Marketing: Niche vs Community

How a Niche is different from a community

​A social community in terms of interactive engagement is just that; social. In other words its main aim is to interact socially and gain a sense of satisfaction from doing so. A niche, on the other hand is a sector of society that has a specific need or problem to solve. In terms of a marketing perspective, this distinction is crucial to understanding how to approach each for the purpose of building your brand and business potential. Let’s start with building your brand awareness and then on to building your business potential later.  

Building Brand Awareness
Your brand is your personality and your personality is what attracts your market to your door. So how you present yourself will be an important factor in how you market your business. So first things first!
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Branding is the process of presenting an ‘image’ to your potential customers that they will want to engage with. Therefore, having the right image will be the most important consideration to take into account when planning your marketing strategy. It’s also important to know that using images to support your branding messages is an important consideration when motivating your market to take action.  

Brand awareness is created through making your audience aware that you exist. There are many mediums through which this can be achieved and is why it’s important to be consistent in your branding activities. Why is it that when you recognise a brand image or logo that you associate it with either a negative or positive message? Think about how you perceive this message and why. Did they do something to increase your perception of how they operate or did they make you think twice about how you go about engaging with them? 

Thinking about these things can give you insights as to what you will be achieving in your own branding awareness campaign. Now that we have thought about what you can do to ensure you get off on the right foot. We can now look at how you are going to achieve a sizeable impact on your market niche.  ​

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Niche Marketing
Niche marketing presents a whole new opportunity to be creative in how you present messages to your audience. A niche will need what you have to offer only if it solves a particular problem or issue for them NOW! Therefore, your message will highlight the issues and map them out in a way that is clear and understandable.  

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Let’s say for example, you are speaking to an audience that needs something to ensure they are living their best life. How will they know if this is the case? You might start by asking if something is missing in their life, or you might highlight an area such as money and what the impact of not having enough might be. However you decide to ‘angle’ your message, it must explain why you feel it’s important to understand.

​You might reason that not having enough money is limiting your potential to travel and this impacts your ability to see family and enjoy precious moments which are important for a well balanced and healthy life. You can spin it in which ever way you see fit according to your own knowledge and expertise in this area. By doing this you are highlighting what needs to be realised in the minds of your niche market audience.  

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When people know why they are buying something at a deeper level, it gives them the reason to choose your product over others because they feel you have really understood their needs. Why is this important? Because they are more likely to believe your product will give them the solution they are looking for.

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So to recap, not only do you need to present the right image to your niche and market communities, you also need to ensure the messages you send out are in the right frame of mindset to fit your audience needs. 

It’s simple to make images fit your brand and logo, but knowing how to couple that with your target audience is a skill that will take time and patience to learn fully so that you become a natural at tapping into your market’s needs. Having this will increase your brand awareness and how it is positively perceived by those who are in the market for your well thought out and relevant solutions.