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6 Reasons Why You Should Be Targeting A Niche

27 October 2021 by Shweta Jhajharia

In the vast sea of business opportunities, it’s the specificity of a niche market that often holds the key to untapped gold mines. But why is it that so many small business owners are still fixated on casting a wide net, rather than homing in on the veins of the market where they can truly shine and achieve business growth?

Conversion rates for niche e-commerce sites are 29% higher than broader marketplaces.

This article sheds light on the power of niche markets for small businesses. We will explore the strategic advantages of deepening your focus and encourage small business owners to seize the myriad benefits awaiting those who dare to target the niches with the help of a business consultant.

The Niche Market Defined

Before diving into the ‘why’ of niche targeting, it’s critical to understand what a niche market is. Simply put, a niche market is a subset of the market on which a specific product is focused. 

The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality, and the demographics that are intended to impact. It is this laser-sharp focus that differentiates the niche market from the broader market.

6 Reasons to Try Niche Marketing

A common problem we encounter as a business growth consultant is when niche businesses have such a fantastic product that it’s accessible to just about everyone. Doesn’t sound like that’s a big problem, does it?

Well, when it comes to marketing such a product, we often find that businesses are quite resistant to taking a more targeted approach, as they are afraid of losing out on potential business from other markets.

The thing is, even if your product or service is accessible to just about anyone or even something reasonably broad like everyone in the UK, it will still serve you better to choose a niche and target it – and it’s more than likely to increase your sales.

Your Marketing Strategy Becomes More Focused

When you target a niche, your marketing becomes very coherent. What this means is that you can ensure that every action you are doing is pointed in a single direction, so that when your target niche encounters your product or service, they are immediately drawn in by everything you are doing. You easily start to appear as you understand them and therefore would have something of value to them.

When you create a marketing strategy that could appeal to just about anyone, just about everyone ignores it. It becomes “just another product”. We’ve been working with different businesses in different sectors on their niche marketing strategies for over 11 years now, and it is pretty clear that if you want to be seen, you need to be a bit different and very specific.

Find out how a customer Avatar can help you to develop a more focused niche marketing strategy here.

You Can Appeal to Your Customer’s Emotions More Easily

It has been proven with fMRI neuro-imagery that the parts of the brain used when evaluating brands are the ones that deal with personal feelings and experiences – emotions – and not the areas that process the actual information. There have also been psychological studies with test groups showing how people make an emotional decision and use logical reasoning to justify the emotional decision – but the base decision is the result of an emotional response at its root.

The bottom line is, your business should be targeting the emotions of your customers. It is impossible to try to appeal to the emotions of every single type of person – but if you target your niche, it can often become incredibly simple to figure out what emotions are involved and how to appeal to them.

We explained how to determine the most common dominant buying motive in a recent article.

Niching Can Give You Faster Long-Term Business Growth

When you’re planning your overall business growth strategy and marketing plan, you don’t have to target a single niche. However, if you do choose to go for more than one, make sure you have the resources to do it.

You will need to have multiple streams of marketing and multiple campaigns going on concurrently, with different messages, different styles and different strategies. If you think your team can handle that, then go for it. By doing that, you will have segmented your marketing and will be appealing to people much more directly, which is a far more effective approach that will result in greater exponential growth than blanketing everyone with generic marketing.

However, many business coaches– myself included – will often recommend to most business owners that they should focus down on one niche first and target it hard. Once you’re in and have a decent flow from that first niche, you can then systemise and create processes, which can be adapted for other niches to ramp up and diversify your marketing.

You can then experience fast and sustainable business growth with very little extra effort.

Limited Competition

Niche websites tend to have 38% more returning visitors than broader websites.

In a niche business market, the competition is significantly less fierce. Smaller businesses often bring unique perspectives and innovative solutions to their specialised field, which larger, more generalised brands may overlook. 

This limited competition allows you to stake a claim that is easily defendable and difficult for larger companies to replicate. Plus, when the competition is less, potential customers’ attention is all on you, making your brand seem like the undisputed expert of the niche.

Enhanced Product Development

Niche markets are incredibly fertile grounds for innovation. With a clear understanding of the needs of your specialised niche audience, you can develop products and services that are highly targeted and sophisticated in their design. This direct feedback loop between business and target market ensures that your offerings remain cutting-edge and in-demand.

Higher Conversion Rates

When you precisely meet the needs of a niche market, your conversion rates tend to soar. This is because your product or service is uniquely qualified to solve a particular problem or fulfil a specific desire. With less noise from competitors, your product stands out more, driving the potential for higher sales conversions.

Looking for Business Growth Consultants with Innovative Niche Market Ideas?

Remember, choosing a niche doesn’t limit your sales and is, in fact, much more likely to increase them! So choose a niche and start creating a much more focused marketing strategy.

If you have a niche market idea or would like to help in creating more a more focused marketing campaign for your target audience, or to hear more about this, please feel free to get in touch below.

Our business consulting services offer key business strategies, methods, and tools across many industries and disciplines that will allow you to take your business to the next level. 

So what are you waiting for? Contact us today and a member of our expert team will gladly provide more information on our services.

Alternatively, Book a Free Business Strategy Review today to get started!

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Targeting Niche Markets FAQs

How can I identify a potential niche market for my small business?

Conduct market research and analyse your target audience’s needs, values, and pain points to identify an underserved or overlooked segment of the market. You can also gain insights by studying your competitors’ marketing efforts and identifying gaps in their offerings.

Is targeting a niche market limiting my potential customer base?

While it may seem counterintuitive, focusing on a niche market can actually increase your potential customer base and brand loyalty by catering to a specific audience’s needs and standing out from larger, generalised competitors.

How can I ensure success in a niche market?

By understanding the needs of your target audience, delivering high-quality products or services, and building strong relationships with niche customers through tailored marketing and exceptional customer service.

Can a small business thrive in a niche market?

Yes, many small businesses have found tremendous success by targeting niche markets and catering to specific audience needs. By focusing their efforts, they can compete with larger companies and build a loyal customer base. So, it is important for small businesses to consider niche marketing as a viable option for growth and sustainability.

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Shweta Jhajharia

Shweta Jhajharia is one of the leading authorities on Business Value Building and the creator of the unique 6M Model. Shweta is widely respected as an impactful, intelligent and results orientated professional who helps business leaders unleash their potential to reach meaningful, higher objectives. This realisation of potential and maximisation... Read more
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