3 Wonderful Ways To Market Your Niche Business Online

Much of marketing revolves around differentiation – deciding what makes you different from (or better than) competitors and promoting this uniqueness and usefulness to potential customers.

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The first step might be identifying your Unique Selling Proposition (USP). And if you’re entering a crowded marketplace with pre-existing versions of your products and services, this can  be tricky – you’ll have to emphasise that your offering is more effective, efficient or economical. Alternatively, if you can’t differentiate on these points, your branding might highlight something distinctive about your approach to customer service, culture or corporate responsibility.

On the other hand, when you’re selling a unique or unusual product or service, the task in hand can seem simpler – with little or no competition, in some ways all you have to do is make people aware you exist and that your offering can enhance their lives in some way. 

But when the widget you’re selling is more specialized than Navy SEAL night-vision goggles, converting curious digital consumers to paying customers can feel tougher than drinking a glass of water while doing a handstand.

With that in mind, here are three wonderful ways to market your niche business online.

1. Explainer videos

Fashion is cyclical in nature and in recent years some retro sartorial styles have returned with a vengeance.

A fine example of this is the sock suspender or garter. You can find this dashing device online from traditional retailers like Wood’s of Shropshire – but while their product description is reasonably comprehensive, a sock garter explainer video might be more effective in driving conversions.

2. Product prominence

In the attention economy, you’re facing fierce competition from well-resourced competitors and you only have a split second to keep a customer on your website once they discover it. 

So sometimes niche hobby sites like The Morris Shop place their products prominently on the home page in carousel or thumbnail format – it’s a no-nonsense tactic that ensures busy customers can order their bells and neckerchiefs straight away, without wasting time trawling their way to a product page. 

3. Case studies

There will be many occasions when a potential customer has a complex project that presents a problem which your technical product can solve perfectly – provided you can make them aware of this fact proto! 

Enter case studies – specialists like Ormiston Wire use these real-life examples to explain how their precision-engineered wire braid products can be used in fields as diverse as Polar exploration and puppetry. Once a customer can see how your product or service is applied in practice, they’re far more likely to part with their hard-earned cash for it.

Follow these three wonderful ways to market your niche business online and your cash register will soon be ringing – whether you’re selling piano ties in Peterborough or lederhosen in Lagos.

That’s our list! Please share your own niche marketing tips in the comments section.

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