TMCnet Feature
September 22, 2020

How to Market a Business That's in a Non-Traditional Niche

Traditional markets aren’t exactly easy to market it, though the process for doing so is more well-known and accessible. What happens when your product falls into a non-traditional niche, like CBD gummies, tobacco free dip, or some other specialized category? You’ll simply need to adjust how you’re reaching customers and the methods you use to keep them engaged.

Non-traditional products carry with them a certain level of uncertainty. After all, your customers have likely never heard of, used, or even considered what you have to offer until your ad reached them or they read about your brand somewhere. Now that you’ve cast the hook, it’s time to reel in the catch.

In this short guide, we’ll cover some examples of marketing within a business that’s not considered a traditional niche. We’ll help you learn how to grow your business, better reach your specialized audience, and focus on the quality of your products or services.

What’s Non-Traditional?

First, we’ll need to define “non-traditional”. What’s considered to be non-traditional? What does it mean? Non-traditional simply refers to specialized products that don’t fall under general industries. For example, we listed tobacco free dip above because it doesn’t fall under a traditional market. Non-tobacco products are relatively new to the economy, and they’re fighting against a very large and very powerful traditional business: tobacco companies.

You may find that your products or services have never been created before, aren’t in common use in your country, or simply haven’t had a place in society yet. This could be considered non-traditional.

With non-traditional products, there’s a gap between the customers’ trust and your brand because you’ve never been seen before. For example, let’s use the tobacco industry. Everyone knows that tobacco is bad for your health, but people still buy their products. The tobacco industry has been around for decades, and their ad campaigns have, too. Smokers trust the tobacco industry to deliver the products they want because they’ve done so for years and years; even if those products are slowly killing them.

A new product or service or style of business will take more time to develop a report with new customers, and might take a lot more work to reach them to convince them of its benefits.

How Does It Change Marketing?

Sometimes, with a non-traditional niche, you have to think outside the box in order to effectively reach your customers. Traditional marketing techniques may bring you too close to trusted competitors or threats in similar industries, and where there’s a lot of money, there’s the power to drown out smaller, less significant (in the industry) voices.

While you should certainly still maintain many of the same marketing platforms and techniques like social media marketing, you’re going to need a few new techniques to really boost your exposure.

Niche markets are usually smaller and less competitive, so while you won’t have as much competition, you’ll still be struggling to find customers if you take the traditional route. Exclusivity is your best friend in niche marketing.

You can only get this here should be your motto and your campaign slogan. It’s also important to appeal to a very specific audience, particularly one that is largely ignored or undervalued. In the case of tobaccoless products, this audience would be tobacco users or veterans who want to experience the effects of nicotine without killing themselves with cigarettes.

Your Niche Marketing

Find out where your business falls in the larger picture. Are you part of a larger industry, but more focused? Are you essentially forming your own market with new, innovative products that can only be purchased from your brand? This will give you incredible leverage when it comes to appealing to the right customers.

Appealing To The Right Customers

Speaking of which…

Appealing to the right people is everything in marketing. You can be producing the most amazing, useful, and affordable specialized product ever to hit the market, but if you’re not appealing to the right people, you won’t make a single sale.

Focus on how your product applies to your customers’ daily lives. If your audience is 25-45-year-old women, how will your marketing differ from if your audience was 20-40-year-old African-American men? You certainly wouldn’t use the same marketing techniques to appeal to both audiences.

Your product should solve a problem for the customer. Focus on that problem, how your products solve it, and why they should choose you over the competitor.

Quality Of Your Products/Services

The quality of your products or services is a selling point in itself. Low-quality items often don’t attract repeat customers, and you can be certain that you’ll be judged by the quality of your customer service. Too many businesses forget that quality beats quantity every time, and your customers can tell the difference.

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