How to Identify and Reach Niche Markets for Your Business

Niche markets refer to core groups of people within a larger target audience who have similar occupational and lifestyle characteristics that one can target with excellent results. To identify niche markets, demographic audience is broken into as many subcategories as possible to see if one can find any specific subgroups with similar needs and interests.

For example, for products for babies, new mothers would be a niche market within the larger parenting market. In marketing a product to new mothers, one would look to have the product information available in birthing and early childhood classes, pediatrician's offices, stores that sell baby supplies, and even in photography studios.

One could also survey new mothers first and find out where they shop and what attracts their attention. Once the niche market is known, it is easier to reach them.

Once the niche market is identified, there is a need to grab their attention by highlighting what is beneficial and important about a given product or service.
One could then look for publications and web pages that new mothers might read.
Advertise in those publications and websites. Small magazines with limited but targeted circulations can be inexpensive for advertising and potentially easier to land stories than in magazines read by a larger population, many of which may not be part of the niche market.