If you’ve been in the social media management world for more than five minutes (or even thought about joining the social media management world), you’ve probably already been told “you need to niche down” at least a dozen times.
And maybe you listened. Maybe you tried to niche down – then panicked because you have no idea what your niche should be, or if you’re picking the right one.
Unfortunately, niching down is one of those pieces of advice that’s both incredibly helpful and incredibly misunderstood. Yes, having a niche can definitely have a big impact on your business and make everything easier. But no, you don’t need to figure out on day one or even month one (and honestly, you probably shouldn’t try to).
Before we get into the logistics, let’s break down what niching actually means, when you should do it, and how to niche down as a social media manager in a way that works for you (and not what some guru told you to do).
What it Means to “Niche Down” as a Social Media Manager
Niching down means you’re choosing to specialize in one specific area of social media management rather than being a “jack of all trades” when it comes to the clients you work with.
A niche isn’t limited to the industry you work in, though; it’s ultimately about finding the perfect middle point between WHO you serve, WHAT you offer, and HOW you deliver it.
It’s less “living in a tiny box” and more “getting really, really good at solving particular problems for particular people.”
And I want to be super clear on this: you don’t need to niche down when you start your business, you niche when you’re ready to scale.
When you start a social media management business, you’re learning.
You’re learning what services you like to offer, what type of clients you love working with, the onboarding questions to ask, and the strategy you create – you’re even learning the way you prefer to communicate with clients and the boundaries you have to set.
What Types of Niches Are There in Social Media Marketing?
The beauty of social media management (and running your own business) is that there are tons of different ways you can niche down. Niching down by industry is just the most common approach – and the one I took for my own social media management niche.
Here are some of the different types of niches you can choose as a social media manager and a few examples of each:
Does Niching Down Help You Book More Clients?
Short answer: Yes, but not in the way you think.
Niching down doesn’t magically make more clients appear; what it DOES do is make everything about running your business and attracting clients easier and better.
Instead of saying “I help your business grow on social media,” you can say “I help interior designers book more clients through Instagram,” – which immediately tells the right people that you’re FOR them.
You’re able to find better keywords for SEO on ALL platforms, cater your website copy to your ideal clients, and create social content that converts.
When you niche, you become the one who gets it. You’re the expert, and your audience knows it. It cuts down on the back and forth of booking (or hopping on a discovery call) since you already know the right words, the pain points, and what their clients are looking for.
How To Pick Your Niche as a Social Media Manager
The moment you’ve been waiting for: how to pick your niche as a social media manager.
Sadly, there’s not really a foolproof how-to for it – every business (and business owner) finds their niche in a different way and at different times. It’s not like you finish the first 12 months of your business and suddenly you’ve discovered your niche (I wish!).
There are, however, plenty of tips I can share to help you find or pick your niche:
#1. Don’t niche too soon.
Don’t feel like a niche is required to start your business (and succeed). Niching too soon can limit your experience, and sometimes what you think you love isn’t all it’s cracked up to be.
Instead, take on a variety of clients in your first year. Pay attention to which projects light you up and which ones feel like pulling teeth. Your niche should emerge naturally from experience, not from a random decision you make before you’ve even worked with clients.
#2. Look for patterns in what you actually enjoy.
After working with a few clients, ask yourself:
- Which clients did I enjoy most?
- Which got the best results?
- What content do I genuinely enjoy creating?
Sometimes your niche will give you a quick tap on the shoulder before you try looking for it!!
#3. Remember that your niche isn’t a prison.
My niche is interior designers, but I’ve also worked with home stagers, equestrian facilities, and a bed brand!! A niche isn’t a rule or hard stop for doing anything else (it’s YOUR business, YOU make the rules) – it’s a way to make marketing and messaging easier.
And if you feel like the idea of a niche is holding you back, start broader and then begin to narrow down your audience based on how that feels!
Lastly, if you need help figuring out this whole social media manager thing and want to create a sustainable SMM business that doesn’t stress you out, learn more about mentorship here!
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