web使用高德完成地图定位

To niche or not to niche?

要利基还是不利基？

Let me get straight to it and say that you don't have to niche down your web design and development services to be successful in freelancing.

让我直截了当地说，您不必为了成功实现自由职业而降低网站设计和开发服务的成本。

But, I do believe it's more beneficial to work in a niche and this article will explain why.

但是，我确实相信在小众市场工作会更有益，并且本文将解释原因。

The old man with the hammer:

老人用锤子：

One fine, sunny day, the owner of a large million-dollar ship found out that the engine is not working.

晴天，晴天，一艘价值数百万美元的大型船的船东发现发动机没有工作。

He called every engineer on board and the surrounding towns, but no one could fix it.

他打电话给船上和周围城镇的每位工程师，但没人能解决。

Then they brought in an old man who specializes in fixing ship engines. He immediately got to work and inspected the engine from top to bottom.

然后，他们请来了一位专门修理船舶发动机的老人。 他立即开始工作，并从头到尾检查了发动机。

The owner was watching as the old man reached into his bag, took out a small hammer, tapped something with the hammer, and the engine was instantly brought to life.

主人看着老人伸进书包，拿出一个小锤子，用锤子敲击东西，引擎立即恢复了生命。

A week later, the owner received an invoice from the old man for $10,000.

一周后，房主从老人那里收到了一张10,000美元的发票。

The ship owner didn’t want to pay for it and said, “He hardly did anything!” So he requested for an itemized bill.

船东不想付钱，说：“他几乎什么也没做！” 因此，他要求提供详细的帐单。

This is what the old man sent:

这是老人发出的：

A lifetime of experience made him an expert at fixing ship engines and he had every right to charge like one.

一生的经验使他成为修理船舶发动机的专家，并且他有权像他一样收费。

The subject of niching down is very much tied to the subject of expertise and why experts are able to charge more than the average developer.

紧缩的主题与专业知识以及为什么专家能够收取比普通开发人员更高的费用非常相关。

It’s simple:

这很简单：

Niching down positions you as an expert in a specific industry, allowing you to charge more and become more in demand.

低调地将您定位为特定行业的专家，使您可以收取更多费用并变得越来越有需求。

I'm going to be discussing why niching down is the best thing you can do as a web designer and developer to earn more, become respected for your expertise and work with better clients.

我将要讨论的是，为什么低调是网站设计师和开发人员可以做的最好的事情，以赚取更多的钱，因您的专业知识而受到尊重并与更好的客户一起工作。

Here's what to expect:

期望如下：

• Niching Down - What is it?小憩-什么？
• A Niche Increases Your Perceived Expertise利基市场可以提高您的专业知识
• Niching Down Lets You Personalize Your Messaging顺其自然让您个性化您的消息传递
• How to Find a Web Design Niche如何找到一个网页设计利基
• Getting Started in Your Niche利基入门
• The All-in-One Niche Approach一体利基方法

陷-这是什么？ (Niching Down – What Is It?)

A “niche” is defined as “a specialized market”.

“利基”被定义为“专门市场”。

It’s a specific field or an industry such as law, healthcare, photography, videography, fashion, financial services and more.

这是一个特定领域或行业，例如法律，医疗保健，摄影，摄影，时装，金融服务等等。

When a web designer niches down their services, they simply choose ONE industry to create websites for businesses within that niche.

当网页设计师削减其服务时，他们只是选择一个行业来为该细分市场中的企业创建网站。

So if I choose to niche down to photography, I will only make websites for photographers. Not bakers, not hairstylists, just photographers.

因此，如果我选择只关注摄影，我只会为摄影师建立网站。 不是面包师，不是发型师，而是摄影师。

Now you may be asking, “Why would I do that?”

现在您可能会问：“我为什么要这样做？”

You're saying no to 99% of other businesses out there...

您对那里99％的其他公司说不...

And you'd be right...

而且你会是对的...

Why am I telling you that turning away clients and making your services exclusive to an industry is a smart move?

我为什么要告诉您， 拒绝客户并使您的服务独占行业是明智之举？

Let’s go back to the story of the old ship repairman.

让我们回到旧船修理工的故事。

Do you think that if he spent his life spreading himself too thinly by repairing any machinery, he would gain the expertise that he needed to “know where to tap”?

您是否认为，如果他一生都通过修理任何机器来分散自己的生命，那么他将获得“知道在哪里挖掘”所需的专业知识吗？

If he was a generalist who repairs all kinds of engines, he wouldn’t be the only person in the city who knew how to solve that ship’s problem.

如果他是一个修理各种发动机的通才，他将不是这个城市唯一知道如何解决该船问题的人。

And that’s the principle of niching down:

这就是紧缩的原则：

Specializing in a niche gives you a higher chance at becoming a recognized expert and it places you in a better position to charge more for your services.

专门研究利基市场可以使您更有机会成为公认的专家，它使您处于更好的地位，可以向您的服务收取更多费用。

Specializing lets you:

专业化可让您：

• Spend less time looking for clients. Instead, they come to you.花更少的时间寻找客户。 相反，他们来找你。
• Demand higher prices than generalists.要求比通才更高的价格。
• Free up your time to actually start enjoying your life.腾出时间真正开始享受生活。

These benefits are really just a direct result of these primary advantages of niching down:

这些好处实际上只是这些主要优点的直接结果：

1. Niching down increases your perceived expertise.精打细算可以提高您的专业知识。
2. Niching down lets you personalize your messaging.向下倾斜可以使您的消息个性化。

利基市场可以提高您的专业知识 (A Niche Increases Your Perceived Expertise)

Everywhere you look, you’ll see scenarios where this principle is working.

无论您在哪里看，都会看到使用此原理的场景。

Specialization demands a premium price.

专业化要求高价。

That’s why people are willing to pay more for a pair of Nike shoes than an unbranded pair.

这就是为什么人们愿意为一双耐克鞋而不是无牌鞋支付更多的原因。

Or why people who need a brain surgery do so with a Neurosurgeon and not a General Practitioner.

或者为什么需要脑部手术的人需要神经外科医师而不是全科医生。

When you specialize in a specific niche, it portrays credibility and it shows perspective clients that you know what you’re doing and you’re the perfect person to help them achieve their business goals.

当您专注于特定的利基市场时， 它会体现信誉，并向有远见的客户表明您知道自己在做什么，并且是帮助他们实现业务目标的完美人选。

Practical test:

实际测试：

Let’s say you’re a lawyer and you're looking around for someone or an agency to create a website for your law firm.

假设您是一名律师，并且正在寻找可以为您的律师事务所创建网站的人或代理。

In your search, you come across these websites:

在搜索中，您会遇到以下网站：

OPTION 1:

选项1：

OPTION 2:

选项2：

Which of the two websites do you think is the best option to help you get more clients as a lawyer?

您认为这两个网站中哪个是帮助您获得更多律师服务的最佳选择？

...

...

..

..

.

。

If you didn't say option 2, I'd be surprised.

如果您不说选项2，我会感到惊讶。

Now let's take this a step further:

现在让我们更进一步：

This is their (hypothetical) pricing for a law firm website:

这是他们对一家律师事务所网站的(假设)定价：

OPTION 1:  $5,000

选项1：$ 5,000

OPTION 2:  $12,000

选项2：$ 12,000

Which option is best now?

现在哪个选项最好？

...

...

..

..

.

。

Again, if you didn't say option 2, I'd be surprised.

同样，如果您不说选项2，我会感到惊讶。

Why?

为什么？

You’re paying for their expertise in your niche. You are NOT paying for them just to create a 'website'.

您需要为他们在利基市场上的专业知识付出代价。 您不只是为创建“网站”而为他们付费。

Obviously the psychology of pricing a website has a big influence here, but in short, option 2 can charge more because they've worked with hundreds of laywers before and they have a proven track record.

显然，网站定价的心理在这里具有很大的影响力，但简而言之，选择2可以收取更高的费用，因为他们之前曾与数百名同业合作，并且拥有良好的业绩记录。

On top of that, the value of just one new client in the life-time of the law-firm's website could pay for the additional fee that option 2 charges.

最重要的是，在律师事务所网站的整个生命周期中，只有一位新客户的价值可以支付选项2收取的额外费用。

Niching down works and Derek Hart of Get the Gigs is a testament to this.

紧紧抓住工作， Get the Gigs的 Derek Hart证明了这一点。

When he started his web development career, he was a generalist and competed with thousands other generalists.

当他开始Web开发事业时，他是一名通才，并与数千名其他通才竞争。

He chose to focus on the coaches and speakers niche and spent way less time looking for clients, proving himself to clients, negotiating the price and scope and got to focus on what’s important: making the websites and making a good income.

他选择专注于教练和演讲者的利基市场，并花费更少的时间寻找客户，向客户证明自己，谈判价格和范围，并专注于重要的事情： 制作网站并赚取丰厚的收入。

Word spreads around fast in a niche. The more successful projects you complete, the more buzz you’re creating about your business.

词在利基市场中Swift传播开来。 您完成的项目越成功，关于您的业务就越嗡嗡作响。

Here’s the thing about referrals:

这是关于引荐的内容：

A reputation precedes you, so even before you talk to a client, they already have an opinion about you and that opinion is good.

信誉先于您，因此即使在您与客户交谈之前，他们就已经对您有意见，并且意见是好的。

This is why getting referrals is often the best way to get new clients.

这就是为什么获得推荐通常是获得新客户的最佳方法 。

顺其自然让您个性化您的消息传递 (Niching Down Lets You Personalize Your Messaging)

Communicating your offer to potential clients is so powerful that it can make or break a business.

与潜在客户交流您的报价是如此强大，以至于它可以成败生意。

Your brand messaging is how you communicate what you can do for clients, how you can improve their lives and why they should work with you.

您的品牌讯息是您交流如何为客户做的事情 ，如何改善他们的生活以及为什么他们应该与您合作。

Don't be like so many people I see out there and think that just because they're a pro at XYZ programming language, it means they're going to land good clients and earn a good income.

不要像我在外面看到的那么多人那样认为他们仅仅是因为他们是XYZ编程语言的专业人士，这意味着他们将要吸引好的客户并获得丰厚的收入。

That's NOT how this works...

那不是这样的...

In fact, my knowledge is pretty simple when it comes to programming, but that's only because I know it doesn't result in $$$.

实际上，在编程方面，我的知识很简单，但这只是因为我知道它不会导致$$$。

Practical test:

实际测试：

Let’s say you’re a chiropractor and you want a website to acquire new patients, so you start looking for web design services online and you come across this company:

假设您是一名脊医，并且您想要一个网站来招募新患者，因此您开始在线寻找网页设计服务，并且遇到了这家公司：

Get “a variety of professional web design services” for “your business”.

获得“您的业务”的“各种专业的网页设计服务”。

Sounds good because that’s what you need, right?

听起来不错，因为这就是您所需要的，对吗？

But then you come across this website:

但是随后您遇到了这个网站：

You're immediately hit with the tailored messaging that jumps out and speaks to you because it addresses you as a chiropractor, not just any business.

定制的消息会跳出来并与您对话，您会立即受到打击，因为它使您成为脊椎治疗师，而不仅仅是任何企业。

The messaging is direct and specific and they get what you really want to achieve – to get more patients through your website.

消息传递是直接而具体的，它们可以实现您真正想要实现的目标-通过您的网站吸引更多患者。

At this point, you’ll start thinking, “These guys get me! I should get in touch.”

此时，您将开始思考：“这些家伙救了我！ 我应该保持联系。”

That’s one more lead for this chiropractic web design service.

这是该脊骨疗法网页设计服务的又一个线索。

The more specific and personalized your messaging is to your target audience, the more compelling your marketing is.

您向目标受众传递的信息越具体和个性化，您的营销就越引人注目。

Specializing in a specific niche lets you craft stronger messages that resonate with the specific needs and wants of your audience.

专注于特定的细分市场，使您能够制作出更强的信息，从而与受众的特定需求和需求产生共鸣。

To recap: A niche allows you to establish yourself as an expert and you can craft more personalized branding messages, which both result in higher income, more freedom and more vacation.

回顾 ：利基市场可以让您确立自己的专家地位，还可以制作更多个性化的品牌信息，从而带来更高的收入，更多的自由和更多的假期。

如何找到一个网页设计利基 (How to Find a Web Design Niche)

At this point, I hope you’re seeing the huge benefits of niching down your web design services and you’re starting to visualize how it can drastically improve your freelancing career.

在这一点上，我希望您看到减少Web设计服务的巨大好处，并且开始形象地了解它可以如何极大地改善您的自由职业生涯 。

The first thing you need to do once you’re ready to specialize is to look for your niche.

一旦准备好专业化，您需要做的第一件事就是寻找您的利基市场。

I believe that there are only two things you need to look for in a niche:

我相信在利基市场中，您只需要寻找两件事：

1. It’s something you enjoy.这是你喜欢的东西。
2. It has a high income potential.它有很高的收入潜力。

If you’ve worked on a few projects before: List all of your projects.

如果您以前曾从事过几个项目：列出所有项目。

Open Excel and list down all the projects you’ve worked on in the past.

打开Excel并列出您过去处理过的所有项目。

Note the following:

请注意以下几点：

• Industry行业
• How much you made你赚了多少
• How you felt about the project/client您对项目/客户的看法

If you haven’t worked on any projects yet:

如果您尚未从事任何项目：

Reflect on your past experiences in school or at work and think about what industries you enjoyed working in or would love to explore more.

反思您过去在学校或工作中的经历，并思考您喜欢从事哪些行业或希望探索更多行业。

Once you have an initial list of industries you like or you think you'd like working in, you need to know how much you can potentially earn in each.

一旦有了您喜欢的行业的初步清单，或者您认为自己想从事的行业，就需要知道每种行业的潜在收入。

All you have to do is head over to Google, find out how much an individual in a given industry earns in a year and divide it by 10.

您所要做的就是前往Google，找出某个行业中某人一年的收入并将其除以10。

This is the rough estimate of their yearly marketing budget.

这是他们年度营销预算的粗略估算。

Actionable examples:

可行的例子：

Nutritionists

营养学家

Their annual pay is around $43,000 according to PayScale.com. That means they can only afford to pay around $4,300 per year (or $350pm) on marketing.

根据PayScale.com的数据，他们的年薪约为43,000美元。 这意味着他们每年只能负担大约$ 4,300(或$ 350pm)的营销费用。

Neurosurgeons

神经外科医生

Their annual pay is around $400,000 according to PayScale.com. That means they can afford to pay around $40,000 per year (or $3,300pm) on marketing.

根据PayScale.com的数据，他们的年薪约为40万美元。 这意味着他们可以负担得起每年约40,000美元(或$ 3,300pm)的营销费用。

If you specialize in helping neurosurgeons, you can charge higher prices because their marketing budget is higher than that of nutritionists.

如果您专门帮助神经外科医生，则可以收取更高的价格，因为他们的营销预算高于营养学家的营销预算。

For example, if you charge $1000 per month to neurosurgeons for a monthly digital marketing service, they’d probably say yes because they can afford it. But if you charge that to a nutritionist, it would probably be too expensive.

例如，如果您每月向神经外科医师收取每月1000美元的数字营销服务费用 ，那么他们可能会说“是”，因为他们负担得起。 但是，如果您向营养学家收费，那可能太昂贵了。

So your niche directly correlates with your income potential.

因此，您的利基与您的收入潜力直接相关。

Again, it should be a balance of enjoyment and earning potential.

同样，它应该是享乐与赚钱潜力之间的平衡。

If you need more inspiration in finding a niche, check out this extensive list with examples of potential web design niches.

如果您在寻找利基市场时需要更多灵感，请查看此大量清单，并附上潜在的网页设计利基示例。

Once you have a niche and you’re 100% into it, it’s time to convert that into $$$.

一旦有了利基市场，您就可以100％地涉足这一领域，现在该将其转化为$$$。

利基入门 (Getting Started in Your Niche)

Your ultimate goal at this point is to establish yourself as an expert so that clients will actually come to you and trust you with their business.

此时，您的最终目标是建立自己的专家地位，以便客户真正与您联系并信任您的业务。

There are 3 main things you need to do:

您需要做的三件事是：

1 - Research as much info as you can about your new niche.

1-尽可能多地研究有关新利基的信息。

Before you think about getting clients, you need to understand their niche and all that’s in it – the culture, lingo, people’s online behavior, common points of discussion, pain points when it comes to having a website or getting new clients and more.

在考虑吸引客户之前，您需要了解他们的利基市场及其中的所有内容–文化，术语，人们的在线行为，讨论的共同点，拥有网站或吸引新客户时的痛点等等。

The key is to stay focused and don’t be afraid to spend as much time as you need.

关键是要保持专注 ，不要害怕花费所需的时间。

Read all the books and resources you can get your hands/eyes on and stay updated with industry news.

阅读所有可以接触到的书籍和资源，并随时了解行业新闻。

2 - Feature your portfolio.

2-精选您的作品集。

Your portfolio should clearly show your past experience in your niche, what the client’s problem was, what you did to solve it and the end result.

您的投资组合应该清楚地显示您过去在利基市场上的经验，客户的问题是什么，您为解决该问题所做的工作以及最终结果。

If you haven’t worked with clients in your niche before, you can offer to do free and use those for your portfolio.

如果您以前没有与利基市场的客户合作过，则可以提供免费服务并将其用于您的投资组合。

3 - With your industry knowledge and portfolio ready, start marketing your niche web design agency.

3-准备好您的行业知识和投资组合后，开始营销您的利基Web设计代理。

Before I discuss marketing strategies, let’s be clear about your marketing goal:

在讨论营销策略之前，让我们先明确一下您的营销目标：

It’s not about getting clients. It’s not even about getting traffic to your portfolio website.

这不是要获得客户。 这甚至与吸引访问您的投资组合网站无关。

It’s all about establishing yourself as an expert.

这完全是要建立自己的专家水平 。

This goal should inform every marketing tactic you use and should make you think twice about how each piece of content and advertisement is establishing you as an expert.

这个目标应该为您使用的每种营销策略提供信息，并应该使您对每段内容和广告如何使您成为专家的问题进行三思。

With that, marketing is broken up into these time-frame strategies:

这样一来，行销便分解为以下时间范围策略：

Long-term strategy: SEO and Social Media.

长期战略 ：SEO和社交媒体。

Short-term strategy: Google Ads and Online Advertisements.

短期策略 ：Google Ads和在线广告。

If you want to see better results, you need to implement these strategies side-by-side.

如果想获得更好的结果，则需要并行实施这些策略。

SEO and social media both work well in building brand awarenessand getting constant leads but tend to take time in getting results - around 3-6 months.

SEO和社交媒体在建立品牌知名度和获得持续领先方面都发挥了很好的作用，但往往需要一些时间才能获得结果-大约3到6个月。

Because you need to eat while waiting for the results of your long-term marketing strategy, you can run paid ads using Google Ads and other online advertisement platforms like Facebook.

因为您需要在等待长期营销策略结果的同时进餐，所以您可以使用Google Ads和其他在线广告平台(如Facebook)投放付费广告。

Here are other effective ways to market yourself as an expert:

以下是将自己推销为专家的其他有效方法：

• Volunteer as a guest on podcasts that your target audience is listening to and share what you know about designing websites in your niche.在目标受众正在收听的播客中以客人的身份自愿参加，并分享您在利基市场中设计网站的知识。
• Create a Facebook group, add potential clients (ex: if you’re in the chiropractic niche, add chiropractors), add value to them by sharing useful content and decide how you want to sell your services to them.创建一个Facebook小组，添加潜在客户(例如：如果您在脊椎治疗的利基市场，请添加脊椎治疗师)，通过共享有用的内容来增加价值，并决定如何向他们出售服务。
• Write a book. This is by far the simplest way to increase your credibility. Sell it on Amazon or provide it for free on your agency website. The important thing is for clients to see that you have a book in their niche because people tend to assume that if you have written a book, then you must be an expert.写一本书。 到目前为止，这是提高信誉的最简单方法。 在亚马逊上出售或在您的代理商网站上免费提供。 重要的是让客户看到您在他们的利基市场中有一本书，因为人们倾向于认为如果您写过一本书，那么您必须是专家。

If you want more tips on how to market and grow your niche web design agency, I'll plug my freelancing bundle here as I do go into this in a lot of detail.

如果您想了解更多有关如何营销和发展利基Web设计代理的提示，我将在此处插入我的自由职业捆绑包 ，因为我会对此进行详细介绍。

一体利基方法 (The All-in-One Niche Approach)

If you’re so worried about spending all your good years in one niche only and worried you might get bored, know that you don’t need to spend your entire life on one niche.

如果您担心只在一个利基市场上度过所有美好的时光，并担心自己可能会感到无聊，请知道您不需要在一个利基上度过一生。

I personally own two niche-focused agencies and I’ve also found other web design agencies that own several niche-focused sub-agencies and offer them separately on different websites or webpages.

我个人拥有两家专注于利基市场的代理商，而且我还找到了其他网页设计代理商，它们拥有多个专注于利基市场的子代理商，并分别在不同的网站或网页上提供它们。

Nifty Marketing does this particularly well.

Nifty Marketing在这方面做得特别好。

On their homepage, they lead with a statement that they serve different sorts of businesses:

他们在首页上声明，他们服务于不同类型的企业：

They then give a link to the webpages focused on a specific industry, like the law niche:

然后，他们提供指向特定行业网页的链接，例如法律领域：

And the pest control:

和害虫防治：

They have 20+ staff members, so I'm sure they're not doing too bad with this strategy... :)

他们有20多名员工，所以我敢肯定他们在这个策略上做得还不错... :)

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That’s it!

而已！

I hope you can see how a niche can powerfully impact your web design business.

我希望您能看到一个细分市场如何对您的Web设计业务产生强大影响。

If you think you’re ready to specialize but need more help or you have other questions, connect with me on Twitter and I'll be happy to help :)

如果您认为您已经准备好专业化但需要更多帮助，或者还有其他疑问，请在Twitter上与我联系，我们将很乐意为您提供帮助:)

Until next time,

直到下一次，

Kyle

凯尔

翻译自: https://www.freecodecamp.org/news/web-design-niche/

web使用高德完成地图定位