For a long time, marketers — and whale nuns! — adopted the “spray and pray” approach. This meant you bought as much media as possible, cast a wide net, and worked with what you dragged in. But these days, media buying is so expensive, competitive, AND data-driven that not only can we not afford to smother everyone with our presence like the Kardashians… we no longer have to.
Every good marketer worth our $9 ethically sourced Himalayan pink salt knows that nowadays, the riches are in the niches. That’s what it says on our conference T-shirts, anyway.
But which niche is the right niche for your sitch? Is there any way to know if you’ve truly hit a golden vein of get-niche-quick, or you’re headed for a glitch in the marketing-trix? And how do you pitch your niche without a hitch?
Today on Marketing Is Broken, we welcome David Thomas Tao to talk all things neesh. David is a former journalist and the founder of Barbend, a strength, training, and nutrition website. He’s figured out how to stand out in the workout space, which is one of the most crowded markets of all. And now he’s gonna tell us how to follow in his be-sneakered footsteps.
Watch the episode to see David answer these questions:
Time to map out your market, create content just for those people, and ditch everyone else. You have my permission to be a niche about it.