niche market marketing

One of the main goals of every company is to reach and be discovered by its target audience. Yet if a business isn’t utilizing PR and marketing strategies, that’s easier said than done.

That’s especially true for niche companies that provide services or products for very specific audiences.

It might be difficult for niche companies to ensure they’re reaching the target audience and increasing brand awareness, but when they do ensure this, the effort is definitely worth the investment.

Social Media Platforms

Niche companies can easily use social media platforms for their PR campaigns. Many consumers on social media purchase products directly on those platforms, not so much because they really want to do so, but because the products they find on these platforms grab their attention, and because they want to learn more about the business behind those products.

This gives niche businesses an opportunity to promote their industry expertise and knowledge to their audience.

This connects companies to their target audiences on a more personal level– by creating discussions with them on social media, and communicating with the right tone of voice.

User-Generated Content

Another PR benefit that niche businesses can receive from social media platforms is capitalizing on user-generated content.

Utilizing such content by sharing it with audiences allows companies to not seem too promotional with their consumers, while also reaching new audiences without a lot of effort or investment.

The consumers that have a genuine interest in the business or its products can develop stronger relationships with the company in this way. Aside from re-sharing images or videos that previous consumers have shared on social media, companies can also promote positive reviews, as such reviews are also a form of user-generated content. This content can help consumers make a purchasing decision by contributing to third-party validation.

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Since many consumers are looking to make purchases online, it’s crucial that niche companies have their own blogs. Blogging is one of the best ways that niche companies can inform potential and new customers about their products or services without coming across as too promotional.

Consumers tend to stumble across blogs and blog posts when they’re researching a product or service on search engines, and having a blog is a great way for a business to grab the attention of those consumers in the researching process. It’s important that blog posts provide specific advice to consumers on topics that are related to the services or products the company provides, while also giving the consumers answers to questions they might have or solutions to their pain points.

Additionally, companies can always reach out to popular, professional bloggers, as well as journalists, who can write positive reviews on their own outlets. This provides a lot of value to niche companies because many consumers look for third-party validation of a company and its products before deciding to make a purchase, instead of solely relying on what a business says about its own products in promotional materials.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.