Why You Should Find Your Niche & Stick To It

Why you should find your niche and stick to it. Building a business or personal brand on social media. Not About The Kids, by Helen Perry

Ah the magic of having my own website. I can use it to resolve things that are vexing me, and niche is something that has been bothering me for a while.

Niche; a position that is very suitable for someone, or especially suitable for a particular group

Basically, what am I all about and who am I most able to connect with? It sounds so simple, but I think that nailing your niche takes guts. Because really properly going for it means accepting that you are not going to be everyone’s cup of tea. And we all like to be liked, don’t we?

Not About The Kids

I launched my blog and Instagram account because I felt there was a lack of content on social media for women like me. There is a lot for families with little ones, but less for those of us who are bit older, and whose children are a bit more grown up. Who might not want to talk about kids. Who may have pressed pause on their career, but are ready to take the finger off the button again and find out what’s next.

So far so niche, but in practice, I worry. I worry about talking about having been a full-time mum (am I alienating the girls who’ve always worked?). Do I discuss my ambitions (people will think I’m mad, I expect many would like to work LESS)? And my age (what about everyone who’s not in their 40s?).

Of course, by failing to fully commit to the things I’m passionate about, I dilute what I have to offer. If you want to build something of value and substance then people should be in no doubt about what’s important to you.

But enough from me, let’s get the views of some women who know exactly how owning a niche benefits their businesses.

The professional connector

CJ Brough is the founder of Blunt Communications. Blunt brings influencers and brands together to create the most authentic and effective collaborations possible. She has worked on campaigns with the likes of  Trinny Woodall, @motherpukka and Tanya Burr and brands such as Thermomix, L’Oreal and Miela.

Why you should find your niche and stick to it, building a business or personal brand on social media. Not About The Kids, by Helen Perry

CJ says that you shouldn’t be afraid of your niche, or of hammering it home.

“Niche doesn’t mean that you’ve only got one message or that you’re a broken record. From your audiences’ perspective, it is about making sure they are very clear on what you are all about”.

She says that when it comes to social media, don’t assume all of your followers are seeing all of your posts. They just get snippets of information.

“Our story changes with experiences and moods, but your message, commentary and style should be consistent.  What are you all about? If I follow you I should almost be reminded of that at least every third post“.

I asked CJ who you should look to right now on social media if you are interested building a personal brand. Her suggestions are at the bottom of the page.

CJ on Instagram

The niche career girl

Why you should find your niche and stick to it. How to boldly build your personal brand for business or social media

Charly Lester is a former blogger and now co-founder of A League of Her Own a business group offering support and training to female entrepreneurs. Her career transformed when she found her niche.

When Charly was 29 she started the blog 30 Dates. She wrote about going on 30 dates before she turned 30. It went viral.

“As a dating blogger, I realised early on that no one at the time was covering London dating in an honest, approachable manner. Everyone else was either man-hating or hiding behind fake names. By putting my face and name to my brand, I quickly took ownership of a space, which led to a career in the dating industry”.

Charly has since started The Dating Awards, written for The Guardian and appeared as a judge on The Apprentice. Now, she has a new business coaching and training female entrepreneurs and urges us to embrace what sets us apart.

‘In reality, you are never going to be a perfect fit for everyone.  The more defined your offering, and the more targeted your brand, the more it will resonate with a certain tribe of people. By aiming too wide you are trying to be too many things, for too many people”.

Charly on Instagram

The social mouth, niching her business

Why you should find your niche and stick to it, expert advice on building your own brand based on your passions and experience

Sam Burgess is the founder of Social Mouth a marketing consultancy for small creative businesses that want to find their voice and grow their brand on social media. Social media management is an exploding industry, so Sam says the things that make you different really count.

“Becoming niche creates clarity for your customer, and makes you a “go-to” person for your specialist subject. It’s the easiest way to gain brand recognition within your target market”.

Sam comes across lots of small businesses that are afraid of niching themselves. They worry about alienating customers and losing money. But the opposite is true. Since Sam decided to focus on working only with product-based businesses, Social Mouth has blossomed.

I am niching where my passion lies. I have a point of difference to all the other social media managers popping up on the market.  By being niche, you take yourself out of the competition as you have something unique and desirable and you don’t find yourself fighting for customers; they come to you”.

Sam on Instagram

Social media masterclass

I asked CJ Brough to tell us about a few people who she thinks are doing their personal niche brilliantly on social media right now.


Why you should find your niche and stick to it, building a brand for your business and on social media
Vickie, In No Particular Order  Vickie uses her account to sell her prints, and talk about her life in no particular order. CJ says “as her presence in Insta has grown and with that her experiences, Vickie has allowed that into her feed so we learn about her family, her confidence, fashion and her genius running campaign”.


Why you should find your niche and stick to it. Building a brand for yourself and your business. Not About The Kids

Jemma Thomas Personal trainer Gemma’s niche is brilliant in its simplicity. She does a 5-minute work out live on Instagram at 7 am every morning. CJ, “she started with just a few viewers and now she’s got a whole tribe who are up for it. It takes real persistence and courage to stick at something every day. To put yourself out there over and over. But it’s paying off and there is now no doubt what Jemma is all about”.


Why you should find your niche and stick to it
Lizzie King A blogger and food writer, Lizzie gives brilliant tips for eating well as part of a busy life. CJ loves the way she uses Stories “Lizzie shows off real-time recipes in Stories and backs that up in the main feed. It’s really succinct but she does it without being pushy or OTT”.

So are you now convinced to niche the sh*t out of your business? I would love to know your thoughts. Let’s chat.


What's your View?

9 comments on “Why You Should Find Your Niche & Stick To It

  1. Mostlyfoodandtravel on

    I do find if you have a niche it works well as a blogger and you definitely have a niche.
    I am trying to change between food and travel but can’t pick one – maybe I need to find a consistent theme that works on both things?
    One thing i have noticed is if you are a health/vegan/fitness blogger it is the perfect time to grow your blog because it’s almost in fashion.

  2. Caroline Gratrix on

    I found niching VIVA Photography terrifying. Three months on, I’m the busiest I’ve ever been.
    Great blog post, featured contributors and suggestions. Thanks H x

  3. Scarlett Roitman on

    Your posts are always a breath of fresh air, Obi Wan Helen. And I’m so so thankful your feed isn’t all about the pink, and more about the red, the blue and the orange. You’ve definitely hit the nail with the niche.
    Interesting interviews, you’re in good company with these wise ladies.

  4. Suzanne on

    Your niche is my niche but I get mine a bit confused every now and again by throwing in a picture of something to do with my kids. Probably not the best thing but it is my only Instagram account and I sometimes wonder if I need a private one that is separate from blogging. Still working out how best to carve out my niche. I think you do yours exceptionally well.

  5. @not_about_the_kids2017 on

    Healthy eating is HUGE isn’t it Neha? But totally wasted on me I must say (not that I’m unhealthy, just not foodie or faddy). I think food and travel can blend really well together, don’t you? Foods of the world! Thank you so much for reading, and I am sorry that it has taken me a super long time to get back to you 🙂 Hx

  6. @not_about_the_kids2017 on

    Hey Caroline, it is daunting isn’t it…to really commit to one thing? So so pleased that it is working out for you, look forward to catching up and hearing all about it soon. Thanks for reading my friend, Hx

  7. @not_about_the_kids2017 on

    Hi Scarlett, I do love to hear from those wiser and more experienced than myself. I think that there many people out there doing pinks and doing them well. I couldn’t do it convincingly it’s just not me. You are indeed truly nailing your niche too Londoness. Thank you for taking the time to pop by 🙂 Hx

  8. @not_about_the_kids2017 on

    Hi Suzanne, I have a separate family Instagram account, although the Not About The Kids one keeps me so busy that I haven’t logged in to it for months. My poor friends and children! I think it’s best to go with your gut feeling, if it feels wrong, then it probably is. Thank you so much for taking the time to visit and read, always appreciated. Hx

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