How should niche audiences be marketed to?
If you’re selling to a niche market it’s reasonable to assume that you already know the approximate size of the market, but do you know its personality? Marketing based on personality type rather than trying to be all things to all people can really help you to communicate in a highly targeted way.
You could use free tools, such as Google Analytics, or paid tools, such as Hubspot, to help identify your market’s demographics and habits. Seemingly innocuous Facebook quizzes and informal Twitter polls could also help you to profile and pinpoint similarities between your customers. Once you’ve established the personality of your demographic, you can accurately tap into what makes them tick, helping your advertisements, social media campaign and even your blogs really resonate.
Age range, lifestyle, location, education, musical tastes and other influences can inform the content that you write, so that it becomes meaningful at a much deeper level than the more general stream of content that’s easily filtered out as background noise.
Content that’s sticky is content that your audience wants more of and they want more of what they like. So a real investment into uncovering their preferences at the outset helps you to help them, and builds brand loyalty and commitment.
The initial outlay in marketing to a niche audience may cost more than in a more general campaign, but the resulting dividends are likely to be far higher, as is the longevity of your customer relationships.
How should niche products be marketed?
As a producer of a niche product you’re at an advantage. It’s conventional wisdom that it’s easier to sell a unique and rare product to precisely targeted consumers than to peddle large volumes of generic products to a mass market.
Assuming you’ve done your homework and have a quality product with a clearly defined market (it’s essential to make this the basis of your marketing strategy), then you’re already halfway to success.
It’s not necessary to embark on a traditional, expensive advertising campaign. You’re better off using word-of-mouth marketing. You’ll need to promote yourself as an expert and opinion spokesperson for your niche. It’s wise to make full use of social media and a search engine optimized-website containing consumer-generated content, such as reviews and forums.
You’ll find that a lighthearted blog will be a useful marketing tool too, along with an interesting newsletter and perhaps a YouTube channel.
All experts in the field of niche marketing tend to agree that it’s necessary to be personal in your approach. Don’t be a shrinking violet or a wall flower. Encourage your customers to connect with you, make it easy for them to do so, and ensure you note and listen to their concerns and comments; doing so will engender confidence in your brand.
They don’t just listen when customers talk to them; they listen just as carefully when customers talk about them. Andreas von der Heydt, Country Manager of Amazon BuyVIP Germany