Understanding Your Audience: How to Reach Niche Consumers

How to reach a difficult demographic


Niche marketing can be a very lucrative way to make money online. To be successful in niche marketing, however, it is crucial that you understand your audience. All of your marketing content must be effectively tailored towards your audience in order for it to be effective. Here are some tips for reaching niche customers so you can maximize your chances of success.

Introduce Yourself

One step that is often overlooked when trying to connect with consumers is providing information about yourself. Envisioning your audience is not enough to develop a meaningful connection. It is critical that you introduce yourself and explain why you are the right person to satisfy your audience's needs. For example, if you are targeting an audience of hearing impaired people over the age of 65 who do not have insurance, you must explain why you are the right person to provide them with information or a product. You could explain that you suffer from hearing loss yourself or that you have experience using helping those with hearing loss. Providing information about yourself and your experience or expertise will help to build credibility and a connection with your audience.

Put Yourself In the Consumers' Shoes

When developing your niche marketing strategy, remember to put yourself in your customers' shoes. Imagine what your customer is looking for, and try to envision the problems that those in your target market face. If you can anticipate customers' needs and provide a solution, you will be much more likely to be successful in niche marketing. Make sure that you understand the unique situation of your customers when you make decisions about the products or information you offer your target niche, and tailor all of our communications and content to fulfilling their unique needs. Make sure to create everything with their unique perspective in mind. 


In addition to fulfilling your customers' needs, you must empathize with your audience to reach your customers. A sincere understanding and appreciation of a customer's feelings is much more likely to build a lasting relationship over an automated, cold connection. Make it clear in your communications that you empathize with your customers, and avoid the temptation to automate your content and business systems. 

Do Your Research

Although visualizing your target audience is important, it is not enough to effectively understand your audience. A recent article by Business 2 Community highlighted that 92 percent of chief marketing officers believe that data-driven choices are one of the most important factors in determining a brand's success. Furthermore, using data to drive business decisions, such as how you go about targeting your audience, has been shown to produce an incremental 241 percent return on investment. What that means is building your niche marketing strategy around data about your audience will produce better results.

In the example where the target niche is elderly hearing impaired people without insurance, you could use market research data, such as how many target customers have access to closed captioning, to tailor the medium on which you deliver your communications. If a large segment of your target niche cannot view videos, you may choose to deliver all of your messages via printed text.

Add Some Personality to Your Content

In addition to all of these tips, it is important that you incorporate your own unique personality into the content of your marketing. Whether you are selling a product or offering helpful information, incorporating your own unique spin on it will help differentiate what you offer from the competition. 

These tips are often overlooked by those who are trying to target a specific niche audience. Keeping these guidelines in mind will help you to connect with your audience in a way that many of your competitors will not. This unique connection is what will lead you to success in niche marketing.


Read next:

StubHub on Building a Challenger Brand in New Markets