Have you heard the saying, “Don’t try to be something for everyone, just be everything for someone?” That quote captures the secret to direct selling success. If you spend all your time trying to please the masses, you won’t have time to build deep relationships with the community of customers with both a need and an interest in your products and services.
With the evolution of the Internet, mass marketing has been replaced by targeted, more personalized strategies. Instead of blasting out messages to everyone you know and hoping a few people respond, technology makes it possible to effectively target specific audiences with tailored messages that resonate within a smaller segment of people but drive equal or greater responses.
For direct selling organizations, defining the right customer niches helps focus brand messages, optimize resources, and accelerate growth.
Why You Need a Niche in Direct Selling
A niche is a focused, targetable portion of a broader market. When building a multi-level marketing (MLM) network, concentrating on a single – or no more than three – well-defined market niches offers distinct benefits.
By focusing on a niche market for direct selling, you can speak more specifically to what particular customers need, which helps to increase visibility and credibility. By “talking the talk” and relating your products or services to very specific needs within the niche market, you demonstrate your understanding of your customers and gain an advantage over competitors who are more broadly focused.
Taking a niche approach also enables you to personalize your marketing and customer experiences in a tailored and authentic way. It’s easier to convert prospects into customers when your messages highlight relevant, niche-specific solutions.
Beyond credibility and authenticity, niche marketing can also save money. When you’re not trying to be everything for everyone, you’re able to dedicate your marketing budgets to highly targeted outreach via email, direct mail, or social media, eliminating wasted spending. Customers within a niche quickly become a community based on their common interests, which builds loyalty, increases positive word-of-mouth, and generates customer referrals.
Most importantly, when you establish your business within a niche, it provides a strong foundation for expanding to adjacent niches for future growth down the road.
How to Target the Right Niche
Before you can reap the direct selling benefits, you have to do the upfront work to identify, understand, and reach your target niche markets. Start by taking three essential steps.
1. Think narrow.
The misperception about a niche strategy is that the market you target has to be small. That’s not necessarily the case. As you define your niche, think about narrowing vs. reducing your audience. Your objective is to identify a group of potential customers who share a set of common characteristics and whose needs and wants closely match your offering.
Here’s an example. If you’re offering an apparel or skincare line, busy young moms may be a target audience. To develop a niche strategy, take your definition a step further. Identify a specific problem that some young moms have that your product or service solves. For example, a niche might be young moms who are going back to work and need affordable wardrobe solutions. Or a targetable niche would be young moms who want eco-friendly skincare products for themselves and their babies. By not targeting every young mother, you’re able to personalize your message so members of your niche immediately recognize your understanding of their concerns and how your product helps solve them.
2. Dig deep.
To establish credibility within your direct selling niche, you have to really dig into available data to understand who your customer is and what makes them tick. The good news is the data to help you do this is more accessible than ever.
Leverage proprietary internal data combined with third-party insights you can compile with a little bit of internet research. Concentrate your efforts on creating a profile of your niche customer that includes shared demographic, geographic, and psychographic characteristics.
- Demographic characteristics are based on statistically relevant information, such as age, gender, income, or ethnicity.
- Geographic characteristics can include a location defined by a region, city, or ZIP codes, as well as broader characteristics like urban or rural areas, or shared climate types.
- Psychographic characteristics categorize an audience related to their personalities, such as values, attitudes, interests, motivations, or priorities.
3. Stay focused.
When it comes to reaching your niche, make your marketing ultra-focused and highly personalized. Today’s buyers are savvy and expect promotional messages received through advertising, email, events, or social media to be relevant to their individual interests and needs. Similar to narrowing your focus when defining your niche, stay focused when choosing the right channels for outreach.
Stick to two or three primary marketing channels that align well with your niche customer’s communication preferences. For example, for the busy young mom’s niche described above, preferred marketing channels could include targeted digital ads, regular email outreach, and livestream shopping events.
When it’s time to create your niche strategy and grow your direct selling organization, look to Luci’s customizable MLM software solution to enhance your customer experience and marketing outreach, while reducing your IT demands and administrative burdens. With Luci, you can focus on building customer relationships and driving sales. Contact us for a demo today.