If you’re a service provider, finding your own “blue ocean” could be the game-changer you need to stand out in your industry. When I started as a freelancer, I had no idea that identifying my unique market would allow me to grow into a boutique marketing agency with steady leads every week—without even posting content daily.
In this blog post, I want to share how I found my blue ocean, and how you can do the same.
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What is a "Blue Ocean"?
A blue ocean is an untapped or less competitive market where you can provide unique value and attract a niche audience. Unlike a “red ocean,” where businesses compete fiercely, a blue ocean lets you thrive with minimal competition.
Finding your blue ocean means identifying a unique need or audience that isn’t oversaturated, allowing you to focus on high-intent clients who are truly interested in what you offer.
How I Found My Blue Ocean as a Global Marketing Specialist
When I started my journey as a freelancer in South Korea, I noticed something significant about my market. Many Korean and Japanese professionals, with our own languages and cultural nuances, feel self-conscious about our English fluency. Despite the globalization of business, few Korean marketers were creating English content specifically for a global audience.
I realized I could use my fluency in English and my connection with the U.S. marketing community to stand out. By attending international marketing masterminds and investing in global networks, I began crafting content for a high-intent but underserved audience: people looking for insights on Korean social media and marketing strategies.
Niche Topics: Why Low Search Volume with High Intent Works
Such as creating content in English about Korean social media and multilingual marketing may have low search volumes, but it has high intent. People searching for these topics are genuinely interested, often because they’re seeking a specific solution or want to learn more about entering the Korean market.
By focusing on these types of high-intent, niche topics, I could attract an audience who weren’t just casually browsing but actively looking for expertise in my area.
Building Content Around Your Blue Ocean
Identifying your blue ocean is the first step; building consistent content is the next. When you consistently post, you build authority, trust, and a steady stream of potential clients. Here are steps to guide your journey:
1. Identify Unique Strengths and Market Needs
Reflect on what makes your experience unique. Do you have language skills, cultural insights, or a specific skill set that’s rare in your industry?
2. Choose High-Intent Niche Topics
These are topics that might have low search volume but strong intent from those who do search for them. For example, I focused on “Korean social media marketing” and “multilingual marketing strategy.”
3. Create Content Consistently
Choose a platform you’re comfortable with—whether it’s YouTube, LinkedIn, Instagram, or a blog—and start sharing your expertise. Each post builds your online presence and your brand’s credibility.
4. Monitor and Adjust
Pay attention to which posts generate the most leads or engagement, and focus on producing more of that content. Look for other niche areas you can explore to expand your reach within your blue ocean.
Why Avoiding Trends Can Be an Advantage
While keeping up with trends is valuable, blindly following them can be exhausting, and you’ll often find yourself competing against a vast number of providers. By carving out your own blue ocean, you’re not constantly in a battle for attention. Instead, you’re serving a dedicated audience who values your expertise.
This approach lets you use your energy more effectively and establish yourself as a leader in a unique space.
My Final Tips for Finding Your Blue Ocean
- Think about what you can offer that others can’t.
- Find niche topics that might have fewer searches but serve an audience actively seeking your service.
- Commit to posting consistently—your content is an asset that can bring leads every week.
Don’t hesitate to start small. Your blue ocean won’t be filled with competition, so you can build authority steadily without constant comparison. Over time, your unique market will grow, and so will your business.
I hope this guide helps you think about how to find and serve your unique audience. Stay tuned for more insights, and until next time, remember: finding your blue ocean is about creating a space where your expertise can truly shine. Happy exploring!
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Hyein
I’m an award-winning global marketing expert running HY Marketing in South Korea. We help businesses succeed in South Korea, Japan, and English-speaking markets through social media and Facebook ads.
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