What is Niche marketing strategy?

Q: What does nich mean?

"Niche" literally means an opportunity to sell goods or services to a specific group of people with different interests and needs. In this way, a niche market is a part of the market that focuses on a specific product.

By James Last updated Dec 4, 2022

Training topics

“What is niche marketing or marketing niche definition” is a question that for better understanding, we want to start with an example. Stay with us.

In 2001, the 157-year-old American brewery faced a severe recession that brought it to the brink of

collapse, the beer market was taken over by younger companies with larger marketing and advertising budgets, and sales were slowly fading. He dreamed about the old company.

Three thousand kilometers away, the manager of an old Pabst Blue Ribbon with the same problem emerged after seeing the courier bikes that were part of the city’s youth lifestyle (actually a big part of the bear market). With an idea. Instead of focusing on the entire market, the focus was on the segment where the product was more likely to be adopted and had fewer competitors.

The marketing manager of this company used what he understood from the potential of bicycles to sell beer, renewed the Pabst Blue Ribbon Company business, and sales of this company without advertising or extensive media marketing reached 5% of the previous year, and today the products of this brand are part from Lifestyle including bars, bikers, and nightclubs across America.

This short story was just one of the hundreds of market success stories. Niche marketing, which involves selecting and investing in a small but influential, large segment of a broad market, has attracted the attention of many marketers in recent years, and more and more research is being done on it every day. In this article, we will first give a more detailed definition of marketing, introduce the basic strategy and the people who implement it, and finally explore together how to do it, so stay tuned with Rayabaan.

What is niche marketing?

In addition to its literal meaning, a niche is a market segment that has a high product adoption capacity and few competitors have identified and invested in it.

In the definition of niche marketing, it should be said that niche marketing is a form of targeted marketing that focuses on places targeting media and target customers rather than using high-profile media and big marketing events.

Niche marketing focuses on a specific segment of the market. To be successful in this field, you must keep the following three things in mind.

Determining the best field of expertise (niche)
Understanding the needs of customers in this area
Providing the needs of customers

In other words, in this method, we try to define the range of potential customers in a specific way. Usually, these specialized areas are always a subset of a larger department. In order to better understand this issue, we will present an example.

Consider the huge market associated with “weight loss”. This market has always been in demand and for this reason, it is not easy to reach. But this same market has specialized sub-branches that are mentioned in the list below.

Weight loss for men
Weight loss for women
“Paleo” diet
“Keto” diet
Reducing abdominal obesity

Each of the above branches has a lot of room for maneuver. One of the mistakes that novice niche marketers make is that they go after big markets like “weight loss” because they think that the huge demand of this market will make them successful. The problem with this is that people who search for the term “weight loss” on the Internet are looking for free information and are not going to make a purchase.

On the other hand, if you focus on other keywords like “keto diet“, other keywords will be found to focus on those topics as well with keyword research methods.

Niche marketing strategy

Niche marketing strategy is designed to attract a special segment of customers. The attention of this strategy is focused on more limited parts of business services. Simply put, a niche marketing strategy focuses on specific topics that are typically sought after by specific customers. This strategy does not focus on general topics, goods, and services.

1. A word-of-mouth marketing campaign

In free word-of-mouth marketing, a satisfied customer, as a means of advertising, tells others about his satisfactory experience with a brand’s product or service and encourages them to buy, whereas, in word-of-mouth marketing, brand development is applied. It is not automatic and takes a lot of time to see results, but eventually, it will lead to more customers for your brand.

2. Confirmation Campaign (Endorsements)

In this way, after defining the segment of the niche market, famous people and celebrities of the niche market are known and talk about the products and brand services, an example of this is Sadaf Beauty which talks about a particular type of cosmetics. , talking about the mobile phone market and showing… This method depends on the credibility of a powerful person and his integrity, it is not enough to have a large audience or followers and create products that are not relevant in the market.

3. Targeted Collateral Campaigns

This campaign focuses on the continuous promotion of the brand name at various levels of the niche market and is a bit like influencer advertising, except this time instead of influencing the market, channels, and media are chosen that are important and niche. Market and different they talk directly or talk specifically about brands, products, and services. For example, we can refer to a singer who is often heard on Internet radio or who is invited to be interviewed at a special music event.

Advantages of niche marketing

Using the niche marketing strategy brings many advantages, among which we can mention less competition in the specialized field, a better understanding of the target market, and simpler marketing for the specialized field. Of course, in the continuation of this text, we will examine the advantages and disadvantages of niche marketing in more detail.

Low competition in niche marketing

If you choose a niche like the ones above, you won’t face a saturated market, and different people won’t create a problem for your chosen market because they don’t think it’s big enough. Also, there are many companies that have a lot of money to invest in large markets, and what better way to let them do that and ignore your niche?

A better understanding of the target market

One of the essential things in niche marketing and other marketing methods is to know the customer and the audience accurately. When you focus on a target market, you delve deeper into the sociological characteristics of your target market and gain a better understanding of your customers’ needs.

Keep in mind that you will only make money from niche marketing when you provide what your customers need correctly. Of course, we will discuss these things in more detail in the following article.

Acquiring skills in a specialized field

When you choose an area of specialization, you gradually gain more information in that area and, accordingly, your skill in that branch also increases. Increasing skill in the specialized field will attract more potential customers to your website and other marketing channels. Among the benefits that the acquisition of specialized skills brings, it should be mentioned that more credit and being introduced by other people.

Pay attention to the fact that people naturally tend to people with reputation and credibility to refer to a specialized field. For example, there are very few people who specialize in something like the keto diet. While many experts can be found in the discussion of “weight loss”. For this reason, if you choose your field of expertise correctly, you will have more chances to succeed in your business.

Other advantages of niche marketing include the following:

You can capture markets that have become impenetrable to your competitors.
Before your competitors have the needs assessments, you will be present in the market spaces along with providing the mentioned needs.
You can easily dominate the market you have and acquire sufficient skills in producing its products.
You will be well informed about the needs of your customers.
By focusing on the specific target group that is the main customers of your product, you will reduce marketing costs.
You will quickly become a brand in marketing the niche you have chosen for yourself.

Disadvantages of niche marketing

In addition to having many advantages, niche marketing also has disadvantages, including a low rate of return on investment, a low chance of survival, and short-term success.

Low rate of return on investment:
When you work in a specialized subfield, your target population also gets smaller. The same issue will also affect the rate of return on investment, and in the same way, you will have less money for advertising.
Low chance of survival:
Certainly, when your marketing strategy is only limited to niche marketing, there will be less chance of survival in this field.
Short-term success:
Due to the nature of niche marketing and its limited community, in some businesses, it is not possible to offer a specific service or product continuously, and this makes it difficult to make a profit in the long run.

Which companies use niche marketing?

Although many businesses and large companies around the world use niche marketing strategies, this method is usually very suitable and suitable for small companies and start-ups with low budgets and a product or service specific to a specific group of people.

Examples of niche marketing

One of the biggest success stories of the 21st century which you have probably heard of many times. That is the online communication system of Harvard University students. which later became a global social network Facebook

Mark Zuckerberg founded Facebook as an Internet company for Harvard students to connect with their classmates and view their photos. But targeting an important and influential niche market, this small communication network is students. This later became the cultural and social environment of the United States and the world.

The many large automakers that produce hybrid models are good examples of niche marketing. They pick a specific segment of their customers who are environmentalists and city drivers, and more precisely, they choose customers from smaller segments of the market that are more visible on the highway. , stores, magazines, and websites are focused on marketing activities.

(marketing niche definition) Niche marketing meaning

As mentioned, niche marketing is limited to small but specialized markets. Due to the size of the market, there is little or no competition between businesses. In this way, the company in question will be considered a pioneer in that specialized field and will benefit the most from the profit obtained. Keep in mind that the more you specialize in a field, the more you will attract a specific type of customer. This will ultimately bring good sales for the business.

some popular topics in niche marketing

In the following, we describe some of the best-selling topics or evergreen niches, which can be obtained by examining their sub-branches. These topics are listed below.

Weight Loss
Health and Fitness
Earn money online
Earn money from Instagram
emotional relationship
Cooking and baking

How to start niche marketing?

There are some basic steps so that you can start your marketing plan and proceed in a structured way:

Start your website

You don’t have to start from scratch at a big company or fancy office. All you have to do is set up your website and optimize it. You can start with ready-made templates and easy and simple website-building methods.

Create enough content

Producing appropriate content for useful and practical customers may seem difficult at first, but it is worth it. You can do it yourself or go to someone who specializes in content production.

Keep track of your purchase

Always monitor and evaluate your market situation. Be flexible and adapt to everyday events and events.

Frequently asked questions about niche marketing

What does niche mean?

“Niche” literally means an opportunity to sell goods or services to a specific group of people with different interests and needs. In this way, a niche market is a part of the market that focuses on a specific product.

What does niche mean on Instagram?

According to the translation of the word “niche”, you can also understand the meaning of “Niche” on Instagram. Suppose you are a blogger, influencer, or someone who has an Instagram account.
If you limit your activity and posts to a specific and specialized area, you have a better chance that your audience will buy the services and goods offered by you.

I hope you have made enough use of this niche marketing training. Please share your questions and experiences with us in the comments section

2 Comments

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