The way your business formulates marketing and advertising strategies usually starts with a goal. This goal is derived from a few things: your company’s current market, the specific niche or micro-niche, and then what is hoping to be accomplished. These are going to be vital in curating successful and effective marketing plan because it will focus the tactics that are needed. This is where defining your brands niche and micro-niche will benefit your marketing.
What is a niche and micro-niche? A niche is what your business offers but as a more specific category of your market. If your market is clothing, for example, then your niche could be considered as the type of clothing like outerwear, formal, business casual, etc. The niche will ultimately be the basis for any type of marketing or content that your company creates as it will tell you who you are marketing to and contribute to the face of your marketing tactics. The micro-niche will then break down the niche into an even more specified group. Going back to the example of clothing; once your niche is decided, the micro-niche could be the age or demographic that your clothes are targeting if your brand has a more general goal or even something like a brand making sustainable-based clothing.
Why does my marketing and advertising have to be so specific where I need to break down niches and micro-niches? Well, knowing your market is just the beginning to marketing that truly reaches customers and has a strong voice or rather, a strong brand. Designating niches and micro-niches for your company is what will drive a consistent, passionate, and loyal customer base. By breaking down your strategy to ensure you are targeting a group that achieves the goals of your brand allows you to know early on in the marketing plan who will qualify and utilize the advertising and marketing being projected by your brand. The benefit here, is how this can impact and shape the choice in aesthetic, verbiage, and tone used throughout the creation or decision process for your company.
While niches should be a decision made early on in your company, it is not unusual for brands to add a micro-niche or micro-niches later on throughout the growth of the brand. In fact, being aware of changes or trends within your audience is always beneficial to the long term success of a business. Finding or adding a micro-niche to your company should reflect what your company’s strengths are and focusing on an issue or opportunity within your industry. If you are an eco-friendly production company of some sort of product or have a niche in a specific industry, a micro-niche could be focusing a single product or line of new products that reach a need that is lacking in your industry.
The marketing pyramid funnels down to ultimately setting goals that will reflect the needs and expectations of your company. While there are many simple ways to do this, the process can be enhanced by hyper-focusing those goals and getting specific with the needs of not only your company, but your audience. Finding your brands niche and micro-niches will allow your marketing and advertising to reach and impact a more condensed, passionate consumer base due to awareness off these brand specifications. Finding and understanding these within your company will surely help to create intriguing and effective content throughout your marketing strategy.
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