We have all been to the mail box and received unsolicited mail from marketers seeking to tell us why we should purchase their products. In most cases these pieces of direct mail end up in the trash can while others on rare occasions take the time and effort to read through each direct piece to determine if in fact this is something that could be beneficial to them and their households. If you have ever been on the receiving end of this sort of marketing piece then you have witnessed first-hand the power (or lack of power) behind mass marketing.
In the early days of marketing, mass marketing was highly successful. It was the concept that focused on the trying to reach a wider audience without any precision. At one point the return on these types of marketing pieces were highly likely but as marketing as continued to evolve the appeal of mass marketing has decline tremendously.
During the evolution of marketing a new and popular way to marketing has continued to gain momentum in various industries. It is the idea of simply marketing to your audiences with precision by marketing only to those who have already been consumers in your industry. This new wave of marketing has most commonly been referred to as niche marketing.
There are several marketing consultants and agencies who have successfully honed on this concept of niche marketing and have been able to create campaigns on various niches including the healthcare industry, technology, safety and a host of other specific audiences.
While some have openly pursued niche marketing successfully there are still many businesses who have failed to see the significance of niche marketing. While not every business will be successful in their execution here are just a few reasons why niche marketing is better than mass marketing.
You Save Money
Let's face it, marketing can become expensive but mass marketing can be even more expensive and the chances of not getting a return on your investment is likely. Focusing on one particular niche will allow you to gather market research on who your audience is and what ways you can properly target them. This will help eliminate the costs in the back end that often add up when you target audiences who are in no way interested in your brand. The more smartly you target, the more money it'll save you later.
What Competition?
In niche marketing it becomes harder and harder for you to encounter competitors. Why? Because most companies specialize in biting off more than they can chew so while they're wasting time trying to target everyone who's not their audience, you are gaining momentum and getting ahead of them by being specific in your targeting.
Create More Audience Segmented Content
One of the best ways to captivate your audience is by creating segmented content. This assures that when your readers read your content they are able to feel a direct connection to whatever it is you are attempting to advertise or market to them.
Referrals are easier
Many businesses grow thanks to referrals. Referrals are so much easier in niche marketing because you can prove you are credible and others are able to see what areas you specialize in.
Appear as an Expert
If you're focused on a particular niche you can always refer to yourself an expert. This will open up opportunities for you to speak and write as a thought leader on industry specific panels and magazines.
What's your take on niche marketing? Leave comments below.