Not every product is right for every person. Some items are just for a certain subset of customers and will never be for anyone else. It’s not bad or good; it’s just the way it goes, and even a tiny market is something to be grateful for.
Just like niche products, there are certain PR tactics that will work well with a small audience and ONLY them. You can try to expand their reach, but in the end you’ll just attract the same audience you had before. And there’s nothing wrong with that!
Going to the Home Turf
This PR tactic may actually lead to a bigger audience simply because of the word-of-mouth factor, but it is still a niche tactic. That’s because you’re going directly to the source: where your customers and fans hang out!
Whether it’s online or offline, the communities where your customers go are very important to them, and they trust other members not to lead them astray. As such, if you want to become “one of them” in order to build this trust, you have to earn it. It’s a very sticky situation but can lead to big things.
So for example if you want to post regularly on a forum, you can’t just go in with guns blazing. You have to make sure everyone there knows you’re an expert in your field and you actually care what they have to say. Only then can you start leading them towards your company and/or store.
Contrary to what your teens are telling you, there are actually quite a few people who “go against the grain.” In fact, I’d be willing to bet the vast majority of people in the world don’t conform to every single aspect of the lifestyle “expected” of them, whatever that is.
Your challenge, though, is to make it seem like your customers are the only ones to buck the trend. You’re effectively creating your own “counter-culture” around your product. The trick is to not make the niche too small as you could slip up and make everybody feel isolated instead of creating a tight group. Take a look at Apple and hipsters as the obvious example of this one.
Most businesses go for a fairly “neutral” tone of voice with their online language. This is an attempt to be as professional and reach as broad of an audience as possible. For the most part, it’s a great idea.
However, if you’re trying to reach a niche audience, you want to adapt at least a little of their unique point of view. I’m not saying if you make skateboards your Facebook page should be filled with “yeah, bro!” and “sup, dude?” because you will just end up sounding ridiculous.
However, a little adjustment can go a long way. It helps if you know a lot about the culture you’re selling to – figure out what they’re really about and adopt some of their mannerisms and, yes, sayings, as long as they are few and far between. Your customers (and future customers) will take notice.
What are some niche ways you’ve reached customers before?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in press release writing and distribution. Download the free whitepaper LinkedIn for Business here: http://www.ereleases.com/insider/linkedin.html