Marketing a niche product or targeting a very specific demographic can be daunting. At some point in their career, almost every marketer has had to communicate a message to a focused subset. It’s not always easy to identify a niche audience and engage with them on social. But the sooner you figure out where these folks are hanging out, the more successful you’ll be in the long run. This week at #SproutChat we discussed best practices and tactics around impacting a niche audience.
Incorporate Unique Social Networks Into Your Strategy
Determine the kind of social community you want to build and the connections you’re hoping to have with your followers. Then, in addition to launching a presence on popular social networks, take advantage of the unique platforms that make sense for your brand or product. Not sure where to start? Here’s a great resource for exploring niche networks.
@SproutSocial A2: Rly depends on your audience & where they spend their time. For #gaming, both tactics would work. #SproutChat
— 👉Azad Abbasi👈 (@azadabba) September 14, 2016
@SproutSocial A2: If resources allow, both. Reach out to niche groups, form a base, then target outward with why we should care. #SproutChat
— Christina González (@c_gonzalez) September 14, 2016
A2 in niche situations, I tend to go 50-50. I still do the general platforms, but also market in popular specific groups. #SproutChat
— Terry Lo (@calgarydreamer) September 14, 2016
A2. Combination of both, depending on where your target audience resides and occupies. Test & then act on the results. #SproutChat
— Geoffrey Blosat (@GeoffTBlosat) September 14, 2016
A2) At the same time, don't try reaching them on so many dif avenues that you can't keep up with it. Pick a few & see what works #SproutChat
— Jason Schemmel (@JasonSchemmel) September 14, 2016
Use a Variety of Search Methods to Find Your Audience
When it comes to finding new people to bring into your community, each social network has its strengths. Use different tactics to reach and invite your target audience to interact with your brand. Check out native network capabilities as well as social media listening tools.
A3 twitter for live, but FB for paid ads. Best focus directed ads of all platforms hands down #sproutchat
— Terry Lo (@calgarydreamer) September 14, 2016
A3: Facebook assuming the audience is there. Or places like Ello or Deviant Art make it easier to find artists for example. #SproutChat
— jon nelson (@alt42) September 14, 2016
A3. Instagram's follower suggestions are really helpful – have found them to be related and usually strong. #SproutChat
— Reva Minkoff (@revaminkoff) September 14, 2016
A3) Facebook Custom Audiences is an AWESOME tool (if you have an email list already) for finding out what your audience likes #SproutChat
— Jason Schemmel (@JasonSchemmel) September 14, 2016
A3: Love using Twitter + Instagram for their hashtag capability. It's the easiest way to identify your influncers/audience. #sproutchat
— Recovery Brands (@RecoveryBrands) September 14, 2016
Activate Advocates With Great Content
After you reach your niche community, you’ll want to encourage brand champions to help spread your message. Still you may want to directly ask them to speak on your behalf or create a more formal advocate program around your relationship. Test different options to see what works for your community and recieves the best response.
#sproutchat A4. Have a great product marketed by real people with a passion for the niche. Real conversations + #1 prod/service = advocacy
— Lex ¦ 📷🖋️ (@lexberju) September 14, 2016
A4: Begin by identifying who your influencers are & then start building relationships by sharing content & helping them first #sproutchat
— Grace Mclaughlin (@grace_mclau) September 14, 2016
A4: Also, take the time to see who is interacting with you often. Invite them to provide content/value/insights/feedback #sproutchat
— Chris Barrows 🎙 (@CBarrows) September 14, 2016
A4b once identified as engagers, find something for them to cheer about! #SproutChat
— Terry Lo (@calgarydreamer) September 14, 2016
A4 members of underserved communities are hungry for content and eager to engage #SproutChat
— David Pepper (@thedavepepper) September 14, 2016
A4 A simple ask is sometimes all you need. engage and advocates will too #SproutChat
— David Pepper (@thedavepepper) September 14, 2016
Learn From the Pros
Here are several niche brands doing it right. See what you can learn from these organizations and how you can apply their content and social engagement strategies to your own efforts.
A6: I think @netjets does a fantastic job at digital marketing to its niche audience #SproutChat
— Joe Martin (@joeDmarti) September 14, 2016
A6: @REI's #OptOutside campaign is one of my favorites! So many beautiful pictures. #sproutchat
— Recovery Brands (@RecoveryBrands) September 14, 2016
A6: @SusanGKomen and @livestrong both started niche before going mainstream. #sproutchat
— Richard Hostler (@CNXN_Hostler) September 14, 2016
A6. I can say that @nataliejillfit has created a successful movement in her niche fitness industry that went to masses #sproutchat
— Cheval John (@chevd80) September 14, 2016
Don’t miss #SproutChat next Wednesday, September 21 with special guest #SproutAllStar Erica Moss from Trello. We’ll be discussing how to create and manage your content calendars with Trello. Join our Facebook community to receive the event notification so you don’t miss it!
This post #SproutChat Recap: How to Market to a Niche Audience originally appeared on Sprout Social.
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