Is marketing in a highly specialized sector similar to general marketing – just that the expanse is smaller? Not really. Being in the niche market implies developing marketing strategies that work for this specific purpose. But it’s easier said than done.
While it may seem that you are at a disadvantage, as you cannot use the general marketing methods only, it isn’t necessarily as big a challenge as it seems. It is how you perceive the matter and approach it that makes all the difference.
Let’s take a look at how to do niche marketing – the right way!
Get a deeper understanding of your target market
So, your ideal customer is 35-40 years old single business executives. Is that all you know about your target customer? If so, you are sure to be in trouble.
You need to have a clear idea of who your ideal customer is, what are their likes and dislikes, what is their purchase behavior, and many more. Create profiles and add and update them regularly to get a deeper insight into your target market.
Focus on – how to solve a problem or how to better their lives
Schools, storefronts, day cares, and such places had a problem – what to do with the soiled gums stuck to their carpets, floors, furniture? The Gumcart came to the rescue.
With easily available service, lesser water wastage, and no use of harsh chemicals, Gumbusters turned into a great success. Just because the entrepreneurs behind it had the solution to this problem!
Just knowing your target customer won’t do, you need to stay in touch with them too. And this becomes easy when you utilize the social media platforms at hand. This will help you reach your target customers. But that isn’t all.
Keep a keen eye and ear about the mentions, and voila, you can get a good idea about what your target customers like and dislike about your business, what things they want from your business in the future, and so on. And it can also help you resolve problems.
Don’t forget that word-of-mouth is still the best tool
It’s a good idea to mix and match tactics to find out what works best for your niche. But whatever you do; don’t neglect word-of-mouth; it still works best when you want to spread the word.
Ask your customers for references, or even better built-in the reference in the checkout process. And keep little prizes for people who do refer your business to others. Organize contests and giveaways too; it will make your business popular with your customers.
Paid advertising works too
While building relationships and engaging on social media works for your marketing, you must not neglect the opportunities that PPC present. This is even more important when you operate in a small sector.
If you want to get your message across, PPC works to your advantage. Make sure to use long-tail queries and commercial intent keywords. Also, don’t neglect to optimize your ad campaigns to suit users with mobile devices.
Compete; but don’t forget to collaborate too
Working in a niche market implies that you don’t have to compete with many. But even if there’s one competitor, you need to keep a tab on what marketing strategies they use. We discussed more about how to collaborate with other businesses in our guide on Plumber SEO.
Also, focus on how you can collaborate with other businesses to reach out to more of your target segment. AnatomieStyle, specializing in travel clothing for women, collaborated with a host of travel bloggers, to organize their giveaway. Take a cue from their strategy.