Marketing Strategies When You Have A Niche Business

by ​Melanie Saunders, Guest Contributor

Having a niche business often puts you in an enviable position of having customers searching for you. But if they don’t know that you exist, or you have competition who are stealing the show, then you need to step up your marketing. Here’s how you can grab the attention of the right customers.
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Have a niche business? Market it correctly!

Be specific
The first thing that you need to do is make all of your marketing as specific as possible. Inhabiting a niche means that many people won’t need your product or service – so you have to find the people that do.

Let’s take an example and say that you run a business creating decorations for dressage bridles. Your target audience should certainly be horse lovers. You can take this further and say that they should be horse owners. One step further, and they should be horse trainers or competitive dressage entrants. They should also be living in your target area, and should have a good income which would allow them to afford your product.

When you get specific like this, you can build a clear picture of who the person is that you are targeting. You can also ensure that social media adverts don’t get seen by people who wouldn’t know a horse from a donkey.

Use free resources
You don’t have to spend money to build a marketing campaign. While that investment can help, you can also supplement your marketing with free resources, such as social media.

Building a following on Instagram, for example, might be very easy for you. You can use very focused hashtags that are relevant to your niche, and get lots of engagement on images that showcase your products or your skills in action. This will draw in customers within your niche who spend their spare time looking for images like yours. With quality images and consistent posting, you could build up a very loyal following.

The only thing that social media requires is time. Put in the time and use free tools that will analyse hashtags for you and show you who you should be following. This will save your budget for other forms of advertising.

Make sure that you take advantage of all relevant social media – Tweet, Pin, share tutorials and videos of your products in action on YouTube, and make sure your LinkedIn profile is fully filled out.

Hold a local event
Since you are such a niche business, it’s likely that you should be able to make good connections in your local community. Hold an event and invite other local businesses to take place. Whether you run a charity auction, a competition, or simply a fun night out, make sure that your branding is highly visible and no one forgets what you do.

When it comes to the clean-up, just call 1300 Rubbish and get everything taken away. Make it easy on yourself to run the event and focus on enjoying it! It’s a great opportunity to network and get your brand seen. This will keep you top-of-mind for potential local customers.
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If you can do something together with local businesses that makes sense, do that, and use your event as a jumping-off point. For example, our bridle decorators might team up with a company that produces smart riding jackets to offer promotions.

There are always ways to market a niche business, whether you have a huge budget or none at all. In fact, being in a niche makes it much easier to have that marketing hit home. Don’t miss out on the chance to gain more customers through these simple strategies, which will soon become second nature.
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Author bio:

Melanie Saunders is a blogger and content manager at 1300 Rubbish – experts in the field of rubbish and junk removal. Personally, a huge fan of sustainability and green living.

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