3 Ways to Target Super Niche Markets Successfully
Today's consumers are looking for things that reflect their unique style, and that's why marketing spend on personalizing customer experience has increased 51% since 2017.
By selling super niche products to targeted audiences, your business can fulfill the demand for personalization—but your marketing strategy must be on point, and failing to capture your audience’s attention can lead to significant losses quickly.
Here's how you find the right audience, bring them to you, and get them to purchase.
1. Use SEO information to identify your audience.
As with any business, the key to a successful marketing message is knowing your audience, which can only be done through research.
You don’t want to attract the wrong audience, and e-commerce SEO research can easily solve this.
And remember, this research isn’t about finding the largest audience, it’s about finding the niche audience you know is going to buy specific products. So don't worry about bringing in a lot of traffic, worry about bringing in the right traffic.
Start by tapping into long-tail searches.
The majority of Google searches are for long-tail phrases, which contain three or more words. By examining long-tail phrases, you have a better chance of understanding the niche audience making more focused searches.
But how do you know which long-tail phrases to examine?
Say you sell organic dog food. With keyword analysis, you’ll see there are plenty of searches for “dog food,” but there are fewer long-tail searches like “organic grain-free gluten free dog food for small breeds.”
But even though these searches are fewer, they’re much more specific. And the more specific the keyword/phrase, the more likely it will result in action. These are the long-tail searches you’re looking for.
PC: E2M Solutions
From there you can learn the specific types of items or services your niche audience is searching for.
For example, while the term “dog food” could bring in a lot of traffic to your site, the users doing a long-tail search for “organic grain-free gluten free dog food for small breeds” are a smaller group that are more likely to actually buy because they know exactly what they’re looking for.
Use Google Trends to find demographic patterns.
Let’s revisit the dog food example. If you’re already selling organic dog food, how can you market it toward specific niches, like different dog breed owners?
Rather than just focusing on the keywords driving in large numbers—focus on the search queries and keywords that attract high converting audiences.
Look for demographic patterns. Do you have a growing niche audience in a certain location or a specific age group? Are there tweaks you could make in your marketing to attract these localized segments?
These little nuances could also help you identify niche audiences that are already attracted to your site.
Google Trends can be an extremely useful resource to help with this process.
For example, if you take a look at Google Trends, you will notice that the term “high protein dog food” has been on the rise fairly steadily over the past five years. Moreover, it appears in searches with different dog breed names.
You could then move on to researching which breeds were bred most last year, or which breed was bought the most. You might also jump into Instagram comments for profiles highlighting certain breeds to confirm the different demographics Google Trends revealed are buying specific dog breeds.
By keeping an eye on this emerging trend, your dog food business may want to target the market that is specifically searching for “high protein dog food” in addition to the different popular breeds you discover.
2. Become a resource for the groups within your niche.
The next step in running a niche business is finding ways to periodically tweak your product or create add-ons and resources for your audience’s evolving interests.
Say you run a succulent plant business. Once you have determined that you want to target gardeners, you’ll want to see which products your business can offer that will interest that audience segment.
Tools like Google’s Keyword Planner are going to be extremely useful because you can use them to discover related searches. “Succulent plants” is one obvious search, but take a look at the long-tail keywords following these searches, like succulent planting supplies, fertilizer, soil, pots, planters, and so on.
Talking to your current niche customers can also help you figure out the resources and add-ons new customers may be craving. What did your current customers get their succulents for—their office or home? What kind of pots are they using? Is there a soil they prefer?
Once you’ve done your research on the types of add-ons and resources your niche group is looking for, there are some great low-investment business ideas that can turn your expertise into revenue.
You could sell your knowledge on succulents through eBooks, how-to guides, and other resources. The content could cover succulents, which succulents are best for certain climates, how to take care of them, where to position them for the best effect, and so on.
The best part about creating these resources is they showcase your expertise on the topic. So, you build up a good deal of trust with the customers who benefit from them.
To avoid pigeon-holing your business into one niche, you should also consider offering resources that can appeal to multiple segments—like a blog that covers multiple topics. This approach will allow your content to grow and change as more niches are identified.
3. Focus on interest-based advertising.
Interest-Based Advertising is another way to ensure you reach your intended audience by targeting topics related to their interests. This type of marketing appears a lot on social media, websites, and podcasts.
In podcasts, for example, there are ads that may not necessarily relate to the topic of the podcast—but these ad sponsors have done enough research to know their internet-based ads overlap with the podcast’s content.
For example, one of the most popular true crime podcasts on iTunes is “Crime Junkie.” This podcast is focused on crime stories, but one of their ads is for a meal kit delivery service.
While meal kits may not seem to have any connection to crime, many of the podcast’s listeners fit into the same demographic that the meal kit company services.
In order to figure that out though, these companies have to find associations within their audience that can open up the doors for a more roundabout targeting strategy.
So how do you find overlapping themes?
This is where the research we talked about earlier comes in. By taking a look at your customer demographics, or by conducting market research, you can start to segment your current audience and identify overlapping themes.
Google analytics, a customer poll, and social media platform analytics can also be used to help you collect data on your current customers.
Remember, the associations you find in the data may not always be obvious, so creating detailed buyer personas can help you find these associations that will lead to more effective hyper-targeting.
So, say the buyer persona you create ends up being a bike rider who is only casually interested in the hobby. This niche persona is 18-28 years old and tends to use their bicycle to go to work.
This type of customer is also probably interested in hacks to make their commute more comfortable and productive. So, you could try advertising through blog content or social media posts centered around that subject.
PC: Money Under 30
Start Your Search
Your niche business’s success boils down to how you connect with your customers.
Start by identifying current opportunities within your market through comprehensive SEO research. Find currently existing niches within your audience segments, and target them based on their motivations through interest-based advertising outlets.