{"id":24794,"date":"2017-10-19T08:42:47","date_gmt":"2017-10-19T13:42:47","guid":{"rendered":"https:\/\/www.crowdspring.com\/blog\/?p=24794"},"modified":"2024-03-19T00:15:10","modified_gmt":"2024-03-19T05:15:10","slug":"niche-marketing-small-business","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/niche-marketing-small-business\/","title":{"rendered":"These 6 Niche Marketing Tips Will Create Deeper Connections With Your Customers"},"content":{"rendered":"
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Olga in Paris for Flytographer<\/a><\/p><\/div>\n

The saying goes “You can’t please everyone.” And what’s more, you shouldn’t try.<\/p>\n

Not all customers are alike. And spending time, money and manpower trying to reach all of them effectively is not only foolhardy but impossible. Each consumer demographic has its own unique needs and preferences.<\/p>\n

The perfect tone for one audience will inevitably be off-putting to another. The most impactful messaging for one audience\u00a0will be lost on a different audience. The way you position your brand with your logo<\/a> and marketing materials can create excitement with one audience and fall flat with another. And, it’s not just about tone and messaging. It’s also about reach.<\/p>\n

Small businesses simply don’t have the budget to cover every possible marketing medium and platform to reach\u00a0every single consumer. Casting a huge net and hoping to catch a few fish here and there is not the way to go.<\/p>\n

Instead, small businesses should target a focused, specific market that really connects with their product or service. This tactic (called niche marketing and sometimes, micromarketing) allows you to focus your marketing dollars on the most valuable audience – the customers who are most excited about your product or service.<\/p>\n

Think of niche marketing as a subset of the market on which your specific product or service is focused. It’s a smaller, more precise market segment\u00a0than your overall market. Importantly, a niche market is created by the combination of the target market and the specific product or service.<\/p>\n

Despite the name, niche markets can be big. We previously wrote about Kleenex and how they created their own (large) niche market<\/a> with tissues.<\/p>\n

The digital marketing experts at ThriveHive defined niche marketing<\/a> this way:<\/p>\n

More simply put, it means a business is choosing to play to its strengths and highlight them for the people with whom it will resonate the most.<\/p><\/blockquote>\n

Marketing to your niche increases the likelihood that you’ll reach your target audience. It also provides natural guidance for specializing your products<\/a> and services and narrows your competition<\/a>. But not only that, niche marketing will provide a higher return on investment since you’re already “preaching to the choir.”<\/p>\n

One important tip to keep in mind as you focus your marketing on a smaller niche: continue to run marketing experiments, even with smaller audiences. As we wrote previously in “How To Use Science To Improve Your Marketing”<\/a>:<\/p>\n

Many marketers develop campaigns based on\u00a0intuition.\u00a0Guerrilla marketing campaigns<\/a>\u00a0fit this mold. A marketer believes, based on experience or a \u201cgut\u201d feeling, that a stunt might work, and they invest time and money to execute it.<\/p>\n

Similarly, landing pages are often designed based on aesthetic look and feel, not on their ability to optimize user conversions. Paradoxically, the best looking designs are not always best. Sometimes, aesthetically better designs simply don\u2019t convert as well.<\/p>\n

In contrast, marketing as a science looks to optimize campaigns and marketing tactics to maximize returns on investment. It has become easier and more practical to apply science to marketing because\u00a0marketing technology<\/a>\u00a0has exploded. For example, smart companies routinely\u00a0A\/B test landing pages<\/a>\u00a0in an effort to optimize conversions.<\/p><\/blockquote>\n

The following thriving businesses have embraced their niches to create deeper connections with a narrow customer base. These businesses are getting niche marketing right. And, who better to learn from than the masters?<\/p>\n

Flytographer<\/h2>\n
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Image courtesy of Flytographer<\/a><\/p><\/div>\n

Flytographer<\/a> is the brainchild of founder and CEO Nicole Smith<\/a>. She found herself on an amazing vacation in Paris – with precious few quality photos to capture the experience. A friend was luckily available to snap a few candid pics of the trip… and the seed for a business was planted.<\/p>\n

Flytographer pairs travelers with local photographers, capturing vacation memories and creating the perfect souvenir at the same time. They’ve developed a global team of more than 350 vacation photographers in popular travel destinations around the world<\/a>. Clients book their vacation photographer through Flytographer and the photos are emailed to the client within 5 days of their shoot.<\/p>\n

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Monica in Cancun for Flytographer<\/a><\/p><\/div>\n

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Ramon & Sonia in Cinque Terre for Flytographer<\/a><\/p><\/div>\n

Flytographer’s niche? Vacation travelers, of course! Her business provides one service to one audience; and, it does it well. Within the first year<\/em>, Flytographer was projecting revenue of more than half a million dollars<\/a><\/strong>. The business launched in 2013 and bookings have tripled each year<\/a>\u00a0since.<\/p>\n

So what’s the secret to Flytographer’s success?<\/p>\n

Smith provides a fun and eloquent solution to a common travel challenge. And, she was able to identify this challenge because she was a traveler herself.<\/p>\n

In fact, Smith recommends<\/a> that you start by looking for problems you personally want to solve if you want to create a start-up. She elaborates on the concept in an interview with Fresh Gigs<\/a>:<\/p>\n

Build things that solve actual problems; that people are willing to pay money for.<\/p><\/blockquote>\n

Flytographer meets a specific need for a very specific, but plentiful niche; and, as a result, has a built-in market and demand. Better yet, they’re pioneering their service; which will give them a leg-up when imitators inevitably appear.<\/p>\n

In the meantime, they can focus all of their marketing efforts on connecting with travelers who want to commemorate their trips. And, as long as their message resonates, their business will continue to grow.<\/p>\n

Your Action Items:<\/strong><\/p>\n

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  1. Build your niche around solving a problem that you – and other people – care passionately about.<\/li>\n
  2. Know whose problem you’re solving. Then target your marketing to that audience.<\/li>\n<\/ol>\n

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