DEFINITIONS
Let's start with two definitions for the term niche marketing. Niche -- A position particularly well suited to the person
who occupies it; the status of an organism within its environment and community
(affecting its survival as a species). Marketing -- The exchange of goods for an agreed sum of
money; the commercial processes involved in promoting and selling and
distributing a product or service; engaging in commercial promotion, sale, or
distribution.
Niche marketing is networking. It is not selling. It is not
carrying around your books or even bookmarks or business cards. Niche marketing
is finding out who likes what you write, and finding ways to be seen by them. Let me explain.
Most marketing efforts are overt. Television commercials
show a product and explain why you need it. Car commercials focus on the
vehicle's aesthetic appeal, economy, dependability, affordability, and the prestige
of ownership. An ad for a new product explains how it's used, why you need to
try it, and often offers a bargain for ordering now. Who hasn't heard "But
wait! Order now and get..."
IT'S NOT SELLING
The point of niche marketing is not to sell. It's to rub elbows
with people who like "what" you sell and letting them discover your
product organically. Your signature on forums, emails, and groups should always
have links to your website. Never send anyone anything -- even other writers -- without including your professional signature and a link to something relating to your brand. A book, your website, your blog, social media, etc. You can't have niche marketing if no one knows how to find you. By all means, if you have a tagline (and you should get one asap if not), display it in banners and buttons. Mine is below.
I'm not talking about an in-your-face "DOWNLOAD
NOW!" approach, but a simple and direct one. Set up your profile so that every
message ends with your name, your writing tag, and your website. If you don't
have a tag and website, create them. These are gems! You can use these
everywhere you go. A website gives people a central location to learn more
about you and your books, and a tag simply tells people what kinds of books you
write. Mine is "Unstoppable heroes, Uncompromising love, Unforgettable
passion." Anyone who reads my books is going get these things. It's a few
words that say everything about my writing. Using your tag in your signature is
a form of passive marketing. By combining passive marketing with niche
marketing, you can get a double opportunity to tell people about your books, without
hitting them over the head with a "BUY NOW!" message.
Go where people who read your type of book can be found. If you
write books about horses, you associate with horse people. If it's cats, then you
go where cat folks meet. If it's vampires, maybe you hang out with people who watch
vampire movies. Niche marketing means you are part of a group that likes the
things you write about. It's not selling or talking about your book. You're just
there, being one of the gang. Finding the right niche means being with like-minded
people. A guy who sells tractors should find out where farmers hang out. His niche
is people who need what a tractor can do. Figuring out what the tractor does and
what problems it solves will help him figure out who will buy his product.
Think "what problem does my book
solve?" If you write fiction, don't assume your book solves no problems.
It likely solves many, including boredom and not knowing what to read. One of
the first things to consider is that fiction creates a fantasy for someone. If you
can fulfill a fantasy, people will pay you for it. A fiction book entertains. People who want to escape and relax with a good story will pay for the privilege. What
prompted you to write the book? Think about that and make notes about your
thoughts and needs regarding your decision to write, other than "to make
money from a book." We all want that as an outcome, but it's not why we
write, is it?
Jot down fantasies your book fulfills. You might be surprised.
Then look at who is buying similar books (and movies/TV) that fulfill those. It's not necessarily
what you thought at first. Be open to new ideas. Where can you go to reach that
crowd? Be prepared to spend some time in research, and in getting to know the
fans of the genre or series.
FAN CLUBS
For example - is there a fan group for a movie or TV series with
characters like yours? Look into sites like
Get Glue. Search your book's keywords on
Pinterest or perform a Google search
to see what sites cover your niche. What do books like yours use for keywords? Why not adapt them to your book?
 |
If you have a logo, use
it everywhere. |
Study the advertising offered by sites you find. Can you
rent banner space? Is there an event you can sponsor or for which you can offer
a prize? Can you write an article for their blog? Do they accept editorial
articles about the fandom or the fandom's interests? Don't forget to get involved
in local, offline groups that focus on your niche or genre. If you write
fantasy, science fiction, or paranormal fiction, are there conventions you can
attend? What costume events are coming up where you can dress like one of your
characters or themes from your books? When people ask who you are or what your
costume means, tell them. Does your heroine tend a rose garden? Are there
gardening clubs that might like to have a guest speaker who talks about roses?
Think of ways you can incorporate the themes of your books into local interests and
clubs. If you write erotic literature, consider advertising on sites that feature fan fiction. They are some of the biggest draws for readers, and they are hungry for new books.
BOTTOM LINE
Niche marketing is nothing more than networking. That means it's not
what you have. It's who needs what you have. Set out with that mindset and you are more likely to find your
answer.
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Post by author Kayelle Allen, multi-published, award-winning Science Fiction Romance
author of unstoppable heroes, uncompromising love, and unforgettable passion.
