Thriving in a niche market may appear challenging on the surface, but when you really dig into marketing strategies, it becomes clear that maybe niche is better for your brand. Ever hear of the "1,000 true fans” concept by Kevin Kelly? It runs along niche marketing lines. The crux of Kelly's argument is this: all you really need is 1,000 loyal fans to lay the foundation for success. From partnering with other niche businesses to traditional offline efforts, here are six unique ways to elevate your brand in a niche marketplace:
1. Partner With Other Niche Businesses to Increase Your Brand Visibility
Partnering with other niche businesses is one of the best ways to elevate a brand in a niche marketplace. Several solid third-party SaaS platforms exist where a brand can build and manage an internal partnership program for bloggers, social media influencers and other businesses within a specific niche.
Not only can brands manage and track affiliates, but they can also establish partnerships like you see in the photo below, in which American Express is using a social influencer to cross-promote the brand with a top-notch hotel in Parker Palm Springs.
2. Lean on User-Generated Content to Elevate Brand Promotion
Did you know that 84 percent of people trust recommendations from friends, family and influencers over brand advertising? This is a bit discouraging for brands, but user-generated content is a good solution. Content about your brand created and shared by your customers could be an asset in your success.
3. Build Micro-Influencer Relationships in Your Niche
Along the same lines of user-generated content, you can leverage micro-influencers that have already built their 1,000-plus true fan base. In one influencer marketing study, 94 percent of marketers said that influencers had serious value. Begin building relationships with influencers in your market; start by searching hashtags on Instagram.
For example, if you sell outdoor campaign equipment, the hashtag #wildernessculture could provide a list of micro-influencers that will share your products and brand for a small fee. Just make sure your relationship is disclosed, per FTC guidelines.
4. Narrow in on Your Ad Campaign Audience
Ads are most likely part of your marketing strategy, since reaching a niche audience can be difficult. To avoid wasting budget on ads that are targeting a wide audience, narrow in by creating very specific ads for a very targeted audience.
5. Become a Social Media Groupie
Niche audiences often hang out in niche circles online. They subscribe to the same publications, read the same forums, and communicate in the same social media groups. Find out where your audience hangs out online and communicate with them in a personal way to elevate your brand in a niche marketplace.
6. Don’t Count Out Traditional Marketing
Reaching a niche audience doesn’t need to be an online-only effort. In fact, you can use traditional marketing strategies like buzzworthy street art or sponsoring a community event to help elevate your brand in a niche marketplace. Think outside the box, but don’t count out traditional means for delivering your brand message.
The above ways to reach your niche audience are only the tip of the iceberg. They are, however, among the easiest and most cost-effective campaigns to elevate your brand. What’s your top niche marketing tip?
Will Robins is the director of organic marketing for Manscaped, a niche product line, created specifically for a man’s distinctive grooming needs ... below the waist.
Related story: Retailers’ Google Strategies Need to Get Niche-Specific
Will Robins is the Director of Organic Marketing for Manscaped, a niche product line, created specifically for a man’s distinctive grooming needs… below the waist. Will oversees Search Engine Optimization, Influencer Marketing and Branded Content. He also runs a successful online media company that publishes over 10 websites with distinct audiences.