5 Ways To Stand Out By Choosing A Niche To Lead

Anyone who says he’d like to be the next Mark Zuckerberg, Richard Branson, or Seth Godin doesn’t understand what it takes to be a standout entrepreneur. Standouts don’t aspire to be like anyone else. Instead, they forge ahead in an underdeveloped niche and define that space.

In order to do big things, it’s best to first think small. Pursuing a narrow niche is a great way to achieve brand prominence and grow your company, because there are fewer voices competing for airtime and more opportunities for innovation.

Here are five strategies for building a reputation as a thought leader in your niche industry and growing your brand:

1.     Write for Niche Publications

Most people have a list of big-name publications they think signal to the world that they’ve “made it.” While writing for top-tier publications can definitely elevate your brand, appearing in smaller niche publications can be even more valuable for building up your company as a niche expert. You can speak directly to your peers and cultivate a reputation as an industry thought leader. Contributing to these places will also build your credibility and increase the chance that you’ll be picked up by one of your “wish list” publications.

2.     Win Industry Awards

Awards are good for more than just an ego boost (although they’re great for that, too). Being ranked as a top company in your industry impresses potential clients and your competitors. Even if your company is small, it’s entirely possible to rank well among industry heavyweights. For example, my company, Digital Talent Agents, sponsors the Agency 100, a list that ranks the top 100 fastest-growing ad agencies in the business. It ranks them by a percentage of year-over-year growth, which places small startups on an even playing field with the heavy hitters.

3.     Pursue Speaking Opportunities

Offer to speak at conferences, local groups, and universities to teach others about your area of expertise. I live in a college town with a thriving startup scene, so there are plenty of chances to recruit new talent, educate entrepreneurs on the importance of thought leadership, and promote our company’s services. Share all your events on social media, and invite clients, leads, and industry peers so you can show off your knowledge. You can also host webinars and podcasts to make a name for yourself and build a following in the online community.

4.     Join Industry Associations and Start a Discussion

Real thought leaders are active members of professional and industry organizations. They’re always networking, starting discussions, and exchanging ideas with their peers. Making useful contributions to LinkedIn groups and responding to people on Twitter are great ways to participate in the conversation and start making connections.

5.     Align Your Brand with the Right Charitable Organizations

The organizations your company aligns itself with should act as an extension of your brand and contribute to your company’s larger mission. It’s great to want to make the world a better place, but you can be strategic in the way you contribute. For example, my company publishes expert content and is committed to education through the accessibility of information. For every article published by one of our experts, we donate a book through Reading is Fundamental, an organization that empowers children and communities with books.

Lots of entrepreneurs cling to a “go big or go home” mentality, without ever realizing that going small can be the most lucrative strategy for their businesses. Define your niche and grow your brand by contributing to the discussion and gaining recognition as an industry thought leader. Don’t try to be “the next big thing” — start small and see where your business takes you.

John Hall is the CEO of Digital Talent Agents, an agency that specializes in helping companies, entrepreneurs and business leaders build their brands by getting quality content published from them in reputable online publications that reach their target markets. Connect with him on Twitter or Google+.