Jryntorica Qysalind 
Marketing is always challenging. You need to figure out a way to make your product uniquely compelling in a crowded environment, while simultaneously making it more visible and avoiding the possibility of draining your marketing budget.
Marketing a niche product with very specific applications and a limited range of appeal is perhaps even more challenging. Not only are you constrained in terms of potential reach and messaging, but you may also be operating with smaller margins and, therefore, less room for error.
What steps can you take to market your niche products more effectively?
What Is a Niche Product?
A niche product is any product with a very focused application or a very limited range of potential appeal. Often, these products have been designed to solve a very specific problem that only occurs rarely or for people within very concentrated demographic groups.
For example, take rotary screw air compressors. Industrial air compressors are almost exclusively used by manufacturers and industrial operations, and rotary screw air compressors are unique even among air compressors. If you saw one at your local grocery store, you probably wouldn’t feel compelled to buy it – and you may not even be able to guess what it does. But for thousands of manufacturers, these are indispensable pieces of equipment.
Defining and Understanding Your Audience
Arguably the most important factor for your success in marketing a niche product is defining and understanding your target audience. It’s a detriment that niche products have limited appeal since they put a cap on your potential reach and earnings. However, there’s also an advantage here; because there’s such limited appeal, you have an opportunity to very specifically target your audience and appeal to them with highly relevant messaging.
If you can figure out who your audience is and how to persuade them, your job is going to become much easier. These are some of the tools that can help you:
· Demographic research. Start with demographic research to contemplate various demographic cohorts you could target and learn more about your chosen groups. Even basic information, like geographic location and earnings per year, can help you more concretely define and understand your audience.
· Surveys. You should also consider conducting surveys to collect quantitative and qualitative information about your target customers. Surveys aren’t perfectly reliable, but they can help you get more focused, specific datasets.
· Focus groups. Depending on the nature of your product, you may also want to run focus groups, interviewing potential customers so you can better understand how they might interact with and think about your product.
· Tests. Similarly, you can conduct tests with your target audience. These are especially useful if your product is still undergoing development.
At this point, you’ll be ready to develop customer personas to represent your target audience. Customer personas work like fictional characters who emblematically embody the most prominent traits of your average customers. If you have multiple target audiences, you might have multiple customer personas. When crafting new marketing or advertising, use these customer personas as guidelines for the relevance and impact of your creations.
Choosing the Right Channels
You also need to be able to choose the right channels. For most marketers, this means prioritizing channels with very specific audience targeting options, so you can avoid wasted marketing dollars and exclusively focus on people who are actually relevant to your brand. Among these, consider prioritizing channels that are inexpensive compared to their impact; especially early on, it’s important to get as much value from each marketing dollar as you can.
Circulating Your First Efforts
If you’re launching a marketing campaign for the first time, you’ll be working with limited information, even if you’ve been thorough and exhaustive in your audience research.
That’s because it’s almost impossible to determine how a piece of marketing is going to perform until it’s live. But once you start circulating new marketing materials and ads, you’ll be able to test them in real-time, learn from them, and improve your efforts.
Conducting Experiments
You can make your niche product marketing even more effective by conducting experiments, learning from them, and incorporating those insights into your future work. AB testing is likely going to be your best tool in this regard. In AB testing, you’ll create two very similar yet distinct versions of an ad or message, then distribute them and see which one performs better. In most cases, the version that performs better will have qualities that you’ll want to integrate into your future marketing efforts.
Marketing a niche product isn’t easy, especially if you haven’t defined or researched your primary target audience. But once you have a more concrete idea of who your target customers are, you should have a much easier time crafting compelling messaging for them.
