The Benefits of Niche Marketing
Don’t Think Small – Think Precise
When you think of successful marketing campaigns, chances are you’re thinking of efforts from major brands that can appeal to nearly everyone. Ba-da-ba-ba-ba, etc., etc. But what if your company provides a product or service that is slightly more esoteric than cheeseburgers?
Trying to reach your target audience if you’re selling extremely specialized B2B precision equipment to oil and gas companies may seem daunting, but there are a few proven strategies that can help you achieve it. This is called niche marketing, and – not to paraphrase Montell Jordan – this is how we do it:
ONE: Target your customer base more accurately
Long gone are the days of “spray and pray” marketing. Fifty years ago, nearly everyone watched the same television programs, listened to the same radio stations, and read the same newspapers. If your ad showed up in one of those, there was a pretty good chance of reaching your target audience – along with almost every other audience, too.
Today, a small company can be far more focused. By doing comprehensive research into who your audiences are (demographics, interests, social media habits, etc.) you’ll be able to identify how they spend their time and consume their information, thus making it simpler for you to reach them.
Does your target audience mostly listen to Spotify as they drive home from the 9-5? There’s your avenue in. Do they read and engage with Facebook posts at 2 a.m.? That’s the time to post.
By developing a strong marketing campaign that allows you to interact with your current and potential customers on a more personal level, you will in turn be creating brand loyalty. Communicating to a smaller number of people allows them to get to know you and your team closely, making them feel like they’re a part of something bigger.
TWO: Increase word-of-mouth referrals
COPY: No matter what your business is, we’re going to guess your goal is to grow it. It’s no secret that word-of-mouth is one of the most effective forms of communication – in fact, 92% of people would take a recommendation from family and friends over traditional advertising. Why? Because you’re always going to trust someone you know more than a brand or business you don’t, bringing us right back to having closer connections with your niche market.
COPY: So, once your audience develops that trust with your brand, they’re going to sing your praises to their contacts. This is especially true in niche marketing, where your audience is smaller and more targeted, meaning they’re likely to have connections with each other.
THREE: Get ahead of your Competition
COPY: If you’re in a B2B industry where marketing isn’t overly prevalent, any marketing at all will help you get ahead of the game. By communicating with those that follow your brand and sharing your company culture, you’re staying top-of-mind and positioning yourself as an organization passionate about what it does.
COPY: Just because none of your competitors are using marketing strategies that put them top of mind and ahead of the curve doesn’t mean you need to follow suit – stand out and become a leader!
FOUR: Create an emotional connection
COPY: Lastly, utilize what the kids call “the feels.” It doesn’t matter if you’re products or services aren’t “exciting,” we guarantee your business affects your audiences on a deeper level than you think. The business development manager whose attention you’re trying to get? Chances are he or she has a family they are providing for.
The work you do directly affects the lives of everyone involved – whether that be your customer or your employee. So, it’s important to communicate your organization's mission and values in an effective way to different audiences, no matter how small that group may be.
Find the Seam to Success
Marketing to a smaller number of people about a topic (you may) not think is overly “marketable” might not seem like a smart investment – but we’re here to tell you it’s just the opposite. In fact, it may be one of the smartest things you can do to get noticed in the right circles and take your business to the next level. Not sure where to start?