With 32.5 million small businesses in the U.S., competition for consumer dollars has never been so fierce. And, although 77% of small business owners report feeling optimistic about their future success, only 48.9% statistically end up surviving five years or more. Fortunately, by implementing a niche marketing strategy, you can ensure your business stands out to your target customers, beats the competition, and experiences long-term success.
Devise a buyer persona
Devising a buyer persona is an essential step toward ensuring your marketing strategies connect with your target market. In fact, 90% of businesses have successfully used buyer personas to create a clearer understanding of who their buyers are. Essentially, your buyer persona should clarify your target customer’s defining characteristics and triggers. So, you could start by creating a list of short, simple questions for your customers designed to collect relevant, helpful information. Armed with this information, you can then adjust your marketing strategy to better target this niche segment.
Invest in PPC marketing
PPC (pay-per-click) marketing is the quickest and easiest way to get your business seen by your target customers. In fact, as many as 65% of customers click on PPC ads, while PPC also generates double the number of visitors compared to SEO and increases brand awareness by 80%. PPC ads are a form of paid search advertising shown to your target customers that rely on select keywords relevant to your business and products or services. Most notably, PPC is cost-effective since you only pay a small fee to the search engine whenever a visitor clicks on the ad and through to your site. After creating your PPC ads, effective management is essential to analyze their performance, make necessary adjustments, and ensure they’re successful. Professional PPC management services are particularly beneficial for businesses in competitive industries, such as, law. This way, your campaign can be monitored as needed to ensure your investment is well spent.
Determine what works best for your niche
Different marketing strategies resonate differently with various niches, so find out which ones work best for you. For example, Clarity Quest, a marketing agency in the tech and healthcare space, reported SEO and PPC ads work best for one of their healthcare software clients when it comes to winning customers, whereas trade shows are most useful for growing brand awareness. So, take time to understand how your target market responds to different messaging and adjust accordingly.
Niche marketing is essential for standing out to your target customers. By creating a buyer persona, investing in PPC marketing, and, you can better grow a loyal following of repeat customers, beat the competition, and enjoy continued business success.
