Digital Marketing Posted On: Aug 1, 2019
Let’s get practical. You can’t make everyone like you, your products, or your services. You may target your audience in and out but it’s unlikely that everyone will buy your products and services. That’s where niche marketing comes into play.
Like most businesses, if you don’t have the required time and budget to target every marketing channel, a niche marketing strategy can work wonders for you.
It can help focus your attention on your most valuable audience (those who actually care about your products or want to buy from you) and crank up your ROI like never before.
With that being said, if you want to craft a sensational niche marketing strategy, then you’re in luck since we’ve curated some tips to help you do just that.
As you may know already, the foundation behind every successful strategy is in-depth research.
So before you create anything you must definitely do your homework.
Knowing your niche audience will help you streamline your marketing efforts and channel your strategy in the right direction.
The audience of each niche business is different from the other.
For example, the target audience of generic lawers will be different than those who only specialize in family law. The same could be said about dog trainers who provide training to all types of dogs compared to those who only specialize in training older dogs.
Start by digging deeper into your main target audience. Who are the ones that are in need of a solution? What are their characteristics?
You can take advantage of social media websites like Facebook, Twitter, and LinkedIn or forum websites like Quora. Try joining online groups and take part in discussions.
Understand their pain points and see if your product can solve their problems. This will help you form the right type of marketing strategy later on.
The next thing you should focus on is your product’s USPs.
This is important as it will set your products apart from your competitors and give your customers what they are actually looking for.
In other words, it’s the secret ingredient that will help you establish your niche.
Take GoPro’s niche marketing strategy, for example.
We all know how popular their action cameras are but how did they make a name for themselves in the competitive portable camera market?
The answer is they leveraged their USP.
They studied their buyer persona: A young audience that likes adventure, outdoor sports, who are social media savvy and love vlogging. They then created a product just what their customers wanted.
Instead of creating a camera with a lot of bells and whistles, they created a durable, pocket-friendly action camera that was water-proof and captured high-quality video.
And the rest, as you know, is history.
You should do the same for your products. Think what’s special about your product? What does your product have that others don’t?
Take insights from the buyer personas of your ideal audience and plan your product’s USPs.
As you’re going niche, you should also narrow down your marketing channels to a handful.
Targeting a lot of platforms without a plan will only waste your time and budget.
Select the social media platforms where your niche audience is likely to be found.
If your business is B2B then LinkedIn is arguably the best choice, it can help you discover potential customers that belong to your industry.
If your niche audience is primarily female or if you sell products that cater to women in general, creating a presence on Pinterest will greatly help you promote your products.
You can also take cues from prominent brands that use specific social media channels for niche marketing.
An example of one such brand is Whole Foods. They use Twitter to share recipes of healthy and organic food with their audience.
You can also discover other underrated niche marketing channels like AngelList to reach out to your audience.
Remember, the ideal ones will bring out the best results.
PPC Search Ads is your ultimate weapon when it comes to targeted marketing and you should definitely use them.
They can help you reach people looking for super-niche products such as bamboo toothbrushes, beard oils, and even vegan food.
So it is a no brainer to use Google Search ads if you sell such kind of products.
Launch a niche marketing campaign by targeting your audience with long-tail high-converting keywords.
Strategically use extensions in your ads and monitor your performance to see if they are performing well.
One brand that nailed it with niche PPC campaigns is the San Francisco-based retail store Lefty’s.
They sell your usual gardening tools, office stationery, and kitchen items but for, you guessed it, left-handed people.
Left-handed products being a niche market in itself gave Lefty’s an open opportunity.
They took advantage of Google PPC ads for search terms used by their customers such as “left-handed scissors.” Their PPC ad ranked their website for that particular term which greatly benefited their business.
This shows how useful PPC ads can be for niche businesses. If you’re not using them already, better late than never!
Want free promotion for your niche products? Then you should definitely make user-generated content a part of your niche marketing strategy.
User-generated content is a smart marketing tactic that lets your audience promote your products themselves. In short, you get free promotion for your business and get to re-engage with your audience.
Some examples of user-generated content include customer tweets, user-generated images, posts with branded hashtags, Vine/YouTube videos, etc.
Think #ShotoniPhone campaign by Apple, or the #WhiteCupContest by Starbucks, you get the point.
They are some of the best marketing strategy examples around and show you how effectively user-generated content can spread the word about your products.
BaubleBar is also one brand that does exceptionally well with its user-generated content strategy.
They leverage their own branded hashtag #BaubleBar and ask customers to share a photo of them wearing their products. Those who do get featured on their feed.
Bottom line: Leverage user-generated content in your marketing and on the right platforms.
You can also team up with a specialized digital marketing agency to plan and launch a robust user-generated content strategy for you.
Last but not least, you should definitely look out for competition.
No matter what niche market you belong to, doing a competitor analysis can help you get a birds-eye view of your competitors’ strategy.
Look out for what keywords your competitors are using. What platforms they are targeting? What better strategy can you use to outperform them?
Make sure you do a thorough analysis using these tools and get an edge over your competitors.
All in all, niche marketing can greatly help you differentiate your business from the crowd, win on valuable customers, and uptick your ROI.
Make use of these tips to craft a sensational niche marketing strategy for your business.
If you need one-stop professional expertise for planning your marketing strategy or launching your niche campaign, you can always get in touch with us.
We are a reputed digital marketing agency that can help you boost the growth of your niche business with excellent niche-marketing campaigns.
Get in touch with us and we’ll help you out.