A niche group is a selective group of audience who have very specific interests wants and needs. They may be small in number, but they hold great value for the success of brands. For a general audience, it may a little difficult to create content because there are so many varying interests. In case of niche audience, since they have very specific likes and dislikes, it is easy for marketeers to target content to them.
Here are some tips on How to Build a Social Media Campaign for a Niche Audience:
Identify your target audience
Step 1 is to research, understand and define who will be your niche audience. For this, you will have to conduct thorough research on your customers’ interests, find out about your competitors and make yourself stand out from them. In order to create impactful and engaging content, advertising and campaigns, you first need to understand the targeted audience. Your niche audience could be anyone from curly haired people, to vegan eaters, to health lovers who live in X city. You will have to review demographics, including population size to calculate the value of this niche market. It is a good idea to keep defining your niche audience until you truly know who they are, what they want, what they think about and how they live.
Create specific, targeted content
Once you know the type of content your niche audience wishes to see, you will have work on actually creating it! You can generate search-friendly content to reach as many people as possible. This can be done by adding niche hashtags to your social media content, blog posts and publications. Ensure you add locations within hashtags if you want to target a location-specific audience. Try using hashtags that are popular among your niche audience. You will get a better idea of what these hashtags are by checking out the accounts your niche audience are already following.
Choose advertising platforms thoughtfully
Once your niche audience is in place, you will need to look at platforms and use them as the focal point of your campaign. You have Facebook, LinkedIn, Twitter and Instagram — the four major channels used to promote businesses. However, you have to understand which platform performs well for your niche audience and which does not. Targeting all the platforms at the same time might not give you the desired results while also proving to be expensive. So, you need to figure out what works for you. You can target that one niche platform where you find fewer competitors and is ideal for your target customer profile.
Look to niche Social Influencers
Today, social influencers are very dominant in the marketing milieu. If you are unable to organically gain followers you want, you can consider leveraging a niche social influencer. These are people who understand their audience extremely well and already have a large and specific following. With the help of earned media or a paid promotion, a niche social media influencer is a great way to attract your niche audience.
Consider offline marketing
Digital marketing is of course great, but good old offline marketing cannot be forgotten. It may or may not be possible to reach out to everyone and give them all experiences only through mobile apps or websites. In case of niche businesses, offline marketing helps to let people touch, hold, and sample the products. Offline marketing tactics such as using business cards, pamphlets, or coupons give customers a physical connection with the brand. These also do not cost a lot because some are as simple as attending local events as a guest speaker or donating discount cards to a charity of choice.
Interact with your niche audience regularly
It is not enough to just gain the loyal following of a niche audience. To continue strong engagement and keep up the following, it is important to interact with them frequently. Niche audience members look forward to have more personal and developed connections with their brands. You can look at options like contest giveaways, reply to their comments on your posts, host Instagram/Facebook Lives, or even repost some of their content if you like. You need to keep the conversation rolling between the brand and its followers!
If you are selling something different or offbeat, you can be just as creative while marketing it. You can create your own rules and come up with new ways to promote a niche business. Get started with your Social Media Campaign for a Niche Audience right away. If you need expert help, you can get in touch with us. We are a leading social media marketing agency that offers a wide range of social media marketing services that can help your brand engage with your niche audience and see the results you wish to.
Atul is Founder & CEO at Xenia Consulting. He has over 22 years of experience in marketing, across corporates as well as SME,start-ups. Over the last 5 years, he has gained significant expertise and has helped several companies drive growth leveraging digital marketing