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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How to develop a strong social media linking strategy? – [Case Study]

Since the first Facebook post, Tweet and Instagram upload, social media has brought about something of a technological and social revolution. Social media is a part of most people’s everyday lives as we share information, pictures ad stories online with friends, family and wider audiences. Whilst social media might provide entertainment and help us keep in touch with people, for businesses it is a highly competitive environment where thousands of businesses of all sizes are competing for the attention of potential customers.

Social media is important because it builds trust in a brand, allows people to share reviews online and gives businesses an opportunity to develop more meaningful relationships with its customers. Because there is so much competition and so many businesses all wanting to talk to targeted groups of potential customers, effective use of social media is about more than just posting some interesting content.

Developing a linking strategy which helps to promote your brand is an essential part of any digital marketing activity, but every social media platform that you use needs a different approach which reflects and recognises the particular nuances of each platform. This activity also needs to consider the users for each platform and the reason that you are using that platform in the first place. It’s also important to have a method for monitoring impact and engagement with social media.

Done well a linking strategy will; help to optimise links, increase website traffic, improve brand awareness and enhance visibility on search engine results pages.

On Twitter

The recent pilot to increase Tweets from 140 to 280 characters has delivered an increase in the number of tweets but has seen no real difference in the length of tweets! Twitter works really well for linking content. Over 90% of all Twitter content is focussed around clickable links. To make the most of this opportunity, here are some tips:

  • Make sure tweets are brief and succinct
  • Make sure links are clear, and that your bio also features links to your website
  • Twitter offers a ‘pretty links’ PlugIn – make sure you’re using it to help make your tweets more noticeable
  • Use a tool such as Hootsuite to schedule Tweets – you might be busy during the daytime when your customers might be looking at Twitter, so use a solution that keeps your business engaged when it matters to your customers

On Facebook:

Facebook offers a number of promotional opportunities from creating a page through to PPC advertising targeted at specific demographics. Increasingly Facebook has repositioned itself as a platform for sharing between friends and has downplayed the commercial aspects of the site. This means that linking is even more important. So, when you’re putting content of Facebook always make sure:

  • Links are visible so people can see them – this is known to deliver increased click-throughs
  • People have limited attention spans, especially when scrolling through their updates, so keep descriptions brief
  • Images and videos are always going to capture people’s interest (and Facebook likes this sort of content as well)!
  • At least occasionally that you offer information and content for free
  • And don’t forget to promote competitions and freebies to get people through to your site

On Instagram

Although less focussed on linking content, Instagram is proven to help with business engagement – and business that use the platform well benefit form much higher engagement rates than Facebook! Remember that Instagram won’t allow you to put links on your posts, so there are other ways to maximise your use of Instagram:

  • Adding a pretty link to a biography is really helpful to encourage engagement
  • Adding a deep link to your website to take people into a specific part of the site is often more effective on Instagram than simply linking to your home page
  • As Instagram is an image led platform, high quality images are absolutely essential. Creating a photo library of high quality imagery will help maximise the impact of Instagram.

So remember, Facebook and Twitter are great for links, but effective linking on Instagram is likely to have a far more impactful result when it comes to customer engagement!

How to Use Infographics in Your Digital Marketing Strategy

How to Use Infographics in Your Digital Marketing Strategy

Infographics are an excellent way to gain the attention of your target audience. They are a visual graphic that is accompanied by data that is relevant to your viewers. You can use them to address specific topics or as a PR tool for your business. Whether you decide to do one yourself or hire a professional design team to do it, infographics are a great digital asset to have.

However, when you choose to use best infographic design, you should consider using infographics design inspiration as an integral part of your digital marketing strategy, initially, for the best effect. Think of the other assets you have and how they can work with infographic design templates to create an integrated digital marketing strategy.

In this post, we’ll take a look at some of the ways that you can use infographics to create an effective digital marketing strategy that will appeal to your target audience in a big way.


How to Use Most Creative Infographics in a Digital Marketing Strategy

There are many ways to use infographics in your digital marketing strategies. According to The Directive Group, a digital marketing agency that creates podcasts for other digital marketers, “you can use infographics for anything.”

They go on to say that using infographics for significant amounts of data that you want to communicate to your audience is an excellent idea. This may include the results of a survey or poll that you took earlier, or it may include explanations or directives on how to do something.

In essence, an infographic could do the same things like a video except that it is a static medium that allows people to read and interact with it at their rate.

As a Technical Information Guide

You can think of an infographic as a medium that allows you to share all sorts of information. This can include highly-technical information that is hard to communicate with other media. Using a diagram or other visual elements, you can create a technical guide on one infographic that will serve as a reference to people who purchase one of your products.

Using infographics in this way can help to cut down on many customer service calls and requests that you have to handle since it does the job of a client service representative in one visual medium. This is not to say that you can cram every single component of how a product works in one infographic. But you can eliminate a lot of confusion by creating a visual guide in an infographic for complex products.

Infographics as a “Standalone” Asset for Infographic Digital Marketing

Infographics are a valuable asset that you can use in a variety of platforms and contexts. Many business owners see them as a standalone asset. They hope that people will see their infographic, share it with others on social media and that the infographic will make them money by itself.

But experts agree that infographics are best when they are used in conjunction with other media assets, rather than as a “standalone” asset.

What is a video infographic?

One way that you can use them in an integrated media approach is to create a video infographic. Video infographics are infographics in the video form. They take information and graphics from the original infographic and create a moving video from the content.

Creating video infographics can help to reach other customers or viewers who might not otherwise see your infographic in the static form. For example, if you have an infographic on social media, you may reach many people on Facebook or Twitter with your message. Infographics are pictures and usually come in a graphic image file such as .jpg or .bmp. This means that they can download the image and save it to their hard drive or repost and share.

But when you create a video infographic, you can reach people who are looking for videos, too. Also, many people prefer the motion graphics or video form of the infographic so that they can see it in action. Some may also have a greater understanding of the concepts due to the video format.

As a Lead Magnet

Another way to use infographics is to create a lead magnet. A lead magnet is defined by most as anything that attracts new leads and generates interest in your brand or website. Infographics can be a powerful way to attract attention from the people you want to appeal to with your online properties.

One way to do this is to place the infographic in the center of your page. This will help focus their attention on your message that you want to bring to your customers and audience by making it the focus of your page.

If you don’t want to put the infographic in the center of your page, you can create an entirely new page on your website that is dedicated to the infographic. This will serve help gain attention from people who are searching for the content and Google will index your infographic page separately.

As a Social Media Share Item

One of the goals of a successful digital marketing strategy is to create shareable content. By creating an informative and interesting infographic, you can get more people to share your content in the form of an infographic. Some of the topics that get more shares on social media include topics about making money, saving time, childcare, product information, and helpful tips for shopping, to name a few.

You may also be able to get more views and shares by creating content that includes pets, children, or comical approaches to things. People like to be entertained, even when you are presenting information that is helpful to them. For a list of even more ways to create shareable content and use social media to increase traffic and awareness to your brand, be sure to check out this roundup with more than 70 expert tips.


Content that is emotionally evocative is also more likely to get more views and shares than content that is based on the facts, alone.

This means thinking about your content emotionally and not just basing it on information that is void of the human response.

Brainstorming for Success

The key to success in a digital marketing campaign is to plan for success. This often happens during the initial phases or the “brainstorming phase” of your infographic. Check around and see what others have done with infographics such as the ones you will find on the Seige Media site.

You’ll also find several great examples in our online infographic portfolio that you can look at and think about.

When you get ready to create your infographic, keep in mind the four types:

  1. Static infographics
  2. Social media infographics
  3. Video infographics
  4. PowerPoint Infographics

All of these types of infographics add value to your digital marketing strategy. They are all unique types of digital assets and contribute to your plan differently. Static infographics are graphics that can be placed on your websites, blogs, or social media. Social media infographics are specially formatted to meet the requirements of social media outlets. Video infographics use video to capture your infographic data, and they often employ the use of motion graphics and fonts. PowerPoint infographics are created for presentation to a moderate-sized audience, and they can also be saved as a .ppt file, making them a storable data type for later distribution and use.

You should think about how each type of infographic can help you to promote your ideas and your brand and consider alternating between different ones to get the most benefit out of your ad strategy and digital marketing plans.

Once you get ready to create your infographic, contact us at for a free quote. We are infographic fanatics, and we can show you the advantages of the different types of infographics and how they can help you make the most of your online branding efforts.

Begin with the end in mind

As with all digital media production, whether you do it yourself or hire someone else to do it, you should think of the result. Where do you want to place your infographic once you are finished creating it? It’s best to remain versatile and flexible when it comes to digital marketing and consider all of the possibilities.

But it’s wise to always begin with the end in mind before you create your digital assets. Then you’ll know you have a plan and that it will work on the platforms you want it to.