When most people think of marketing, they imagine television ads or large billboards next to the motorway. However, in recent years, marketing has been slowly shifting to online spaces. Personalized ads and shopping assistants are becoming commonplace. Of course, those still fall comfortably in the zone of mainstream marketing. If we look at smaller segments of the larger market, we’ll quickly realize that catering to a significantly smaller audience is a totally different ball game. In this article, we will discuss how to handle niche marketing and what you can do to stand out in a smaller market.
1. Get to know the niche
First off, we recommend getting familiar with the niche you plan to target with your marketing. Roll up your sleeves and do your online research into the specific culture and identity of the niche. This is important because marketing to a niche subculture you know nothing about can feel artificial. Fail to use the right language or symbology, and you’ll only alienate your audience. However, if you manage to tap into the core of what gathers people to that niche – your marketing efforts will come across as genuine and get accepted by the community.
Properly constructed marketing that speaks to the audience in ways they will find familiar is guaranteed to spark more interest in your products and brand. To make the most of your marketing and SEO efforts, you should ideally choose partners who are experienced and have a background in niche marketing. Unfortunately, you might have a hard time finding someone who has already done work in the specific niche you have in mind. This shouldn’t be a problem as long as your team is open-minded and accustomed to working with smaller markets.
2. Find what need isn’t addressed
Most conventional marketplaces have already been figured out and solved. Expert marketers could craft a mainstream campaign with their eyes closed. Basically, marketing on major channels to a wide audience has almost become a paint-by-numbers routine. Unfortunately, niche segments are much harder to understand and define.
You’ll need to do a deep dive and find a need that has yet to be met or a problem that has to be solved. Afterward, you can use creative marketing ideas to appeal to those needs and present the products and services of your company as solutions to those problems.
Research what the trending keywords are, and adjust your SEO strategy accordingly. For example, companies in the moving industry needed to utilize specialized SEO services designed for this industry in order to inform customers of all the different services a moving company can provide. This, of course, started with research and then the implementation of those findings into the overall SEO strategy of those companies.
3. Who are the prominent personalities?
A large part of marketing has always been using the popularity of someone already established to boost your own reach. Every segment of the market has its celebrities and influencers. If you are wondering how to handle niche marketing, you should find out who the influencers are for that niche. Contact those influencers and send them a collaboration proposal. This approach is significantly better than getting a celebrity outside of the niche to market your products. Even if they have a larger following, they are still an outsider to the community you are currently focusing on. What’s best is that niche influencers will probably be more open to a partnership proposal due to the smaller size of the market. You should have an easy time reaching an agreement with them.
Additionally, you mustn’t forget to scope out the competition and other brands targeting the same niche. You might discover that there is interest in an untapped niche in the market and get excited – only to find out that your competition beat you to the punch. Even if some competition does exist, you shouldn’t be discouraged from entering that segment of the market. Learn from their example and appeal to the audience with fresh and creative ideas.
4. Monitor your marketing strategy
When targeting a new market, companies usually need a bit of time to figure out what kind of marketing approach works best. For this reason, they typically attempt a few smaller campaigns to test the water and see what gets traction and what the return on investment is like. Companies will often experiment with less expensive forms of marketing to gauge interest in their products. Only once they are sure there will be positive feedback are top-level executives ready to pull the trigger and okay a large-scale marketing campaign.
Unfortunately, niche markets are relatively small, making experimentation a bit hard to pull off. This means that you’ll need to carefully monitor the results of your marketing and act quickly if you see a drop in your ranking. There will be very little maneuvering room, so you’ll need to make corrections to your marketing as you go. As long as you keep an eye on how the marketing is doing, you should be fine.
5. Connect to your target audience
Niche markets are often tightly knit communities. There will be significant overlap among members of the community, as well as group-think and a collective affinity to the same brands. This means that it’s incredibly important to listen to feedback and respond to user comments.
The best way to handle niche marketing is to win the sympathies of the community members. By responding constructively to negative comments and reviews, you can correct any mistakes you’ve made and simultaneously establish trust in your brand. By nurturing a strong relationship with the community, you will quickly become the leading service provider for your chosen niche.
Most marketers will view catering to a smaller audience as a welcome change from the already established principles of mass-market advertising. As you can see, there are no secrets or special tricks on how to handle niche marketing. It just requires a lot of dedication, research, and hard work. However, in the end, hard work always does pay off, and it can feel even more rewarding in niche marketing since you will get to know your customers.