Easy methods to do area of interest advertising and marketing for small audiences
Are you in a crowded industry and can't stand out from the crowd?
Does your brand work in a niche with a small audience?
If you answered yes to any of these questions, you know reaching out to your target audience isn't a walk in the park.
This is exactly why you need to use niche marketing.
What is niche marketing?
Niche marketing refers to any marketing tactic aimed at attracting and transforming a specific segment of the market with unique likes and needs.
The main difference between niche marketing and other types of marketing is that it uses hyper-personalized messaging and platforms are very picky.
To really understand what niche marketing is, we first need to understand what a niche market is.
Put simply, a niche market is a small, defined segment of a larger market. What makes a niche market more defined than a broad market is that the niche has its own needs, preferences, and identity.
A good example is that from FreshBooks. While they are accounting software like many others in the industry, they have narrowed their niche to target small businesses and freelancers.
Benefits of niche marketing
Choosing a niche market over a broad market offers many advantages. Let's examine some of these positive aspects of niche marketing.
Helps you become more visible to the right audience
Niche marketing means narrowing your focus down to only reach relevant customers. As a result, you can stand out from the crowd with strategies designed for those who are most likely to be interested in your product or service.
Can help you optimize your marketing budget
Instead of investing money to reach a wider audience where you might get few conversions, by focusing on a niche you can focus on a specific segment that is more likely to want your product or service. The result is that you can spend less on ads while getting better conversions.
Targeting a specific segment of the market may mean reaching fewer people, but a niche has the benefit of less competition. While most brands target their marketing to the broader market, niche marketing allows you to market a product or service to a specific group.
The more specialized your company becomes, the fewer direct competitors you will see.
7 strategies for using niche marketing to reach small audiences
Then let's look at seven niche marketing strategies you can use to reach, attract, and transform those hard-to-reach small audiences.
1. Use more general keywords
Using generic keywords may sound counterintuitive as more targeted keywords may be better suited to getting the right traffic. However, using niche keywords may not result in a large number of traffic to your website.
The key to effective search engine optimization is understanding the search terms that your target audience is using.
Your searches are likely to contain natural language and are unlikely to contain extremely specific keywords. Because of this, these keyword types often have extremely low search volumes. Here is an example of a specific keyword – handmade puzzles for kids – and its search volume:
Zero people were looking for “handmade puzzles for kids”. That doesn't mean there isn't a market for it – the only problem is the keyword used.
Using more general keywords will increase traffic to your website. And those looking for handcrafted puzzles are likely to be one of them.
When planning your niche SEO strategy, be careful with how you conduct your keyword research. Prefer general keywords over hyper-targeted ones.
2. Do extensive audience research
One thing that makes niche marketing a little more difficult than general marketing is the specific needs of your target audience. They need to understand what they want and how they want it to be delivered.
To do this, you need to conduct extensive audience research. Target group research for a niche market includes:
- Social listening: Use social listening tools to monitor what others are saying about your brand, product, or service. That way, you'll know what to look for from brands like yours.
- Competitive Research: Check out what type of audience your competitors are reaching and how they are interacting with them.
- Develop buyer personalities: Create buyer personalities of your ideal customers to better understand them.
Because your target audience has specific needs and preferences, you will need to conduct extensive audience research to understand how best to reach them. Audience research also helps you understand their weaknesses and how best to create messages that appeal to them.
3. Choose your platforms carefully
When trying to reach a particularly small audience, you need to consider which social media platforms they regularly use.
You need to choose your platforms carefully.
For example, research has shown that when it comes to social media, you're better off reaching Millennials on Facebook. Gen-Zers, on the other hand, prefer Snapchat.
You don't have to be everywhere with a niche strategy. You just have to appear on the platforms your audience visits. Ask yourself questions like:
- Where do you shop?
- How do you find products?
- Which social media channels do you prefer?
The answers to these questions should help you narrow down the platforms on which you communicate with your target audience. Then customize your content for those platforms.
By carefully choosing your platforms, you can maximize your marketing budget. You only focus your energy and resources on platforms that allow you to achieve a good return on ad spend (ROAS).
4. Dive deep into your competitor's strategies
When it comes to marketing, especially niche marketing, your competitors can be your best resource as you can learn a lot from their marketing strategies. For example, you can get insights into:
- Your audience
- the market
- Your competitor's strengths and weaknesses
Of course, competitor analysis begins with identifying your competitors first. From there, pay close attention to:
Get as much information as you can from your competitors. That way, you can develop more effective niche marketing strategies.
5. Build relationships and leverage partnerships
Because the number of customers in a niche market is limited, you need to find ways to keep the business moving forward. Here are a few ways to do this:
Build relationships with your target audience
One of the keys to being successful in a niche market is building relationships with your audience and customers. A key reason for this is that relationships lead to repeat customers – it is generally easier and cheaper to retain one customer than it is to acquire a new one.
Use strategic partnerships
Strategic partnerships are critical to your success in a niche market.
- Partnerships with specialized marketing agencies: Specialized marketing agencies understand your audience better and are better able to identify opportunities and risks in your niche.
- Partnerships with other brands: Meet with a brand that your audience already knows. A good example is the partnership between Red Bull and GoPro. This is a partnership made in heaven as Red Bull is a mammoth media brand while GoPro is a brand that specializes in making cameras for people who lead active lifestyles.
You can't ignore relationships and partnerships in niche marketing. Once people know and trust you, it may become easier for you to sell to them.
6. Develop brand loyalty
Building brand loyalty can pave the way for your customers to become your brand ambassadors. This often results in you having one of the most powerful marketing strategies ever – word of mouth marketing (WOMM).
Research shows that 83 percent of people trust recommendations from family and friends more than any other source. That makes WOMM a strong marketing strategy to use. In a niche market, the best way to get your product known is when other customers rave about it.
All of this also starts with brand loyalty. Some ways you can develop brand loyalty are:
- Create extraordinary experiences: From your products to your customer service, ensure that every interaction your customers have with your brand is memorable. Naturally positive.
- Engage with your audience: Take every opportunity to connect with your customers, be it on social media, by email or on any other channel. Value every time you do this.
- Anticipate your needs: Use your buyer personality and behavioral data to predict what your customers are likely to need and offer them to them. This shows that you value them and want to make their life easier.
- Align your brand with the core values of your customers: 83 percent of millennials prefer to buy from brands that match their values. Knowing and aligning with your target audience's core values is critical to building brand loyalty.
In short, having a loyal customer base is an essential part of being successful in niche markets.
7. Establish yourself as an authority in your niche
One of the biggest challenges in a niche market is building the trust of your customers. Because of their unique preferences, they need to know that you can deliver as promised.
Therefore, part of your niche marketing strategy needs to be establishing yourself as an authority in your niche.
Some ways you can establish your authority are:
- Create valuable resources: Resources like blog posts, case studies, and white papers can demonstrate your expertise and build authority.
- Give free advice: Use niche forums and social media to have conversations with your niche audience. Give free advice. This could show your customers that you understand their needs.
- Run webinars: Information for niche markets can be scarce. Run webinars to educate and educate your audience so they can find what they need.
Once you've established yourself as an authority in your niche, customers should be looking for you, and your word of mouth could lead to free marketing.
Niche marketing can be quite difficult if you don't know how to go about it. With a proper niche marketing strategy, you should be able to:
Their niche market is always looking for people who understand them. Once you find out exactly who they are and what they need, get out there and start selling.
Which niche marketing strategies did you get the most response from?
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