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Developing a Niche Marketing Strategy that Drives Growth [+ Examples]

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Developing a Niche Marketing Strategy that Drives Growth [+ Examples]

With a fiercely competitive market, marketers everywhere are wondering how to make their brands stand out? Niche marketing strategy might be the answer they’re looking for.

Discover what a niche marketing strategy is, how to develop one, and examples of these strategies in action from popular brands. Developing a Niche Marketing Strategy that Drives Growth

Developing a Niche Marketing Strategy

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 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 specialty and craft a story around it.

2. Narrow down your niche market.

Airbnb co-founder Brian Chesky is famous for saying, “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 its inclusive sizing options and emphasis on body diversity, they’ve built a loyal community of over 327,000 Instagram followers.

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.

This is where the value of market research comes in.

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.

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.

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.

8 Niche Marketing Strategy Examples

1. Malenki Shoes

Malenki Shoes was born after its founder noticed a gap in the market for fashionable shoes for petite women.

This company empowers petite women with fun, stylish heels and sandals instead of being limited to children’s flats at their local shoe store.

As a niche brand, Malenki Shoes has leveraged the power of influencer marketing to raise its brand awareness.

By partnering with influencers showcasing petite fashion brands, they not only benefit from the credibility of those influencers but also reach wider audiences.

2. TomboyX

Despite all the progress made surrounding gender fluidity, finding gender-neutral clothing clothes is still difficult for many.

This is the problem TomboyX’s founders aimed to solve and the niche market they entered by creating a gender-inclusive clothing brand.

The brand caters to all, with products ranging from compression tops and soft bras to biker shorts and swim trunks.

As part of its marketing strategy, TomboyX created a #TomboyTuesday content series, in which they interview self-identified tomboys about their lives and journeys toward self-love.

This strategy allows the brand to highlight community members, create content that resonates with its audience, and further grow its brand.

3. DryBar

A few years ago, traditional salons offered women packages – usually a wash, blowdry, haircut, and iron – a lengthy process that could have you at the salon for several hours.

Then came DryBar, which offered one service: blowouts. This niche service changed how consumers viewed a salon experience.

How did they spread the word? One way was through its simple yet effective tagline: “No cuts. No color. Just blowouts.”

This simple tagline allowed consumers to understand quickly what DryBar was about and what it offered. From there, their brand awareness grew considerably, earning them news coverage all over the U.S.

4. 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

Image Source

5. 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 is 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, but the brand has also elevated its niche offering by associating itself with celebrity clientele.

octavia elizabeth niche marketing exampleImage Source

6. Natural Dog Company

According to a Statista study, Americans spent over $123 billion on their pets in 2021 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 niche marketing

Image Source

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.

7. 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 conversational skills.

To promote its product, Pimsleur works with polyglot influencers who can vouch for its efficacy for learning new languages. 

Through its affiliate marketing program, it can reach new consumers regularly and gain customers. 

8. Photographers Without Borders

It’s one thing to entice people to buy a product, but it’s another thing entirely to attract donors to 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 niche marketing strategy

Image Source

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 addresses 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.

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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MARKETING

YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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