Best Practices for Marketing to a Niche Audience

By: Gina Lee De Freitas

In our experienced-centric world, delivering customized niche audience marketing can be a daunting task. Here's what you need to know to succeed.

Customized. Authentic. Relatable. An experience. At the heart of most of today’s most-craved-brand ideals lies a universal truth. Consumers want a brand who gets them. A brand who understands the human experience the same way that we do. In this quest to create products and services that embody these hallmarks, reaching out to niche audiences is a given, if not mandatory. Getting a niche market right can have huge ROI, though it is not without huge challenges. Here are our best practices for marketing to these segmented audiences:

Discover Their Interests

Finding your niche audience can be a little like courting your high school crush. Using data analytics, you can find out what your consumers’ interests and hobbies are and, just as importantly, where they spend their time both online and offline. Reaching your target niche audience on their preferred social media platform is key to making a genuine connection. Don’t be afraid to do a little digging, your niche audience might partially exist on a mainstream social network but spend most of their time on a lesser known platform. Also important, especially for those less digitally connected, is to find out where they spend their free time.

Right-Size Your Targeting

The best and worst aspect of niche marketing is that it’s a smaller target audience. The smaller size allows you to provide more custom, relatable marketing, however, too small a market may have too low a return. Be sure to loop your marketing and budget teams in on honing in your target niche market.

Learning to Take Risks

If we can learn anything from the dedicated fans of sports teams, tv shows, beer/wine, cars, and everything in between, niche audiences are passionate about their favorite hobbies. Crafting a marketing message that matches the passion of your audience can have a big payoff.

Creating the Experience

When crafting the content itself, it’s incredibly important to be mindful of two points. Going after a niche market on their turf is only as powerful as the content itself. A half-hearted attempt or concern for reaching them is worse than not reaching out at all. Get involved in the community and truly understand your audience to make sure your message sticks the landing.

Additionally, it is important to avoid alienating existing consumers outside your niche market. Regardless of your niche market, ensure that non-members are able to, in small part, identify with the campaign; be it the humor, heartfelt sentiment, or passion behind the message.

At the end of the day, your number one objective should still be to produce excellent content and provide a great experience. For more great tips on finding your niche audience, follow our blog and LinkedIn for more great articles.

About Ideas Made Measurable!

At IMM, creating action isn’t just what we do — it’s who we are. Our agency is built to deliver full service capabilities while also delivering measurable results. Big data is the marketing buzzword everyone talks about but few understand. We are here to explain in plain English how data-driven, bottoms-up marketing strategies can help generate leads, drive sales and build your brand. We leverage the expertise of the staff at IMM, a data-driven, full-service digital advertising agency based in Boulder, Colorado.

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