The Power of Niche Marketing: How to Cater to Specific Audiences to Boost Your Business
When you start your own business, you will quickly realize the importance of having a good marketing strategy. Having a solid plan in place for marketing is key to increasing your sales and growing your business. If you are a small business, you will be up against large corporations with far more capital and resources for marketing than your small company would. This is where niche marketing comes in.
Niche marketing is a low-cost, non-invasive way to target users with particular characteristics. While it may not be as wide-reaching as traditional marketing methods, it is highly effective at getting your product or service in front of people who will actually be interested in what you are offering. It can be tempting to try and cast a wide net when developing a marketing strategy, but niche marketing can be just as or more effective than the more standard methods that are used by major companies. Let’s look at how you can implement niche marketing in your business.
What Is Niche Marketing?
Niche marketing is exactly what it sounds like. It is a method of marketing that takes advantage of a niche market that has already shown interest in the product or service you are offering. It’s believed that the more specific your market is, the more possibilities you have to sell your product or service without having to make a large and costly investment.
Each company’s strategy should be designed to attract a specific subset of customers that won’t be able to resist buying what they are being offered. If niche marketing sounds like the best option for your business, the first step is to find your niche so you can develop your marketing strategy.
Benefits of Niche Marketing
Besides being more cost-effective than advertising to a broader market, you may wonder about the other benefits of niche marketing. Here are some of the other benefits that you will experience when using niche marketing:
Better Customer Relations
Because niche marketing targets a specific type of customer, chances are the market you are advertising to will be quite small. While idealizing a larger customer base can feel natural, a smaller customer base has its own set of benefits.
Because you are engaging with fewer people, you can really take the time to focus on the quality of the relationships you have with your customer base. You can send personalized emails following up on potential leads and thank each inquirer for their time. You will also be able to more easily accommodate special requests or offer custom services depending on the nature of your business. These practices help you develop a better, more personal relationship with your customer base which can help further grow your business through recommendations and repeat customers.
When advertising to a broad market, you are up against a lot of competition. You will be competing not only with other businesses in your market but also with any business that uses the same advertising method. People have a finite amount of attention to give to advertisers, so having to compete with multi-billion dollar companies for the attention of consumers can, at times, feel futile. This is why it’s better not to waste your precious resources on these methods and instead focus on niche advertising.
Become an Expert in Your Market
Because niche marketing requires more concentrated practice in one particular area, you should be able to hone in on the market you are in. Customers place high importance on expertise, even more so than brand names or familiarity. Becoming an expert in your market will help you more easily obtain the trust of your potential customers and, therefore, further the growth and sales of your business. This will eventually lead to better brand recognition, instilling further trust in your product or service. Once people start to recognize you as a trusted brand, your products will start to advertise themselves.
Developing a Niche Marketing Strategy
Now that you’ve decided that niche marketing is the right strategy for your business, the next step is to start developing your strategy. This starts with knowing your product inside and out, which is something you should’ve already done. Then you will need to start looking at the market. Here are some of the things you need to research to nail down your strategy:
You can’t develop a niche marketing strategy without first knowing who your competition is. This will help you understand what to do to help customers choose your company over the others that are currently on the market.
Find what makes you different from the others and use that to help you stand out. Make sure you have something to offer that is unique from your competition, and lead with that in your advertising. Once you find your specialty or what sets you apart, you can craft your story around these details.
Follow Your Customer Base
Knowing where to find your customer base is imperative in niche marketing. Once you know where to find them, make sure to follow where they go. For example, if you have a younger customer base, you will be more likely to find them on Instagram or TikTok than via email. This is where market research comes in. Market research will help you find where your potential customers spend most of their time. Once you have that information, you’ll know where to spend your advertising dollars.
Examples of Niche Marketing
Let’s take a look at some niche marketing strategies in practice. There are endless ways to market your product or service to a niche audience, depending on what you are selling. Here are some examples of companies that are participating in niche marketing, as well as some examples of how certain companies can participate in niche marketing.
Create Solutions Like Tumble
Pay attention to the existing issues in the market you are trying to corner. If your company can offer a solution to those issues, that will make you valuable to your niche market. For example, Tumble addressed a major issue in their market with their washable rugs.
While large rugs completely change the vibe of a room, they are notoriously difficult to clean. This may not be an issue for everyone, but if you have pets or children in your home, this becomes a huge problem. This company recognized the need for a solution in their niche market of people who use rugs in homes with pets and children—so they created a solution with their machine washable rugs. If you can do this as a business, marketing will be a breeze.
Collaborative Niche Marketing Like Olipop
One great example of niche marketing through collaboration is Olipop, a brand that sells healthy soda alternatives. They recently collaborated with the newest Minion movie to create a banana-flavored soda as an ode to the character’s favorite food. While this was definitely a more high-budget collaboration, it was still marketing to a more specific audience. Young people are notorious for drinking soda, and members of gen Z are more likely to seek out healthier alternatives to traditional sugary beverages. By making a Minion-specific collaboration, they were able to get their product in front of the people who were most likely to purchase it.
Location-Specific Marketing Like Captain Experiences
If your product or service is location specific, your niche has partially been selected for you. In situations like this, you will want to focus on advertising to a niche within your local market. Captain Experiences is able to best advertise their Galveston fishing charters by advertising in the Galveston area in spots where fishing enthusiasts are found.
In situations like this, you could benefit from out-of-home advertising or OOH. Putting billboards in specific locations around town, like by the docks or in fishing communities, will better serve businesses of this nature.
Influencer Marketing Like PUR Cold-Pressed
Influencer marketing is one of the most popular methods of advertising today. Companies have been taking advantage of influencer marketing to target a niche audience for years. It can be easy to do this as each influencer has already curated a specific niche audience based on the type of content they create. There is no shortage of up-and-coming influencers, so you should be able to find one that targets your market and charges an amount within your marketing budget. Companies like PUR Cold-Pressed have taken advantage of this type of niche marketing as their juice cleanse is highly marketable to the audiences of many popular and up-and-coming influencers.
Niche Marketing Within Another Market Like Daniel’s Jewelers
Similar to a solution-driven method of marketing, as credit jewelers, Daniel’s Jewelers stands out in the oversaturated jewelry market. Jewelry is something that we see advertised at just about every turn. This is especially true around holidays like Valentine’s Day, Mother’s Day, or Christmas.
The issue is that most of these companies cater to individuals with enough disposable income to purchase luxury items. A credit jeweler, however, targets a niche part of this oversaturated market: people who want to purchase jewelry but can’t front the entire cost at once.
Lead With Your Strengths Like TickPick
Companies like TickPick know what their strengths are. When TickPick advertises products like Formula 1 tickets, they always let their audience know that they are the only major no-fee ticket site. While this may not mean much to the average person who doesn’t regularly purchase sports, concert, or theater tickets, their niche audience will understand the importance of a no-fee distributor.
People who regularly use third-party ticket sites end up racking up a lot of extra costs in fees over time. On the other hand, someone who only purchases concert tickets once every few years may not bat an eye at additional fees. This is why companies that have advantages like this should also make sure they are using them when marketing to a specific audience.
Utilizing Niche Marketing to Grow Your Business
Airbnb co-founder Brian Chesky infamously said, “Build something 100 people love, not something 1 million people kind of like.” This is a perfect way to describe niche marketing. When using this method of advertising, you are not looking to impress the masses. You are instead looking for ways to drum up excitement amongst people who already have a stake in what you are offering.
Hundreds of companies, both small and large, are already using this method of marketing and are having great success in doing so. If you’re looking for ways to increase profits and expand your business, niche marketing is the way to go. This is especially true if you are a start-up or if your marketing budget is small—so find your niche and go after it.