By the year 2020, the fitness industry global size has been forecasted at twenty-two trillion dollars. That is more change than what can fit into anyone’s pocket. I love fitness. I truly enjoy the burning sensation and euphoria that comes with muscles expanding and going beyond the suggestion of pain into a realm of divinity. Before you become enamoured by the numbers or form an opinion, or create a story, let me stop you right there. This article is not about any of that.
Why is Your Agency Here
Digital Marketing Agencies came about because of an opportunity in the market. For the first time in history, there was a new, inexpensive way to connect with hundreds of thousands, even millions of people at once. As technology developed, we realised we could collect data and provide consumers with what they really wanted. Billboards, television, radio and magazine ads are attempting to hold on to their once dominant market share. The writing is on the wall. While that part has changed, the fundamentals have not.
Technology is a servant to the people. Humanity is still the same as it was millions of years ago. We want to matter, love, connect, share our hearts, be recognised and expand. This doesn’t happen in SMS, email or on the most cleverly crafted website. You, as a digital marketing agency still have to connect with what people really want.
Newsflash, they do not want the latest technology in a website or mobile adaptivity or the best SEO that puts them on the top page of all search engines. What they want is to sell more of their stuff to the right people that also love and or needs that stuff. You can’t stop there. WHY are they so concerned with selling stuff? It is so they can create a lifestyle so that they can have options, so they can have more experiences, so they can expand what it is to be human.
This is the fundamental of a digital marketing agency. Until you get that your role is to expand the possibility of being human, you are nothing more than a stick that a dog is too lazy to fetch.
The 411 of a Niche
In business, it is considered really cool to have a niche. It betrays an organisation that is ultra focused on a specific need in the market which means they are more valuable than a generalist. Let’s look at it deeper. As a human being, you always niche. If you didn’t one man would be married to the entire girls cheerleading squad. Instead, what happens, he finds one woman who he likes enough and she likes enough. Their values do not have to be the same and they find a common path to walk on together. This is a niche. The idea of agencies attempting to be all things to all organisations is similar to an impotent man at an orgy. It never works.
The reason why you niche is because of your life purpose and the congruence of what it is to be truly you. As a child, your imagination ran wild and was as real as any of your senses. You have always been happiest when you listened to your gut and ignored anything that was contrary to your highest self. It is the same in business. Running an agency to be all things to everyone or to make the most money or for any other reason that it is part of an expression of your passion and a contribution to others may render you as the impotent man. Remember your first love. Look at where you live, the car you drive and the relationships you have in your life. They are all expressions of you. There isn’t a disconnect when it comes to your business.
Becoming aware of the invisible story or voice that has been producing all the results in your life is an amazing thing. As soon as you realise it for what it is, there is complete freedom. You are no longer in bondage to the past. Maybe your passion isn’t fitness. Maybe it is being a foodie. Become the premier agency that foodies go to. Mediocrity is rife and passion is always desirable and in style. When you choose you and put you first, there is now a place to stand. That is something others can get behind and support. If you can not be your true self, why would anyone do business with you? Choose YOU because you are and you can.
While the fitness industry is growing exponentially, it may not be your thing. Find your niche (your passion) and hold on to and celebrate your thing. Let your agency be an expression of your true passions. Attract a tribe that is in love with the same things. There is more than enough to go around.
To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment. ~ Ralph Waldo Emerson
What is absolutely certain is that if you will not develop yourself, your business will only grow to the extent you are open to exploring the great beyond (you). Find what you Love and don’t let go. It is easier than you think and more rewarding than you can ever imagine. If you are already doing it, be the light to guide others along their path. So, how do you participate in an industry greater than trillions of dollars…..
Niche = Be your true, authentic, highest self. All the gold is in your flow. ~Stone Gye