To Attract the Right Clients, Create a Niche
To Attract the Right Clients, Create a Niche
The virtual assisting industry has grown by leaps and bounds in the past several years, with more businesses outsourcing and more folks looking for ways to work from home. This is great news for VAs, who are now becoming the "go to" businesses for corporations who are outsourcing or downsizing, and entrepreneurs whose businesses are growing. So, how do you stand out and build your brand? Find a niche and focus your marketing there to become the sought-after expert!
Think about a niche as the intersection of your experience, skills, and talents, and the specific needs of a particular industry. VAs are already part of a niche industry, serving a segment of clients who need assistance, but are not ready or able to hire in-house employees.
How does one create a niche? Hone in on one or two services that you really do well. Perhaps you're an online marketing whiz, a speedy and spot-on transcriptionist, a talented copywriter, a super systemizer, or a technology master. Research the industry that most intrigues you, and find out where they have specific challenges and needs that would benefit from your talents. This may mean you start parting ways with clients who don't "fit" as you take on new ones who do. It can be a scary thought, but really, paring down is actually like pruning a shrub - you are creating the space for more business to bloom. Focusing on providing a particular service to a particular type of client also creates a more sustainable business model. Nobody can offer a huge menu of services for a huge variety of clients and do it all well.
Once you have decided upon your direction, begin to shift your marketing focus in that direction. Ask for referrals from the clients you already have who fit your niche. Find out where they network, and create a presence there for yourself, whether it be through in-person networking, social media, advertising. Write and market articles relating to your niche online, submit them to trade magazines that fit your niche, and post them to your blog. Create a Facebook fan page and connect with businesses you would like to use your services. Post to your Facebook page on a regular basis with valuable tips, links and info that your target market wants and needs - not sales pitches.
Stuck on finding a niche? Here are a few growing areas that VAs could look into:
Speakers / Coaches: These entrepreneurs need help with article proofing and marketing, website and shopping cart set-up and maintenance, newsletter editing and e-mail marketing, social media marketing, blog posting, set up podcasts, e-book proofing and formatting, calendar management, teleclass coordination, proposal word processing and editing, copywriting, event coordination, database management, billing, and mailings.
Natural health practitioners: Nutrition counselors, chiropractors, acupuncturists and therapists - may need appointment setters, chart note transcription, word processing journal articles, and help with promoting their services through website, e-mail/online marketing, blog posting, patient mailings, and event coordination.
Education: Busy students and professors need help with interview transcription, proofing, editing and word processing for theses, dissertations, journal articles, research papers, scholarship, fellowship and university applications, research database management. Educational services companies, such as tutoring services, need database management, website and online marketing services, mailing services, invoicing, and appointment setting services.
Job Seekers: The current economy has created a large market of job seekers who are in competition for few positions, and need the perfect dossier. They need skilled writers, editors and designers to edit and design resumes and format supporting documents, create powerpoint and video presentations, websites and blogs, and complete job applications in a polished, professional and eye-catching way.
Creating a niche is as simple as finding what you love to do and do well, and matching it with a need in an industry that interests you. Begin to work with clients in that area, pare down the clients who no longer "fit," focus your marketing efforts on your particular niche, and you'll soon be considered an industry expert. As word spreads about your fantastic work, you'll find you're the sought-after VA in your niche, doing work th
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