Marketing a niche product is a more challenging feat than marketing mainstream products. You are probably solving a very specific problem for your clients, and it may be quite hard to reach that specific audience and market to them effectively. Marketers face several challenges, but, with the right approach, niche product marketing can reap great benefits.
It is a common misconception that digital marketing doesn’t work when niche products are concerned. On the contrary, digital marketing is quite an exciting channel to market your niche product and reach the right audience. The approach is slightly different and the messaging is very important. Even so, the same basic principles of digital marketing apply to marketing niche products too.
We at FVG have worked with some real niche products and, with our approach to digital marketing, these clients have seen a great ROI on their digital advertising spends too. Cellink Life Sciences is one such client that deals with bioprinting—3D printing using biomaterials for medical use. We helped this client reach their niche audience through targeted campaigns. We were able to deliver over 130,000 hits per month on their website through digital efforts. We have also worked with Plant Revolution, a producer of premium mycorrhizal products used to strengthen the root systems of plants and encourage healthy plant growth. We targeted home gardeners, farmers, and landscapers to deliver qualified leads for the product and increase sales by 250 % online.
Don’t Forget Global Audiences
There is an audience out there with the need for your product or service. The trick is in finding them through better demographic targeting. 3D bioprinters and mycorrhizae aren’t exactly household words. But enough searches are happening across a particular region, or even globally, looking for the product or service in question.
If you have marketed niche products before, you will realize that the number of searches you are working with is often in the 10-100 range. You will not have the luxury of working with keywords with thousands of searches. But it is still good news that there are 100 people out there who are searching to fill a specific need that your product or service can solve. Lower volume, specific searches are usually by people with higher awareness and intent. They’re BOFU (bottom of the funnel), and more likely to convert into actual sales.
Another idea is to increase the scope of the campaign and to add allied areas to your campaigns. While doing keyword research, include long-tail keywords as well as keywords from associated areas for which your product may be a natural substitute. To take the example of Plant Revolution, their target includes anyone that is essentially looking for solutions for healthier plants, and hence customers who are looking for any kind of plant products become their target audience.
Focus on Expertise and Ownership
The first step focused on the things you have to do to get the audience onto your platform. The next step is about getting them to understand the product in detail and converting them into leads.
The more niche your product is, the more likely it is that you are dealing with an audience that is highly aware and technically competent. This means that their pain points would be at a deeper level. This should be reflected in the content you present too.
If you’re a robotics software integrator, your key advantage isn’t going to be “robots are cheaper,” (your audience knows that!) it’s “these specific gantry bots from Mitsubishi can save 15 seconds or more on your process line.” When we worked with 4D Systems, a niche CAD/CAM and robotic firm, This level of specificity we had to reach to properly address 4D’s audience’s needs.
It is likely that your campaigns for niche products will address a relatively small audience. This makes your content on the website critical. Beyond this, even after you convert a visitor into a lead, there is a lot you can do with content to help the potential customer through the funnel.
Having conversion-oriented content on your website, having enough resources to have a clear understanding of how your product ranks above other products, and also creating enough Bottom of the Funnel content are important aspects to include in your content strategy.
Remember to Define and Measure Success Metrics
As in any digital campaign, whether mainstream or niche, defining the right metrics for success and tracking them closely gives you better results in the long run. Create a realistic estimate of the numbers based on the available data and the data from the planning process. This will help you set some baseline numbers for awareness, CTA response, etc.
You can also create solid milestones and track your progress against these milestones periodically. This process of review is critical. You will know when your campaign is not progressing as planned or when a metric is not where it should be. Beyond this, you will also see what is working well and what is not. Expecting to get a campaign right in one go is unrealistic. It is this constant feedback loop that optimizes the campaign over time and delivers better results.
A/B testing your CTAs, tracking the various traffic sources and unique visitors, and understanding how much time visitors spend on the page on average are some important measures relating to the website that you must track. Beyond this, also looking at aspects like the best sources, and the types of content that are leading to the most conversions will give you ideas on where to focus your efforts and budgets.
You can also define some growth targets once you have your campaign up and running and can identify areas where improvement can be made. Measuring everything and building complete profiles of your visitors and potential customers is important. You can dig into this data to glean more insights and possibly also find new opportunities.
Marketing a niche product is not as straightforward as marketing a mainstream one. There are some innate challenges, but these challenges also open up ways to enhance your campaign. Dealing with a knowledgeable audience has its benefits. You can focus most of your communication and content around purchase intent, giving your potential customers a clear understanding of why your product is better than the other options out there.
Like in any campaign, being data-driven is key. Having clear goals, a way to track progress on each of these goals, and constantly reviewing your campaign will help you optimize your budget spend and campaign efficiency.
FVG has years of experience working with niche brands. We leverage subject matter expertise to talk to your leads the way you would to them. We have delivered digital marketing campaigns with up to 10x ROI for super-niche products. Reach out to us and we can make that happen for you too.
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Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.