Niche marketing

Niche marketing is a highly targeted form of advertisement.

With niche marketing, businesses advertise their products and services to a limited, specific and well-defined audience. Many organizations embrace this strategy to support an underserved population and enjoy the rewards of brand loyalty.

To participate in niche marketing, companies must first understand their niche market. Markets with the “niche” definition are subsets of larger markets with their own unique preferences and needs. For instance, the “makeup” sector is broad, but within that market, there’s also makeup for acne-prone skin, makeup for professional artists and so on.

Defining a niche market

Consumers in a niche market have particular preferences or needs that differ from the broader sector. Brands categorize almost every market into subsections according to things like:

  • Geographic location
  • Psychographic data (interests, attitudes, and values)
  • Demographic base (age, income level, gender, education level)
  • Quality level (premium, moderate, high, low)
  • Price (high, discount, wholesale)

Niche marketing is often easier than promoting to a wide audience. Niche audiences have very precise needs and wants. For instance, a company that merely sold handbags would need to appeal to a wider range of tastes and expectations. However, a business selling handbags for new moms that also work as diaper bags have far greater focus. Niche marketing has also become easier with tools like Facebook ad targeting and social media monitoring.

The benefits of niche marketing

Niche marketing allows companies to understand the unique needs of their audience and speak to them directly. Since niche marketing is all about making the right connections, many social media channels have enhanced their targeting options specifically for niche markets. With niche marketing and a social strategy, companies:

  • Develop stronger brand loyalty: Fewer people in a niche audience mean more chances to develop intimate, valuable relationships with clients. Many niche customers will become repeat buyers.
  • Compete against fewer brands: The more specialized your business is, the less competition there will be doing the same thing as you. A niche is part of your USP and a way to differentiate yourself in the marketplace.
  • Better marketing spend: With tools for social media management and precise targeting options, you’ll learn about your audience quickly. This means it’s simpler to ensure you’re using your budget in the correct places.
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How to market to a niche

Niche marketing allows companies to carve an essential space for themselves in a broader market. Some businesses even create new niches by identifying and fulfilling customer needs that have never been addressed. To participate in niche marketing, organizations need:

  • Thorough research: Marketing to a niche audience means conducting ample research to determine whether your business is feasible. Narrow markets must be broad enough to generate profit.
  • Industry knowledge: Organizations marketing to niche consumers must understand both the unique characteristics of their niche and the broader industry as a whole. Attending events helps with this, as does advanced social media management and marketing strategies.
  • Versatility: Brands with a niche marketing strategy must find the best method of promotion to suit their customers. Some customers may respond more to email marketing, while others engage most with a combination of Instagram marketing and video.
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