Finding a suitable venue is the key to a successful health and wellness coaching business. It helps you stand out from the competition, attract and retain ideal customers, and Charge a price you’re satisfied with.
But where do you start?
What if you were just starting your career as Full-time Dietitian, Fitness ProfessionalOr a health coach and you haven’t trained anyone yet? Or what if, in your heart, you resisted the idea of focusing on training certain clients on certain things for fear of accidentally eliminating desirable clients who need your knowledge, experience, and guidance?
Get answers to your questions and clarify your doubts in this article. Here, we guide you through everything you need to know about niche marketing, from what it is to its advantages to how to choose a niche for you and your coaching practice.
What is a niche market?
From a business perspective, the term “market” refers to the groups of individuals or organizations that make up the group of actual and potential customers.
Most markets consist of One dominant market segment and several smaller segments. The dominant segment is known as the “mass market”, while the smaller segments are known as the “niche markets”:
- wholesale market: A large part of the market includes a general and wide segment of customers. Thus, “crowd marketing” is a strategy in which a business decides to target the entire market. The idea is to reach and capture as many customers as possible. This, in turn, means that business offerings tend to be largely standardized because they need to have global appeal.
- Niche market: A smaller segment of a larger market can be identified by its unique needs, preferences, or identity that makes it different from the market as a whole. Thus, “niche marketing” is a strategy in which a company decides to target a smaller segment of the market. The idea is to satisfy needs and desires disadvantaged by the mass market or other businesses. This in turn means that business offerings are usually specialized, unique, and distinct.
Niche Marketing Advantages
But wait: why purposely go downhill when it limits the potential clients you can attract and serve for your health and wellness coaching business? There are three main reasons:
- Less competition: Let’s say, for example, that you are a fitness professional. according to US Bureau of Labor StatisticsCurrently, there are approximately 309,800 fitness trainers and coaches working in the United States. the meaning? If you provide general fitness training services, this is the competition you will face. Fortunately, niche marketing can change that. To be clear, how many other fitness trainers do you think target “time-starved, individuals looking to get into better shape with quick yoga sessions”? The more specific you are, the less likely you are to run into competitors who offer the same services you do.
- Enhances Marketing Effectiveness: Understanding the unique needs and desires of your target customers helps you craft a focused, coherent and attractive marketing message. This in turn , Improve your conversion rate and lower marketing costs (if applicable to your business). For example, imagine if an individual is looking to improve their food choices and habits by transitioning to a vegetarian diet. Will they be more responsive to .’s marketing efforts? Vegetarian Dietitian or a Nutrition and Wellness Consultant? Chances are, it will be the first.
- Enhances Customer Loyalty: As mentioned earlier, you face less competition by falling back. On the flip side, this also means that potential clients have fewer trainers to choose from in the market. This increases your perceived value. Provided that your training services meet (and ideally exceed) clients’ expectations and needs, your clients will. He will probably stay with you for a long time.
How to find a suitable niche for your health and wellness training business
At this point, you will likely be excited and understanding to find a suitable place for you and your training business.
We’ll cover that shortly. Before that, though, here’s an important thing to remember: “Specialist training” is not the same as “niche marketing.” To illustrate, consider the following areas of training within the health and wellness industry:
- Comprehensive health training: Coaches enable clients to achieve optimal and lasting health by encouraging the adoption of healthy lifestyle habits (involving nutrition, fitness, stress management, etc.).
- Senior Fitness TrainingCoaches help older clients live healthier, fitter lives by designing and implementing safe and effective exercise programs.
- Plant-Based Nutrition Training: Coaches use plant-based nutrition to support the unique needs of each client.
These simply describe the type of training you would like to do.
Let’s pick one of those training outlets, Plant-Based Nutrition Training, as an example. People who want to switch to or improve their plant-based food choices can do so for various reasons (for example, to improve athletic performance or increase energy levels). Some may be willing to pay more for the training, too.
This in turn highlights the importance of going beyond deciding what type of training you would like to do (disclaimer: still a critical step, but ideally, you shouldn’t stop there) – in deciding what type of specific client you are. you want. Wants.
This is what niche marketing is all about. Now, with that away, here are the five steps you can follow to find a niche for your health and wellness coaching business.
#1: Think about who you’re trying to attract
The most important things first. Think back to when you first thought about becoming a health and wellness coach: Who would you like to help? This is your target market. Be as specific as possible. Asking yourself the following questions may help Refine your target market:
- How old are your customers?
- What kind of work do they do (eg, a high pressure job)?
- What kind of income groups are they?
- Where do you live?
- At what stage of their lives?
- What are their interests?
- What are their attitudes towards certain things?
- What are their values?
#2: Understand your target audience
Once you have a target audience in mind, think about the typical pain points they face in achieving optimal health and wellness.
For example, suppose your target audience is “first-time parents working in a high-pressure job, such as event coordinator.” As they are still adjusting to the responsibilities of new parenthood, potential pain points include:
- Feeling tired of stress
- Feeling uncertain about nutritional recommendations during the postpartum period
- Struggling to find time to prepare healthy meals or exercise
Make a list of everything you think of. And if you’ve run out of ideas, the following may help you reveal more pain points you didn’t think of before:
- Google search: What information is your target customer looking for? One of the easiest ways to select is to search for relevant keywords on Google. Going back to the example of first-time parents, you can search for keywords like “first-time parent challenges,” “first-time parent health,” and “first-time parent fitness” — and then see what happens.
- Discussion forums and social media: Find out which digital platforms your target customer spends the most time on (for example, Instagram, Facebook, TikTok, Reddit), and then pay attention to the conversations they engage in. What kind of questions do they ask on Reddit, for example? This will give you a good sense of their struggles.
#3: Think about how to meet the needs of your target audience
It does not matter if you do not currently hold a relevant certification. You can always do this later. The important thing now is to ask yourself the following questions:
- What problems would you like to solve?
- What are your interests?
- What’s the most excited thing about it?
Your answers will help determine what type of training is right for you. For example, if you live when you’re talking about:
- Healthy Eating Habits: Nutrition Training
- The Importance of Mind-Body Connection: Yoga Instructions
- Stress Management Strategies: Health Coaching
Review your target customer’s pain points with a specific type of training service in mind: How can you tailor your services to their unique needs? For clarity, suppose the following:
- The type of training you have chosen: Nutrition training
- Your target audience: First-time parents working in a high-stress job, which include their pain points:
- I’m not quite sure what ‘healthy meals’ look like
- Struggling to find time to cook
- Interested in transitioning to a vegan diet but concerned about potential effects on nursing
Provided you are interested in helping clients thrive with the power of plants, a niche to explore may be a “Certified Vegetarian Dietitian Passionate about helping first-time parents transition to a healthy, balanced, plant-based diet through personalized, time-efficient feeding plans.”
#4: Define your competitive advantage
Niche marketing reduces rather than eliminates the competition you face. So how do you stand out from other health and wellness coaches in your specialty? The answer: by distinguishing yourself from your coaching services.
This is the place The role of competitive analysis.
Competitive analysis evaluates your competitors’ services, offers, and sales tactics, evaluating their strengths and weaknesses compared to yours. It can help you see your business’ unique advantages and potential barriers to growth – so you can take steps to make it happen Enhance your marketing and business strategies
Define your competitors. Possible ways to do this include:
- Do a quick Google search: Think of some keywords a potential customer might be searching to find you, like [service] + [location]. For example, “Sacramento Vegetarian Dietitian”. Next, jot down the top companies on the first page of search results.
- Monitor social media and forum conversations: If potential customers share their pain points on these platforms, there is a good chance that other users will recommend suitable coaches. So, keep an eye out for recommended actions.
- Ask your customers (if possible): Existing customers are important to identifying your competitors. After all, they likely looked at other coaches before deciding to hire you.
- Gather information about your competitors: Once you have identified your competitors, rate them in terms of: service scope, pricing, geographic reach, promotion strategy, prestige, and reputation
- Analyze the strengths and weaknesses of your competitors: Consider each competitor’s strengths and weaknesses. Setting up a competitive analysis table where you rank your competitors in the above criteria on a scale of 1 to 10 may help you better visualize your results.
- Determine your competitive advantage: Now, ask yourself: What are you good at — and how do you differentiate yourself from the competition? For example, if you are a nutritionist and most of your competitors only offer personal physical training, you can probably provide virtual options.
Niche marketing involves selling to a small, well-defined segment of the market that will benefit most from your coaching services.
In addition to reducing your competition, niche marketing also helps you craft stronger, more engaging marketing messages and attract quality leads who are likely to become loyal customers.
The first – and arguably – most important step to finding a suitable niche for your health and wellness coaching business is identifying your target client. who are they? What are their pain points? Next, think about how you can best help them in a way that aligns with your passion and values. Finally, define your competitive advantage so you really stand out from the crowd.
Are you ready to occupy a certain niche? AFPA’s comprehensive programs provide you with the expert knowledge, tools, and support you need to position yourself in the health and wellness training industry. Examples of courses you can take include: