Niche marketing is the only way forward in the congested, authenticity-focused market of today. Research published in the journal of Marketing Intelligence & Planning clearly outlines the benefits for mature industries that niche marketing presents; the same lessons are present for small and medium enterprises. Niche marketing starts by assessing where your target market is located, whether that be on social media or in email chains, and then targeting them with organic content that caters to their priorities. With that started, applying a few key principles will help you to build brand loyalty in your niche and continue developing as a market leader within it.
When you’ve identified your niche, the next task is in taking ownership of it. That involves bringing more customers into the niche, and that’s done through improving the context of your content and the searches that will respond to it. Context is absolutely king – as Forbes outlines, niche marketers by definition cast a smaller, more specialized net. You need to be visible to the small market that is trying to find that. With less search results to go up against, part of the work is done, but you need to rise above competitors. Look at attorney marketing for a case study; a simple adjustment for one firm, which had a large potential user base in the Spanish community, was creating high-quality Spanish-speaking content. This, by nature, expands the context of the service.
Through great quality content you can generate a reputation as a market leader within your niche. Just as securing your place within the niche was reliant on your expertise in that field, securing an ongoing client base and expanding your market share within that field is reliant on continued innovation. Content marketing is a fantastic way to do this, and is more advantageous than PPC marketing; by keeping your audience interested and invested in your company and products, you will continue to grow.
Do your research
No client base is static, as Neil Patel outlines; doing research is key to any marketing endeavor. This is just as much the case with a small, focused niche market, as it is with a larger more generalized base. Your clients can, and will, change priorities – sometimes suddenly. The rapid transformation of the digital community and landscape since early 2020 is evidence of that – sectors including catering, personal technology, smart devices, and IoT saw a huge upheaval in interest, and new niches were created. Being on hand with excellent quality research, and the right tools to quickly adapt to changing data sets and client priorities, will put you in good stead for your business to move ahead of the competition.
In many ways, staying on top of your niche isn’t so different from establishing it. You need to bring a flexible mindset with real knowledge and passion for your customers together. This will establish the base you need to learn who your market is, and where they want to go.