In the marketing industry, the goal isn’t just to reach hundreds or thousands of consumers, but rather to identify your “target audience”. But did you know that you can take it a step further by marketing to more specific consumers, also known as your “niche audience”?
Think of it this way: Your business has a target audience, right? Dig a little deeper, and you’ll discover a subgroup of people called a “niche audience”.
Your niche audience is a group of people who have distinctive wants and needs. Although they’re not large in numbers, they’re considered valuable since they often engage with your brand compared to other consumers. In short, these people are your go-to customers, someone who you can trust to sell your products or services.
Now that we know what a niche audience is, the only question left is: who exactly are they? Before you create content for your unique audience, it’s necessary to discover who they are first.
Step 1: Knowing The Difference
Finding your niche audience begins with understanding their behaviour and actions, so you can target your marketing at their needs. Before you start creating niche content, here’s something to consider:
Target Audience Versus Niche Audience
There’s a difference between the two. Your target audience is a particular group of people who you wish to reach. On the other hand, your niche audience consists of people with more precise interests. In general, your niche audience is a group within a group—similar to a Matryoshka doll.
For instance, your target audience is people from ages 20 to 25-year-old males. If you want to figure out your niche consumers, be a little more specific and target 20 to 25-year-old males who also work middle-class jobs and love to purchase sneakers.
Step 2: Research Is The Key
Now that you understand the gist of what a niche audience is, the next step is the heart of research itself: gathering customer data.
With your existing customer database, try to get into specifics and identify the common traits among your niche audience. Let’s refer to the demographics and examine each characteristic:
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- Ethnicity – In Singapore, the ethnic composition consists of four main groups: Chinese, Malays, Indians, and others.
- Employment – Identifying your customers shared employment traits will let you discover a few things, such as their job, monthly income, and how much money they’re willing to spend.
- Religion – Singapore is no stranger to religion. The five major religions in the country include Buddhism, Islam, Christianity, Taoism, and Hinduism.
- Culture (By Age) – You know what some people say, “Age is just a number.” With that said, you could be more specific with the customer’s age by identifying the era and culture where they grew up in.
These are just some of the traits that you can identify to discover which are the most commonly shared among your target market. By knowing the common characteristics, you can chase after customers who are more or less similar to each other, making it easier to discover your niche market.
Step 3: Niche Marketing
The hard part may be over, but the real challenge is just about to begin. Fortunately, all you have to do is follow the trail of information and apply the data you’ve gathered in creating content.
To make it sound simple, let’s picture a hypothetical situation. For example, you own an online flower shop in Singapore. Your target market is women from ages 20 to 30 years old. After doing enough research, how can you dissect the data you’ve gathered to identify a niche audience?
Let’s get into more specific details. Instead of limiting your target market with the customer’s age and sex, you can go a step further by including their interests, employment, and ethnicity.
| Target Audience | Niche Audience |
| Women 20 to 30 years old | Women 20 to 30 years old Middle-class job Taoist Animal lover Works out at home or the gym Active social media user |
Notice the difference between the two? By compartmentalising your customer database, you can finally create content for targeted to unique consumers.
As for creating content, let’s use the said example for reference. Now that you know you’re aware of your niche market, you can apply the information you’ve gathered and market to specific consumers. You can publish content that your niche audience will relate to, such as this cute little photo of a dog carrying a flower.
Hmm. A dog carrying a flower? This won’t just attract women who love pets, but people of different kinds as well!
Once you’ve discovered your niche market, it will be much easier to create content specially made for them.
But don’t just stop there. Consider other ways to market your business to niche customers, such as:
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- Analysing your competitors. The best part about niche marketing is that there aren’t many competitors to rival against. But it’s still wise to monitor what your rivals are up to in case you’re losing customers.
- Utilise keywords. Research the best keywords to enhance your SEO campaign for niche consumers in Singapore.
- Keep in touch. Always keep in touch with your niche consumers to get a better insight into your business from an outside perspective. No one knows your business from the outside better than your niche market!
There you have it. These are just some of the steps that you can take to reach out to your niche market. It may seem difficult at first, but the results are worth the effort! For more tips, check out our blog about niche marketing.
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