Niche Marketing: Definition, Strategies, and Examples
If you’ve read through several of our business articles, you might already be familiar with niche selection as a marketing strategy. In fact, we’ve already tackled some of the hottest business niches of 2020. But what is niche marketing strategy all about anyway?
Niche marketing, in simple terms, is narrowing down your target customers to a specific group of people. It is a type of business strategy that chooses to narrow down your chosen market so you can focus more on certain types of people rather than anyone and everyone.
It might seem counterintuitive to limit yourself to just a specific population of people. In fact, it is proven by many successful businesses to be more profitable. How so? You may ask.
Here are the reasons why niche marketing works:
- In an oversaturated marketplace, it helps you stand out from the crowd.
- It differentiates your brand and gives you a distinguishable advantage in terms of identity.
- You will notice improved customer relations since you are dealing with one customer prototype and can specialize in dealing with that specific type of person.
- It is easier to become an “expert” in one field than to succeed in fifty areas.
- You will have to shell out less in terms of marketing and operational cost.
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These are the strategies you’ll often see in niche marketing. Niche marketers do not exclusively practice them, so you’ll see these strategies in other marketing ploys. However, nearly all niche marketing practices have one or several of these strategies.
We always stress how powerful user-generated content is. It’s no surprise that UGCs are always on the lists. You’ll often see this advice in social media marketing.
Something as simple as sharing an image that your customer has shared on their social media featuring your products can significantly impact brand retention and trust.
Gathering UGCs may take some work, but specific strategies can help. One popular example is hosting a photo-posting contest with your product. Samples, supplies, and the opportunity to be featured on your page are enough to motivate a lot of people on your audience.
Marketing platform selection
While Facebook Ads may be all the hype right now, that doesn’t mean that you should blindly hop onto the bandwagon right away. You need to assess if it’s right for your business.
Some businesses just don’t do well on social media and get drowned by all the noise of all other flashier and trendier companies. You’ll only end up spending more time and money with little returns.
One good example is real estate. People don’t flock to Facebook or Instagram to find a property and interact with sellers. They do this in person or at least receive notifications through direct emails.
What is niche marketing strategy all about? It’s about focusing all of your marketing resources to a specific demographic that you deem is more likely to need and buy your product, right?
Since you’ve narrowed down your niche, you can expand your marketing efforts beyond just digital marketing. If you’re selling tangible products, your buyers will appreciate you more if you provide a means where they can interact with your business in person -see it, touch it, smell or taste it.
Attending local events, pop-up marketplaces, or even guesting for a charitable cause (such as if you’re selling a book) can spread the word about your product pretty fast. Allowing people to sample your product gives them a physical connection to it that cannot be attained through the internet.
Evergreen marketing media
Evergreen is an excellent thing to be in terms of content. But did you know that certain media types are also more long-lasting than the rest?
By comparison, the content with the shortest lifespans is status updates, followed by images, shareable links, and then videos. What does that tell us? It simply indicates that videos outlive the rest of the content types.
That doesn’t mean that you need to open up a vlog channel and focus solely on that. A good variety of content will keep your audience engaged. It merely means that it is a wise move to put in a couple of videos in your marketing plans.
So you already know some of the strategies that tell us, “what is niche marketing?” But you’d want to see those strategies in action. Where exactly can you implement them, and what are the most common niche marketing examples out there?
This is the type of strategy that narrows down a market in terms of their location. It could be general, such as zip code, country, city, or specific such as an area radius, climate, and urban or rural.
An example of this is how a business that sells flip-flops would target warmer, sunnier, or more tropical areas rather than areas that get a lot of rain or snow.
Demographics segment a population by statistical aspects such as gender, age, income, education, and ethnicity. If you are a B2B company, it may also include company size and industry.
An excellent example of this type of segmentation is how cosmetics businesses mainly target the female population; or how luxury brands target a higher-income group.
This type of segmentation includes factors that are not statistical but more subjective depending on person to person. It includes lifestyle choices, interests, values, beliefs, and many more.
This niche marketing type does not have a lot of factual information but can still uncover itself through research. An example of this is how all-natural, vegan, cruelty-free, and eco-friendly products target consumers who find sustainability and veganism valuable.
This segmentation type requires that you know how your customers behave retail-wise. It includes buying and spending habits, as well as their interaction with other brands.
For example, a sporting goods company may target audiences who have had previous interaction with sports-related businesses. From the consumer perspective, someone who recently purchased tennis balls might get notifications from companies that sell tennis rackets or tennis shoes.
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