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Consider this! If you are selling a mobile phone, the marketing process will be easy. However, if you are selling a mobile phone that is over 60k, the marketing strategies need to be different. As your audience circle contracts, regular social media marketing strategies are not going to work any more. Hence, a well-planned niche marketing strategies is imperative here.
Most of you might be thinking, what is niche marketing? Well, we will talk about it in detail ahead. For now, it is critical for you to know that if you sell a unique product or service, you need to target your audience carefully. However, niche marketing strategies can help you do that, and social media channels are the way to do it.
What is Niche Marketing?
Let’s understand it with an example!
Let’s say you sell mobile phones! Now, mobile phones can be segregated into various types based on ROM, RAM, screen resolution, price, graphics features, brand, and whatnot.
The thing to understand here is that if you want to sell phones that have more RAM, the message will be related to speed. Moreover, if your priority is phones with better graphics, the message will be related to frame rate. In both cases, the audience will be different, and this is what niche marketing is. To target a very specific set of audiences from a broad market with your product is known as niche marketing. The audience of such a small segment shares common interests and pain points. To ensure that you hit the bull’s eye with niche marketing, a niche marketing strategies are necessary.
Building Blocks of a Niche Marketing Strategies
There are various aspects of a niche marketing strategies. However, the primary one is niche segmentation.
Niche segmentation includes segregating the audience into various parts, each of which has an audience with a certain unique characteristic. The goal of the first step of niche marketing strategy is niche audience definition and narrowing down the audience into groups.
It may seem like a job of a hassle, but here are some key pointers based on which you can segregate the audience!
Behavioural aspects:
Segmentation of people can be easy by analysing their online behaviour and shopping habits. There are various ways to do it, such as cookie tracking, click tracking, scroll tracking, etc.
Geographical factors:
The second aspect based on which you can segment the audience is the location.
Demographics:
Demographics include aspects such as gender, age, income, industry, education, marital status, etc. All these factors can be used as a reference to segment the audience.
All these factors are the answers to how to find niche customers on social media. Once you have the knowledge of how to reach niche customers, you can proceed further into the social media strategy for niche businesses.
Why and How to use Social Media to Develop a Niche Marketing Strategies?
- There will be an estimated 4.89 billion social media users across the world.
- Just recently, social media overtook paid search as a mode of advertising. Social media grew 25% YoY.
- Around 77% of marketers say that they use retargeting ads on social media.
Best Social Media Channels for Niche Marketing
There are a number of social media platforms out there. However, all of them are not ideal for niche marketing.
Known as the king of social networks, Facebook has all that you need for niche marketing. With over 2.9 billion MAU, you can easily target your preferred audience based on age, demographics, interests, and more. Moreover, there are numerous content posting options too. You can use display ads, video ads, story ads, and more.
Instagram is the new buddy of users worldwide. With the advent of reels, it has gained massive attention from the audience. As 2 billion people interact with reels only in a month, it can be an excellent tool for social media niche targeting. Some great ways to market your niche product on Instagram are
- Using the right hashtags
- Use geotagging
- Gather data from polls
- Connect with the right influencers
LinkedIn is a social media platform where professional brands can find talent and vice versa. If your product is meant for professional usage, LinkedIn is the best platform for marketing. You can leverage the power of various site filters, such as location, company, job title, skills, etc., to target the ideal audience.
Apart from these, you can leverage Snapchat, YouTube, and Twitter for niche marketing. Make sure before you derive your strategy for targeting niche customers on social media, you decide on a social media platform.
How to Use Social Media for Niche Marketing Strategies?
Identifying your target audience
The number one thing that you need to do on social media for niche marketing is filter the right audience. To do this, you have to know the answers to the following questions.- What are the pain points of the customers?
- What solution does your product provide?
- Will your audience be interested in your solution? If yes, how many people will be benefitted?
- Where is most of your audience by location?
- What is the age group of your audience?
Profile building
Once you have narrowed down your audience, However, you are halfway through. The next step is to build profiles based on the data obtained and further research. To ensure that you target the right set of people, profile building is necessary. For this, you need to perform further research about your target audience. Social media conversations, comments, shares, and likes can tell you a lot about your audience’s interests. Further, you can use social listening and audience intelligence tools to dig deeper into the conversations and derive valuable insights from them. Based on the liking, needs, personalities, and values of the users, you can segment them into various profiles.The false positive conundrum
After segmenting the users into various segments, there could still be some irregularities in the data. For example, if a person has labelled themselves as a tech geek, they will be in one of your niche segments. However, it can be false if you check their profile. Therefore, when you manually review the profile of the person, you will get a clear picture. Further, you can refine the niche segment.Message designing
After all the hassle, this is the part where you can get creative, the message-designing part. As you have already created the segments for different types of niches, you can begin designing messages. For example, if you are marketing a mobile phone, YouTube videos, Facebook posts, or Instagram Reels can be the best ways to present your product to the targeted audience. On the other hand, if you are marketing productivity management software for corporate firms, LinkedIn audiences will be the best target. Based on the type of products and services, deciding on a social media platform is necessary.
Top Tips to be an Authority in Your Niche Using Social Media!
When you are focusing on social media marketing for niche products, you need to keep a lot of things in line to ensure your authority. If you don’t stay on course, all your niche marketing efforts may go down the drain!
Here are some tips to stay relevant in your niche!
- Keep up with the trends: One of the key things to do is to stay relevant. It means that you have to keep up with all the latest trends to keep your niche customers engaged, or they may run to your competitors.
- Give a solution: Creating content is not just about putting your brand out or for impressions. You should always prioritise quality and helpful content. If you are a phone seller, you can post content about its updates and helpful features that users may not know.
- Keep UGC on top: UGC stands for user-generated content. If you are an electronics goods seller, you can use user-generated content like images and videos of the products for niche marketing. Seeing users with products turn out to be good motivates other users to buy them.
- Make it engaging: The key to keeping people connected to your brand on social media is engagement. But engagement is not just about making interesting content. If you want to increase engagement and keep it that way, focus on two-way communication. Check the comments, recommendations, questions, suggestions, etc., on the social network and respond to them.
- Work with micro-influencers: Micro-influencers can be a blue-chip investment for you, as they could be connected to more people in your community than any big celebrity. Therefore, based on the location of your niche customers, partnering with micro-influencers can get the best results in the long term.
Conclusion
Social media channels are the supreme tools to kickstart your niche marketing campaigns. If you have a unique product that benefits users, niche marketing can be the best bet. However, it is crucial to keep some things in check while building and undertaking a niche marketing strategy on social media.
If you are up for marketing your business via social media, get in touch with 10x Digital Group. Get a quote today!
Find out how social media marketing can help you reach more people.
