Marketing your membership business to everyone is tempting. However, membership businesses with the strongest brand awareness tend to focus on niche markets.
Niche markets provide the opportunity to become a brand leader, to sell at a higher price, differentiate services and face less competition.
A sub-niche market is best described as a small group of consumers with specific preferences, who are somewhat separate from the mainstream marketplace.
For example, an older consumer that’s interested in joining a dating community may benefit from a sub-niche offering of matchmaking for individuals over the age of 50.
Your membership business may have hidden sub-niches.
You must attempt to understand your community members’ demographics, psychographics and behaviours to hone a sub-niche service. Here’s a helpful article that delves into proven strategies for highlighting profitable sub-niches.
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