niche marketing

Building up a niche audience is often the key to success for many brands. Even so, sometimes it becomes important to expand your brand beyond its initial niche.

Introducing your brand to a more global audience carries the obvious benefit of expanding your business and reaching new customers. But how does a brand go about expanding beyond its original audience? In this article, we’ll be discussing strategies for widening your niche.

A niche audience is a smaller, devoted audience base that is interested in reading or viewing specialized content. Where most magazines can cover a broad spectrum of topics, a niche publication or brand will typically zoom in on one thing. This can be one specific topic, or an interesting combination of issues.

Building a niche audience means investing in reliability. Niche audiences tend to read publications consistently; for creators starting their own publication or brand, building a niche audience is a great way to build up a following and an online presence. Even so, there comes a point for many brands where a niche audience is no longer enough; if you’re already successful within your niche, you should consider expanding your audience.

It is likely that if you broaden the breadth of your content, you’ll be able to draw in other interested readers. For example, if you’re a brand specialising in sports products from the East Coast, you might consider expanding your content to include midwestern or southwestern sports topics as well. Doing so will help you attract more readers, who will not only engage with your future content but might also seek out past published content.

When expanding your audience, it is vital that you stay true to your roots. Keep your brand authentic to what it was built on; without this, you have nothing. There are several ways to develop partnerships around your authentic brand to expand beyond your niche audience, ways that won’t threaten to compromise your content. Partnerships for brands and publishers can take many forms. From social media takeovers to event partnership, figure out what works best for you and your audience. Don’t be afraid to experiment.

Another great way to expand your niche audience is to dabble in other niches. If you’re a southwestern food magazine, try featuring editorial pieces about food from the Pacific Northwest, or as far north as Canada. Another thing to try would be environmentally conscious food content, or dabbling with dietary requirement content. Either way, make sure its something your audience would remain interested in, while exploring other fields.

So there you have it! If your brand is reaching a stage where audience growth has plateaued, it might be time to consider expanding your niche. As long as you stay loyal to your roots, and put your existing customer base at the centre of your strategy, you’ll be well on your way.

Ronn Torossian is the CEO and Founder of 5WPR

Ronn Torossian

 

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.