Marketing Strategy

Does Your Niche Influence Your Marketing Strategy?

How much does your niche or industry impact your marketing strategy?

Source: tostphoto / iStock / Getty

Marketers are often focused on what strategies or tactics work in their niche or industry. Take publishers, for example. Certain tactics work very well for reaching voracious romance readers, while a completely different market strategy may be necessary to connect with fans of military fiction or historical biographies. Yet if you pull out the lens, there are commonalities of good marketing that transcend industry. When you’re trying to evaluate how much your niche should influence your marketing strategy, here are a few factors to keep in mind.

Customer-centered marketing is always effective: One tried-and-true tactic from across marketing efforts is that a customer-centered campaign is always more effective. However, customer preferences and needs can shift from industry to industry. Take the time to invest in market research and really understanding how your customers define a good experience or what they’re looking for. Use that information to anchor your strategy in a larger way.

Certain informants may be more in favor: Another area where your industry or niche can impact your marketing strategy is in the formats through which you deliver campaigns. For example, consider that you have invested in a content marketing campaign. If you’re trying to reach certain audiences, video or podcasts may be the best way to stand out. However, if you are trying to reach executive marketers in a traditional industry, you may need to invest in white papers or long-form content to really reach them.

Speaking to unique challenges: Another way your industry or niche can shape your marketing strategy is by clearly defining the obstacles or areas your audience cares about. When you speak to the unique needs or challenges of your audience members, it’s important to center that on their experience. Let’s say that you focus on manufacturing. A factory floor manager at a small, family-owned manufacturing company may face a very different set of challenges than what a Fortune 500 manager does. Therefore, it’s important to take your niche into consideration when you’re defining the most important challenges your audience faces.

While certain aspects of marketing are evergreen, really honing in on your audiences, industry, and niche will help campaigns be more effective. Take the time to understand how these aspects of your customer experience take shape, and reflect that in your marketing to speak directly to your most important prospective buyers.