Marketing a Niche Business
posted April 14th 2017, 8:00 am by Nicole Nelson
When you work in the marketing department of a niche business, it can seem like you're not making headway. It can seem like all your efforts are for naught. While I completely understand your predicament, I do have a rebuttal for you: the challenge of marketing a niche business is what you make of it. In other words, when you stop viewing your niche business as a problem, but more of an opportunity, you can see great marketing success. It's all in how you look at it.
Marketing a niche business does come with its own set of tips and strategic planning. Marketing a niche business isn't the same as marketing a grocery store chain or footwear store, and it shouldn't be treated as such. Follow these guidelines for marketing a niche business and watch your marketing impact continue to rise.
Marketing a Niche Business
Know Your Audience
OK, OK. This first tip is not actually all that different from marketing traditional businesses (you caught us). But, this first guideline serves as a reminder to always do your research. Just because you think you know your audience (as it is noticeably smaller and more defined than a traditional business' customer) doesn't mean that you actually do.
Note, too, that one-time research will not suffice. You'll need to continually go back and reassess. Because your niche business appeals to a narrow range of people, it's important to get more granular with your information and data. Know your customers very, very well. That's the ticket to successful marketing of a niche business.
Be Picky About Your Platforms
Now that you know exactly who your customer is, it's time to decide which platforms to use to market to them. While it's true that social media has been a major boon for niche businesses, it does not necessarily follow that social media will be a boon for your business. Now is not the time to go hopping onto Snapchat just because it's the trending platform of the year. How will x platform further your company's marketing goals? If you don't have an obvious answer to that question, it might be time to consider a different platform instead.
What Makes You Unique?
What problem can you solve for your customers that no one else can? What makes your business special? Capitalize on your unique selling proposition. Use it to your advantage. Chances are, your niche market is just as crowded as it is for traditional businesses, so find a way to make some space for yourself in your industry.
Know Your Competitors
Speaking of crowded markets, understand your competitors, too. What are they doing to market their niche business? What strategies are they implementing today? Gain insight into your competitors' marketing, and use that insight to make your own marketing even better.
Get Feedback From Your Customers
Your customers know what they're looking for from you. So, ask them! Listen to your customers when they give praise, but especially listen when they give criticism. Criticism is an opportunity to improve your users' experiences with your company.
Try Out Paid Advertising
If (and only if) Facebook and/or Google AdWords is one of the platforms that your company should be on, consider using paid advertising. PPC (pay per click) advertising is a great opportunity to get in front of your highly targeted audience at a reasonable cost. Use Facebook's demographics information and Google's long-tail keywords to reach your niche group of customers with relative ease.
With these guidelines, marketing your niche business poses a fun marketing opportunity. If you'd like more advice on this subject, feel free to reach out to us here.