3.4 Narrowcasting

The process of advertising to a very small niche target market is called Narrowcasting. The best way to appeal to niche markets is by crafting web content that demonstrates your expertise in each niche that you service.

Attract web visitors to these pages on your web site by crafting your advertising messages to appeal directly to these niche markets.

Know your Audience:

Stay home. Use your own expertise, interests and affiliations to build on what already interests you, your most rewarding guests. Remember you are not your guest, you may not know the specific things that will make your services most attractive. Before narrowcasting to new niche audiences be sure you know what they want/need.

• Read publications that are important to your niche
• Talk with past guests who fit your potential and existing niche markets and ask them . . . How are you getting it right? How could you make your guest experience more appealing?
• Join online news groups which appeal to your niche. Lurk (just visit to read posts) until you are familiar with the culture of the news group.
• Become a member of associations, interest groups, affiliates specific to your niches.
• Use your expertise to write for narrow niche specific publications (e-zines, e-newsletters) online to build your profile with your niche(s) - linked to your site.

Getting it Right for Niche Markets with Narrow-casted Content:

• Create a distinct URL for each Niche and/or advertising campaign.
• List your affiliations and provide logo's where possible on landing pages.
• Get inbound links to your niche pages from relevant web sites.
• Describe your services in a way that is most appealing for each niche you serve by focusing on describing your benefits to match each niche's needs and desires.
• Provide niche appealing images.
• Build your credibility with quotes, media references, specific to your niche.
• Create content with others who have high credibility in your market niches.
• Link to interesting articles that will appeal to each niche.
• Consider placing advertising in newsletters and magazines that appeal to your niches, and direct landings to special offer pages:
  • Blue Water Inn
  • Tourism Keys
  • Sustainable Tourism
• Craft keyword advertising to target your most important niches - send them to your landing pages.
• Are some of your niches incompatible with one another? Consider distinct web presences to suit each.
• Keep distinct e-mail lists and send unique content that appeals to each niche.
• Send press releases by narrowcasting to appropriate publications.
• Where possible consider creating experiences that appeal to multiple niches. Package appropriately.
• Ask for links to your niche specific page from web based listings, directories and high placing web sites in narrow web searches.
• Use your tag line in online news groups to subtly promote your site.

For each target market

• Let them know that they are a priority for your organization.
• Make every effort to know their needs.
• Cater to and consider specialty services to meet their unique needs.
• Let them know you welcome and appreciate their business.
• Create customer specific web pages and/or sites and develop specific marketing tactics to get web visitors to these pages.
• Collect email addresses from web site visitors by niche(s) and narrowcast your outgoing email messages.