When it comes to marketing, there are two broad approaches you can take: broad-based marketing or niche marketing.
Broad-based marketing tries to reach as many people as possible with a general message. For example, if you own a business, you might target a wide audience without tailoring your message to any specific group. This might seem like a good idea to avoid missing potential customers, but it often means competing in a much larger pool, making it harder to gain traction.
Niche marketing, on the other hand, focuses on serving a very specific group of people or businesses with a specialized message. Instead of trying to appeal to everyone, you become the go-to expert for a narrow, targeted audience.
Here’s the trade-off:
Broad marketing gives you a larger potential customer base (a higher ceiling), but it’s harder and more expensive to stand out and build trust.
Niche marketing is easier to get sales quickly because you’re speaking directly to a smaller, more focused audience. However, your ceiling is lower, and it can be challenging to pivot once you’re known for that specific niche.
So, which should you choose?
Many businesses are general in nature but can still leverage niche marketing as a “hack.” Start by targeting niche audiences with specialized landing pages, ads, videos, and content that speak directly to their unique needs. This builds your credibility and positions you as an expert.
Once you’ve gained their trust, you can funnel that audience into your larger brand.
Why? People want to do business with experts who truly understand their specific problems.
Need help with niche marketing?
Bringing on a skilled marketing team or consultant can make all the difference. They’ll help you craft targeted campaigns and avoid tunnel vision, bringing fresh ideas without breaking your budget.
At Jarbly Venture Labs, we specialize in helping businesses nail their niche marketing strategy and grow smartly.