Jeanne Grunert, NAIWE’s Branding & Marketing Expert

We wanted to get to know Jeanne Grunert (NAIWE’s Branding & Marketing Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

How many micro niches should a freelancer serve?

I recommend focusing on no more than three micro niches. This helps you develop a positive reputation in each niche, which naturally leads to recommendations and more work. If you choose to focus on more than one niche, it is helpful if the other niches are related. For example, I focus on two niches: my micro niche is content marketing for SaaS (software as a service) companies, but I added several micro niches around manufacturing software, enterprise integration, and education software (before opening my own company and going independent, I led marketing for large education companies, so it was natural niche extension for me). Spreading yourself beyond 1-3 micro niches dilutes the marketing effect. It is the focus and the area of specialization that helps build recognition quickly among potential customers. Diluting that focus confuses the market, and anytime potential customers are confused, they walk away.

In fiction, it is common for writers to use pen names to more easily develop brand recognition in a micro niche and more easily attract loyal readers eager to read their next work. A good example is Nora Roberts, whose work I enjoy reading. She writes under the name J.D. Robb for her sci-fi murder mystery series “In Death” and under her own name, Nora Roberts, when she writes what I would consider traditional contemporary romance novels. It might confuse loyal  Nora Roberts fans, who expect a small town girl to attract the bad boy newcomer to town (her typical plot) to open a book with the sci fi elements of the “In Death” series.  Instead of risking alienating readers by publishing in a vastly different genre, she developed a second pen name and micro niche, with the result that she has a loyal following in both niches. That’s just one example, but I think you get the idea of why both nonfiction/business writers and fiction writers can benefit from tapping into micro niches.

 

Do micro niches lend to a regular income stream?

Yes! The best part about finding your micro niche and gaining the first few projects in that niche is that once you develop a reputation within that niche, work comes to you – you don’t have to chase after freelance opportunities. As you develop a positive reputation as the “XYZ Expert” or expert in your micro niche, it becomes easier to attract the right clients to your doorstep.

For me, it was a game changer. I was first introduced to the concept of micro niches around 2020 and decided to take two weeks to reorganize my business at the end of 2020 around my chosen micro niche (I’ll go into details of how to find a potential niche during our webinar). Within four months, I had increased my existing work with clients in the micro niche AND landed two major monthly retainer clients! I no longer had to send out pitches, look for freelance writing work, etc. I now get good leads through my website and referrals. I firmly believe in the power of micro niches and personal branding within a micro niche to build a strong online presence that helps independent writers and editors attract and retain their ideal clients.

 

Are micro niches new to the publishing industry?

Not really – my Nora Roberts example is a good indicator that they have been around a while. She published the first time under the pen name “J.D. Robb” in 1995.  I think within the publishing industry micro niches have become more prevalent and popular with the rise of e-books because readers who love a specific micro niche can find and purchase them more easily.

For freelance writers who may focus on business writing (articles, blogging, marketing or sales materials, etc.), micro niches aren’t really new, but they can be a challenging area for independent writers/freelancers to understand and undertake with confidence. Many freelance writers get nervous when they hear that they should specialize, or focus on a micro niche. They fear they will lose work if they put their stake in the ground and market themselves exclusively as writers who specialize in SaaS platforms, medical manufacturing, cat dental health, and so on (each of these are examples of micro niches). I’ve found it to be the opposite – by focusing on a specific area within a niche, and developing a solid client list, samples, and highly specialized knowledge, I’ve gotten more business than I did before.

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Are you a freelance writer or editor looking to stand out in a crowded market? Join us for an insightful webinar on “Discovering Your Micro Niche” and learn how to carve out a unique space for yourself in the industry.

In this webinar, you’ll gain:

• Understanding of Micro Niches: Learn what a micro niche is and why it’s crucial for freelancers.
• Market Research Techniques: Discover effective methods to identify underserved and profitable micro niches.
• Tailoring Your Services: Find out how to adapt your writing or editing services to meet the specific needs of your chosen niche.
• Building Authority: Learn strategies to establish yourself as an expert in your micro niche, attracting more clients and higher rates.
• Case Studies: Explore real-life examples of successful freelance writers and editors who have thrived by focusing on micro niches.

Whether you’re just starting out or looking to refine your current offerings, this webinar will provide you with the tools and insights needed to find and dominate your micro niche. Don’t miss this opportunity to elevate your freelance career!

You can join in this conversation on October 24 and then November 7 at 2:00 pm eastern, when NAIWE will host a discussion on maximizing your marketing efforts. The cost for NAIWE members is only $10! Nonmembers can join for $30. Register today!

 

Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.