How to cultivate a niche audience for a specific brand

By Indeed Editorial Team

Published 14 November 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Niche marketing is a strategy that sales and marketing teams employ to build customer loyalty and help the companies they work for stand out from their competitors. Targeting a niche customer segment allows them to offer those customers products and services to meet their specific requirements. Learning more about this strategy can also help you apply it during your marketing campaigns. In this article, we explain what a niche audience is and why it's important and outline seven steps you can follow to build one for the brand you work for.

What is a niche audience?

A niche audience is a subgroup of a brand's broader target audience. They have specific requirements and interests, necessitating a targeted product or service. A niche segment is typically small but valuable to brands, as they're often engaged and responsive.

Companies define this group as the population or demographic of potential customers who may benefit most from their products. Brands can use various traits and characteristics to define their niche customers, including the following:

  • location

  • age

  • cultural background

  • profession

  • income level

  • features

  • lifestyle

  • activities or interests

  • requirements

  • behaviour

For example, a brand that offers a subscription for a recipe kit may define its niche customers as 'professional couples with one or more children'.

Read more: What is a target audience? (And how to identify one)

How to attract a niche audience

Attracting niche customers entails defining who those individuals are, producing content they value and engaging with them regularly. Here are the steps for building a niche customer base:

1. Analyse your employer's product or service

Before developing a strategy to target your niche, it's useful to evaluate your employer's product or service. Consider who it's for and why. Having a clear and accurate answer to these questions can help you better understand why your target audience may decide to make a purchase. It may be beneficial to research the particular demographics of individuals who are more likely to be interested in your employer's products, such as age and gender. Analysing your employer's product or service thoroughly allows you to identify your specific customer niche.

Related: How to conduct market research (with types and benefits)

2. Research your audience

It's important to research the particular customer segment that you plan to target. Understanding this group can help you develop more effective marketing campaigns to promote your employer's product or service. One approach for defining a niche and its characteristics is to create an audience persona. This involves developing a fictional person to represent the ideal customer you're aiming to attract. You can ask yourself the following questions to create a persona for your target customer:

  • How old is your ideal customer?

  • Where do they live?

  • How are they buying your employer's product or service?

  • What type of professional field do they work in?

  • What is their marital status, and do they have children?

  • Whom do they live with?

  • What is their income?

  • What are their hobbies or interests?

Related: What are brand activations? And 18 brand activation ideas

3. Research competitors

By researching other brands that target the same customer segment, you can learn what marketing strategies they use to successfully connect with this group. You can then begin to think about how to create unique and effective content for your niche customers and differentiate your employer's brand. You can use social media or conduct an online search to identify primary competitors and collect information such as the following:

  • The kind of content they produce.

  • The type of content that customers are more likely to engage.

  • The types of social media posts and platforms they use to attract the highest number of likes or comments.

  • The days and times they typically post new content on social media.

Related: How to brand yourself in 10 steps

4. Create targeted content

When you understand the type of content your target audience engages with, you can begin to create it. You can use various formats, such as blogs, social media posts, website content, e-books, infographics and videos. Consider factors such as location or hobbies that are specific to your niche when considering what kind of subjects they may like to learn more about or share with their friends and followers.

Related: Why is marketing important in business? 13 FAQs on marketing

5. Use social media to engage with your niche

Social media is a simple way to effectively reach your niche segment. Posting content and adding specific hashtags popular in your niche can make your employer's brand easy to find. Exploring what brands are popular in your niche and what accounts they follow can provide you with ideas and frequently used words and phrases to include. If you're focusing on a specific region, you can also add your location to your posts and hashtags.

Another way to use social media to your advantage is to reach social influencers within your niche and partner with them to publicise your employer's product or brand. These influencers are likely to have a good understanding of your niche customers and a large and established following of potential customers.

Related: What is email marketing? (Tips on how to launch a campaign)

6. Connect with your target audience

After successfully attracting the attention of your niche, interacting with them frequently is key to maintaining loyalty and holding their interest, so they continue to purchase your employer's product or service. You can engage with your audience on social media by responding to their comments and liking or sharing their content. To communicate more effectively with your audience, review what type of words and phrases they use to interact with their followers and aim to use similar language for your content.

Supporting the same causes, issues and beliefs as your employer's target customers can help you gain their loyalty and connect with them on a more personal level. It's important to ensure that any causes you support are aligned with your employer's brand and its mission statement.

Related: How to develop a brand identity (plus tips for success)

7. Respond to feedback

After building and attracting a niche segment you frequently interact with, you're likely to receive feedback and comments from them on social media, your employer's website, blog posts and online reviews. Use this feedback to better define the requirements of your target niche. Modify your marketing strategy accordingly to accommodate this and suggest possible modifications regarding products or services.

Read more: How to find your target audience (with types and benefits)

Why is having a niche important?

Niche customers are important because they help brands stand out from their competitors and establish a positive reputation. They also enable brands to create a more focused marketing strategy that targets a specific customer group who are more likely to buy their products. While targeting leads from various demographics is still important, leveraging a niche segment can help you gain a competitive advantage, establish a positive brand reputation, increase brand awareness and build lasting customer relationships. Determining and concentrating efforts on a niche segment has many advantages for brands, including the following:

  • Improved sales: Targeting communications towards a group of people specifically requiring your employer's products increases the likelihood of generating sales.

  • Brand loyalty: Focusing marketing efforts on the right customers is more likely to lead to repeat business and improve brand customer loyalty.

  • Save money: Businesses can reduce marketing costs by communicating with a smaller segment instead of spending a lot of money trying to reach a broader demographic.

  • Competitive advantage: Typically, higher specificity of a brand's product or service reduces the competition between companies for the same customers.

  • Higher profits: By researching your niche extensively, you learn what price they're prepared to pay for a product or service that meets their requirements. You can use this to inform your employer's pricing strategy to boost its profits.

  • Improved marketing content: Develop a marketing strategy to produce content your audience values to improve your employer's search engine rankings, allowing your employer's customers to interact with the brand regularly.

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