The Marketplace Demands Niche Offerings

There is a phrase you’ve probably heard: “The riches are in the niches.” What this means is that if you narrow the focus of your company, you can make more money. It seems counterintuitive because you want to service everyone. But you need to narrow your focus to a particular demographic. Here’s an example: If you break your ankle, are you going to go to your PCP to do an X-ray and put a cast on it? No, you want to go to an orthopedic surgeon. You want a specialist to take care of this. It’s no different here at Array Digital which is why we’ve been rethinking our business. Our clients want an agency that knows their business inside and out; they want us to already know the specific challenges they deal with. — Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups. — Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups. — For more information on the show, and to check out past episodes, go to journeyto100million.com!