Exactly what Micro Niche… and Do You require One?
A micro niche is a business offering that’s extremely specific. You may also encounter the term sub-niche to describe these laser-focused products or services. Micro niches drill down down from niches, that are already segmented out from a larger market.
Here are a few quick examples to clarify the difference among a market, a niche, and a micro niche:
- Market, outdoor gear; Niche, outdoor camping supplies; Micro Niche, high end mountaineering tents
- Market, tech; Niche , social networking platforms; Micro Niche, interpersonal platforms targeted to specific interests, such as Ravelry for knitters
- Market, beauty supplies; Niche, cosmetics; Micro Niche market, organic vegan cosmetics
Micro niches generally have more adjectives attached (not just ‘food truck, ’ but ‘artisan grilled cheese pickup truck featuring locally sourced parmesan cheese and bread’) and have a highly specific audience in mind (people who love grilled cheese with fancy additions).
Would your business benefit from a tiny niche?
Among the greatest advantages of micro niches is that they pre-qualify customers and clients earlier in the marketing funnel. People who are looking for outdoor gear might be looking for anything from trekking boots to fly-fishing supports to harnesses for mountain climbing. But people searching specifically for camping supplies can have completely different ‘wants’ as well. They may prioritize:
- Ease of use
- Eco-friendly production
- Good looks
- Better, best glamping quality
- Mountain-ready ruggedness
Often there will be a good overlap of preferred characteristics. But if your niche is generating and selling high-quality mountaineering tents, you won’t have to worry about capturing the attention of cost-effective families or people who want a luxurious camping experience.
Another benefits of a micro niche branch off from there. They will include:
- A passionate customer local community. People interested in high-quality tents are often interested in clear topic areas associated with your offering. This can make it easier to create a content strategy for organic traffic; there’s less guessing what will appeal to your clients. People who want exceptional quality tents for hiking are knowledgeable already. They would likely be interested in a blog or podcast offering specific, specialist, or off-the-beaten path assistance and recommendations.
- Less competition. Within broad markets and even niches, gaining visibility and brand awareness can be a challenge. In a micro niche, it’s simpler to earn attention and differentiate yourself because you have fewer competitors. You still have to identify your unique value in the area and clarify that amongst your discerning audience.
- Brand loyalty. While this isn’t a given and requires meeting the needs of your audience, a sub-niche can foster long-term interest. That’s because micro niches are built on expertise, enthusiasm, and customization. It’s more challenging to bring a personal touch in order to broad markets
Companies can start plan a single micro niche. For instance , Bite offers sustainable toothpaste tablets called ‘bits, ’ mouthwash bits, floss, plus toothbrushes through a subscription plan. Their focus is zero-waste, plastic-free, vegan, and cruelty-free production.
Drybar is another micro niche company that created a customer base from the hair salon industry. The ‘want’ these people leveraged was people thinking about a ‘just-from-the-salon’ look among full haircuts and color.
Alternatively, companies can add a micro niche after setting up their brand in a larger niche market. The mattress corporation, Casper, added dog beds to their niche offering. Mattresses, for most of us, are large and infrequent purchases. Although dog beds possess a far smaller price point, pet owners are likely to replace them more often. Offering dog beds is also a method to introduce a new audience to the overall Casper brand as well as the quality of its craftsmanship.
Ways to discover the best micro niche(s) for your business
1 . Identify your strengths.
To discover a micro niche worth developing, begin by looking at your strengths — either as an individual, the team, or a company. You are more likely to find sustainable achievement in areas that excite you and your team.
Consider a business offering employee recruitment support to companies. Perhaps their team excels when prospecting executives or helping mid-career changers climb the ladder? This could spark a tiny niche B2B offering, like mid-level leadership development solutions or executive compensation contacting.
2 . Focus on the problem.
What issues need solving in your industry or your life? Consider the times you’ve thought “ If only we had _____ ” to help with a common problem in day-to-day life, at work, or with a recreational activity. Fill in that blank for a guaranteeing micro-niche business idea. Problems you face are likely problems for others as well. Brainstorm different problems and creative solutions, and see which one gets you and trusted peers the most thrilled.
3. Do your micro-niche market research.
You want to make sure your micro niche has a customer foundation. Here are some areas on which to focus your research:
- Informal and official market research. Talk with friends and family about consumer suggestions, or reach out to industry colleagues about business services requirements. If you have the budget, send out email or social media surveys regarding the topic to gauge interest.
- Google Trends . This tool can help you find out micro niches within larger niches, and the overall curiosity about your micro niche. Search various terms related to your own sub-niche and then explore the particular related topics and concerns. You can also find out regional variations in interest.
- Social media marketing and industry organizations. Explore hashtags upon social media related to your sub-niche or industry. Also take a look at associations, professional groups, and organizations within your target business. What are they discussing or even excited about? Do you notice an emerging area of expertise? Do you observe a missing link within the discussions that might be an opportunity?
For example , research online for ‘mountain tent’ uncovers strong (and unsurprising) local interest in Colorado and Idaho. It also shares that ‘hyperlite mountain gear’ is a related topic, which can guide your own product development and future marketing and advertising content.
4. Check out the competition.
It’s possible you’ll have a eureka moment and land on an untapped idea. But , more often, you’ll find your skills and interests lead you to micro niches with current businesses. Now, you’ll have in order to toggle back to research and brainstorming mode. Here’s what you’ll need to figure out:
- Is the market big enough for the two, 4, or 15 of you?
- How can you differentiate yourself through the competition? With white-glove support? With a lower or higher price?
- Where are they falling short?
- How can you do better?
5. Test the particular waters.
You don’t have to dive into the deep end instantly. It’s smart to test the particular waters first with a single product offering. The outfits company Bombas launched within 2013 with a single product: comfortable performance socks. They have expanded to other items of clothes, but socks remain on the center of the brand.
Another way to test your idea is with the landing page, which is a simple process with drag-and-drop tools such as HubSpot’s Landing Page Builder. After you have a personalized landing page, begin advertising your product or service along with paid search and social media marketing ads. Your proof-of-concept is within the pudding — if the pudding were steady traffic, completed email forms, incoming sales calls, and item pre-orders.
On the landing page, and in your ads, use keywords that clearly define your offering. This way you attract people with authentic interest or buying intent in your tiny niche.
6. Trust your instincts.
If you dream up a product or service idea that hasn’t been done before, or even hasn’t been done particularly well, in your opinion, consider trusting your gut.
- The company Untuckit was built on the basic premise that men wished button-front shirts that looked neat untucked, and they were hard to find.
- The e-commerce store Lefty’s sells common kitchen, gardening, school, and work tools designed specifically for those who are left handed.
- Olive & June is a nail polish company that sells kits that make home manicures simple fun. Their kits come with a holder for your phone, so you can watch a video while your polish dries.
These micro-niche companies often have one thing in common: When they hit the market, people often question how the products or services weren’t obtainable before. Find your micro niche, and follow these steps to bring your business to life.