How To Begin Tailoring Your Marketing Strategy To Your Niche

Companies are increasing their marketing spend to reap the rewards of a well-placed marketing strategy. In the last 20 years, marketing spend has increased by 40 percent. While the U.S Small Business Administration recommends spending 7 to 8 percent of revenue on marketing, it can account for up to 40 percent of some businesses’ budget. With more niche markets than ever before, it has become critical for businesses to tailor their marketing strategies to their niche. Whether it is investing in your business’ online promotion or creating a buyer persona for better segmentation, here are a few basics to help you better align your marketing strategy with your niche.

Find Out What Mix Works Well To Drive Traffic For Your Niche

Each niche and its customers will respond differently to different marketing strategies. The secret to standing out with your marketing in a competitive space is to understand how your audience responds to different messages- and capitalize on them. For instance, in a publication by a marketing agency serving tech and health industries, Clarity Quest, the company emphasized that creating a marketing strategy is not a one-size-fits-all. Doing your research ahead of time and understanding the ratio that works for your audience sets you off on the right foot.

For one of Clarity Quest’s healthcare software clients, calculation of the lowest cost per lead and other metrics showed that the client’s niche customers responded well to SEO and pay-per-click advertising while trade shows were aimed at establishing a reputation. Similarly, many law firms use SEO as a marketing strategy, which might bring about the question – what is lawyers SEO? Simply put, if a lawyer wants to incorporate small changes for notable results, local SEO can be an option. Around 71 percent of people looking for a lawyer would prefer having a local lawyer. A good way to approach this is to analyze your current customers. What strategies seem to do better with your current customers?

Use Keyword Research And SEO Tools To Better Understand Your Niche Customers

A great way to find success in marketing and business is to provide what your customers want. But, how do you know what your customers are searching for? Keyword research can help you with this by providing information on what customers in your niche are searching for and the exact phrases they are using. If used the right way, this information can be quite powerful. It allows you to tailor your marketing tactics and campaigns to those keywords to evoke a reaction from your customers (such as inserting a good website call to action).

Create A Buyer Persona Early On

While on the topic of understanding your niche to better tailor your marketing strategy, create a buyer persona for your niche as early as you can. For your marketing strategy to resonate with your target market, you need to know their defining characteristics and triggers. According to ITSMA, 90 percent of companies using personas have been able to create a clearer understanding of who buyers are. If you are already operational, create a list of interview questions for your current or past customers. Also, feel free to go beyond the standard list of customer traits and explore additional information like the kind of buyers they are. The more information you can gather, the more defined persona you can create.

Companies can spend a pretty penny and a lot of time crafting the ideal marketing strategy. However, without tailoring it to their niche market, their efforts can go wasted. The secret lies in knowing your niche. The more thought you put into creating a strategy that aligns with what your niche wants, the better your chances of success are.