Marketing for Difficult Niche Websites: Tips to Help You Get Started

The current advancements in technology have made the internet a lot more accessible to people. As a result, owners of niche businesses have realised how favourable this can be for them if they knew how to latch on to this advantage.

The problem is, it’s not exactly easy to play to the internet’s strengths if you’re working under a difficult niche.

What Makes a Niche “Difficult”?

A niche can be considered “difficult”—or more aptly, difficult to market—if its audience is only a very small subset of the population. Additionally, a field that’s filled with jargon—like health, medicine, or law—can also be regarded as difficult.

However, the size of the target market nor the intellectual inaccessibility of the subjects are not really the reason why it’s hard to make a niche website click with people.

It’s more of the way you deliver your content. Hence, the key is to know how to find topics that your audience would be curious to read about.

Hyping Up Your Website

Creating hype around a difficult niche is no easy task. Sometimes, it takes a specialised type of digital marketer to bring out what your brand is truly made of.

For instance, a digital marketer like Clarity Agency that specialises in cannabis marketing will be able to help a cannabis-related website more than a general marketer could. That’s because they already have an idea what makes the audience of this niche tick.

The real question is, how can you ensure that your website ranks well enough to remain visible? Listed below are some tips that can help you stay relevant with your audience:

1. Know Your Customer’s Problems

Niche businesses exist because they have a very specific solution to a number of very specific problems. Thus, it’s important to really get into the heart of why your audience relies on your offerings in the first place.

To do this, you must conduct the necessary research to determine all the questions that they can think of regarding your product or service. You can’t stop at the most basic questions, though. Over time, you’ll realise that questions will never run out; it’s just up to you how you’re going to find them.

2. Use Easy-to-Read Language

Jargon is inevitable since it makes up the core of the niche in the first place. This may not be a problem for those who have already dipped their toes into the niche long before you came along. But how about those who are new to the topic and might be interested to see what you’re all about?

You don’t want to scare outsiders away by appearing “too exclusive.” By using easy-to-read language with explanations that can be appreciated even by laymen, you’re a lot more likely to attract quality customers.

3. Make Your Content Visual and Relatable

One of the most effective ways to tell relatable stories is through video marketing. Perhaps you’ve seen 2-minute video advertisements from big brands—the kinds that can be considered short films by themselves, if you never knew that it’s actually just one big product placement.

People love stories, especially ones that speak to them on a personal level. If you can make your audience feel that you’re a brand that truly understands what they’re going through, then you’ll be able to pique their curiosity at the very least.

4. Discuss Controversial Topics

This is another reason why you must do your research. Even a field that’s difficult to market can instantly gain exposure if you provide a platform to discuss controversial or debatable topics.

These usually trigger strong emotional responses among the pros and antis. Hence, no matter which camp they’re at, they will be encouraged to engage with your brand and with other people who are sharing their thoughts.

5. Feature Industry Experts

Industry leaders are great sources of fresh content. Topics of interest are abundant when you seek out people who are specializing in a particular subfield. Their expertise will especially be valuable for people who wish to go deeper into your niche.

Conclusion: It’s All About How You Steer Your Content

If you own a niche business, you probably already know how challenging it can be to get your stuff out there—even if you have a defined audience. It’s one thing to know who they are and where to find them, but it’s a whole other hurdle to get them aboard.

This is especially true if your niche is typically regarded as “boring” or “difficult.” Fortunately, even the most mentally challenging topics can still be appreciated by a wider audience once you figure out the best way to deliver the content.