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How to optimise your marketing campaign for niche interests

by on February 15, 2020 in Business, Digital Marketing, Ecommerce, Latest News, Lead Article, Marketing, Mobile/Tablet, News you can use, Nuggets, Small Business, Startups

How to optimise your marketing campaign for niche interests

A great product is not one that’s loved by everyone.

You have a target audience, a customer persona and a niche that your product/service belongs to. 

However, this doesn’t mean you can’t burst out of your bubble and target a completely new audience and appeal to someone new.

It would be foolish to miss out on multiple niche interest marketing opportunities that are booming – it can give your business a competitive edge.

You may be convinced your product/service is one that has universal appeal, (you could be right), but strategically targeting niches with a set of specific tactics can be more effective and sustainable than trying to flog it to the masses.

So how do you do it?

There are 3 simple steps:

  1. Objective

  2. Persona

  3. Research & Promotion

Objective

Like any marketing campaign, you start by setting an objective/target.

To ensure your target setting is strong and won’t allow for any mistakes down the line, you need to follow the SMART Target strategy.

  • Specific

  • Measurable

  • Achievable

  • Relevant

  • Timely

Whether you are setting multiple objectives or just one, following this strategy will set the foundation for your campaign and allow you to measure its success.

Communication is vital to the operation of any business and its marketing campaign. Setting clear, detailed objectives will allow your team to be on the same level and work towards the same goal.

 

Persona

Creating your customer/audience persona is down to research and does connect with step 3 of incorporating niche interests into your marketing strategy.

The main research point we recommend would be trend following; keeping up to date with the latest news, events and being aware of the different trends in your chosen niche is crucial when designing your persona.

The more you understand, the easier it will be to connect with your audience and build personal relationships with them.

If you haven’t already, connecting your website to Google Analytics will allow you to draw insights relating to your website activity. For instance, age, interests, location and other data are collected for you to utilise and measure your campaign’s performance.

Understanding who you are already targeting will allow you to construct a new persona/target audience, specific to your chosen niche interest.

Sometimes creating a visual representation of your ideal customer,  with a name and face, can be a creative way to brainstorm.

If you find yourself struggling with this process,  become part of the niche you are trying to target by visiting hotspots or by going to an event!

Focus groups are an extremely effective way of collective primary customer insights that are coming directly from the audience you are trying to target.

Evaluating which platforms receive the most engagement from your chosen niche is a deciding factor that leads smoothly on to the third and final step,  Research & Promotion.

 

Research & Promotion

Deciding which platforms to run your marketing campaign is a big decision that should be made with care.

Gathering insights, identifying engagement and trends is an important deciding factor. Sources such as Statistica are great tools to use, but again, immersing yourself in the lifestyle of your chosen niche online will reveal valuable behavioural patterns that can’t be represented in a graph.

It is all about your understanding.

Providing value in the form of a giveaway or promotional discount is ideal to build engagement before trying to make sales. Developing customer relationships by promoting trust and loyalty will allow you to achieve more sales in the long term.

What does an effective campaign look like?

Take Veganuary and the general rise of veganism.

This popular diet has been at the forefront of companies marketing campaigns, with the intention of broadening their audience and appealing to non-meat eaters.

For example, McDonald’s and their new McVegan burger which was released during Veganuary; their fully vegan burger veers from their previously meat orientated menu and welcomes an audience who follow an alternative meat-free diet.

Source: McDonald’s)

This burger was targeted to the vegan community but saw thousands of meat-eaters and vegetarians order the burger to see what it tasted like.  This campaign has a lot of potential, for instance, it promotes a new vegan-friendly location and could even convert a customer to stop eating meat to pursue a healthier lifestyle.

 

Summary

Targeting a specific niche as opposed to marketing your product/service to the masses is a sustainable and effective way to grow your business.

Promoting change and targeting a completely new niche is 100% achievable with careful planning and precision.

  • First, outline your objectives using the SMART Target strategy to ensure a strong foundation for your marketing campaign.

  • Second, create a customer persona through gathering customer data online and in the form of focus groups.

  • Finally, research how your niche operates online and offline, then start promoting.

Building customer relationships and brand loyalty is an important part of this process, it takes time so don’t rush.

Taking inspiration from global companies marketing campaigns is a great place to begin brainstorming.

If this all sounds like a lot and you don’t have enough spare time as it is, let alone building a marketing campaign from scratch – don’t worry! Choosing the right Digital Marketing Agency can ensure that you have a strong advantage over your competitors.

Bio – The Good Marketer is a Marketing Agency in London which drives more traffic, generating conversions and increases sales for Small-To-Medium Sized Businesses.

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