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Niche marketing and why it works

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Niche marketing is a marketing strategy that focuses on a particular segment of an audience. The results of niche marketing efforts are usually more successful because they focus on offering very specific solutions to a very specific group of consumers. When your specific product or service connects with a specific consumer need – you’ve just struck gold!

What is your company’s business niche?

People look for their company’s niche for a variety of reasons:

  • Developing or updating your company’s business model
  • Discovering potential new markets for new or existing products or services
  • Understanding your current customers’ needs for improved marketing

As a digital marketing agency, Chelsea & Rachel Co. has had the opportunity to discover the benefits of niche marketing from both sides.

  • We have discovered the sweet spot in our own firm’s business niche
  • We help our clients uncover their niche customers through brand marketing and persona research

Discovering the Chelsea & Rachel Co. business niche

When we started Chelsea & Rachel Co. about five years ago, both Rachel and I had already worked with a wide variety of clients separately for more than a decade. During that time, we learned a lot about what worked and didn’t work for us personally. When we came together to discuss our business plan, we knew two things for sure:

  1. We valued the flexibility working virtually provided for us personally
  2. We loved working on projects that made a difference in the world

Here’s how these two world values helped us discover our business niche.

Working in the virtual world

Our agency business model is a bit different. We are a virtual agency, owned and operated by two partners that bring a specific philosophy and skill set to the table. Our well-defined responsibilities, best-in-class digital tools, and fine-tuned Standard Operating Procedures afford us a level of simplicity and efficiency not possible with traditional brick and mortar agencies. This savings is passed on to our customers who get more work for their money. It’s a win-win situation.

Making a difference in the world

We love working for clients that are making a difference in the world. We invest our time and our hearts into people and causes that matter to us. We find that our internal passion makes a big difference in how people connect with our amazing clients.

From healthy food products and sustainable manufacturing to saving women from human trafficking to promoting education and economic prosperity with minorities and under-represented population groups, we carefully consider the best ways to get results for both our for-profit and non-profit projects.

This year we worked with the beautiful people at The Skipping Stone. They have a unique story to tell. They sell handmade jewelry, leather bags, and other products sourced in India and use the profits to help humanitarian organizations free women from human trafficking. That is one of the things we love about what we do. We get to pick and choose meaningful projects that, like The Skipping Stone, are making a ripple.

Helping our clients grow with niche marketing

The Skipping Stone's branding guide helped target their niche market.

At the start of every project, we do extensive industry research to give us a solid understanding of the market our clients will compete in. We review analytics to see who their customers are, where they come from and what they are looking for. We use demographics, income data, media behavior and more to develop customer personas that help us target the tone, voice and messaging that their particular market will respond to. Then we develop a brand and marketing strategy to segment their audiences for targeted niche marketing campaigns.

So whether you are working to unearth your business niche or helping a client connect with their niche market, it is definitely worth the effort.

Contact Chelsea & Rachel Co. today and let’s work together to mine for your niche marketing gold.

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