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Journey to $100 Million

Erik J. Olson & Kevin Daisey

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To niche or not to niche

• 5 min

Erik recently attended a Mastermind workshop with other agency owners. One of the things that came up was whether to niche or not. This is something that Erik and Kevin have gone back and forth on since Array Digital’s inception three years ago. Chris Dreyer of Rankings.io was part of the Mastermind and he made a strong case for niching. Of course there are pros and cons to niching, but overall the pros outweigh the cons by far. Pros: Greater trust Sales conversion Higher fees Reduced competition Many more Cons: Smaller market More risk When the pandemic hit earlier this year we quickly learned that some industries fared better than others. We took inventory of which of our clients were doing well and which were not. It was then that we decided our niche should be medical, law and home service industries. — 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!

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