For our purpose here, the word ‘niche’ is defined as: “A special area of demand for a product or service.”
The word ‘marketing’ is defined as: “Providing an opportunity to buy or sell a product or service.”
If you put the two words together, niche marketing means buying or selling a product or service in a special area of demand. All that really means is that a product or service is being offered and sold NOT to the world in general …. but instead to a highly targeted group of people who are *already interested* in, or at least have a common need, for that particular product or service.
So a niche marketing campaign must be designed to meet the unique needs and desires of a very targeted audience. At the same time, successful niche marketers tailor their product or service specifically to meet the unique needs and desires of that group.
If, for example, you have designed a product to make dog grooming easy for the everyday dog owner, then your market could include owners of many different dog breeds. On the other hand, if your product is geared toward grooming poodles, it would be a waste of your time and resources to market your product to people who own
other dog breeds besides poodles.
If you have written an ebook that explains how to start and succeed at a home business, the people who are looking specifically for that sort of information will be your niche market.
Those people who are perfectly happy with punching a time clock every day probably are not interested at all.
Now, let’s examine the niche marketing concept on somewhat different terms. Current statistics tell us that a majority of adult Americans are overweight. And search engine clicks prove that “weight loss” is one of the most popular search topics online.
So we might, in theory, take those two bits of information and think we could successfully advertise our weight loss program to the public on a broad scale …. including office workers, new mothers, motorcycle owners, computer users, fishermen, craft enthusiasts, just about anyone …. right?
Even though a good percentage of those people might need or want to lose a few pounds, the probable result will be fewer sales, and a waste of your precious advertising budget.
Whatever you decide to sell online, you must first identify WHO will be most interested in buying your product, and WHERE they can be efficiently contacted en masse for the smallest possible cost. Then you focus on putting your advertising message in front of those people alone