To help you understand how to effectively target niche markets, we’ve gathered insights from 12 industry professionals, including CEOs, founders, and marketing strategists.
From researching and creating sales funnels for high-ticket items to dominating emerging B2B, these experts share their experiences and approaches to successfully targeting niche markets with their products or services.
- Research and Create Sales Funnels for High-Ticket Items
- Focus on Long-Tail Keywords and Language Expansion
- Partner with Niche Creators
- Tailor Solutions and Form Strategic Partnerships
- Engage the Reddit Community and Build Trust
- Connect via a YouTube Video Library
- Participate in Relevant Groups and Events
- Find Your Speciality and Build from There
- Examine the Broader Market
- Adopt a Focused Approach
- Deliver Aligned Services for Client Needs
- Lean into Emerging Markets
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Research and Create Sales Funnels for High-Ticket Items
For B2B big-ticket items, we like to use a service like Coldlytics to research and get contact information for our client’s potentially perfect clients. We then reach out to each prospect on multiple levels: phone, email, snail mail, social, and even directly targeted ads. It is a great way to build the brand and make sales. It is a time-consuming process, so it works best for high-ticket items.
If anyone shows interest in any of our contact points, we add them to a sales funnel where we send detailed information, customized videos, reviews, or case studies—what we send depends on the product or service we are trying to sell, of course.
We don’t recommend bombarding potential clients with random or repeated sales pitches—our funnels are custom-built for each product or service—and sometimes even for the specific prospect if the ticket value is high enough.
Our closing rate for high-ticket items skyrocketed after we implemented the sales funnels to well-researched prospects.
Maxine Tubbe, Digital Marketer / Project Manager
Focus on Long-Tail Keywords and Language Expansion
By focusing on long-tail keywords, brands can identify related varieties of their most successful keywords and run more experiential marketing and business models to further target those search queries. By giving consumers more tailored recommendations and improving targeted marketing to specific needs, companies improve the customer experience and increase conversions.
We were able to do this successfully in our business by expanding our offerings to work in over 100 languages. Given that most attention goes to keywords in English, focusing on non-English keywords helps our business easily increase its reach and our customer base overall.
By partnering with other foreign language speakers and investing in text generators in each of those languages, we have been successful in expanding our market and business. We know that city- or country-specific long-tail keywords have huge potential and have seen conversions increase when we have invested in them.
Matthew Ramirez, CEO, Paraphrasing Tool
Partner with Niche Creators
At Achievable, we market our test prep products to niche markets such as FINRA (financial licensing exams) on a daily basis. To better position our brand and products, we are always researching how consumers behave and what their priorities are with their purchase.
In this process, we learned that people in the market to take high-stakes exams do their due diligence to search for courses that are good fits for them, and oftentimes turn to YouTube to watch reviews of various prep courses.
To capitalize on this, we have partnered with creators who make content targeted toward these niche markets in order to establish credibility within the space and influence consumers to choose our product. Forming partnerships with trusted individuals in the industry is a great way to reach niche markets and increase conversions.
Tyler York, CEO, Achievable
Tailor Solutions and Form Strategic Partnerships
At Breachsense, we successfully targeted the niche market of small to medium-sized medical practices with our tailored data breach monitoring service. We developed a specialized solution that addressed industry-specific compliance requirements, such as HIPAA, and provided real-time monitoring of patient data and network infrastructure.
Through targeted marketing campaigns and educational initiatives, we raised awareness about cybersecurity risks in the healthcare sector. By forming strategic partnerships with medical associations and IT service providers, we expanded our reach and credibility.
As a result, we’ve achieved market penetration, increased revenue, and an enhanced reputation as a trusted provider of data breach monitoring services for medical practices.
Josh Amishav, Founder and CEO, Breachsense
Engage the Reddit Community and Build Trust
Our agency successfully targeted a niche market by leveraging the power of Reddit to connect with content creators in the web development and SEO domain. Reddit boasts an active community of passionate content creators, making it an ideal platform to tap into this specific market.
In order to approach this niche market, we immersed ourselves in relevant subreddits and actively engaged with the community. Then, by sharing valuable insights, tips, and advice related to web development and SEO, we established ourselves as trusted authorities in the field.
Through consistent participation and genuine interactions, we earned the attention and trust of the content creators on Reddit. They began viewing us as experts in our domain, leading them to approach us with their web development and SEO requirements.
Richard Kennedy, Managing Director, Arken Digital
Connect via a YouTube Video Library
To connect with our niche market, delivery drivers, we created an in-depth video library on YouTube to help them handle their biggest pain points and understand our value. Since YouTube offers some great opportunities for this niche market to find us through organic Google search and the YouTube platform itself, it’s helped us build thought leadership and reach more of our target audience.
YouTube has helped us quickly build relationships while also showcasing the value of our SaaS to help them boost productivity and make more money.
Jack Underwood, CEO and Co-founder, Circuit
Participate in Relevant Groups and Events
One example of successfully targeting a niche market with our product was when we developed specialized software for event planners. We took a focused approach by conducting thorough market research to understand the specific pain points and needs of event planners. We tailored our software to address these unique challenges, offering features such as streamlined attendee management, customizable event websites, and robust reporting tools.
To reach our niche market, we collaborated with industry associations, participated in relevant trade shows, and utilized targeted digital marketing campaigns. As a result, we gained significant traction within the event planning community, established ourselves as a leader in the niche market, and experienced a notable increase in sales and customer satisfaction.
Brian Clark , Founder, United Medical Education
Find Your Specialty and Build from There
When our parent company was formed 18 years ago, it was a digital marketing company that worked with all industries. But we quickly discovered that we were able to deliver the highest ROI in the shortest amount of time for lawyers. We created a brand that exclusively worked with law firms, which is how Custom Legal Marketing was born.
As our network of lawyers expanded, we started to fill other needs by launching Law Firm Newswire, a press outreach service just for lawyers, Bigger Law Firm Magazine, a legal marketing publication, and other supporting services for the legal industry.
Basically, we found our niche and then started building resources to support the legal industry. Today, all of Adviatech’s holdings and offerings are exclusively for law firms.
Jason Bland, Co-founder, Custom Legal Marketing
Examine the Broader Market
The first step in finding a niche is looking at the broader market that it falls in. I knew I wanted to work with the tech industry, so I started there and then started to narrow down options based on which niches in the industry could benefit most from my service, which niches were most likely to use my services, and which one could I tie my expertise into.
That led me to B2B Tech Services Businesses. This still covers a wide enough range for me to be able to reach clients in multiple sectors (i.e., healthtech firms that work with hospitals or doctors’ offices, fintech firms that work with small businesses, etc.) while also being able to target my marketing message to the entire B2B Tech Services sector.
It’s important to remember that when you niche down, you can have different segments of your target market to expand your opportunities for success while still staying within one niche.
Elizabeth Redcloud, Owner/Sr. Marketing Strategist, RSM
Adopt a Focused Approach
When targeting a niche market with our podcast production service, we’ve discovered that it’s important to adopt a focused approach.
We begin by thoroughly researching our target niche to understand their preferences, pain points, and the content they crave. We then develop a podcast production strategy that aligns with their unique interests, whether it’s providing expert interviews, in-depth discussions, or niche-specific storytelling. Another important factor we consider is crafting compelling episode titles and descriptions that communicate the value proposition to our target audience.
Additionally, we engage with our niche community through social media platforms, forums, and online groups, establishing ourselves as an authority and building anticipation. By consistently delivering valuable and tailored content, we could foster a loyal following, gain credibility within the niche, and attract potential clients who align with us.
Harry Morton, Founder, Lower Street
Deliver Aligned Services for Client Needs
A strategic shift that redefined our service approach was pivoting from a general digital marketing agency to one specializing in the financial and investment industry, including fintech. This was not a sudden transition but an organic shift shaped by our growing expertise and strong understanding of this niche market’s unique needs.
This targeted approach reaped significant rewards. By narrowing our focus, we delivered services more aligned with our client’s specific needs, which improved client satisfaction and retention rates.
Furthermore, our team developed a deep industry knowledge that allowed us to offer highly tailored, innovative solutions, driving better client results. The outcomes were compelling, affirming our preference for this type of client and our decision to embrace this niche market.
Shane Mcevoy, MD, Flycast Media
Lean into Emerging Markets
We worked with a B2B software developer to dominate an emerging market. There was little search volume around terms, as the concept was only recently gaining traction due to shifts in the market, inflation, and talent shortages. We created both SEO content and thought leadership around the topic. And we helped our client publish content on LinkedIn to build an audience there.
This helped us establish both the CEO and the company as thought leaders in the space, create speaking engagement opportunities and guide the sales team. This content strategy has positioned them as a leading service provider and helped them expand services with existing clients.
James De Roche, Managing Partner, Lead Comet
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