Finding Your Focused Niche

Finding Your Focused Niche

I believe that every online platform and business owner will benefit from aligning their work with their purpose or calling.  You may be very clear on your life or, like most people (myself included) when I began my first online business, you may not have a clue.  Perhaps you are becoming more conscious and can see that the world is dramatically shifting in this new economy. More and more leaders and influential people are talking about having a mission or movement.

One of the most exciting things about becoming a niche expert as is that you can create your own mission or movement very easily these days due to the new rules and tools of the internet.  A message that used to take years to spread in a big way can now go viral overnight with a blog post, a video or a tweet.

Whether your goals are modest or huge, your key to success is in communicating your message effectively.  If you do not, you risk being trampled.  It has been predicted that more and more traditional stores will go out of business and even the large, successful chains are being forced to compete with hugely profitable online portals such as Amazon.  It looks as though this will cause many stores to scale down their high street operations because the overhead may become too high to allow them to compete on price with the likes of Amazon.  I viewed statistics that claimed only 23 percent of businesses was online in 2010; however, the prediction for 2020 is that 68 percent will have already joined in.  This amounts to an estimated 3 billion new people looking for products and services online.

Can you and your business afford to miss out?

To take advantage of this wave of new customers/clients, you must create an unforgettable marketing message to stand out in your niche.  I am talking about teaching and giving value.  I have never enjoyed chasing people.  I prefer to set things up so that people come to me.  Your big idea does not have to be a complex one–there is beauty in simplicity.  The quickest way to pinpoint your mission is to find your niche.  There are three parts of your niche: 

  1. Your what
  2. Your who
  3. Your why

Your Niche Topic

Your what is your niche topic you create content around and it is directly related to your products or service. You must create content of some type or have someone create content for you if you want to build a profitable online platform.  Your topic could be anything from life coaching to real estate to weight loss to art to financial or legal.  Any topic that can benefit from an online platform in some way.   It is about finding your point of connection and creating solutions.

Three questions to ask yourself to help find your topic if you are new to business or want to switch your niche:

  1. What do you have skills and knowledge in?  List everything. 
  2. What would you love to talk or write about all day and/or every day? This usually narrows your options down.
  3. What do people say about you? Ask for feedback from employers, employees, clients, customers, friends and family etc. Others can often see your gifts and strengths much more clearly than you because you take them for granted. Your niche often finds you; however, you need to get started with the best information you have now and refine and develop your niche as you go.

Perfectionism is a killer so keep moving forward with what you have now.


Your Perfect Who

This is about attracting your audience of perfect prospects. The easiest way to connect with your perfect prospects is have them seek you out.  In order to do that you must plant your niche flag and first know who your perfect prospect is.  Loads of people think that they are out to serve EVERYONE and they have an awful fear of loss when they consider niching their business.  If you target everyone, how can you have an unforgettable marketing message? It will be so diluted that NO ONE will hear you and no matter how excellent your product or service, your voice will be drowned out online.

You might start by knowing WHO you want to work with and not knowing your topic OR you might be clear on your topic but not know who your perfect prospect is.  This is the tricky bit you must focus on now to get as clear as possible.

I like to start with the WHO because if you want to create a business that you love, it is essential that you attract the clients or customers you enjoy connecting with.  Use your intuition and think about who you would like to be of value to. Often it is someone similar to you because you can relate to each other.

The simplest way to create a new online business is to think about the struggles you have had, how you have overcome them and who else might be looking for a solution.

If this is something you feel passionate about, then all the better because it will motivate you when you encounter unpleasant obstacles.


Niche Research

Once you have a rough idea of your possible topics and your perfect prospect, it is time to do some keyword research. If you want to do this yourself, you can use the Google tools to look at the numbers of people searching for information on your topic.  If no one is searching, it is unlikely that will be a profitable niche for you so. If tons of people are searching, you need to find some ‘long tail keywords’ that are less competitive so that you can stand a good chance of ranking on the first page of Google.

If you are in a very competitive niche and do not have a unique angle, you will struggle to be found through organic searches. You can, of course, use paid advertising and/or use social media to drive traffic; however, why not target a niche you can be found in so you can attract people to your website and platform with more ease?  People who seek you out after experiencing some of your content online are the most qualified and hot prospects you will ever attract. You cannot actually buy leads like that even with a big advertising budget. 

SEO (Search Engine Optimization) is a core part of creating your profitable platform and I recommend you target at least five profitable keywords so that you can optimize your website when it is ready.


The Why

Think about why your perfect prospect would choose you or your business, why you are unique (trust me, you are because there is only one you) and why you do what you do.  When you go deeper and combine your prospect’s why with your why, you form the foundation. I know my audience and I do not attract people who are just after a quick sale so I know that it is probably important to you that you have purpose and not just profit in your work.

When identifying your niche, reach for a much bigger vision than you feel capable of now. It is amazing how quickly you can develop your skills when you are inspired, supported and have a step-by-step blueprint to follow.

Wherever you are now begin because there will never be the perfect moment.

As Goethe said,

Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it!



About Online Biz Boomer Babe

Rachel Lavern is a Certified Business Coach and founder of My Booming Online Business--a blog for middle-age, global, uptown women. She is on a mission to transform entrepreneurs' finances by teaching the action set, mindset and skill set needed to get launched + make money.


  1. Jason Power

    Hello Rachel,

    Great post and finding the niche that resonates with you is very important for your success and enjoyment of your work. The “Who” is a great part of it because you can almost go out and find the people who you want to work with and it makes it that much better.
    Jason Power recently posted…Network Marketing Tips: Handling Warm and Cold MarketsMy Profile

  2. Hi Rachel,
    Thank you for sharing how we can find our own niche. For many people it is very difficult to find which niche or group you want to belong to, but everybody learns over time if they dedicate themselves. Thanks for posting,
    Andrew recently posted…ADHD DoctorsMy Profile

  3. Rachel,
    This is an awesome post. I hear this all of the time and kind of know what it means but never really understood “How” to do it. You have explained it very well so that a “light bulb” just went off for me. Thank you.

    Have a great evening.
    Monna Ellithorpe recently posted…Getting Back To Work After a HolidayMy Profile

  4. Great post and very informative! Thanks for sharing!
    Vanessa Terrell recently posted…Envelope Punch Board Gift Card HolderMy Profile

  5. Fantastic post. I wish you had the new plugin I talk about in my blog because there were so many things you said that I wanted to tweet out!
    Your writing style is beautiful and I love how you explain everything! Fantastic post about finding your niche. Will be sharing with my students! Sometimes they need to hear it from someone else too!

  6. This is timely for me. I’ve been thinking a lot lately about what my niche is and what do I have to offer to others. This has given me some things to think about. Thanks.
    Jennifer S. recently posted…Toddler Fun – GiveawayMy Profile

  7. Great post, Rachel. I so agree with you about following your purpose and passion to find you niche. I love how you offered a structure for exploration and discovery. Can’t wait to take some time to answer those questions; they are very insightful. Looking forward to exploring more of you blog, too. Many blessings, Beth.
    Beth Terrence recently posted…Gratitude: A Path To The Heart And Happiness, Too!My Profile

  8. I am glad that you made reference in this blog post about “attracting” prospects in your niche rather than chasing them or trying to sell them. No matter what niche is involved, a man convinced against his will is of the same opinion still. Great discussion of an important topic.
    Mary Austin recently posted…The Vital Ingredient For Network Marketing SuccessMy Profile

  9. Renew Your Space

    Great points Rachel – Luckily, I started off with a strong niche and have held true to it all the way (4 years now!) I am getting ready to transition a little bit but it all ties in with my original business. ~ Renee
    Renew Your Space recently posted…Home Organizing Challenge {Week 16} – Get That Junk Out Of Your Trunk!My Profile

  10. sherman smith

    hey Rachel,

    Great post. It was not only fact filled but also inspirational. I like what you said on Your Perfect Who section when you asked if you target everyone, how can you have an unforgettable marketing message? I never thought about that before, but it’s so true. You want to target people who are similar to you, and the only way for them to see your uniqueness is through your message. Other than that you message you get lost in the crowd.

    I also like the fact that you asked why would your prospect choose you. When you combine your why and your prospects why, you form a foundation. Now that’s classic! Like attracts like. When you are similar with your prospects, then it’s easy to build synergy and help each other grow! We see this in our blogging groups a lot! Thanks for sharing!
    sherman smith recently posted…Does Money Really Motivate People?My Profile

  11. JMC Mason Rudolph

    Hi, Rachel another good one. I believe that so many people find their conversions low because they haven’t uncovered the POP (Pocket of people) and like you said it truly is important.

    Thx, again.
    JMC Mason Rudolph
    JMC Mason Rudolph recently posted…3 Ways To Pinpoint Your Facebook AudienceMy Profile

  12. That has got to be my most favorite quote! I have not seen that online, but being bold has so much power and magic. Reach for the Galaxy and smile a long the way … the thing is, you have to make opportunity happen. Waiting for something to happen never happens … so in this day and age… you invent your own life and it’s direction ….
    Lesly Federici recently posted…Fresh Networking With MoxieMy Profile

  13. Erika Mohssen-Beyk

    Thank you Rachel ,
    I like your posts good source to learn if you start
    and Goethes quote is good too.
    Lets begin the dream 🙂
    Erika Mohssen-Beyk recently posted…A Beautiful Gift From a Grateful Old ManMy Profile

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