Blog | Marketing Madness

The Advantages of Niche Marketing

04/10/2018

What marketing you choose to use for your business depends entirely on the product or service you are selling.

It is important to understand niche marketing and the advantages that it can bring for businesses that specialise in a specific field.

Niche Marketing

The definition of a niche market is the subset of the market on which a specific product is focused.  These niche markets focus on a specific target audience and also determine how a product is marketed, what features it has and the price range.

Larger firms often don’t have the flexibility or desire to enter the niche markets, which allows smaller businesses to take advantage of the gap in the market by creating a product or service that will meet the needs of the audience.

Niche marketing can be cost-effective for companies as they can select specific demographics to advertise their products to and it allows for companies to understand the ins and outs of the market.  It is often profitable because there is less competition, but there are also a lot more advantages to discover.

Less Competition

Sometimes companies can pin-point a gap in a niche market and create a product or service that will cater to the needs of the target audience. This means that there will be less competition from similar businesses as they simply don’t exist. Not only this, but it will help to save money in the long run.

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With other types of marketing you could spend hundreds on advertising and never make a return. However, with niche marketing you can be more specific with who you target, looking at statistics such as age, gender and location. This approach will allow businesses to reach a larger percentage of people who will be more likely to buy their product or use their services, as opposed to targeting random audiences that might not be interested.

Brand Loyalty

When people find a brand that supplies them with a product or service they need in their lives, the likelihood is that they will become ambassadors for the brand, in the sense that they will tell people they know about the business and give great reviews online. This helps to build brand loyalty for the business, as the people who buy from them are likely to repeat their purchases if the product or service remains consistent.

Being the first in a niche market allows businesses to set the standard and have a leg up on any competition that might appear. A tip to stay on top of the market is to keep an eye on their needs and note any changes which you can then apply to the products and services you supply.

Gain Insight

Niche marketing is about selling to a segmented market, which means you are creating and selling products to people that are already interested in them. However, niche marketing can also give some incredible insight and help to redefine businesses.

This could potentially lead to re-branding certain aspects, such as social media, or it could make businesses realise that they need to take their products in a new direction. This could mean selling similar or support products alongside the original one or creating something brand new that meets the needs of the audience.

Becoming the leader in a niche market means that businesses can become innovative and learn about new products and ideas to strengthen the brand loyalty with their customers.

Disadvantages to Be Aware Of

While there are far more advantages to niche marketing, it still helps to be aware of the disadvantages, the first of which being there isn’t much freedom.

Businesses will find it difficult to gain a profit in the general market as the services or products are limited and can stunt a business’ growth. As most companies who dabble in niche marketing are relatively small they won’t have the money to be able to compete in a general market.

While niche marketing can gain businesses a loyal following, it won’t allow for companies to thrive in the long term. This is because not all niches will give adequate profit, depending on which one it is.

Another disadvantage that sometimes happens in niche markets is that it is easy for small companies to become overpowered by larger ones that swoop in and try to take the customers. These larger businesses can sometimes weave the niche products into their services, which can make it hard to compete when they have larger budgets available for marketing.

Tips and Tricks

However, while there are some disadvantages, it doesn’t mean niche marketing can’t work for your business! Some of the best ways to build your brand awareness is by attending any events and trade shows that are relevant to the niche you are marketing in. These are the places where potential customers or business partners will be found.

It could also provide some inspiration for the next product you provide or even an idea for a marketing campaign.

While niche marketing could be the way forward, make sure that the market isn’t too narrow that it isn’t lucrative for your business.