7 Tips for Marketing Your Niche Business

By on February 1, 2018

A niche business is likely to face some challenges when it comes to marketing. You need to find and reach out to a very specific audience. However, there are plenty of advantages too. You’ll be one of few companies offering your particular product or service. So once you engage your audience, your conversion rate should be pretty impressive.

If your marketing campaign has stalled or you’re just getting started, take a look at our seven tips for marketing your niche business.

Segment your Target Market
You already have a head start with market segmentation compared to business who try to appeal to many. But take advantage of your already specific audience delineation by segmenting it even further. Gather any data you can on demographics, interests, values or just shopping habits. You can then hone your marketing emails and campaigns to really engage with each group within your niche market.

Make the Most of Influencers
As a niche business, you’re likely to have a customer base with very niche interests. Make the most of this by approaching social media influencers – people with a lot of followers – who appeal to your target market. Get them on board with a paid promotion or send out a few free products in return for a shout out and you could see your own social media following and level of website engagement improve.

Facilitate Word-of-Mouth Advertising
Niche businesses have the power to attract a loyal customer base. And we all know that word-of-mouth advertising can be really effective. Set up social media pages where customers can leave reviews, send out business cards or flyers with every purchase and take a leaf from the book of 1300 Rubbish. These guys give their glowing recommendations from customers pride of place on their website. This gives prospective customers the reassurance that they’re choosing the right company for the job.

Think About Offline Marketing
When you know your customer base inside out, you know where their priorities lie. You understand their shopping preferences and what it is that appeals to them about your brand. If you’re making hand-crafted, speciality wares your customers may not care about a glitzy ecommerce enabled website. Instead they might be happy to make their orders over the phone. Whatever your product or service, and however technologically savvy your audience, consider the value of offline marketing. You could attend local events to promote your company, open your doors to visitors or just make the most of old-fashioned print promotions.

Don’t Spread Yourself Too Thin
This point goes for all businesses. But it’s particularly relevant for niche businesses where you might not necessarily have significant marketing manpower. Don’t try to do everything at once – you don’t need to be on every single social network, you don’t need to pay for advertising across every medium. Be selective and choose marketing avenues with your target market clearly in mind. You’ll save a lot of time and money in the process.

Use Long Tail Keywords for SEO
Bigger businesses are often tempted to appeal to a large audience. They’ll use short tail keywords and face greater Google ranking competition in a bid to reach the biggest possible audience. Niche businesses don’t need to do this. You can use long-tail keywords to your heart’s content because your audience is as niche as your product. Nevertheless, thorough research into the terms your customers actually use and regularly uploading content that includes keyword variations is good SEO practice.  

Marketing your niche business needn’t be a headache. There are plenty of unique opportunities of which to take advantage. Just keep working at understanding and knowing your audience and the rest will come a lot easier.

About Melanie Saunders

Melanie Saunders is a blogger and content manager at 1300 Rubbish – experts in the field of rubbish.

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