to consider:
Are there any industries or other demographics that you know, like, and understand?
Analyze your current and previous clients. Are there any commonalities between them?
Not all niches are equal. Is there an abundance of your desired niche? Is it different from your competitors? How have they historically withstood economic uncertainties like the COVID-19 pandemic and the 2008 recession?
Are you still unsure where to start or don’t have the time to figure your niche out? We are here to help. Our team at Correnti Marketing can help you uncover your niche to build + clarify your brand. Contact us to learn more.
What questions do you have about niches? Have you found choosing a niche to be helpful for your business? Listen to Michele Correnti discuss how finding your niche audience can help you to get more accurate inbound referrals.
