How To Market A Tricky, Niche Business

Posted on Jan 12 2016 - 4:15pm by Editorial Staff


We all know that digital marketing is now the best way to get your business off the ground. There are countless articles online about this topic, and there’s plenty to learn. But, what if you’re running a really niche business? Do these general marketing techniques still work? Today we’re looking at how a very specific business can reach the right audience. It’s not easy to find particular customers in a niche industry, but we’ve got the answers.

But first, what exactly counts as a niche industry? We’re talking about anything with a small but lucrative community of customers and clients. For example, the plastic surgery industry or a specific sports or hobby website. Anything with a limited customer base that you’re looking to tap into. They are lucrative markets, but you’ve got to get the message right. Here’s how.

A website

Your website is essential. Remember, you’re looking to connect with a very specific, targeted person. In a way, that makes your job much easier. You can design the entire website with just one person in mind; your target user! You can use wording and images that resonate with them. You can draw them in, and make them feel at home. It’s easy when you don’t have to appeal to everyone.


SEO stands for search engine optimization, and it’s the best place for niche businesses to start. Why? Because your customers are online, searching for their niche products. Plastic surgery customers are searching Google for procedures and advice. The easiest way to market to these people is making sure you show up on Google! Take a look at how the plastic surgery industry masters SEO at


Content marketing has become a serious force in the digital world. Think about it, compelling content draws your target audience in, and leads them to your website. If you can get your niche audience to share content with their friends, you’ll reach new customers. If you specialise in a niche sport or hobby, create content about it! Your target audience are actively looking for articles and videos about it. Remember, you don’t need to reach everyone, just your target audience.

Targeted advertising

The best thing about digital marketing is the ability to hone in on certain people. You can identify your ideal customer, and advertise directly to them. By using Facebook or Google adverts, you can display adverts only to the people interested in your business. Facebook uses our likes, dislikes, and demographic data to send highly targeted ads. It lowers the cost of customer acquisition, because you only reach the people who are interested.

Reach out to others in the niche

Even the smallest niches will have blogs, websites, and business dedicated to it. Start to reach out to these people and connect with them. Build your reputation and connections within this niche. Offer to write guest content for their websites, and put yourself in the right positions. By doing this, you’ll establish your expertise in this niche industry.

Digital marketing actually works much better in a niche industry. Use careful taregtting, and try it for yourself!

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Editorial Staff at I2Mag is a team of subject experts.