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Power of Niche Marketing: How to Attract the Right Customers


Every one of us has probably dealt with a customer or client who is seemingly impossible to satisfy – no matter how hard you try to help them, they often find something to complain about or return the product. It is essential to respect your customers, but it can be not easy when dealing with such challenging individuals. Submitting every request from these problematic customers can make it hard to run a successful business. Gaining new customers is essential for every business, but it’s also important to make sure that you are attracting the right kind of customer. After all, if your target market isn’t interested in what you have to offer then they won’t be buying anything from you. That’s why it’s so important to know how to attract the right customer and keep them coming back again and again. 

Attract the Right Customers


In other words, whether you own a corporate business or have a home business, it is essential to attract the right customers to maintain your venture’s profitability and satisfaction. Here are five tips on how to guarantee that the right clients are being attracted.

Effective Customer Service

First and foremost, it is imperative to have a thorough understanding of your customers. From designing new features for your products to creating ad copy, you need to be familiar with what appeals to your audience and makes them hesitant. Ask yourself the following questions:

  • What demographic and psychographic characteristics do our customers have (such as age, gender, education level, career, marital status, traits, values, interests, and lifestyles)?
  • What kind of challenges can we help our customers overcome? Get as much insight as possible by using a survey tool, and utilize social media marketing to understand better how your customers feel. Social media networks offer valuable analytics information that can be beneficial in this sense.
  • Please don’t push the boundaries too far regarding your marketing plan. Be aware of your customers’ limits, and don’t cross them. The Kendall Jenner Pepsi commercial is a prime example of how trying to go beyond those limits can negatively affect a brand’s reputation.
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Demonstrating Credibility

As Ken Mcarthy, the father of internet marketing, famously stated: “Trust is the most important word in business.” Trustworthiness is an essential component of a successful marketing strategy. Here are some ways to bolster your trustworthiness:

  • Be honest and transparent when promoting your product or service. Pay attention to the capabilities of what you are offering, as this will only cause customer mistrust. Kaiwei Ni’s experience is a prime example of this; they placed a strand of hair on their mobile ads to encourage people to touch the screen; however, this backfired as people became frustrated, and the company was featured in popular publications for their deceptive tactics. As a result, they lost customer loyalty. Respect your audience’s intelligence by being honest and authentic when communicating with them.
Demonstrating Credibility
  • Include social proof to demonstrate your successful past performance. Examples of social proof you can employ include case studies, customer feedback, ratings, and trust badges.
  • Create a connection with your audience. Focus on topics that are relevant to them and use language and visuals that put them at ease.
  • If you’re reaching out to customers via email, ensure you build a personal connection by tracking down the contact information of the relevant decision-maker, researching their background, and crafting a personalized message.

Positioning for Success

In many cases, buyers may need a complete understanding of the product they buy. This can lead to frustration as their expectations may be too high or unrealistic. To prevent this from happening, it is essential to take time to accurately explain who you are and what your product does — in other words, position your product correctly.

Positioning goes beyond simply describing a product’s features and how they benefit the target market. April Dunford, an authority on product positioning, explains that conventional positionings still need to be completed. She divides the positioning process into five steps.

Positioning for Success
  • Competitive alternatives: If you were not available, what other options would your customers turn to?
  • Key unique attributes: What advantages do you offer over alternatives?
  • Value: What benefits do customers gain from these attributes?
  • Customers that care: Do people appreciate the value you provide?
  • Market you win: What context will make the value clear to your intended audiences?

Going through these questions will allow you to understand how to position your product most effectively. A significant factor affecting your positioning is determining which segment you should target (the last question listed). If positioning is to establish a distinct and dominant position in the minds of customers, it is necessary to begin with what they already perceive. 

When presented with something unfamiliar, customers will rely on their existing knowledge to comprehend it. Market categories are significant for this process as they provide customers with familiar references when attempting to understand a new product.

Take ClearPath Robotics as an example. Their product was a sophisticated robotic system that could autonomously move around a manufacturing facility and supply goods upon request – a highly sought-after and complex issue for manufacturers.

However, their initial attempts to sell their products were unsuccessful. They decided to introduce their product as a kind of robot to create a niche for themselves, thus entering the robotics market. Unfortunately, this caused people to categorize them alongside other robots, which were expensive and quite plain.

When Clear Robotics reviewed the matter, they realized that their product’s positioning was a barrier to its success. As such, they made some adjustments:

  • Redesigning the product to look like cars.
  • Renaming their division to “Otto Motors.”
  • Marketing it as an autonomous vehicle for industrial uses.

This new strategy enabled customers to better appreciate the value of their product.

Ogilvy’s branding of Dove soaps is another classic illustration.

Positioning for Success

Ogilvy noted that instead of marketing Dove as a soap bar for men with grimy hands, he chose to advertise it as a toilet bar for ladies with dehydrated skin – this strategy has been effective for over 25 years.

Building Trust

If your business is well-known, early conversions may be desirable for you. People need time to learn about your products and services before committing. Early conversions often have a higher rate of customer attrition, which is why targeting the right customers is essential.

As Rand Fishkin explains:

“Customers that convert quickly on Moz’s website tend to stay with us for a short time. They have a high churn rate and low retention, unlike our loyal customers who have low rates of leaving and sticking around with us longer.”

The more frequently people visit a website (or the longer they spend there), the stronger their loyalty to the brand associated with it. Moz, for example, has found that people tend to visit their website eight times before they become customers.

One way to ensure people are familiar with you before they decide to convert is by educating them through your website. My homepage analysis of the top 50 business websites categorized different CTA’s into six groups.

  • More info type: Learn more, Watch now, Find out more, Read more
  • Sample type: Free account, Free trial, Try it for free, Get started, Demo, Get a Demo
  • Download Type: App, Get the report, Guide, Get Now
  • Join type: Publisher sign-up, Register, Secure my seat, Become an affiliate/advertiser
  • Buy type: See solutions/plans/products, Compare plans
  • Contact type: Let’s connect, Contact us, and Schedule a meeting.
Building Trust

It appears that top stores are inclined to refrain from using a “Buy” type CTA immediately on their homepage to educate visitors about their products before turning them into customers. This is also one of the strategies for successful post-click optimization.

Your potential customers may do more research about you and your product before making a decision. To ensure that you give the best impression, consider publishing content in reputable publications within your field of expertise. This can help build trust and credibility with your audience.

Gather the necessary data, create a list of media outlets, and submit your pitches to journalists and editors. This will help you establish yourself as an authoritative figure in your field. With this content marketing strategy, you can target the most suitable customers for your brand and eventually reduce customer acquisition costs over time.

Protecting Your Business

When discussing CTA’s different forms and functions, it becomes evident that top business websites do not often use the “Download” type CTA. This may be due to their aversion to attracting freebie-seekers – those who are only interested in acquiring your free stuff without consideration or need for your products.

This does not mean top business websites never use “Download” CTA’s. Given their level of popularity and the amount of traffic they generate, it is only natural for them to focus on lead generation by introducing different qualification levels. Therefore, they may include freebies or some pages in their emails.

When using giveaways to attract customers eventually, there are specific points that should be taken into consideration:

  • Utilize relevant giveaways to bring in subscribers.
  • Ensure that you are not only attracting opportunistic freebie seekers with your email campaigns.
  • Cleanse your email list periodically to remove unengaged subscribers.
  • Mapping out your customer journey and identifying high churn rate spots is essential for business owners.
  • Frequent drop-outs after offering paid products or services could be due to collecting too many leads only interested in free material.
  • A typical B2B buyers’ journey can be seen in BlueCorona’s B2B marketing guide chart.
  • To improve the lead collection, revise the process and focus on attracting quality prospects interested in your paid products or services.
  • Utilizing customer journey mapping can help business owners understand their target audience and make informed decisions about their products or services.
Protecting Your Business

Creating a Positive Customer Experience

Some of the features you should determine when attracting your customers:

  • Ensure that customers find your product valuable and are willing to pay for it.
  • Set realistic expectations for you and your product so customers are satisfied.
  • Avoid opportunistic freebie seekers who try to get something for nothing.
  • Provide customer service that meets or exceeds customer demands to foster loyalty.
  • Invest in marketing and customer relationships to ensure customer satisfaction.
  • Listen to customer feedback, and use it to improve your product and services continuously.
  • Keep an eye out for new trends and technologies that can help you increase sales.
  • Monitor competitors closely to stay ahead of them in terms of quality and value.
  • Keep up with positive and negative customer feedback to ensure you are providing the best services possible.
  • Offer rewards or discounts to loyal customers in order to encourage repeat purchases.


Q: What should businesses consider when using giveaways to attract customers?

A: Businesses should utilize relevant giveaways to bring in subscribers, ensure they are not only attracting opportunistic freebie seekers, cleanse their email list periodically, and map out the customer journey in order to identify any high churn rate spots.

Q: What is the customer like?

A: Customer Like is when businesses ensure that customers find their product value and are willing to pay for it, set realistic expectations for both them and the product, provide excellent customer service, offer rewards or discounts to loyal customers, monitor competitors closely, listen to customer feedback, etc.

Q: How can Shopiroller help businesses improve their customer acquisition costs?

A: Shopiroller can help businesses improve their customer acquisition costs by offering a variety of content marketing strategies and CTAs. These strategies can bring in quality leads and ensure the business remains competitive in the marketplace. Signing up with Shopiroller is an easy way to take your business to the next level.

Q: What are the benefits of customer journey mapping?

A: Customer journey mapping helps business owners understand their target audience and make informed decisions about their products or services. It gives them a clear picture of how customers interact with their brand and make decisions, so they can optimize their marketing efforts to ensure they are targeting quality leads. It also identifies high churn rate spots in the customer journey so businesses can address those issues accordingly.

Q: What are some ways businesses can foster customer loyalty?

A: Businesses can foster customer loyalty by providing excellent customer service, investing in marketing and customer relationships, listening to customer feedback, offering rewards or discounts to loyal customers, monitoring competitors closely, keeping up with customer feedback (both positive and negative), and staying ahead of the curve in terms of quality and value.


Customer acquisition is one of the most important goals for any business. It’s important to remember that not all visitors are equal, and targeting customers who are interested in your products or services and willing to pay for them is essential. You can ensure that your business generates quality leads and remains competitive in the marketplace by providing excellent customer service and offering rewards or discounts to loyal customers. If you want to increase your customer accession costs and ensure that you’re targeting quality leads, Shopiroller can help. Offers a variety of content marketing strategies and CTA’s to help businesses like yours. Sign up today and let us help you take your business to the next level!

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