Are you looking for a more cost-effective way to grow your brand? We all know business is tough. And, while there are plenty of people who claim to have that “one secret” that will take you to the next level, the truth is that no one but you can really make the difference. Though it certainly isn’t some magical panacea that will catapult you without any effort, today I do want to talk about a method I recommend to really push your business forward: niche marketing.
What Is Niche Marketing?
I touched on the concept of niche marketing last week, so I definitely recommend reading that article in its entirety. For today’s purposes, we’re focusing on how it can be used to save money in your business, so I won’t go into quite as much detail.
What you need to know is that niche marketing is all about identifying a very specific subset of your target audience and spending all your time and energy focused on that group. For our purposes, it’s much deeper than what you might think. Yes, it’s about differentiating yourself as a specialist, but it’s so much more. An example would be a brain surgeon vs. a doctor -that’s a specialized niche. However, we take it even a step further.
When you’re starting out, you’re not just a brain surgeon; you’re a brain surgeon that specializes in treating those with hereditary neurological disorders. In other words, this sort of marketing is finding a specialty and focusing on a specific group that wants that specialty.
The Advantage of Hyper-Targeting
On the surface, this might sound counter-intuitive. After all, you want to ensure you’re able to reach as many people as possible, right?
A business that tries to be everybody’s cup of tea is bound to fit no one perfectly. On the other hand, when you grow your brand with niche marketing, you’re better able to reach people who can really relate to your message.
Look at it from a “big business” standpoint. Companies like Proctor and Gamble understand niches. They demonstrate that understanding by releasing various different products that compete with one another. Laundry detergent is one of the best examples. If you weren’t already aware, so ahead and do some homework on the big ones -they’re virtually all owned by Proctor and Gamble.
And, the reason they do these sub-brands is not just to create the illusion of competition (though that certainly helps). Instead, the primary benefit of this sort of marketing is that they’re better able to target individual niches. And it works!
How Can This Save Money?
But, here’s the deal…I understand.
Some of you won’t act on a concept without some more motivation. Sure, it will make selling your prospects easier. Yes, it will help you build “fans” rather than just “customers.” Oh, and don’t forget it can help you gain recognition and earn free publicity among your chosen niche.
Ultimately though, today we’re going to focus on why this sort of niche targeting can help you save money.
Once you understand the various digital marketing options available to you, it becomes apparent how cost-effective this marketing can be.
Grow Your Brand Through PPC Ads
Unquestionably the fastest way to grow your brand online, pay per click (PPC) advertising is how you really get started with niche marketing. Whether it’s Facebook, Google, YouTube, or any other PPC platform, here’s how it works:
- You choose who sees your ads, meaning you can easily target a specific subset and only spend money when those interested parties actually engage with your ad.
- You get to tailor your message to this very specific audience, which means they will more easily relate to your brand.
- The highly targeted audience means less competition, which means less expensive costs. I.E. directly, lowering your advertising budget and saving your money.
Keep Your Brand Message Clear
At Macolino Enterprises, we specialize in helping coaches break the mold with branding gold. And here’s the deal.
If you’re looking to get involved with niche marketing and grow your brand online, the most important piece of the puzzle is having a well-defined brand strategy. When you’re ready to get started hitting new heights, go ahead and submit your information below. We’ll help you get ahead by ensuring your brand has a clearly defined niche and is ready to deliver when called upon.
Until next week, keep offering value.