Apr 07 How Social Media Marketing Can Work for Niche Markets
We’ve heard it before… “My product is too niche for any sort of social media strategy to work.” From experience, let me tell you… chances are, it’s not! If anything, social media actually gives you flexibility that other forms of marketing can’t offer. With a large variety of social channels filled with content from all sorts of people, you can bet that there are individuals talking about what you’re selling. A good social strategy helps you meet these people where they are already talking about what you can offer. If you’re looking for something outside of the norm for a product or brand that isn’t standard, or for a seasonal product, there are plenty of ways to reach and appeal to your target audience.
Find influencers who are a natural fit for your brand
If you’re looking to get influential content creators involved in your social strategy, look for people who are already talking about topics relating to your brand or product. Don’t try forcing an unnatural topic on someone. It doesn’t make for good content when influencers try to talk about something they are uninterested in or unfamiliar with. The right people may be hard to find, but if you’re willing to look, they do exist! These are the types of people that will become true advocates for your brand and their work will come across as both high-quality and organic.
Consider which platforms your target audience is most active on
Social media outlets aren’t one size fits all, which for brands trying to reach a hyper-specific market, is a really great thing. Whether you’re appealing to tech gurus, fashion-loving seniors, or green-living moms, taking the time to understand the platforms they’re most active on is a crucial part of building out your social media strategy.
For example, if you’re looking to sell a medical alert system, the best place to house your content isn’t going to be Snapchat. Taking into account that 50+ adults are more active on Facebook than on Instagram could help you better allocate your dollars to the social platform that will yield the highest return.
Look for opportunities for your brand to fit into a story
Get to know your niche market and figure out what they want to hear and what they’re already talking about. Then, find a way to fit your brand into stories that they’re interested in. Whether you’re writing content for branded channels or working with influencers, finding the right voice and then creating a compelling story around your product is important in engaging well with your audience.
For example, if you sell affordable electronics that are durable and waterproof, don’t just partner with a tech-wiz to go over product highlights. Consider working with extreme athletes, who need to charge their electronics quickly and in the craziest of conditions. These influencers can create content featuring your product within a larger story that is going to both capture your audience’s attention and appeal to your niche market.
At the end of the day, where there’s a will, there’s a way… a way to properly reach and engage with your audience. Just because you have a niche audience doesn’t mean it’s time to throw in the towel with social media. Try one of these tactics to enrich your social media strategy this upcoming year.