There’s a Niche for Everyone
So you may be thinking to yourself, why should I bother with niche marketing for my company/brand? Well, that’s because there’s a niche market for everyone and their interests. Niche marketing is defined as an advertising strategy that focuses on a unique target market. What you may think might be just a hobby or interest, could lead you to an entire audience you didn’t know even existed that would take interest in your company or brand.
Why It’s Important
Let’s get down to the nitty-gritty of niche marketing and why you should incorporate it into your social media strategy. First, you’re advertising to small, targeted audiences and increasing your visibility to prospective customers. “Increased visibility is a benefit of niche marketing that not only leads to more customers but can also improve your online presence,” (McCormick, 2016). Advertising to niche markets helps your company or brand stand out from the others, and in turn, media outlets will talk about your business and what makes you unique rather than your competitor.
While we’re talking about your competitors, niche marketing can help reduce those competitors. The more unique your brand or service, the more difficult it is to duplicate; it also comes with fewer competitors that offer the same thing. Ask yourself, what makes my brand more unique than my competitors? “The less competitors you have, the less you have to worry about monitoring prices and keeping tabs on what they’re up to,” (McCormick, 2016).
Next, you must think about your customers and the relationships you wish to grow with them. You want an audience that’s engaged, passionate, and looking forward to your social media posts. If you want a loyal customer base, your customers need to know they can count on your brand’s communication and interaction. That old saying “the customer is always right” will take your customer service to the next level. While good reviews travel well by word of mouth, bad reviews seem to travel twice as far. Take the time to communicate and engage with your audience on social media, let them know you care about what they have to say. Personalizing their experience with your brand will give them a reason to keep coming back and build relationships.
Lastly, you want to grow word of mouth and hone your expertise. Having an audience in a niche market, it’s more likely those audience members interact with one another and will recommend your business to others. Perfecting your niche market also gives you time to hone expertise in your brand. Your base wants to know that the company or brand they are interacting with is an expert in that field. People will become more confident in your products/services if they know they’re dealing with the best of the best. Expertise in your field will help your brand stand out from the others instead of blending in with the crowd.
A Niche Market Company that does it Well
Divvies Vegan and Nut Free is a company that specializes in sweet treats like cookies, popcorn, and brownies that are made for people who have food restrictions and allergies. In the sea of endless brands and companies that make and sell sweet treats, Divvies saw an opportunity to create their own treats for those with allergies and restrictions, without sacrificing flavor and quality.
Divvies is a family business started by Mark and Lori Sandler who have a son with severe food allergies. Mark and Lori began baking treats for their son, Ben, that would cater to his food allergies. Ben became known by his friends and community as the kid with the desserts — they were a hit! Lori was making treats for his friends and supplied desserts to community and school events. Lori and Mark wanted every child with food allergies to enjoy the sweet treats of life and led them to create Divvies, a nut, egg, and milk-free bakery. Divvies saw an opportunity to provide baked goods to a niche market. They continuously provide treats to their customers without sacrificing on flavor and quality, which makes their products so popular and ahead of their competition.
Resources
Kosaka, K. (2020, July 09). Niche marketing: Definition, examples, and 4 steps to develop a strategy. Retrieved February 06, 2021, from https://blog.alexa.com/niche-marketing/
McCormick, P. (2017, September 07). 7 benefits of niche marketing. Retrieved February 06, 2021, from https://thrivehive.com/niche-marketing-small-business/#:~:text=The%20benefit%20of%20niche%20marketing%20is%20that%20because%20you%20are,also%20can%20be%20resource%2Dheavy.
The story. (n.d.). Retrieved February 06, 2021, from https://divvies.com/pages/about-us
