We must be realistic. As much as we want our product or service to reach the most people, it is necessary to choose a group to dedicate our marketing efforts to.

The market is huge, so finding a niche for your market allows you to become a specialist, have credibility and help your customer say: "This is for me".

A niche market is a segment of a broader market that can be defined by its own unique needs, preferences or identity that differentiates it from the broader market.

For example, within the women's apparel market there are many different segments or niches. Summer clothing would be a niche market, as would clothing made from sustainable fabrics or discount clothing.

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The niche market is fundamental for existing businesses that are constantly improving their communications and sales strategies, however, finding a niche market is a great help for entrepreneurs, small and medium businesses that are developing their business plan or building their product/service.

To find your niche market it is necessary to know your consumer and look for those values or qualities they see in your product or service.

Start with research

Search engines, like Google, are great for the research phase. Start asking yourself what your consumer is searching for to get to your product or service. If you sell pet food you can analyze what other searches or terms come up with this topic. For example: you will find premium dog food, food for all ages or food just for puppies.

Keyword research

In the research you will find many terms related to your product or service that will allow you to create a keyword base. Keyword research helps you to be more and more specific in your niche market. You can include demographics such as: premium puppy food in Jamaica.

Google Suggestions

Google suggestions is a useful tool to broaden your keywords and learn a little more about your potential niche market. Just type in 'dog food' and you will find suggestions such as: dog food delivery, small dog food, best dog food.

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Online communities

Social media can be a great help in finding your niche market. Online communities and influencers are characterized by working with niches. Analyzing related hashtags such as #foodforpets, #foodforpuppies, among others, can serve as a guide to learn new topics and interests of your desired audience.

With niche marketing the idea is that you go from selling just pet food to being a specialist in the best premium puppy food in your city.

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