How many of you have heard this expression get thrown into the air: “jack of all trades, master of none”? Well, niche marketing is quite the opposite of that, since it relies on the mastery of one skill and perfecting it to the point of expertise.
So instead of casting the net to collect all the fish in the industry, niche marketing narrows down a business's offering to a very specific target audience. This way, they are able to deeply resonate with their customers’ needs and to innovate and adapt their products and services accordingly.
SMALL TARGET AUDIENCE – SHOULD YOU BE WORRIED?
The answer is no.
Once you have identified the audience who will likely buy what you offer, your chances of turning them into lifetime loyal customers are high.
This is because with niche markets, communication between the seller and the buyer is active. Once a customer feels like they are valued and that their needs and demands are heard by your startup, they will develop trust and loyalty to your brand in no time.
Not just that, but being their go-to service or product provider, they will never cease to give your products high reviews and ratings, therefore encouraging your niche audience to expand with time.
SO WHY IS NICHE MARKETING AN IMPORTANT STRATEGIC COMPONENT FOR MANY NEW BUSINESS VENTURES AND STARTUPS?
1. Less competition:
Entrepreneurs that are able to conduct the right niche market research can end up creating highly customized and targeted services/products that have never been invented before. It is comforting and reassuring to know that they won’t struggle with hyper-competition, that their brand will always be associated with innovation and that in simpler words, they’re unique and pioneers.
Let’s have a look at this example: a SEO expert is trying their best to secure a top spot on Google searches. With a highly common keyword such as ‘digital marketing’, our SEO expert knows their company will never go anywhere. To secure a spot, they’ll need unique keywords such as ‘Digital marketing for veterinarians’ for instance.
Less competition. More uniqueness.
2. Immediate differentiation:
This brings us to our second point.
Even though many brands have a strong selling point, they may find it difficult to penetrate a market that’s stacked with similar products or services. On the other hand, working within a very specific niche market tends to work in your favor because it allows you to reach a specific target audience that’s willing to buy if not in deep need of your product. It also allows you to develop the right marketing strategies to speak to your target audience and therefore position your brand as unique and a differentiator. This helps you separate your standing from other similar firms because you have the right strategy to appeal to your target audience based on your market research.
In other words, you have gotten yourself a ready and loyal audience for your brand.
3. Authentic brand loyalty:
Customers have reached a point where their trust in major brands may have become very low. Knowing that most advertising campaigns generally have an ulterior motive or are there to simply make money and gains, consumers find themselves turning their backs on many brands.
Therefore, being a niche marketer opens doors for you to create campaigns that resonate more with your audience which in turn increases your brand loyalty. This will also increase your ROI in the long run.
4. Enhanced monetization and faster growth:
Many niche marketers are able to charge a higher amount on their products because the chances of finding the same product/ service in the market is almost null.
While bigger companies will always have their brand’s image and reputation to rely on and higher resources therefore more leverage to charge higher for their products, small businesses can leverage on their niche marketing strategies to enhance their monetization and make higher gains. This is because niche companies sell more than their product, going for other core benefits such as augmented quality, after-sale services, customer experience and many other benefits that their customers gain.
TOP 3 RELEVANT NICHE MARKETING STRATEGIES YOU CAN IMPLEMENT
A carefully plotted niche marketing strategy can transform and take your business to new levels. Here is a list of 4 strategies that can effectively boost your startup’s potential:
1. Pick the most effective marketing channels:
The main objective is to reach your target audience more easily since it would be a waste of efforts if you marketed your services on a platform that your customers aren’t even using.
For companies targeting niche audiences, Facebook, Twitter and Instagram are used quite heavily for these purposes with features like Instagram algorithms that dictate which posts users get to see first based on their searches and interests. This increases your reach to your specified niche market.
However, the down side to them is that they’re free and therefore almost every small to medium sized business has their own account and a presence. For niche marketers, they need to find a comprehensive strategy that elevates their positioning, ensuring that content, design and ads are well-taken care of.
2.Promote user generated content:
This is one of the best marketing tricks that you can use. It’s practically free advertising! Whether you’re a fashion designer or an art vendor, you can easily be able to take advantage of this and advertise your products without them looking or sounding too promotional.
Here are a few examples:
Use hashtags that resonate with your audience
Feature real customer reviews
Repost stories (both in images and videos) of your customers using your products and have them tag you
This will grow your audience and retain the existing ones.
3.Use influencer marketing:
Customer satisfaction is key to any business. However, as a newly launched startup you may be limited when it comes to resources and your budget spending on marketing and advertising. And while word of mouth does spread the word, how far can it go?
This is where collaborations with influences come into play. Team up with experts or influencers in your country, target market or even industry and get them to showcase your product or boast about your services. Have them really test it and give an honest review.
A good example here is “LUSH” that sells natural cosmetics products. Lush strongly advocates for transparency, ethics and only sells pure handmade products. Using influencer marketing and teaming up with YouTube stars, they were able to rack up an impressive following of 4.5 million followers on Instagram.
THE BOTTOM LINE...
is that despite the various constraints and difficulties of managing a business – any niche marketer will vouch that this model is more fulfilling and can be profitable if played right.
With niche marketing, your customers mean everything. Keep in touch with them, communicate with them, have a tunnel vision and serve them with utmost dedication and commitment. They will be the ones to make your business thrive.
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