I once worked with a business that specialized in making custom squirrel horror panoramas.
If you’re inquisitive what in the world a custom squirrel horror panorama is, then you’ve proven an underlying point of this article.
Unique niches are really tough for marketing.
If there are 37 people on the planet that are in your target market, then you’ve got your work cut out for you.
But at the same time, a unique niche is a immense advantage!
Marketing in a tight and well-defined niche is deliciously straightforward.
- You have less competition.
- You can segment your audience with ease.
- You can go hyper specific with organic and paid keywords.
- You can small target the euphemism out of Facebook ads.
- You have the potential to get higher conversion rates.
- You can get to know each of those 37 people on a first-name basis.
But there are some property that are more difficult in unique niches.
What’s Difficult About Unique Niches?
Customer engagement falls into that category.
Okay, so client engagement itself isn’t that complex.
However, when you’re in a specific niche, your clients are going to have specific wants and inevitably.
So you have to take a much more strategic approach to client engagement if you want to get the results you’re looking for.
Lots of niche businesses overlook this, and it reimbursement them.
“Customer engagement” falls into the abysm of other jargony business best practices that just don’t get done.
You can avoid falling into the same trap, but you have to plan ahead and work a little harder to understand your clients better.
And that’s the thing — engagement starts with understanding.
Unsurprisingly, client engagement with niche clients looks a lot like a relationship, but what galore brands forget is that relationships take work.
Don’t worry, I’m not going to push the relationship or geological dating analogy too far.
But I do want to speak directly to businesses that are in a well-defined niche.
I’ve worked with companies who designed hair dryers for women with light and curled hair. some other one of my clients made big rock-shaking machines for mines. (It’s called vibrating equipment.)
Niches are really cool.
And I besides want to speak to businesses that need to boost their client engagement efforts.
Customer engagement is more than just clever tweets and exploitation emojis in your Facebook posts.
Customer engagement is a fascinating world that can dish up more conversions than you ever thought possible.
We’re going to solve the client engagement problem in unique niches.
(And if you’re the custom squirrel horror panorama guy I used to work with, this article is for you, man.)
Get Up Close and Personal
It makes sense that if you want to sell to clients who have specific wants and inevitably, you need to figure out what those wants and inevitably are.
That’s why it’s important to dig deep into demographics and psychographics. Your demographics will tell you who, piece psychographics will tell you why.
Demographics and psychographics are important for every client engagement strategy, but they’re especially crucial when you’re operational in a small niche.
To get this informationrmation, you can use a number of different platforms, but Google Analytics is probably the easiest (and it’s free).
Although it will only show you some basic informationrmation, it’s often enough to get started.
To find demographics in Google Analytics, go to the sidebar and navigate to Audience > Demographics > Overview.
You’ll find two sections: age and gender.
Again, It’s really basic, and gives you only a slice of applicable demographic informationrmation.
Because Google Analytics is so lacking here, consider doing some more research. Other demographics you mightiness want to research include:
- Current occupation
- Education level
- Family status (marital status, number of children, etc.)
You can find most of these exploitation sites like City-Data.com that give you informationrmation on demographics in a certain area that you specify.
When it comes to psychographics, Google Analytics provides more informationrmation than you mightiness expect.
You can see this information by going to Audience > Interests > Overview.
Here you’ll see three categories: Affinity Category, In-Market Segment, and Other Category. When you put these three together, you get a better idea of what your clients like.
Pay extra attention to the In-Market Segment. These are property that your clients are in the market for. They’re not yet into the gross sales funnel and mightiness even be ready to buy.
Together, demographics and psychographics help paint a vivid picture of your audience.
You not only know what kind of people you’re piquant but besides how to engage them (because you know what they want).
So now you know who your clients are and what they want.
What do you do next? You create a strategy that’s custom made for them.
There are tons of shipway you can go about this, and it can get confexploitation.
Here are a few tips to help you out.
Approachability is one factor that is exponentially more important for niche businesses than it is for more general businesses.
That’s because a unique niche is personal to your clients. Any given client mightiness even go so far as to define him or herself exploitation a niche.
Consider the container market. (Yes, containers are making a comeback.) People who listen to containers mightiness call themselves container enthusiasts.
These people form a community, albeit small, that want that kind of personal engagement that their interests require.
Often, you’re piquant your clients in a way that’s intensely personal to them.
The more approachable you are, the better your clients will feel.
Understand that your clients don’t just want to like you––they want to trust you.
Building trust takes time and effort, but it has a big impact.
So how do you become more approachable?
Especially, since we’re dealing with the issue in a business context, and not in a warm-handshake-and-friendly-smile context.
First, listen to your clients.
And get serious about hearing.
It’s easy to tell yourself that you’re hearing to your clients, but are you really? If you aren’t, it’s ne'er too late to start.
When you get client feedback, don’t just make a mental note of it.
Keep a record of it and actually look at it.
Look for common togs in the feedback you get.
You mightiness need to ask for feedback in the form of a survey. Most of your users will be happy to give you their thought, and a nice incentive (like a prize drawing) doesn’t hurt either.
Second, create a personality around your brand.
Of course, you could do this figuratively like Geico did with their lizard organism (who has his own Twitter account).
But you could besides transform your entire brand into thing your clients trust.
Coca-Cola does this with its haunting marketing campaigns that are focused on happiness and positivity.
Bonus: Be funny.
If humor comes naturally to you, use it.
One example of a screaming brand is Blockbuster. generally, The Last Blockbuster.
Okay, possibly it’s not actually a real business, but it sure is funny.
Humor doesn’t work for everyone. Sometimes, it’s feels forced and painful, like chew on screws.
But for businesses that can do it, it enhances approachability.
If your brand is approachable, you’ll stand out from all your competitors.
Your clients will feel like you know them, and that’s because you do. All the work you put into finding demographics and psychographics will pay off at this step.
Enhance Your Online Presence
Like any relationship, the connection between you and your clients has to be nurtured. It takes frequent and open communication for any relationship to succeed.
That’s why having a robust online presence can drastically improve your client engagement.
Being more active online mean that there are more points of contact.
Your clients can reach you more often, and that very act builds a ton of trust.
You probably saw this coming from a mile away, but being available on social media often is a immense plus.
People spend a lot of time on social media, and you can take advantage of that by besides disbursement a lot of time on various networks.
Social media is most likely where your target audience hangs out. Your specific audience mightiness tend to congregate on one or two social media sites, and you need to find out exactly where.
This doesn’t mean you should go out and run a bunch of ads on every social media site.
It does mean that you should have a human presence on your accounts.
Look, I love bots just as much as the next guy, but you’re going to tick people off if your Twitter “client service” is a poorly programmed bot.
(Bots aren’t pure evil, as I’ll mention in just a minute.)
Many brands understand how important this is, and they make sure to respond to as much client feedback as they can. Target’s Facebook excels at this:
Other brands go above and on the far side the call of duty. Some companies like Warby Parker have created social media accounts entirely for client support.
But antique client support isn’t the only option. Some businesses, especially littler ones, simply don’t have the resources to staff a dedicated support team.
That’s one of the reasons live chat has become so popular over the past few years.
With live chat, you can have business hours, so to speak. Your clients know when you’re available, and you can respond in real time.
It’s a super efficient and cost-efficient method of doing client support in a way that your clients will love.
The ability to talk with your clients in real time is a big benefit. It’ll increase the level of cordial reception and make clients feel closer to your brand.
Correctly programmed and cautiously used, Chatbots can be used suitably.
You’ve probably seen these around. They look like live chat boxes but are handleless by software.
You can program these bots to do a ton of helpful property, like ask questions and make product suggestions.
Setting up a chatbot will take a little more time, but on the top, you won’t have to do much after it’s done.
One of the big benefits of chatbots is consistent client engagement. Your clients can act with your brand even when you’re not there.
Still, it’s no replacement for human contact, which is why most businesses supplement chatbots with live chat support, and they work nicely in tandem.
Figure Out How to Treat Your Customers
Customer engagement looks a lot different today than it did just ten years ago.
(Sheesh, I’m starting to sound like one of those “when I was a kid” people!)
Today, you can improve your clients’ experiences with active quizzes, well-timed popup offers, and even games.
The abundance of client engagement resources besides means that it’s actually more difficult to engage clients than ever before. How can you cut through all the noise?
What galore businesses are discovering is that it takes a lot of value for clients to pay attention to a brand.
If you’re not an industry titan like Google or Coca-Cola, this is the road you have to take. And thankfully, it’s not too hard to navigate.
You probably not yet know that clients prioritise value above all other, but you mightiness be underestimating how much value you need to provide.
There has to be a immense amount of value every step of the way.
Value isn’t just thing that you do. It’s thing you are.
That sounds downy, but it really isn’t. It means that if you’re not giving your clients value as they go through the gross sales funnel, you’re not doing your job.
Value is what will separate you from everyone other in your niche. You need to figure out what kind of value your clients want and determine the best way to deliver that value.
If you’ve not yet researched your audience’s demographics and psychographics, you’re not yet halfway there. All that’s left is to provide the value your clients are looking for.
How do you do that? unjust content is one of the best shipway. Content marketing is still alive and well, and people still respond well to it.
The more helpful your content is, the more your clients will engage with it.
For your content to stand out, it should be better than your competitors’ content. (That will besides help people find your site before they find your competitors.)
The building Technique is a popular method for creating amazing content, but in the end, all that matters is providing an overwhelming amount of value with every piece of content you publish.
Use Email For Good, Not Evil
Email is a powerful tool in every marketer’s arsenal––in fact, it’s the most powerful. Email is one of the top-converting transmission. It’s simply alone for engagement.
Sadly, it’s often overused. How galore times have you gotten annoying email campaigns you didn’t want? Probably more times than you can count.
When it comes to your email strategy, keep Seth Godin’s idea of permission marketing in mind.
When person gives you their email address, they’re trustful you with it. They expect you to not spam them or send them content they don’t want.
That’s the idea of permission marketing. You are figuratively acquiring your subscribers’ permission to market to them, and you have a responsibility to make good on your promise to only give them what they want. That means no spam or unprincipled tactics.
This goes back to what we ariled earlier about building trust with your clients. Email plays a immense role in that. If you respect people’s emails, they will respect you.
Did you know? Kissmetrics combines behavioural analytics with Kissmetrics Campaigns, which lets users send targeted emails to their audience to nudge them toward engagement and activation.
It’s tempting to use a lot of fine print to trick people into opting in to more than one list, and you mightiness even want to rent out your list.
But if you really want to engage your clients and turn them into womb-to-tomb brand fans, you have to stick to email best practices.
Being in a super specific niche doesn’t have to make your client engagement difficult.
In fact, niche engagement has the potential to allow you to connect with your clients on a personal level.
At its core, client engagement has the same principles and priorities no matter what kind of business you own.
But inside each niche, it looks a little different.
It’s well worth your time to find out what works and what doesn’t for your client base.
If you’ve had any problems with client engagement in your niche, share your experiences in the comments!
And if you have any major wins tell about those, too!
About the Author: Daniel Threlfall is an net enterpriser and content marketing strategian. As a writer and marketing strategian, Daniel has helped brands including Merck, Fiji Water, Little Tikes, and MGA amusement. Daniel is co-founding Your Success Rocket, a resource for net enterprisers. He and his married woman Keren have four children, and on occasion enjoy adventures in remote corners of the globe (kids included). You can follow Daniel on Twitter or see pictures of his adventures on Instagram.