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The traditional basics of marketing are pretty straight forward – offer a unique product at a competitive price to the right people in the best time and place with good promotion. This simple principle is often abbreviated as the “Four P’s of Marketing” and works quite intuitively when an offering has broad consumer appeal.
But what do you do when your target market is not very broad? How can you effectively target audiences with unique needs and perspectives? We put together a list of five tactics for successfully entering small niche markets.
The first thing you must do when approaching niche markets is to make sure your product or service is to be specific. This applies to both features and messaging. Don’t dilute your story by telling prospects you’re an expert in multiple things. Show them how your service applies specifically to them, and how it will make their life better, easier or more efficient. In the case of a more general product that has a smaller offshoot use you’re targeting, be sure to highlight those features that make it unique for that segment, not what makes it broadly appealing.
For reaching niche communities concentrated in certain physical locales, grassroots outreach can be extremely effective. Whether you are sponsoring a local special event, setting up a table outside the neighborhood supermarket or even roving the sidewalks with street teams, interacting one-on-one with potential customers is great way to generate sales. Speaking in person allows focused talking points to be shared with audiences while also building trust, encouraging conversation, and allowing deeper understanding of potential questions and concerns.
Another great way to reach niche audiences is to work with those who have already captured their attention. Influencer marketing is a great way to introduce new product lines and create visibility. Social media makes it much easier to connect with relative strangers and reaching out with a compelling reason why a partnership might be attractive to them gives you a better chance of breaking through to their followers. Influencers are also great for testimonials. What better way to show the value of your offering to a small community than through an honest endorsement by someone they know and trust?
These days it’s easier than ever to find collectives of like-minded individuals online. Whether it’s on community-oriented sites like Reddit or Quora, or an independent association website with attached forums, the key is to dial back the marketing speak and become an active participant in discussions. It may take some time for members to warm up to you, but by being authentic and open you will slowly gain authority and trust. No matter what, do not simply spam links to your own content – it can easily backfire and create negative comments and feelings towards your brand.
Native ad experiences differ from traditional web-based ad formats because they are integrated with the visual design of a publisher’s site and are choice-based, meaning that they do not rely on interruptive or distracting mechanisms to force a user’s attention. They are also perfect for reaching niche markets. By partnering with websites frequented by your targets, you can put branded content speaking to their specific needs exactly where they are most likely to see it. Though native advertising has come a long way since it was first introduced, it is still an excellent method for getting your content in front of the eyes you want.
Looking to enter a small niche market? Let us know! We specialize in developing custom marketing and communications strategies for businesses of all sizes.
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