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The key to digital marketing: defining your niche

February, 2018

Someone that does everything isn’t good at anything. Have you ever tried to please everybody at once? It’s exhausting and not very rewarding.

The same thing happens in digital marketing when your target audience is not well defined, it becomes an expensive investment that doesn’t bring back a lot of results.

We often think that a niche market is something we stumble upon, almost by chance, but according to Lynda Falkenstein author of the book NicheCraft: Using Your Specialness to Focus Your Business, Corner Your Market, and Make Customers Seek You Out: a good niche is crafted, not found.

According to Falkenstein, defining your niche is a seven-step process, and of course, it involves doing and extensive research on who do you want your clients to be and what are their specific needs so you can craft your product or service around it. Now, let’s see how this process is translated into a digital marketing strategy.

" -When your target audience is not well defined, Digital Marketing becomes an expensive investment that doesn’t bring back a lot of results. "

Think about every niche product you have seen in your newsfeed or advertised on a website. You’ve probably seen everything from on-demand handmade mermaid tails to custom-made wedding rings made from ethically sourced metals, and every one of those ads was crafted to cater specifically to your needs based on your online behavior. In other words, advertising for a niche has become easily targetable and increasingly profitable with the right strategy. Let’s talk about how you can use this in your favor.

" Advertising for a niche has become easily targetable and increasingly profitable with the right strategy "

Imagine you're setting up a small bakery that only sells vegan gluten-free goods in Monterey, Ca. and you need to establish a strong digital presence to get an edge over your competitors.
First, you need to determine who’s your ideal client and what's the best channel to reach them. It's good to have a Facebook page since they provide guidance to potential customers and can even function as a customer service channel, however, it wouldn’t be very useful to put ads in there, small businesses can get lost among Facebook’s heavy population.

Ads on Instagram, on the other hand, could provide better results since they also allow you to narrow your audience by location, age, gender, and interest, and you can get more control over it by selecting the hashtags that are most relevant to your audience and your product. remember that quality content will pull together every piece of your strategy.

The nature of a bakery could also mean that Pinterest might be the way to go for showcasing your amazing baked goods while adding more value to your board by sharing tips, recipes, and more ideas of your own.

A great advantage of niche markets is that clients tend to get closer to the brand, and one way you can leverage from your audience is to promote User Generated Content (UGC). Start by interacting with your fans on social media, and ask them to post pictures of your product tagging you or with a specific hashtag. Show your appreciation by thanking them each time they show your products on their profile.

This technique can also help you build a campaign like sweepstakes, or a contest tied to your product and a specific hashtag that encourages your audience to keep sharing their content. Let’s see how you can increase your ROI with a digital strategy.

Create remarketing lists from people who visit your website using Google Analytics or any other analytics tool. This way, the people who are already interested in your business can still see your ads while browsing the web at a specific time.

Remarketing is a great strategy because you spend your budget on people who already show interest in your product or service and it increases the chances of closing a sale and seeing a higher return on investment.

" - It doesn’t matter how small your business is, the right digital marketing strategy for your niche can make a huge difference when it comes to revenue. "

A niche market is fairly reduced compared to a mainstream one and sometimes is easier to hire an influencer in your niche to speak on your behalf. This would give your brand validation, plus carry in more business for you, although it would only be recommended for brands with a higher budget.

At first glance, it would seem that catering to a reduced audience like a niche limits your possibilities of making business, but today’s market is so saturated that the only way to stand out in the crowd is by listening to a smaller audience that will actually care about your brand, your service/ product, and eventually become a captive client.

It doesn’t matter how small your business is, the right digital marketing strategy for your niche can make a huge difference when it comes to revenue.

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Last Edited on May 25, 2018