Target specific, defined audiences
Rank highly on search terms clients use
Drive enquiries and conversions
Full range of online creative services
Email/telemarketing for outbound
Reach & connect to high-value clients

Finding and keeping a lucrative audience when your competitors are looking elsewhere

What is niche marketing?

Think of it as a highly focused version of direct marketing.

With direct marketing, you select the target groups of businesses or consumers you want to promote your particular products and services to.

By restricting your marketing to those groups, you reduce “wastage” to the absolute minimum – wastage is the term used to describe advertising to businesses or consumers with no likely interest whatsoever in what you’re selling.

Think of an accountancy practice for example.

Most accountants want to sell their general accounting services to clients on a yearly basis.

They may choose to advertise themselves to limited companies in their local areas to win this type of bsuiness.

But other accountants want to sell higher-ticket and more commercially valuable services like arranging R&D tax credits, patent boxes, and so on.

For these accountants, they don’t want to waste money advertising to companies with no use for their specialist services.

Niche marketing would be suitable for them so that they only contact the small number of companies with a likely need for those specialist services.

So, think of niche marketing as a “nano marketing” version of direct marketing.

Get it right and niche marketing could…

  • improve profitability,
  • reduce your company’s marketing expenses, and
  • simplify the running of your business

…all at the same time.

Six strategies for successful niche marketing – how our service works

When we start work on a niche marketing campaign for your company, we first need to know the following:

  1. your company history, what it’s best known for, and information on the owners and senior managers of your business
  2. which particular specialist products or services you wish to sell more of or focus on
  3. the types of people and companies most likely to buy the products or services you want to promote
  4. what the buyers of those products and services value the most
  5. any market failures you address – do you do something in a better/cheaper/more efficient way which delivers a real benefit to your client which your competitors don’t do?
  6. what might be the thing which stops them leaving their current supplier for you

Inbound niche marketing

With that information, we would then, for inbound marketing campaigns:

  • review your website and how effective it is in both being found by visitors and in persuading visitors to purchase your products and services,
  • how your website compares with your competitors’ websites,
  • carry out deep online research into the types of questions and search terms used by potential customers to create a library of articles and blog which would improve your website’s search rankings and conversion ratios,
  • review competitors’ marketing strategies to see which downloadable and shareable content (for example, e-books, white papers, and so on) they’ve created which perform particularly well, and
  • examine your competitors’ social media marketing approach, in particular the ones with larger followings, to understand what it is about their company/personal profiles and their approach to posting and advertising which is working so well for them.

Outbound niche marketing

For outbound marketing, we would:

  • subscribe to competitors’ email newsletters to gain an understanding about the information they’re sending to their clients and prospects about their versions of your specialist products and services,
  • contact our media partners to discover how many GDPR-compliant B2B email addresses they have for prospects likely to need your specialist products or services, and
  • find out how many businesses our media partners have on file for telemarketing purposes.

Contact us

After our period of research, we would then present a series of recommendations to you on how we’d like to run your niche marketing campaign for you.

To speak with one of our niche marketing account managers, please call 0330 010 3495 or you can email us by clicking here.

Our specialist niche marketing services for financial companies

Our copywriters, telemarketers, and content marketers have considerable experience in creating niche marketing campaigns for financial services companies targeting both consumers and business decision makers.

Our specialist niche marketing departments

Within More Than Words, we have experienced and specialist planners, copywriters, and telesales reps providing companies in the following sectors with successful niche marketing campaigns:

Niche marketing examples - commercial finance

To illustrate how niche marketing works, let’s use a commercial finance company currently offering many different types of financial products to UK companies an example.

This finance company has decided that they wish to expand their presence in what they consider to be a more lucrative market – for example, bridging loans.

How would they use niche marketing to achieve this objective?

When planning a niche marketing campaign whose objective is to sell bridging loans, the finance company must then decide which types of customers are more likely to want a bridging loan.

In this case, it would be landlords, investors, and property developers.

You must then create specialist marketing materials for the audiences you’re targeting.

The best way to do so is to create buyer personas – informal descriptions of:

  • the type of company or person,
  • their business objectives,
  • the fears which stop them from making a purchase, and
  • what they would hope would be the benefits of making a purchase.

By better understanding the motivation and psychology of the people and the business decision-makers who would want a bridging loan, you’re able to connect with them better with the marketing materials you produc

Your next step is to engage with your potential buyers.

You have to make sure that they can easily find your marketing materials so that they can be introduced to your bridging loans and to your company.

There are two ways to do this – inbound, web-based marketing and outbound marketing.

With inbound marketing, you create (or alter) a website so that it’s easily found by people searching for bridging loans.

On your website, you’d do the following to improve your inbound marketing activities:

  • create compelling, engaging, descriptive website copywriting to promote the bridging loan pages on your site,
  • use the supporting pages on your website – your home page, about us page, and staff profiles page – to sell your expertise, and
  • start what will become an extensive library of high-quality articles based upon a potential customer’s questions on all aspects of bridging loans.

As part of your inbound marketing, you’d also build up a following of people and companies likely to need a bridging loan on the relevant social media platforms.

This is so that your company became more visible and so that your followers would know that you offer bridging loans.

With outbound marketing, you would:

  • communicate regularly with existing customers and with companies who have been in touch with you but which have not yet obtained a bridging loan through you with a regular email newsletter,
  • purchase a list of business email addresses containing the companies most likely to want bridging loans (please note however that all B2C email databases were de facto outlawed by GDPR), and
  • run a B2B telemarketing campaign to your existing customers, companies who have been in touch with you but which have not yet obtained a bridging loan through you, and companies whose details you had purchased from a list owner or broker.

It often takes a minimum exposure of seven times to your company and its products and services before someone makes contact with you.

Prior to that, they are likely to find you through website searches, by signing up to your email newsletter service, or by following you on social media.

Why is this?

The two main factors are timing and trust.

Out of every 100 people and business decision-makers seeing your emails, blog posts, social media contributions, and more, perhaps only 5 or so are in the market at any one time.

No matter how amazing you’re offer, there’s no chance of a breakthrough with the other 95 because they simply don’t have a need for it.

Then there’s trust.

Your target client may be using someone else for their bridging loans right now and they may be perfectly happy with them.

Often, you might have to wait for their existing broker to make a mistake or for the belief to creep into the buyer’s mind that there may be cheaper and fasting bridging loans available.

Niche marketing, like other forms of marketing, will deliver two types of lead to you:

  • those with an immediate interest and an urgency to proceed who will contact you straight away and
  • those who will purchase what you sell in the future but who are not in the place to go ahead just yet – sustained niche marketing and contact with these prospects means creating a longer term stream of consistent, reliable, and strong leads in the future.

Your objectives with your niche marketing campaign should be:

  • to be seen as often as possible by your target audience,
  • for them to recognise your company name and what you do as soon everytime they see your company name and/or are exposed to your contact,
  • to give them an opportunity on every contact to learn something new, and
  • to ask them to contact you for more information.

To speak with one of our niche marketing account managers, please call 0330 010 3495 or you can email us at niche-marketing@morethanwordsuk.co.uk.

Get in touch

We’re open during office hours between Monday and Friday.

Please call us, email us, or fill out the contact form and let us know what you want to achieve with a focused and carefully planned niche marketing campaign for your company.

We’re available on 0330 010 3495 or you can email us by clicking here.

We’re based in North Shields town centre if you want to come and visit us. There’s lots of free parking outside and we’re only three minutes’ walk away from North Shields Metro station.

Find out more about our niche marketing services

Call us now to receive more info on 0330 010 3495, click here to email us, or fill out the form below.



    Niche marketing – interesting links and more information

    Marketing into niche sectors often produces significantly higher returns on investment than more general marketing.

    This is particularly so when you are absolutely certain of who your audience is, why they want your product or service, and where you need to place content so that they can find it easier.

    If you wish to explore more on the subject of niche marketing before getting in touch with us, we have compiled six in-depth and informative articles from third parties on the subject of niche marketing for you to study.

    We hope you find them useful:

    Niche marketing advantages and disadvantages

    What are the main niche marketing pros and cons?

    Niche marketing advantages

    The main advantages to niche marketing are that:

    • customers tend to be loyal – even a small perceived advantage among clients that you have over your competitors may mean they are more likely to stay with you
    • higher profit margins – customers are more likely to be comfortable with paying a premium for a specialist service
    • less competition – it may be uneconomic for a larger competitor to focus on the provision of niche products and services and your smaller competitors’ marketing budgets may not be as substantial as yours.
    • more value within the company – when the time comes to sell your company, its in-house experience, expertise, skills, and knowledge may command a premium from a buyer. They’ll pay a premium for your industry contracts, your customer database, and your database of enquirers who haven’t bought from you yet.

    Niche marketing disadvantages

    The main disadvantages to niche marketing are that:

    • customers tend to be loyal – we’ve also listed this as an advantage but your future customers are only likely to leave their existing supplier if they make a mistake or you make a very competitive to win business in the early days. Beware however because it’s much harder to raise prices than it is to lower pirces.
    • higher cost of service or product delivery – depending on how specialist the product or service you offer is, the costs of fulfilling an order may be higher and you may have to employ more experienced staff to push deals through and to provide after-sales service.

    Any niche marketing campaign you run should not be at the expense of your standard marketing activities.

    While you’re still building up awareness among and market share for the niche audience you’re targeting, you should continue to approach the wider market in the same way if you’re making a profit from these campaigns.

    You may find that, over time, you shift the focus of your business away from providing a generalist service to concentrating solely on building market share within your niche sector as part of a new brand strategy approach.

    This may be a dangerous course of action however because smaller markets may be more vulnerable to disruption.

    If too large a percentage of your business is concentrated in selling to specific niches, periods of downturn may be very difficult to manage financially and operationally.

    Please plan carefully any fundamental change to your business beforehand modelling both optimistic and pessimistic scenarios to help you make a decision on the future direction of your business.

    To talk with us about a niche marketing campaign for your company including which niche marketing tools we’d recommend you use as well as the online niche market strategies you should employ, please call us on 0330 010 3495 or you can email by clicking here.