Finding Your Micro-niche in a Crowded Virtual World
Consider two kinds of searches:
– patent lawyer
– 3D patent lawyer New York
If you’re a lawyer specializing in 3D intellectual property, a prospect using that first search may not run into your firm’s website, probably because it will be hidden among sites that have no experience with 3D printing. But the far more detailed second search improves your site’s odds significantly.
Thankfully, the kind of deliberate diligence shown in the second search above is how most folks use the web nowadays. Due to the sheer number of options we’re faced with, people are taking the straight-to-the-point approach, actively searching for information unique to their own problems, questions and needs. If specificity is the new vogue, how does your law firm stay in fashion? By understanding and finding your micro-niche.
What is a micro-niche?
The best way to understand micro-niches is to think about the example above. Open up Google and do a quick search on “patent lawyer.” We’re seeing more than 35 million hits.
Now let’s use “patent lawyer New York.” Nearly 10.5 million results.
Narrow it down even more and search “3D patent lawyer New York.” 7.5 million.
That’s the power of specificity. With just three extra words, almost 30 million results were rejected. And although seven million is still an unrealistic number of websites to sift through, it’s an eye-opening exercise that shows how the act of narrowing-in helps bridge the gap between someone searching for your help and actually finding you.
Typically defined by certain demographics, industry type or hobby, micro-niches appeal to people with specific behaviors, desires or needs. They target a small portion of consumers from a much broader market. For instance, a micro-niche in the coffee industry would be a bean producer promoting women-only farmers, or a company selling shipping container homes in the real estate industry. Only a portion of consumers wanting to purchase coffee or homes are interested in these products, but being a big fish in a small pond makes for more qualified, genuine leads.
Want big results? Go small.
As a lawyer, you have an incredible opportunity to narrow down and target a very specific type of client, instead of always trying to appeal to the masses. And while it may sound counterintuitive, being focused and deliberate about marketing a particular specialization can increase client numbers and help grow your business. Some advantages include:
It helps you lose the competition.
Finding your sweet spot can decrease the number of competitors you’re facing on a daily basis. Think about it – would you rather contend with the hundreds of patent lawyers throughout New York City or go head-to-head with the small number of firms who focus primarily on 3D printing patents in the area?
It makes the future brighter.
Figuring out your focus can uncover trends that may help your business in the future. Maybe you’re interested in autonomous driving and the laws around it. There probably aren’t a lot of personal injury lawyers in Chicago who specialize in the legislation of self-driving car accidents. Not yet anyway. Knowing and understanding your passions and how they might evolve over time can help perfectly position your law firm for future legal issues and the clients that will follow.
It can be cheaper.
Digital advertising strategies like pay-per-click can get expensive, especially when you’re using popular legal keywords. But because a micro-niche campaign is targeting a smaller, more specific, group of consumers, you will have less opportunity for search traffic, typically making these kinds of campaigns friendlier for your budget.
Find your place
Finding your micro-niche requires a little soul searching. Figure out what motivates you and pair that with the needs of your marketplace. Maybe you’re a motorcycle enthusiast working as a personal injury attorney in Dallas. Take some time to research the market to see if your interests outside of work align with the needs of your community.
Consider asking yourself these questions when figuring out your perfect fit:
- What are you passionate about?
- What topic are you an expert on?
- What kinds of clients do you enjoy working with the most?
- Where do you see your firm five to 10 years down the road?
Take some time to really dive into these questions to identify what suits your firm best. If you need some help getting there, reach out to your FindLaw consultant and see what strategy is right for you.