This is an age-old debate for freelancers, with the answer not being immediately obvious. You might think it’s better to have as many strings to your bow as possible, but what if someone is looking for specialised knowledge in a particular area?
In that instance, it would actually be better to be something of an expert in said area – as opposed to a jack of all trades who knows a little about everything.
But is it always better to be a specialist? And how do you choose what to specialise in?
What is a freelance niche?
It’s basically just an area of expertise that you specialise in, and that people therefore come to associate you with.
You can also think of yourself as a kind of brand, meaning people will come to associate you with a particular kind of product or service that no one else really offers.
The niche you ultimately choose is of course the thing that will determine how you’re thought of, with it essentially becoming your whole identity as a freelancer.
This isn’t something to fear, but to be embraced. After all, if you don’t believe in your niche, why should anyone else?
Why choose a niche?
First and foremost, you need a way to stand out from the crowd in an increasingly competitive marketplace.
One of the best ways to do this is by picking a lane, as it were, and fully leaning into it so that you become people’s “go-to” for that particular thing.
It’s not about limiting yourself but taking on a unique identity.
Why does this work, though?
Because hiring an “expert” to do a specific job is much more low-risk than hiring a more general freelancer who may only have a working knowledge of the field you’re in.
Furthermore, leaning into a niche enables you to start building your brand, as you now have something to base it on. This is also key when it comes to marketing yourself (which we’ll get to later).
Those who’ve enlisted your services may even refer you to others, and it’s generally accepted that workers who pick a specialty are able to charge more, as the work they do is more bespoke.
You’ll also save yourself a lot of time being a specialist freelancer, as you won’t need to go looking for work. Rather, it will find you – especially if you’re able to build a reputation as a trusted and reliable expert.
Gone will be the days of sending out random proposals to people who aren’t interested!
Why stay more generalised?
On the other hand, there are benefits to being more open as a freelancer.
The most obvious one is that you have access to more opportunities, which (in theory) equals more work. In this sense, generalisation may provide you with a greater sense of security than being a specialist in a specific area.
We also live in an ever-changing and increasingly competitive world, so it can be argued that locking yourself into one thing might not be the best idea.
A more general freelancer is able to adapt to their changing environment thanks to their ability to pick up new skills on the fly, and this means they’re ready for anything.
How do I choose my niche?
The million-dollar question. Generally speaking, there are two main approaches to this, with the first focusing on your own skills.
Consider your strengths and weaknesses, and use these to form the basis of the services you offer, prioritising what you know you’re good at.
Alternatively, you can choose to focus on whatever you think people are looking for, and this obviously involves undertaking a fair amount of research so that you have your finger on the pulse.
The best approach is probably somewhere in the middle. Whichever you end up choosing, though, try to ensure there’s a market for your niche before you go all in.
How do I market my new niche?
Okay, so you’ve picked a lane and found a way to stand out from the crowd. Now what?
Well, people have to know you exist before they can enquire about working with you, and so a good marketing strategy is crucial. This can take a number of different forms, though.
For example, email marketing is now a popular way of getting the word out about yourself, and involves sending promotional email communications to people on your mailing list.
It gives you a direct line to those who are interested in what you have to say (and offer), boosting customer retention while also encouraging any prospective clients to commit to working with you.
It can also be a very cost-effective form of marketing with a high return on investment – so long as you’re able to deliver content that’s useful and engaging.
Some other things you can do to promote your services are:
- Become a member of a professional association
- Network with other industry professionals at things like conferences
- Make use of the internet (for instance by using LinkedIn to network, or raising awareness on Reddit)
Head over to our information hub for more guides, news and advice on navigating life as a professional freelancer, from finance to tech and more.
