The problem with just about every marketing advice guide or blog is that they are very vague. They’re looking to offer advice to everyone, and so focus on the large, broad, industries, like clothes and entertainment. But if the world’s economy was summed up as only those two things no doubt it would crash tomorrow. The world is made up of some niche businesses. Some are useful but unheard of, others risky and age-appropriate, and others are just weird and make you wonder how they caught on.
We’re looking to appeal to those businesses with our guide today. These are tips not for the t-shirt sellers or Hollywood producers, but for the cosplay wig makers, the ASMR entertainers, and the merchants of items they really had to talk the Sharks into. Take a look at our tips on how to appeal to your niche market.
Perform keyword research
Even if your industry isn’t so niche, it might have low traffic. For instance, agriculture is a pillar industry for every country, and yet it’s not likely to get a lot of traction online. So, you’re going to have to find other ways to market to your audience rather than focusing on the word “agriculture”.
Instead, consider expanding out into more longtail keywords to gain insights. Dig into the specifics of your industry or business. So, using agriculture as an example, you can expand into “ethical farming”, “organic food”, “farm animals”, “fertilizer”, “tractors” and just about anything you can think of that will gain attention from your demographic.
Think about what matches your demographic. If you’re selling equipment or resources to farmers as a B2B business, you might want to focus on the nitty-gritty and factual aspects and keep the “farm animals” aspect to targeting animal rights activists and kids who want to live in the zoo.
Branch out of your industry
If you are selling a niche item, rather than your industry being niche, you can expand on where and to who you sell them. For example, a company selling natural-shade tights for minorities can expand into not only selling them to women but to men in dance or drag or theatre, etc. Shaving kits can be marketed as a way to avoid the pink tax by marketing them to women, etc.
Sure, you’ve got your core demographic for your niche product, but think about who else could use them. A core demographic can be quite limiting if you have a niche product, and don’t forget: a customer is a customer. If a male ballet dancer is wearing your tights originally meant for minority women, you’ve got yourself a new demographic.
To make things simpler, you can start with a mind map of who could use your items and for what purpose. Think about who these people are and what makes them tick.
Repurpose, reuse, recycle
Now that you know who you’re aiming for, you can put to good use a range of curated content as well as your own.
Curated content is essentially collaborations with other content creators and businesses. You post something of theirs, their fans follow it to you, and you’ve gained a few new views if not followers. Typically, etiquette would say to offer them something in return.
This is where being a niche business is of use to you, you can be flexible with who you collaborate with. To go back to the agriculture example, you can collaborate with the local dog shelter, with businesses selling products you like, and you can showcase other branches of your industry that are helping you or that you approve of.
But curated content doesn’t entirely need to be B2B. Users at the moment love a business that stands for something. Use reports, news updates, and data to make a point. Agriculture is an easy one because it has been struggling as an industry for years. Post the latest updates and problems and eventually, you will…
Educate your audience
Educating your audience isn’t just about keeping them up to date on what a wider industry is doing, however. If you are part of an even less talked about industry than agriculture, you might need to educate your audience on what you’re all about.
This is useful because users, more than anything, want to learn something. Even on its most basic level. You can see this with the rise of TikTok. Whether it’s hair tutorials, DIY projects, current affairs, how to ace an interview, etc. users want to know more. So, tell them. Let them know who you are and what this world is they know almost nothing about.
If you’re interested in more affiliate marketing advice, take a look at our blog for more insights. Or, for more personalized advice, you can book a free call with a member of our team.
Even better, you can grab your ticket to access our Elevate Summit material. Over 14 hours of content is up for grabs where you can hear expert advice via panels, talks, and workshops from the industry greats.
