Successful niche marketing efforts don’t come easy. With scores of websites and online businesses competing for consumer attention, it’s difficult enough to reach a mainstream audience, much less a niche one. The more obscure your niche is, the harder it is to capture consumer interest. However, this isn’t to say that all of your niche marketing endeavors should be pronounced dead on arrival. Provided you’re willing to put in the effort, there are a number of effective ways to get your business noticed. If you’re ready to step up your niche marketing game, the following tips are sure to prove useful.
Emphasize What Sets Your Business Apart
Niche markets can be every bit as competitive as more mainstream ones – in some cases, even more so. With this in mind, start tailoring your web content and promotional materials to emphasize what distinguishes your business from its top competitors. You don’t necessarily need to call out these competitors by name, but you should provide obvious hints that make it clear which companies are being referenced. For example, if a large number of prospective customers are having a problem with a certain competitor, take care to reference the problem – not the actual business. Additionally, take measures to ensure that consumers won’t have the same problem with your business, and outline these measures in your blog posts and promotional videos.
Utilize Pay-Per-Click Advertising
According to American Express’s Nancy Michaels, pay-per-click (PPC) advertising is an absolute must for all niche businesses. This arrangement involves posting ads for your business on high-traffic websites and paying the owners of these sites a previously agreed-upon sum each time one of your ads is clicked. Not surprisingly, the cost you’ll pay per click is largely dependent on how successful the host site is. Sites that receive a steady stream of daily traffic generally charge more per click than sites that don’t get many visitors. When looking for sites to place ads on, make sure to use your better judgment. Even if a certain site gets a substantial amount of traffic, their price per click may be well outside of your budget. For best results, seek out popular sites that cater to similar niches – but are not in direct competition with your business.
Don’t be Stingy with Freebies
There’s no denying that consumers love freebies. Even if the freebies they receive are worth substantially less than the item(s) with which they’re packaged, modern-day consumers will never shy away from free stuff. Offering freebies with orders that exceed a certain amount is one of the easiest ways to curry favor with your customer base and generate positive word of mouth. By extension, making reference to these freebies in your promotional materials is a great way to elicit interest from new customers.
Calling niche marketing difficult would be an understatement. Even businesses that cater to mainstream tastes struggle with online marketing, which doesn’t bode well for entrepreneurs who seek to reach more obscure audiences. Trying though it is, successful niche marketing is by no means impossible. Putting the above-mentioned tips into practice is sure to give your niche marketing endeavors a much-needed boost.