Niche Marketing: When Going Small Yields Big Results

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Bigger isn’t always better when it comes to generating leads and converting new clients. Your marketing plan might benefit from some micromanagement in the form of niche marketing. Niche marketing helps narrow your focus down to what you do best and looks specifically for those most likely to be interested in your brand. To do this, you can create a product or buyer niche.


A product-based niche is when a business creates a new product or service (or category of products/services) to draw in customers, like a “healthy kids” menu at a restaurant to appeal to health-conscious parents. A buyer-based niche is reflected by your buyer personas. For example, your sales data says that the meal-in-a-box product appeals to both college students and retirees. You could then take this data and create a niche marketing campaign for each — two subsets of buyers for one product.

Whichever niche(s) you choose will need a specific strategy for success. Here are three tactics for going small that can give your bottom line a big boost:


  1. Long-Tail Search Engine Optimization (SEO). You probably already leverage SEO in your marketing strategy, but long-tail SEO tactics target a finely tuned segment of prospects to yield greater conversion results. A good example is a trophy keyword like “used cars” and a long-tail keyword phrase like “2015 silver Honda accord sunroof Orlando.” Longer-tail SEO keywords won’t generate as much volume, but they’ll generally reflect greater intent to purchase. Plus, they tend to be easier to rank for, giving you greater visibility on Google.


  1. Long-Tail Search Engine Marketing (SEM). You can gain instant online exposure with search engine marketing, but you have to pay for every click. However, you can apply the same type of strategy you did for SEO by tailoring your ad campaigns to your niche with long-tail keywords. But this time, instead of getting a boost in visibility, your impressions will likely cost less while reaching a more targeted audience — with a greater intent to purchase.


  1. Social Media Marketing (SMM). Social Media Marketing can give your brand greater exposure on the platforms that your customers engage with. Facebook ads tend to be highly cost-effective and allow you to target an audience in highly specific ways, including: location (cities, communities, countries), demographics (gender, age, education, job title), interests (hobbies, pursuits, pastimes), behaviors (prior purchases, device use) and connections (include or exclude connections). Your ads can be images, videos, carousels, slideshows, polls, and more. Facebook can offer great value for its targeting capabilities, but you can use a similar strategy on many other social platforms, including Instagram, Twitter, and LinkedIn.


Not sure where to start? Let the experts at Kymera help you find your niche and optimize your marketing plan with tiny targets that can yield big payoffs.