It’s no surprise that differentiating your brand in a crowded market is achievable with Niche Marketing. Especially, if you’re in an industry that feels oversaturated with other businesses and competitors.
Whereby, standing out can sometimes seem impossible. If you’re in an industry that feels oversaturated with other businesses and competitors, standing out can sometimes seem impossible. We use niche marketing to differentiate a brand in a crowded market.
Creating a brand identity is an exciting step toward growing a successful business. You’re seeing the personality of your business start to take shape. Until this point, it only existed in your head. But, for your marketing strategy to work, you’ll need to create a good brand identity first — you’ll start with obtaining a deep understanding of your audience.
In terms of Niche Marketing, a brand identity involves knowing what makes you or potentially what makes you uniquely valuable and important to that audience. We’ll look more into brand identity creation later on.
What Is Niche Marketing?
Niche Marketing is an advertising strategy that focuses on a unique target market. Instead of marketing to everyone who could benefit from a product or service, this strategy focuses exclusively on one group — a niche market — or demographic of potential customers who would most benefit from the offerings.
The benefit of niche marketing is that it allows brands to differentiate themselves, appear as a unique authority, and resonate more deeply with a distinct set of customers. Rather than blend in with the many other brands that offer the same type of product or service, a brand can use a niche-based marketing strategy in order to stand out.
As well as appear more valuable. The brand can use its strategy to reach its growth potential and even build a stronger, longer-lasting connection with its ideal audience. A niche market could stand apart from others for various reasons.
Consider the following:
- Geographic area
- Activity or habits
- Feature reduction or addition
In other words, talking about niche marketing, you target a distinct group of people to help your brand build a stronger connection with those customers. First, you identify a niche and then consider how best to serve it. You may wish to modify your product or service, add to your offering, or simply adapt your messaging, for example.
But first, you must invest time in researching your industry or existing customer base to uncover potential niche markets. These activities lay the groundwork for future success in the niches you identify. After learning what niche marketing is all about, you’ll be better equipped for identifying micromarketing opportunities in your own industry.
The Key Essential Elements In Niche Marketing
The key essential elements for a niche marketing strategy include:
- distinctive competencies,
- small market segments,
- adherence to the marketing concept,
- relationship marketing practices,
- building company reputation based on long-term mutual benefit with its customers, etc.
Small firms must incorporate these ideas and become guerilla marketers to compete successfully in markets dominated by much larger companies. A Gorillas Business Model guarantees that every customer order will be delivered within ten minutes. Gorillas maintain their own warehouses (dark stores) where things are stored and delivered.
For example, delivery companies like Instacart work with other retailers (like supermarkets) to distribute their products. That said, to find and flush out an idea for a niche market in your vertical, you can go through the following 5-step process. Not to mention, these are the elements of niche marketing to consider in your strategy for greater success.
Step #1: Identify Your Strengths And Interests
Start by considering what you offer and what you’re good at. The best niche marketing strategies play into your brand’s unique strengths. With perspectives reflecting on the special and exceptional brand, team, and service qualities.
You should consider the following:
- Where do you especially excel?
- What specific problems do you solve?
- Who do you and your team like to serve?
- What problems can you solve better than your competitors?
- What do you know a lot about your niche?
Also, consider the areas that you enjoy working in and the people you like working with. Niche marketing is an opportunity to drill down and focus on the sector of people you most want to connect with.
Step #2: Conduct A Through Industry Research
Once you have an idea about the type of niche marketing you want to do, validate that it is a reasonable idea. Do a competitive analysis to see if there are competitors in this space and if there are, what those brands are already doing. Also, look for openings your target market may have missed and if there’s legitimate demand in the vertical.
For instance, you can use Ubersuggest to see what ideas might be out there. Ubersuggest is a keyword suggestion tool that provides variations of a phrase or word that people are searching for. Enter a broad term to engage in keyword discovery and get ideas for how to drill down into a topic.
Likewise, you can also browse Amazon product categories as well. Simply, because Amazon is such a massive online retailer. Not forgetting, it’s also a great place to get inspiration for product categories you may not have thought of. Spend some time browsing to see how to drill down into popular product categories. Likewise, you can use the Alexa Keyword Difficulty Tool to gauge search interest. As you also decide who you are most eager to serve.
Knowing what people are searching for will offer insight into customer interest and help you see what type of competition already exists in a niche market. Use this tool to search for top keywords and see how often the phrases are used by searchers (popularity score) and how competitive the term is (competition score).
Step #3: Get To Know Your Ideal Target Customers
Another way to gain insight and spark inspiration for niche marketing is to look closely at your target audience. And then, identify what they really want and need. Getting to know your ideal customer can help you offer them a better product, service, or message. To research your ideal audience, you can use the Alexa Audience Overlap Tool in this case.
All you’ll need to do is enter your site or a site that has an audience you would like to reach. The tool will help you find similar websites that share the audience and explore them in an interactive visualization. From here, you can look for trends that tell you what else the audience might be interested in. Identify ways to focus on your customer’s needs.
You’ll also be able to find opportunities to market what you offer. For example, a yoga studio might enter a certain webstore such as mindbodyonline.com (an online scheduling site for fitness and wellness classes). And then, see that its audiences also frequently visit potterybarn.com, anthropologie.com, and urbanoutfitters.com amongst others.
Well, all those sites are boutique-style shops with unique clothes, decor, and gifts. Thus, the yoga studio might see this as an opportunity for creating a specialty product shop or campaign just for yoga enthusiasts.
Step #4: Begin To Choose, Test, Adjust & Repeat
Like any other digital marketing strategy, you can’t just set up a niche marketing campaign. And then, get to assume that it will achieve the results you want. Bearing in mind, a good digital marketing strategy is one with a plan that helps your organization attain specific goals. More so, through select digital marketing channels like paid media.
In that case, that’s why a well-working and best digital marketing strategy is a must for every web-based business looking for overall success. On that note, you must test your initial idea, review the results, and continue to adjust accordingly. You may find that your first idea for niche marketing didn’t work, but that is just a simple tweak.
For one thing, it could hit a sweet spot that draws in audiences and leads to lifelong customers. Perhaps, a full boutique shop for yoga enthusiasts didn’t catch attention, but you noticed more than half of the shoppers you had bought artwork. You may then want to test and see if the artwork for yogis is an idea worth exploring.
Step #5: Be Ready To Target And Reach Your Niche Market
If you haven’t engaged in niche marketing before, it might be time to explore this tactic as a means to connect with a smaller audience. But, even get a more loyal subset of customers. That said, you can use the tips and examples in this post, as well as the strategic business marketing techniques to help you develop a successful plan.
More so, in order to identify an underserved and valuable customer segment to focus on. Furthermore, to get help with your niche marketing efforts, you can also Contact Us for a more advanced strategic plan. Our key suite includes the Target Audience Tools, Keyword Difficulty Tools, Audience Overlap Tools, etc. Along with other Search Engine Optimization (SEO), keyword research, and audience insight tools that can help you find, target, and reach your niche market.
In the same fashion, a Growth-Share Matrix can help with that quite well too. The Growth-Share Matrix is a competitive analysis framework that divides your company’s products into four different classifications, based on their success. For your information, it’s a creation by Bruce D. Henderson — the founder of the Boston Consulting Group (BCG) as well.
For this reason, this is also why the Growth-Share Matrix is sometimes referred to as the BCG Matrix. Initially, designed to help companies decide what products to invest in or cut, based on market attractiveness and competition.
Steps To Find New Niche Markets And Evaluate Segments
As marketers, we’re always in search of the best digital marketing strategies to promote a product or service. Should we focus on Google Ads? Facebook Ads? Email marketing? Organic search? With so many different strategy options, the problem is figuring out which ones are really paying off. And also, those to avoid investing more time and money into.
In niche marketing, you target a distinct group of people to help your brand build a stronger connection with those customers. First, you identify a niche and then consider how best to serve it. You may wish to modify your product or service, add to your offering, or simply adapt your messaging, for example. But, you must invest time in researching.
Ultimately, helping you in both categorization and effective marketing. You should also conduct market research on your existing customer base to uncover potential niche markets. These activities lay the groundwork for future success in the niches you identify. So, how do you find, reach, and convert leads through customer segmentation?
1. Consider The Main Niche Characteristics
Niche marketing has been with us for some time. What is new, however, is the increased diversity of markets, advanced technologies enabling new marketing approaches, and the deterioration of large companies and their traditional marketing approaches. Niche marketing seems an appropriate method to be employed in this changing environment.
It also seems appropriate, with the unification of the present markets of the European Union and future enlargement towards the creation of Euro marketing. As well as further globalization of other markets and an increase in competition among companies active in these markets. Due to this intensification of competition, a shake-out may take place.
And, as a result, leaving only the strongest. Niche marketing may help companies to remain among the healthy survivors. To segment customers, you should look for customers with similar characteristics. On that note, companies that want to survive, grow and be profitable need to find markets with the highest customer segmentation value.
Such factors include:
- growth potential
- no real competitors
- customers goodwill
- target markets other companies ignore
- an entrancing company to exercise superior competence
- sufficient size to be potentially profitable
- a need for special customer treatment
- sufficient purchasing ability
The above characteristics may be termed the key niche characteristics. They could, however, just as well apply to a market segment. Further analysis of the differences between a segment and a niche, in the section entitled: “Niche Marketing Versus Segmentation”, will clarify this issue. Another characteristic is that niches are relatively small.
But, although niches might be comparatively small initially, they might grow to become large markets. In this case, most large markets evolve from niche markets. In general, we consider a niche to be a small market consisting of an individual customer or a small group of customers with similar characteristics or needs.
2. Start Looking For New Segments
For example, you may discover that customers in a specific part of the country use your product differently. Those people could potentially be a geographic segment, and thus a niche market for you. See some segment ways below:
Forthwith, the next thing is to start looking for new segments. But, make sure to keep track of your findings as you go. For one thing, you may spot opportunities for marketing to a certain niche audience that you can apply later.
The two best places to search for new segments are your industry and your customers. In that case, you’ll need to answer some of the questions below to help you identify different segments.
- Which other websites do people visit?
- What do people say on social media or forums?
- Are there any trends or changes in the industry?
- What products or services related to yours are people looking for?
- Where do people buy related or competing products and services, and what do they say about them?
- What other interests or concerns do they have?
- How do they find you?
- Why do they buy from you?
- Which of your products do they like best?
- What are the characteristics of the people who buy your products?
- Which content do they respond to now?
- What factors affect their purchases?
Next, you’ll need to research your industry in order to find new niche markets for your products. And, in order for you to discover and evaluate new segments, there are several places to look for trends and needs that may be unmet.
3. Utilize Industry Keywords & Social Media Networks
Keyword research helps you understand what people and consumers are searching for online. Understanding this can help you ideate on further and more narrow topics. For example, if you sell hats and are wondering what niches you could target, start by searching on “hats.” And then, you can also try to narrow down your target keywords.
The Alexa Keyword Difficulty Tool (Advanced Plan) will let you find related keywords. Herein, if you look at “custom hats,” for instance. You’ll see that people also search on “custom ball caps,” and farther down the page you’ll see “custom hats no minimum” and “custom beanies.” You can also find related searches at the bottom of every Google SERP.
Generally, make sure that you pick a handful of keyword targets that you are interested in exploring more. For sure, in the following steps, you’ll need to use target keywords to find intel on different platforms. You can custom search for social media networks to see what customers in your industry talk about.
And, as such, you can use your keywords from the previous step to see what people are saying on social media through digital forums and online groups. In particular, you can find popular posts on social media platforms such as Pinterest, Reddit, and Twitter in this case. For example, searching “custom hats” on Facebook shows results for Groups, Marketplace listings, business pages, and posts by friends related to the keywords.
Some information we can glean include:
- There is a vibrant group of people who make custom hats and apparel
- It might make sense to join this group to see what they discuss
- There are many established marketplace sellers
- Each seems to have its own specialty
- Custom hat prices range from $8-$100
- A few personal connections have been posted about custom hats they received or made, etc.
Eventually, you can customize searches with Alexa Content Exploration Tool or even Hexagon Tool for discussions & instructions analysis. You should also have a look at 15 Content Marketing Tools You Can’t Live Without by Neil Patel. You can also search social platforms directly like Quora, Facebook, LinkedIn, and industry-specific groups.
4. Consider Industry & Shopping Websites Customer Reviews
As for the industry websites, you can examine them to see what they offer. Spend time looking through each website. Note their product lineups, style, and messaging. For instance, most sites seem to focus on baseball caps that are customized with colors and embroidery. Could there be an opportunity for other styles of custom hats?
Well, you should examine more there! People might already be buying products like you’re considering on popular shopping sites. Check out shopping sites like Amazon, Etsy, and eBay to see what products are offered and customer reviews. Seeing the variety of products available can spark ideas for a new iteration of your product.
The reviews by customers can also point the way to a market need that sellers in your industry are not yet fulfilling satisfactorily. Customer reviews often provide information about the buyer that you can use for segmentation.
5. Create Industry Reports & Learn From Your Customers
Industry reports help identify emerging trends and evaluate niches you’re considering. To find reports, search on Google: “Report on [insert your industry name here] industry.” What if you don’t have the budget to purchase industry reports.
Well, you can try reading their synopses. You can also click deeper into Google results or use the Google “News” tab to see press releases about the studies. Find out who your existing customers are and why they buy from you. You may already be attracting some niche audiences that you didn’t know about. And then, make use of tools like:
Repeat your research for various keywords until you get a sense of some opportunities related to your products that may be within your reach. This may involve creating variations of your product or marketing them in a new way.
Last but not least, to see websites that are similar to yours, you can try the Audience Overlap Tool (free version). This will give you a handful of related sites to explore. Equally important, you can also ask your customers for their input. There are many Survey Software and Questionnaire Tools out there that let you easily ask your customers questions.
You can also arrange to speak one-on-one with customers or set up focus groups to get their opinions. Below are some questions that can help you understand how well you currently serve your customers and where to improve.
Consider these questions:
- What problem does our product solve for you?
- How well does the product meet your needs?
- How would you rate your last experience with us?
- What features do you wish the product had that it currently does not have?
- How does the product fit into your daily life?
- What do you like most about the product?
- What made you choose us over a competitor?
By answering some of these questions, you’ll find new and better ways to serve them. Be sure to also confirm their demographics and other segmenting data. That way, you can look for patterns among people in a similar group.
Quality Digital Marketing Strategy Best Practices
On one hand, as we’ve seen, Niche Marketing is an advertising strategy that focuses on a unique target market — like one group — a niche market— or demographic target. On the other hand, you’ll need to create a Digital Marketing Strategy that is geared for business presence awareness, reputation growth, and overall market success.
By definition, a Digital Marketing Strategy is a plan that helps your organization attain specific goals through carefully selected marketing channels – such as paid, earned, and owned media. So, in that case, a good Digital Marketing Strategy is a must for every web-based business. Whether it’s managing both old and new customer relationships or winning target leads. Or even uncovering new customer-related opportunities.
Running a digital marketing campaign without a good strategy in place is much like exploring a new city without a GPS. Of course, you are likely to take many wrong turns before getting it right. Quality digital marketing services provide businesses of all sizes with an opportunity to market their brand 24/7 at a low cost.
Define the Niche: In your research, you’ll likely uncover one or more possibilities for niches. Define each niche in terms of demographics, psychographics, behavior, and geography.
Evaluate the Niche: Once you have identified a niche, you need to make sure it has profit potential. A SWOT Analysis Model can be invaluable in this case. It helps you evaluate the internal (Strengths and Weaknesses) and external factors (Opportunities and Threats) that will impact your decision.
Relying on your old advertising tactics is not enough to win over customers. But, you can increase your sales volume and build a robust digital foundation with value-driven internet marketing services. Hiring an internet marketing agency is one of the best ways to reach your prospects.
From startups to medium-sized enterprises to multiple-location companies, a digital marketing company helps you expand your niche market reach. Whilst, allowing you to offer your goods and services to your target customers. Irrespective of both your timelines or location differences.
Related Weblog Articles:
- Digital Online Marketing | Its Benefits To Web Companies
- Marketing Leads | How To Generate More Online Conversions
- Digital Marketing Strategy | 12 Tips & Tools To Get Started
- Content Marketing | How It Is Done In Simple Step By Step
- Email Marketing | A Step-by-step Web Marketers Guideline
- How Viral Marketing Works | What Marketers Should Know
Overall, competition exists in all industries. But, how do you get ahead of the competition when they are working to do the same? The Editable Competitive Analysis Template allows you to dive into competitor strategies, benchmark your site’s performance, and better understand your industry. For you to get insight into what’s working for others.
By so doing, you’ll uncover things that might work for you. Now that the online marketing industry is growing at an unprecedented rate. According to eMarketer, businesses in the U.S. spend more than $110 billion on digital advertising. With more companies investing their time and resources in online marketing. That’s why you need niche marketing.
Finally, it’s my hope that the above guide is useful and helpful to you or even your business and content marketers. But, if you’ll need more support, you can always Consult Us and let us know how we can sort you out. You are welcome!