Many marketers think the wider their potential market is, the greater the opportunities for marketing. But, the options for more specialised, niche businesses also abound. Successful marketing is all about appropriate and relevant targeting and it’s hard to do that if your market is “anyone – men and women – aged 5 to 95”. Although your market may be smaller overall, with a niche product or service, it’s at least a bit easier to define who you need to be talking to.
I’ve put together five of the most effective ways to market to target niche audiences…
1. Involve influencers:
Influencer marketing takes place in that lovely region between official testimonials and passing product mentions. It’s just right for targeted exposure to just the right type of consumer. At its core, influencer marketing is all about leveraging a key person’s audience for your brand. The bonus being that consumers are interested in, and paying attention to, the influencer’s they’ve chosen to follow. Not only that, they are more likely to trust their recommendations. Waist Trainer NZ AU is one of the biggest success stories in influencer marketing from our shores. Going from one Facebook page and next to no marketing budget, to a company turning over more than $3.5million in the last financial year. Powerful stuff!
2. Advertise on niche websites:
This one may seem obvious, but it’s often overlooked. For the best bang for your marketing buck, find the most tightly targeted audiences you can so that your precious pennies aren’t paying for irrelevant eyeballs. Think about your target market and the types of places that they’re spending time online. Are the people you are targeting also reading health and fitness blogs, taking part in parenting forums, or accessing and swapping recipes online? If you can find a natural fit, give an ad there a try – and then measure your results to assess what’s working.
3. Listen to your customers:
Along the same line as testing the results of your various ads, make sure you actually engage directly with customers. This will enable you to evolve your offering and continuously improve your marketing. Ask for your customers’ feedback constantly and measure their responses. Provide opportunities for them to give you their thoughts, or proactively invite them often and watch the brand loyalty that comes as a result of acting on their feedback.
4. Google Shopping:
Available in the US and across the ditch for some time, Google Shopping has finally landed in New Zealand, bringing with it high conversion rates and the opportunity to target really specific product sets. Increased site traffic and significant ROI can result too, as consumers are much more likely to click on a product image than a traditional pay per click ad. This strategy is an important tactic to make your way into the consideration set of potential consumers.
5. Google My Business:
Previously known as Google Places, Google My Business is the contact detail stuff about your business. Free to have, this type of listing provides valuable information and will always show up well in search results. In fact, Google have a phrase they refer to as the Zero Moment of Truth (or ZMOT) – that online decision-making micro moment that requires you to be in front of your customer at the precise moment that they need you, before they click away. Making sure your Google My Business profile is updated, and that you have positive reviews to support your product or service, is vital to making sure you’re there, right when you need to be.
Richard Conway is Founder & CEO of Pure SEO.