How to Develop a Niche Marketing Strategy that Drives Growth

How to Develop a Niche Marketing Strategy that Drives Growth

As of March 2020, over 804,390 businesses in the U.S. were less than one year old. Combine that with the 31.7 million small businesses vying for customers, and the competition seems even more fierce. So how can you possibly create a marketing strategy that stands out? Diving into a specific niche is the way to set your business apart.

Let’s look at how a handful of businesses use niche marketing to their advantage, before walking through the steps to create your own growth-generating strategy.

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5 Examples of a Niche Marketing Strategy

1. Flylow Gear

With 9.2 million skiers and snowboarders in the U.S, the pool of potential customers seems wide enough for all to share. But popular brands like Patagonia and The North Face can be found in almost every sports shop, making it hard to convince customers to seek out smaller brands with fewer offerings.

Flylow Gear figured out how to fight through the noise. Instead of targeting all customers interested in winter gear, their niche marketing strategy focuses on backcountry skiers looking for no-nonsense, quality gear. Their products are featured in all the right places — like Powder magazine — to reach their ideal buyers. Even their confirmation emails share that they’re a small, mountain-based crew of dedicated skiers.

flylow gear example of niche marketing

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2. Octavia Elizabeth Jewelry

For ethically-minded consumers searching for jewelry, the most important factor is knowing about raw materials sourcing and product creation. That’s because this $300 billion dollar industry has come under fire for using child labor and causing extensive environmental harm.

Octavia Elizabeth understands the need for responsible jewelry. The company’s commitment to fair working conditions, legitimate living wages, and ethical production are clearly stated on its website.

Not only has Octavia Elizabeth honed in on customers looking for sustainably-sourced, handmade jewelry who are willing to pay a higher price, the brand has also elevated its niche offering by associating itself with celebrity clientele.

Octavia Elizabeth niche marketing

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3. Natural Dog Company

Research estimates Americans will spend $99 billion on their pets in 2020 alone. So how can a pet-focused business stand out amongst the thousands of memory foam beds, custom carry-on bags, and dog-friendly ice creams saturating the market?

Natural Dog Company caters to a very specific kind of pet owner: the eco-conscious consumer who pampers their pooch. By giving their organic and all-natural skin care products names like PAWdicure Pack and offering discount codes for free dog treats, they put pups first — which is exactly what their customers do.

natural dog company niche marketing

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4. Pimsleur

Learning a new language can be a struggle, and the options for doing so are definitely overwhelming. Will you really be speaking like a Parisian after spending $1,000 on a program?

Rather than making promises of perfect grammar and flawless accents, Pimsleur focuses on learners who need to improve their speaking and listening skills. The program includes a 30-minute audio lesson every day, with each conversation building off the previous ones. While not the most innovative language-learning app, its audio-first approach is great for customers looking to improve their conversational skills.

Pimsleur niche marketing

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5. Photographers Without Borders

It’s one thing to entice people to buy a product, but it’s another thing entirely to attract donors for a nonprofit. While this type of organization may not seem like the right fit for a niche marketing strategy, it’s essential for bringing in donations and volunteers.

Photographers Without Borders has partnered with major organizations like Adobe, Sony, and Patagonia by honing in on a particular marketing technique: storytelling.

By prioritizing ethical storytelling, whether in a social media post, email newsletter, or online webinar, the organization has built a reputation for producing high-quality work that address the 17 UN Sustainable Development Goals and UNDRIP. Plus, their Code of Ethics makes it clear what type of community members and partners they’re aiming to attract.

Photographers without borders niche marketing strategy

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Developing a Niche Marketing Strategy

Now that you have a better grasp on how brands from all types of industries create strategies that drive growth, it’s time to shape your own.

Step 1: Know your competition.

Developing a niche marketing strategy is impossible without scoping out your competition. That’s because it’s crucial to understand your unique selling proposition — what you do differently that makes customers choose your company over another.

Maybe you design ceramic dishware that can’t be found anywhere else, or maybe you’ve developed a tool that makes it easier for marketers to send emails. Whatever is it, find your speciality and craft a story around it.

Step 2: Narrow down your niche market.

Airbnb Co-founder Brian Chesky is famous for having said, “Build something 100 people love, not something 1 million people kind of like.” Put simply, it’s better to reach a small group of people who sing praises about your company, rather than a large group who thinks it’s just okay.

You can do this by honing in on the right niche market for your business. While this takes time and thought, it’s worth the effort to find loyal customers who will gladly choose you over competitors.

For instance, Thirdlove is the first underwear company to offer bras in half-size cups. Through their inclusive sizing options and emphasis on body diversity, they’ve built a loyal community of over 327,000 Instagram followers.

Step 3: Go where your buyers are.

If your ideal customer spends all of their time scrolling on Facebook, it wouldn’t make sense to develop a niche marketing strategy around email campaigns. Enter market research.

You already know who your buyers are, but research helps you go deeper to find out where they shop, how they find products, and what influences their purchase decisions. Once you have that information, you’ll get the most return for your marketing dollars.

Step 4: Listen to the word on the street.

Everyone has problems that need solutions. If you listen to people’s thoughts about a certain product or service, you can find opportunities to fill in the gaps.

David Barnett did just that when he engineered a solution for constantly tangled headphones. What started out as two buttons glued to the back of a phone case quickly turned into Popsockets, a company that brought in $169 million in revenue just seven years after its founding.

Step 5: Create a unique brand.

Once you’ve defined your unique selling point, outlined your buyer persona, found out where to reach them, and listened to their problems — all that’s left is to build a brand identity. A well-defined brand will help you develop a niche marketing strategy that’s authentic to you and attracts ideal customers.

For instance, Etsy’s position as the marketplace for independent artists has attracted more than 138 million buyers. In a 2020 TV commercial, the brand touched on the pandemic and used emotional marketing tactics to encourage support for small businesses that sell through the platform.

Creating a niche marketing strategy that drives growth for your business is more than creating a social media ad or sending a weekly email promotion. If you take the time to learn about your customers and differentiate your brand, you can develop a strategy that attracts the right buyers and helps you hit your growth goals.

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Gif Marketing 7 Ways This Unusual Communication Element Drives Reach

Gif Marketing 7 Ways This Unusual Communication Element Drives Reach

Living in an age where social media platforms are flooded with memes, GIFs and one-liners- it is very tough to oversee the scope of gif marketing & gif advertising on the digital platform. Yes, whatever you are wondering, gifs can very well stand as an incredible marketing tool for digital branding. Why? Because the full engagement of the users that it fetches across different platforms of social communication has made it a lucrative aspect to be included for gaining customer attention.

Did you know?

Giphy serves more than 1 billion GIFs per daySource

Using gifs for business may raise the concern on how they prove to be effective because gifs are plainly used for entertainment purposes; how can they be included in serious business?

Before jumping into the 7 ways how businesses have already been using gifs in their marketing, know this universal marketing truth that whenever any popular trend sticks for a long time, organizations ensure to use it in different ways for reaching the target audience. The concept of gif marketing is not at all ineffective even if it is new!

1. Businesses Use Gif In Email

Excepting platforms like Outlook 2007+, all other email software used to reach clients support the exchange of gifs. Taking advantage of this, many businesses have been embedding gifs in their newsletters and making their email marketing campaigns a great success. Instead of using plain and texty images in the mail, awesome gifs are taking the place. Gifs in emails are a great way to develop anticipation, understanding and excitement in the customers. It is a powerful way to germinate emotions in the people for the brand’s products and services. The only important thing to ensure here is that it does not appear as spam.


2. How-to Videos can have Gifs

Demonstration videos or how to videos are essential tools of marketing for companies who mainly sell products. Although, instructional videos are also ideal for many other industry verticals in this case. Videos generally come with a play button and with gif. We have come across these excellent explainer gifs many a time in MailChimp. In fact, when they roll out a new feature or update, they use gifs to let their customers know.


These gifs are nothing but screen recordings that are edited to be shown in important frames. Gifs don’t rely on any kind of action from the viewer and channelize information clearly. Create one gif with many levels of tutorial or create multiple gifs for each point; the way you would conduct gif marketing solely depends on your digital marketing strategy.

3. Gifs are vital for Illustrating Products

Still photographs, HD videos, e-flyers and what not?! Brands leave no stones unturned to showcase how attractive their newly launched or a new conceptualized product is. Now, it is time for the digital marketing gifs to be their torch-bearers. If you are thinking how gifs can actually provide an excellent first glance, then look at Hershey’s gif below:

[Creator] [Source]

How amazingly the confectionery and candy giant has impressed every customer with the adorable Hershey kisses dancing together. Reading between the visual content, one understands that Hershey’s kisses are the most eligible sweet accompaniments for every joyous occasion.

4. Increase Homepage Traffic with Gifs

By this time, we have come to know the broad scope of adding any animated elements on the homepage of your website. With the same benefits, gif inclusion on the home page can fetch greater engagement for a brand. They, alongside attracting the target audience, also increase the average spending time as well as the amount of new traffic over the time. Gifs also create a delightful visiting experience for the customers as they feel interested in exploring your lively website.

A word of caution: Never overdo your homepage with this otherwise fantastic tool. A heavily decked-up webpage can significantly result in losing ranks in the search engine page and also turn your customers away from the page.

5. Heightened Social Media Presence

With gifs, we began our journey of knowing this eccentric and entertaining flash content. Social media marketing gifs came way after the content reeled in significant popularity or, as mentioned before in this informative- stayed there for a long time as popular trend. Many prestigious organizations have continuously treated their target customers with fantastic gif contents on social media, which fetched them overnight success and exposure to paths untraversed. The companies exponentially increased their target customer base with heightened popularity, more than before. Below is a great example of a great social media gif.


The gif above is extremely simple yet engaging that grabbed the attention of its customers. It does not stick to the usually strict norms of its product or brand ethos, which is okay because- IT IS MADE FOR ENTERTAINMENT PURPOSE!

6. Gif-Based CTA’s

Only a few people could discover the potential of a gif as an out and out Call-To-Action. We all know the benefit of animated CTA banner or video in this case and Gifs too carry the same element of attracting the attention of its viewers and enabling them to take a favoring decision for the brand. Add taglines, funny characters, caricatures, fabulous color palette, or even a story of a microsecond- the right gif CTA will indeed go a long, long way in fulfilling your digital marketing goals.


This humble CTA, with a mere two words, is enough to trigger the customer to take any action and make a decision to avail a brand’s products or services. Place the gif on the landing page or in a blog; gif CTAs are unusual means of marketing.

7. Elucidating Product Functionality

Extending the point of illustrating the products, gifs can also be used for showing the functionality of the same. It is not necessary for them to only showcase the nice looking packaging; gif can also highlight the critical levels that will lead to the product’s full optimization. In easier words, the gif can show the functionality of the product through detailed steps. This can be ideal for making the customer learn to use the product in its fully optimized capacity with error-free technical functioning. For example, one can get a clear idea of his or her car engine care when the company releases the step-by-step care guide of the same. In case your business does not deal with any physical product, you can still build a gif citing your service’s benefits.

How Can Gifs Be Found?

Relevant and incredible gif contents are never easy to find. However, below, we provide you an informative guide on how you can make the best efforts to extract the best content to your needs.

A. Finding Gifs On Google

  • Enter your search term
  • Click on Images
  • Click on tool for accessing the submenu
  • Select the animated option from the Type dropdown

B. Finding Gifs On Twitter

Twitter comes with a gif library since they partner the gif websites or gif maker hubs GIPHY & Tenor

  • Click on the Tweet for a new post
  • Inside the message box choose the option of adding gif
  • Type in your topic of interest or relevance
  • Select the most suitable one for your post

C. Finding Gif On Facebook

Facebook, too, comes with an extensive Gif database. You can search for a new gif in the following ways

  • Make a new post
  • Click on the ellipses for more option
  • Select gif from options
  • Type in your topic
  • Select that fits your post

D. Gif On Instagram

Instagram is a different platform in comparison to the aforementioned ones. More than gifs, they prefer the Boomerang loop video created by their app. But yes, they do allow searching for gif stickers through Giphy for Instagram stories.

  • Select video or photo for Instagram Story
  • Click on sticker app
  • Select the gif option
  • Search for your relevant gif

Social Media Is The Best Place To Share Gif. Here’s How You Can Do With These Recommended Tips:

For Facebook: Use high-quality animations, choose subtle motion, use links with .gif with less than 8mb size.

For Twitter: Use looping gifs; otherwise, after playing after one time, the content will become static, use between 5mb to 15mb, use one gif for every tweet, use links ending with .gif.

For Instagram: Only when you add sticker to your gif, you can create stories; you can also create a video of 15-second loop in mp4 format and share it as gif on the platform.

Choose Professional Help For Achieving Your Goals

If there is no way you can create gif files for your company, then worry not; the professional designing agencies will be at your service. The talented team of experts with a thorough market research will create amazing gif contents at par with your marketing requisites. The best part is, you can get fresh concepts delivered for your project without relying on the pre-created gifs of databases.

Explore the versatile service bundles offered by the team at Animated Video & make them your creative extended team for marketing success.