Some products and services have a universal appeal. Others appeal only to a specific group of people. The latter are known as ‘niche’ businesses – such businesses are harder to promote as most general marketing strategies are unlikely to be effective. Instead, niche businesses require more focused and calculated marketing strategies. Here are just 5 tips for promoting a niche business.
Show off your expertise
Niches attract nerds. To appeal to these nerds and gain their trust, you need to prove that you are a fellow nerd yourself. In fact, you need to do more than that – you need to prove that you are an expert in the field. Show off qualifications related to your niche, use research to delivers facts and figures about your niche and try to speak the language of your key consumer (whilst most businesses benefit from putting things in layman’s terms, niche businesses can often benefit from using more technical language). For example, if you’re marketing a fitness app for runners, don’t be afraid to use technical running terms and go into detail about your own personal running experience.
Scope out the competition
An advantage of being a niche business is that you’re likely to have less competitors. This makes it easier to keep tabs on what your competitors are doing so that you try and offer better deals or offer unique products to single yourself out. Try not to copy marketing strategies used by your competition – feel free to take inspiration from them and adapt them, but don’t try to imitate them.
Make use of digital marketing
The internet is a great medium for connecting to people from all walks of life. As these CBD marketing tips show, the likes of social media and search engines are ideal for connecting to a niche market. A benefit of the internet is that you can use analytics to gain a strong understanding of your key consumers interests and habits. Analytics tools such as Google Analytics could allow you to find out who is visiting your website, which sites they’re coming from, what keywords they’re using, which devices they’re using and even the country they come from.
Target the right locations
When marketing a niche business, you can’t expect to hand out flyer on any random street corner and attract new leads. Instead, you need to consider specific locations where your key consumers are likely to live or hang out. If you’re selling cat-themed guitar straps you need to think of locations where people that love cats/guitars are likely to congregate. This could include promoting your product in pet stores and music venues and getting guitar and cat blogs to sponsor your products.
Network with people in your niche
Knowing the right people can also help to spread word of your product. You can form relationships with fellow business owners within your niche who you can cross-promote with. You may also be able to get influencers to sponsor your product on social media. To meet these people, you may have to attend events related to your niche, join local clubs and message people directly online.