Plenty of successful companies have only seen success after focusing on a narrow part of a population and marketing strictly to that group. In fact, most of the time, the more unique companies are the ones that are focused on a particular niche in a market.

Taking charge of a niche market is not that difficult to do, especially when it’s done correctly. However, let’s start by focusing on each part of the equation separately.

What is a Niche Market?

A niche market is a small part of a bigger target audience. For example, if the brand is selling women’s shoes, the wider audience is women as a whole. However, the niche in that audience can be vegan or vegetarian women, who are looking for shoes that are ethically sourced as well as made from sustainable materials.

Additionally, there are plenty of different examples of niche markets and target audiences within those markets, that can be further differentiated according to things such as income brackets, price preferences, specific hobbies, and many others.
Why Does a Brand Need It?

The simple reason why every business needs to define its niche market is that no one can be everything to everyone. While the idea that a product or a service might end up helping everyone is a very tempting idea, it’s actually adding unique features that attract a specific audience.

The main benefit of a niche marketing strategy is that it allows a business to step away from all the generalized marketing approaches that often lead to companies being unable to really connect with anyone. However, thanks to niche marketing efforts, it’s much easier to focus on investing money and time into the people that are more likely to appreciate the specific services or products that the brand in question is offering them.

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Another benefit to niche marketing is that it’s a lot easier for businesses to create brand awareness as well as brand loyalty when there aren’t too many competitors, so it’s easy to stand out from the rest of the (small) crowd.

The niche brands around the world that focus on their particular segment of a target audience enjoy having a loyal client base. It’s also a lot easier to market to a group who really loves the products or services that are offered to them.

In fact, the main reason that people tend to buy things is that they either need them or really like them. Whatever the case may be, a brand needs to find a way to tap into an existing consumer market and then create interest within that market around what the brand in question does better than everyone else.

Some might think that starting or expanding a brand into a niche market is difficult, however, that’s rarely the case. As long as that brand has a personality and shares its ideals with its clients, creating brand awareness is easy. The only thing that matters at that point is how the brand communicates with the audience about what it represents.

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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.