Find the up and comers

I think this idea is most commonly used around hiring, but I want to apply it more broadly to marketing and growth.

• Can’t afford the world’s best agency? Find someone who just quit their agency and who’s starting their own.
• Can’t afford to compete on the most valuable SEO keywords? Find new things people are searching for related to your product.
• Can’t afford to buy traffic on Google? Find the next great network (smart entrepreneurs did this early with Facebook and Plenty of Fish for example)
• Can’t afford an iPhone app? Build a chrome plugin.
• Can’t pitch MSNBC? Find a podcaster via Product Hunt podcasts.
• Too many competitors in the US? Find a fast-rising country with a favorable exchange rate.
• Can’t reach influential bloggers? Find people who recently built an audience on Medium.
• Can’t afford the best CRM? Find a CRM startup that’s hungry for customers.
• Are popular forums too busy? Find a Slack community.
• Can’t afford to attend an event? Find a meetup instead.

Everything in digital marketing changes, constantly. Every week, some hot new platform comes out, often with plenty of traffic and eyeballs. Finding and understanding one of these niches early can get you equal results at 10x less cost.

HOW do you choose and find the right niche? I usually aim for quality over quantity, so figure out where the BEST, most important people are hanging out, and focus there.