Marketing – Finding a niche

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This is another installment of my Marketing posts, geared towards those of us who are business owners, consultants, or anyone with external clients.

For those of us who are business owners or independent consultants, it can be hard to differentiate yourself from the rest of the world. In the IT support services field, there can be a LOT of competition. With that in mind, it’s important for us to realize that we need to find a way to differentiate ourselves, to make us unique. In other words, we need to find a niche within the market.

Often, we see businesses in this industry try to be a ‘jack of all trades’. Offering every technology service under the sun, but not being a real expert in anything specific. Instead, I would argue that it’s important to excel in one certain field. Keep in mind, this doesn’t have to be technical in nature. For example, my company, which as you know provides 3rd party IT support services to clients, offers exception client care. We average 45 minute response time to trouble calls within our city limits. We offer next-day disaster recovery services. We offer 24/7 support. We offer evening and weekend network cutovers and maintenance. All in all, my company’s niche is client care. That’s not to say I’m not any good at server administration or desktop troubleshooting, but my niche is client care and that’s what I focus the most on.

When you find your niche, you need to keep improving it and working towards becoming the best in the industry. Remember, if you can offer that ‘value-add’ that no one else can, then you’ll be unique and you will stand out from the rest.

Author

Martin Lehner

Martin Lehner is an technology professional working for an IT services firm in Whitehorse, Yukon (Canada). He has been working in the technology field for over a decade. With a degree in Business Admin and numerous industry certifications, Martin leads a team of IT professionals that provide third party support for clients. Originally starting a company to offer web development services, Martin quickly realized that clients wanted the entire spectrum of technology services. When Martin is not at work (which is not often, since his company offers 24/7 support), he is busy at home spending time with his family.

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