what is a niche?
A niche is a specialty within a market. For example, portrait photography is a specialty niche of photography.
So are event photography, food photography, fashion photography and landscape photography etc.
The way I look at it is, your niche is your particular market or specialty area where you find joy and profit.
have you found your niche?
Many photographers, when they first start out, may be reluctant to focus on a particular niche for fear of losing some potential clients.
So many are tempted to just go for the best paying people or, even worse, anyone who’ll pay!
“We Do Anything Photography specialising in weddings, families, maternity, music, events, sport, landscape, architecture, pets, maternity, newborns, food, corporate, commercial and anything else you ask us to do. Please, please, please call us…”
Choosing to specialise and focus on one niche really can work.
why have a niche?
Having a niche can save you money. The more focused you are, the more focused you can be on who your ideal clients are. And then guess what? It’s easier to find them, have conversations with them, attract them to your business and sell to them. By knowing your niche and your people you can get rid of a lot of guess work and your marketing dollars will go a lot further.
Being a specialist naturally attracts more clients without too much effort, because:
- your marketing message is clear and relevant and targeted to your ideal clients
- you can simplify and only focus on what’s important and what will make a difference
- you become known as an expert
- you get more referrals because your clients, who need or love what you do, will probably have friends who are just like them and will also need or love what you do.
narrow your niche
Within the niche of portrait photography there are narrower niches: executive portraits, family portraits, pet portraits, wedding portraits, glamour portraits, model portraits etc.
And sometimes you will want to narrow your niche even more.
Recently I have seen some great examples of pet photographers who “own” a very specific niche within the pet niche:
- athletic dogs in action
- high quality studio pet portraits
- pets and their kids
- black & white fine art pet photography
where is your niche?
If you haven’t already done it, finding your niche, may take some time. . . but spend that time; it’s not wasted. To find your niche, a great start is to look at some key questions:
- are you passionate about it?
- are you great at it?
- will clients want it and love it ~ is there a big enough demand for it ~ can you make a living from it?
When all of these come together you have found your sweet spot – your niche!
“A brand becomes stronger when you narrow it’s focus”
Al Ries, The 22 Immutable Laws of Branding (highly recommended reading)