Are you struggling to decide which marketing specialization you want to pursue? Whether it's product, digital, content, brand management and research or social media and influencer marketing – there's a lot to choose from. Maybe you're unsure which is the best fit for your skill set. It's difficult when you are uncertain about how to get the career you want. Maybe you don't know what you want at all. Today's blog involves figuring out what you like and finding your niche.
According to Merriam-Webster, a niche is a place, employment, status or activity for which someone or something is suitable. [1] In this case, it refers to the role that suits you and uses your skill set. In marketing, getting your foot in the door won't be easy, so you'll have to take the opportunities where you find them. If you're wondering where to start, Michael Keenan published a blog called How to Find Your Niche in 6 Steps [2], which are:
1. Evaluate your passion and skills
2. Find a few different potential niches
3. See if there is a market
4. Narrow down your selection
5. Validate your choice
6. Test your niche
Finding your niche is about knowing or searching for the answers to help you understand what moves or motivates you. Questions like these aren't easy to answer but asking them can help you find your path sooner rather than later. Ask yourself:
• What am I passionate about?
• What am I good at?
• What is my favourite hobby?
For example, you might consider yourself intuitive and strategic and enjoy problem-solving. Or maybe you're passionate about reading, consider yourself a good writer, and enjoy interacting with social media. It's up to you to define your passions, what you're good at, and how your favourite hobby might become useful in your career.
Once you know what you like, list the careers you want where those skills will give you an advantage. While you might enjoy using it, social media may have only been one of many niches you should explore. Another could be content marketing, where you create different content formats, such as advertising and email copy, blogs, social media posts, or copy for landing pages. Another potential niche is visual marketing, where you tell a brand's story through eye-catching videos or immaculate images.
This image was created with Gencraft AI art generator
To find your niche, you need to do some research. Knowing what you want is a great start, but your chosen discipline must be in demand. Search job boards for roles and notice if they are easy or hard to find. Read up on the different roles you're interested in. Go to networking events and ask marketing professionals questions. You'll have to work to get the answers you seek.
After researching, you might still be unsure of what road to take. Michael Keenan's blog mentions that you should ask yourself some questions when narrowing down your niche. These questions include:
• Do you have any personal or professional experience in the niche?
• Are you passionate about this area of the business?
• Do you have any connections in this area?
• Is it broad or competitive?
• Can you see yourself in a role in this specialization?
These are some tough questions you'll need to ask if you will confidently move forward. Remember, volunteering counts as professional experience. Work you're not fond of most likely won't grow on you, so always pursue your passions. Ask yourself if you've made any connections through networking events who could shed some light on the role(s) you're considering. Is there a lot of competition for these roles, or are they readily available? Is this something you can see yourself doing?
By understanding your options and selecting a niche to pursue, you can make well-informed decisions for your career. Researching in advance will help equip you with the knowledge you need to choose the correct career path. There are a variety of disciplines in marketing. While you may like more than one, the key here is to zero in on the niche or marketing area you like the most.
Realizing you rank content and visual marketing lower than social media might inspire you to pursue - social media. For example, you could start a channel. If you're an avid reader, you could set up a stream and use your passion to make video reviews of books you've read. You might gain a following while gaining valuable experience running your brand.
There are many different specializations in marketing, and finding the niche that appeals to you will be challenging. You'll have to ask yourself some tough questions, and while you don't have to follow all the steps listed, they might help you get started on your journey to find a career you'll love. If you're feeling overwhelmed just thinking about getting started, remember Albert Einstein once said, "The value of achievement lies in the achieving."
[1] “Niche.” Merriam-Webster, https://www.merriam-webster.com/dictionary/niche
[2] “How To Find Your Niche in 6 Steps." Shopify, 19 February 2024, https://www.shopify.com/ca/blog/6187532-dont-follow-your-passion-a-smarter-way-to-find-a-product-to-sell
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