Marketing A Niche Company: The Golden Rule


Niche businesses have grown in popularity over recent years and, for the most part, these businesses function like any other.

The same attention has to be paid to managing the finances correctly, hiring the right staff, and similar fundamentals – but there is one crucial difference: how marketing is approached. 

While it is possible to market a niche business just as any other, generalized business would be marketed, such a route may be less successful than you may hope. Instead, it is best to focus on one simple rule: 

“If you own a niche business, then your marketing needs to be niche too.” 

To thrive, niche businesses need to be marketed very specifically.

Generalized marketing campaigns on popular platforms are a little too crowded for very niche, specific businesses; if you’re only trying to appeal to a select group of customers, finding that exact group of customers on common platforms or social media sites will always be challenging.

With a niche business, mass appeal is at best limited in its chances of success, and at worst, could drain your budget in return for very little ROI. 

In contrast, marketing to a niche audience is far more likely to deliver results.

The infographic below neatly demonstrates this, underlining how businesses that sell to eLearning companies achieved great success by focusing on marketing to a site that caters to the eLearning industry.

The same principle can be enjoyed across all niches: essentially, your marketing should go where your niche customer base is most likely to see it.

That’s not to say generalized, mass-appeal platforms don’t have their uses, but for the most part, ensuring that your marketing is as niche as your company will always be the preferable choice. 


Infographic Design By pop up ads infographic 2019 edition for eLearning companies

Jeff Campbell

Jeff Campbell is a husband, father, martial artist, budget-master, Disney-addict, musician, and recovering foodie having spent over 2 decades as a leader for Whole Foods Market. Click to learn more about me

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