There are a number of components to your brand, one of the most important being the messaging you use. Consistently delivering the same message is important, as is the imagery or visuals you use. However, all the effort to develop your branding is wasted if you don’t have an accurate grasp on the audience within your specific niche.
The niche you operate in is more than just your unique selling position and the product/service you offer within your industry vertical. The audience(s) you’re targeting are a huge part of your niche, particularly their needs, wants, fears and desires. Your branding will only be effective if your message clicks with your audience.
Understand your Niche Audience
If you’re starting from scratch, the simplest approach is to build out buyer personas specific to your niche. These are detailed, fictional personas that define the types of people you’re targeting, the problems they have, their concerns, their barriers to purchasing, the solutions to the problems they have (as they relate to your products and services) and what type of messaging they respond to.
Even a business that has been operational for years can improve their brand messaging and marketing through developing buyer personas for their niche.
Laser Targeting within a Niche
Buyer personas can (and should) change over time to help create a better match between your marketing and branding and your customer. Through additional research and information gathering you can garner feedback from your audience to help improve your message.
Not only will this improve the conversion rates of your marketing, it can help you identify areas within your niche where you’re leaving money on the table, right down to existing problems where a product or service has yet to be developed as a solution.
A smart approach to this is launching surveys to garner feedback from your audience. Depending on your industry it may be difficult to get a substantial response from a survey, so providing incentives to take part (like coupons, discounts, freebies or sweepstakes) can help improve the response rate.
Another approach to help garner info for laser targeting your branding within a niche is to pay closer attention within social media. Treat platforms like Facebook and Twitter as an extension of your customer service division to monitor for subtle clues as to where you can improve your brand messaging, marketing, outreach and business operations.
Maximize the effectiveness of this approach by paying attention to the social channels and customer chatter of competitors in your niche. A missed opportunity on their part is a golden opportunity on yours.
All that information is key to helping your refine your target audience. Regardless of the size of your company you can steadily push out competitors by better understanding the industry you’re in, and the people you service. That kind of forward thinking will allow you to build a more profitable brand presence within your niche.