In online marketing, niche marketing usually refers to marketing products with a well-defined niche, such as Lhasa apso lovers or archery enthusiasts. Niche marketers find a niche and then develop or find a product or service to sell to that niche. In other words, the niche market comes first; the product or service comes second.
For most creative professionals, this poses a problem. For creative types, the product or service (what they were inspired to create) comes first … and there’s really no way around that. So how can creative professionals use niche marketing to help them sell more of their work?
You reverse engineer.
This is trickier … and you run the risk of finding out that your work really only appeals to a niche market so small it can’t be profitable. But it can be done.
Take a look at the products of your creativity.
- Who would interested in purchasing them?
- What are they like?
- What kind of income do they have?
- Are they single or married?
- Do they have kids?
Really dig down into the details of the type of person who would gleefully buy what you have to offer.
Now ask yourself, where do people like this hang out? That’s how you find the niche market for your work. That’s where you’ll need to network, promote and hangout so that your niche market will become aware of your work.
Let’s say you’re an artist who creates fine art portraits of pets. Who would be most likely to commission such work from you? Off the top of my head, I’d say the same types of folks who are into pet couture. You know the type … they buy their pets fancy accessories, feed them only the finest organic, artisan pet food, etc. These pets are pampered, in part because the owners have the money to do so. They love their pets very much and are more than willing to spend a lot of money on them. This is totally the type of person who would love to have a fine art portrait of their pet. And, even better, they have the funding to pay you well for the service.
So where to do you find them? Well, the first thing that comes to mind is to see if you can partner up with your local pet couture shops. I bet they’d be happy to offer your services to their clientele for a small cut of your fee … say 5-10%? There are also plenty of online shops and forums that cater to this market. People have already started the marketing for you … now you just need to leverage it.
Take some time today to start brainstorming about the ideal clients for your creative efforts.
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