MARKETING
Developing a Niche Marketing Strategy that Drives Growth [+ Examples]
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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.
What is a Niche Marketing Strategy?
Designed to attract a specific subset of customers, a niche marketing strategy considers the narrow category into which your business falls. It focuses on a small group of buyers, instead of the broader market. A niche strategy helps you stand out from the competition, attract the people who can’t resist buying, and boost profitability.
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.
Former pastry chef. ✅
Makes TikToks on her days off. ✅
Recently sold her house to travel the world. ✅
Coolest Newfie we’ve ever met. ✅Get to know Jennifer Cross.
We guarantee there’s no one else like her. https://t.co/BkjsCFXbgK #TomboyTuesday pic.twitter.com/Nzsoce5Cdm— TomboyX (@tomboyx) July 12, 2022
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.

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.
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 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 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
5 Simple Things You Can Do To Improve the Content Experience for Readers

Who doesn’t like to have a good experience consuming content?
I know I do. And isn’t that what we – as both a consumer of content and a marketer of content – all want?
What if you create such a good experience that your audience doesn’t even realize it’s an “experience?” Here’s a helpful mish-mash of easy-to-do things to make that possible.
1. Write with an inclusive heart
There’s nothing worse than being in a conversation with someone who constantly talks about themselves. Check your text to see how often you write the words – I, me, we, and us. Now, count how often the word “you” is used. If the first-person uses are disproportionate to the second-person uses, edit to delete many first-person references and add more “you” to the text.
You want to let your audience know they are included in the conversation. I like this tip shared in Take Binary Bias Out of Your Content Conversations by Content Marketing World speaker Ruth Carter: Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns.
Go through your text and replace exclusionary terms such as he/him and she/her with they/them pronouns, says @rbcarter via @Brandlovellc @CMIContent. #WritingTips Click To Tweet
2. Make your content shine brighter with an AI assist
Content published online should look different than the research papers and essays you wrote in school. While you should adhere to grammar rules and follow a style guide as best as possible, you also should prioritize readability. That requires scannable and easily digestible text – headings, bulleted text, short sentences, brief paragraphs, etc.
Use a text-polishing aid such as Hemingway Editor (free and paid versions) to cut the dead weight from your writing. Here’s how its color-coded review system works and the improvements to make:
- Yellow – lengthy, complex sentences, and common errors
- Fix: Shorten or split sentences.
- Red – dense and complicated text
- Fix: Remove hurdles and keep your readers on a simpler path.
- Pink – lengthy words that could be shortened
- Fix: Scroll the mouse over the problematic word to identify potential substitutes.
- Blue – adverbs and weakening phrases
- Fix: Delete them or find a better way to convey the thought.
- Green – passive voice
- Fix: Rewrite for active voice.
Grammarly’s paid version works well, too. The premium version includes an AI-powered writing assistant, readability reports, a plagiarism checker, citation suggestions, and more than 400 additional grammar checks.
In the image below, Grammarly suggests a way to rephrase the sentence from:
“It is not good enough any longer to simply produce content “like a media company would”.
To:
“It is no longer good enough to produce content “as a media company would”.
Much cleaner, right?
3. Ask questions
See what I did with the intro (and here)? I posed questions to try to engage with you. When someone asks a question – even in writing – the person hearing (or reading) it is likely to pause for a split second to consider their answer. The reader’s role changes from a passive participant to an active one. Using this technique also can encourage your readers to interact with the author, maybe in the form of an answer in the comments.
4. Include links
Many content marketers include internal and external links in their text for their SEO value. But you also should add links to help your readers. Consider including links to help a reader who wants to learn more about the topic. You can do this in a couple of ways:
- You can link the descriptive text in the article to content relevant to those words (as I did in this bullet point)
- You can list the headlines of related articles as a standalone feature (see the gray box labeled Handpicked Related Content at the end of this article).
Add links to guide readers to more information on a topic – not just for SEO purposes says @Brandlovellc via @CMIContent. #WritingTips Click To Tweet
You also can include on-page links or bookmarks in the beginning (a table of contents, of sorts) in longer pieces to help the reader more quickly access the content they seek to help you learn more about a topic. This helps the reader and keeps visitors on your website longer.
5. Don’t forget the ‘invisible’ text
Alt text is often an afterthought – if you think about it all. Yet, it’s essential to have a great content experience for people who use text-to-speech readers. Though it doesn’t take too much time, I find that customizing the image description content instead of relying on the default technology works better for audience understanding.
First, ask if a listener would miss something if they didn’t have the image explained. If they wouldn’t, the image is decorative and probably doesn’t need alt text. You publish it for aesthetic reasons, such as to break up a text-heavy page. Or it may repeat information already appearing in the text (like I did in the Hemingway and Grammarly examples above).
If the listener would miss out if the image weren’t explained well, it is informative and requires alt text. General guidelines indicate up to 125 characters (including spaces) work best for alt text. That’s a short sentence or two to convey the image’s message. Don’t forget to include punctuation.
General guidelines indicate up to 125 characters (including spaces) work best for alt text, says @Brandlovellc via @CMIContent. Click To Tweet
For both decorative and informative images, include the photo credits, permissions, and copyright information, in the caption section.
For example, if I were writing an article about Best Dogs for Families, I would include an image of a mini Bernedoodle as an example because they make great family pets. Let’s use this image of my adorable puppy, Henri, and I’ll show you both a good and bad example of alt text.
An almost useless alt-text version: “An image showing a dog.”
It wastes valuable characters with the phrase “an image showing.”
Use the available characters for a more descriptive alt text: “Author’s tri-colored (brown, white, black, grey wavy hair), merle mini Bernedoodle, Henri, lying on green grass.”
It’s more descriptive, and I only used 112 characters, including spaces.
Want to learn more? Alexa Heinrich, an award-winning social media strategist, has a helpful article on writing effective image descriptions called The Art of Alt Text. @A11yAwareness on Twitter is also a great resource for accessibility tips.
Improve your content and better the experience
Do any of these suggestions feel too hard to execute? I hope not. They don’t need a bigger budget to execute. They don’t need a lengthy approval process to implement. And they don’t demand much more time in production.
They just need you to remember to execute them the next time you write (and the time after that, and the time after that, and the … well, you get the idea.)
If you have an easy-to-implement tip to improve the content experience, please leave it in the comments. I may include it in a future update.
All tools mentioned in the article are identified by the author. If you have a tool to suggest, please feel free to add it in the comments.
In appreciation for guest contributors’ work, we’re offering free registration to one paid event or free enrollment in Content Marketing University to anyone who gets two new posts accepted and published on the CMI site in 2023.
HANDPICKED RELATED CONTENT:
Cover image by Joseph Kalinowski/Content Marketing Institute
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