Providing quality marketing services to your clients can be difficult, no matter how long you've done it or how well you do it. However, it becomes especially difficult when your client's business deals in a "niche market". Rather than marketing to a general audience to drum up as many customers as possible, your clients are looking for those particular people interested in their particular services.
Say your clients are in the pet supplies business and provide Halloween costumes for dogs. A concise niche marketing strategy should be identifying a special segment of the market based on particular characteristics (i.e. people who dress their dogs in Halloween costumes), then targeting your marketing efforts at that segment. While it may seem difficult to focus on consumers based on such precise details, targeted digital marketing strategies can make your job much easier, improve your ability to offer niche marketing services, and increase your client base and your profitability.
1. Learn Everything There Is to Know About Ideal Customers
One of the most important niche marketing requirements is having a thorough understanding of the buyer personas of the market you're targeting. The primary sources of this data include website analytics, social media research, customer surveys, discussions with your audience, and talking to the sales staff that work directly with consumers. Information you need to know about your client’s ideal customers includes:
- Demographic details like age, sex, and location
- Likes and dislikes
- Preferred methods of engagement
- Where they like to hang out (online and in the real world)
- Buying habits
- Pain points and challenges
2. Focus on Ideal Customers with PPC Ads
Once you know about the ideal customers within the niche that you want to target, you can use pay-per-click ads to make sure they find your client. For example, say your client wants to bring in more niche customers to their pet supply store.
You can use niche marketing and local SEO best practices to target specific keywords and locational cues to ensure that every member of the pet-dressing niche market in a given area will find your client when they go looking. The PPC ad should use the right long-tail keywords and the right language to target those exact people.
3. Use Remarketing Techniques to Target Prospects that Have Already Shown Interest
Remarketing through follow-up emails, PPC ads, and social media ads is an excellent digital marketing technique you can use to find niche markets that have already made first-contact with your clients. First-contact can include anything from visiting the website to liking a post on Facebook to downloading a whitepaper and more.
Within a niche marketing context, it can be more specific, like customers who clicked on a specific item, liked a certain type of post, or did something else to indicate they're a member of your target niche. The point is, your clients already have a pool of potential buyers who have already engaged with their services and products in some way, and it's your job to help that audience to re-engage.
4. Expand Reach and Find More Ideal Customers on Social Media
Social media is arguably one of the most profitable resources for any niche business because it’s a platform where consumers freely and openly share information about their interests, likes, needs, complaints, and other details of their lives.
As a niche marketer, you can use social media to find more members of the market segment you're trying to target, based on the characteristics of your best customers. Once you locate those members of the niche, you can help your client engage with those customers, bring in more traffic, and gain more exposure.
Niche marketing demands a great deal of focus, and it’s integral that you have an excellent understanding of the market you're targeting. While niche marketing isn't an easy task, having the right know-how and resources can make your job a great deal easier.
There's so much consumer information out there waiting to be mined and analyzed, and WSI's Agency Accelerator Program can help you with targeted digital marketing strategies that can improve your niche marketing capabilities, help you appeal to more clients, and improve your profits.