niche marketing

6 Ways to Use Niche Marketing in Your Small Business

By Mary Hampton

To be successful and win every single competition, a niche audience is the very first item to think over. Niche marketing plays a huge role in modern business, whether it is a small store or a big international corporation.

Niche marketing deals with attracting one particular unique customer segment. It doesn’t mean a small market, and it means focusing on a specific target group. Such groups cause a lesser business competition; that’s why it is easy to become a leader. It is crucial to create and get involved with one’s target audience.

There are several reasons why this marketing strategy is becoming more popular:

  • There is less competition.
  • It is more affordable for business, especially for a smaller one.
  • It creates a loyal target population.
  • It is easier to aim for one’s audience.

Even the most prominent companies are incorporating this strategy. Here are six ways to use niche marketing to find and satisfy customers.

1. Know Your Audience

In this case, a target market refers to a pretty specific group. Knowing only general demographics is not enough. It is crucial to understand to whom you are selling the product. What are their interests, aspirations, buying possibilities?

For instance, Disney produces a lot of animated movies. Their mass audience is kids, of course; however, kids are not buying tickets and products themselves. So Disney has to promote their products to their parents. That’s why in any Disney movie, one can find several jokes or scenes that only adults can understand. This is a specific niche marketing strategy.

Another crucial factor is to understand the social values of your customers. A successful brand needs to act to have the same beliefs as their customers.

2. Focus on Your Product’s Unique Features

When it comes to audience targeting, the aim is to solve their specific problem. How is your product unique? What kind of problem does it solve?

Let us look at an example. There are many bag producers, some of them are luxury, others are made for mass production. But there is a target audience that is not overloaded with supply, like vegans and animal rights activists. Brands like Pansy Maiden have figured it out and made it their strong authenticating point. Their accessories are entirely vegan and PETA-approved.

3. Connect with Your Customers

The essential point of audience segmentation is the feel of belonging to a particular group. After all, you create your niche group. When people feel like they belong and are heard, they develop loyalty to the brand. It also helps to see the problem one’s audience might face. It is essential to resolve it to make clients satisfied. There are many ways to stay in touch with clients, including feedback forms, surveys, creation of specialized forums, and online groups. This gives people a feeling of exclusivity.

A good example is Budweiser’s #NotBackingDown campaign. It was designed to give their clients an identity. People might feel frustrated as the fans of the famous brand. Now, there is a high demand for craft beers. The Budweiser campaign allowed customers to choose something they already love and created a feeling of being in an exclusive group.

4. Cultivate a Social Media Presence

There are hardly any successful businesses that don’t have a strong social media presence. It helps to be closer to a buyer. And create a positive image of the brand. All of your customers might not be Twitter users, but this is precisely the point of audience fragmentation.

A social media presence means not only having a page with information on the product. It also makes a brand more humane, gives it a sense of humor, and makes it relatable.

A great example is Wendy’s and their Twitter game. They are known for hilarious tweets, responding to clients, and knowing all the newest memes. It is a strategy that targets a particular group, and it is very successful.

5. Create an Informational Source

To be successful, any brand needs to be considered knowledgeable and professional. Customers want to know about your authority in this field. How can you do this? Create a blog, and write a guest post on the area of your product. It will attract clients that want to know more and get new facts.

For example, Google is one of the largest corporations in the world. But they still use this strategy, as they are known for their informative articles, tutorials, podcasts, news reports, etc.

6. Write a Story Behind the Product

The market may be full of products similar to yours that are massively produced and bought. There is a demand for more unique goods. Invest in creating an inspiring story for your product, which makes it stand out. It is essential for the audience to see how one cares about their product.

For example, Apple did its whole business on the idea of thinking differently. They’ve created a story of being out-of-box, innovative, and yet minimalistic.


Catering to a particular customer group means responding to their needs, sharing their values, and staying in touch with them. It is more about creating loyal and trustful relationships. It is a fantastic strategy that can be implemented by almost any brand or business. It gives more opportunity to become a target market leader and grow one’s company steadily.

Featured photo credit: Depositphotos
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Mary Hampton
Mary Hampton is a professional writer and specialist in the fields of marketing, business strategies, education, and technology. She writes on modern marketing and business tendencies, as well as workforce changes for where students regularly post the requests like write an essay for me or help me to write my diploma. Mary Hampton usually posts her articles on Twitter, promotes her social media, and also publishes in various magazines.


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  1. I think niche research can be one of the most important things for your website. I run a blog that is related to my own personal interests as well as related to my own personal experiences which makes it easier for me to write about, but also helps me become an authority in the niche. If you don’t do your research then you’ll never stand out online.

  2. Agree with you Susan. Niche Research is critical to the success of your website. I run a website for US immigrations (think green card renewals) and I’ve been lately working on researching niche categories and consumer segments that could help propel me to the next level!

    Btw, great article Mary!

  3. Love you article Mary! I think social media is one of the biggest opportunities for small businesses as well as online businesses but I haven’t seen many businesses doing it correctly. Thanks Mary!

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