As you further develop your marketing strategy and drive down into the demographics of your customers, it can be tempting to put a heavy emphasis on gender when building your niche.
At first glance, it sounds like a good idea. Men and women have different needs when it comes to a wide variety of products and services, so positioning your brand to meet those needs seems to make sense.
Here are three reasons why it doesn’t.
1. It’s not much of a niche.
Lots of marketers fall into the trap of thinking women can be the main focus of their niche marketing. They think they’re tapping into an underserved buying power based on stats like these:
- Women account for 85% of all consumer purchases
- 22% of women shop online at least once a day
- 92% of women pass along information about deals or finds to others.
But these stats don’t show an underserved market. In fact, it’s just the opposite. There are more women than men on Earth, and they’re making plenty of purchasing decisions and committing to brands without any influence from your marketing efforts.
Choosing to focus on women as a niche is simply too broad.
2. It can be insulting
Too many marketers think marketing to women means creating a “lite” version of their product or marketing campaign. Or, even worse, just turning everything pink. Smallbiztrends.com sums it up best:
“If you want to reach out to a female audience, ‘pink and frilly’ is not the way to go.”
The same holds true for most male consumers, who may not identify with more cliched attempts to differentiate a product for men.
And many men and women are anxious to reject this kind of marketing. There are plenty of websites out there highlighting exactly this kind of misguided marketing effort. Unless your demographic is male or female teenagers, using stereotypes to attract a niche market is a very difficult line to walk and almost always ends up doing more harm than good.
3. It doesn’t differentiate your product
The specific value propositions of your product or service are going to get watered down when you try to present it to such a wide audience.
Niche marketing is about getting involved with your audience — establishing yourself as an expert, researching your target demographics, tailoring your products and services and using it to build brand loyalty.
Gender is simply too broad and not unified enough to facilitate that kind of involvement with your brand.
If you would like to find out more targeting a specific audience for your niche
I invite you to contact me. I have been helping professional service providers such as CPAs, attorneys, and financial services providers focus their business development efforts on profitable micro-niches for over 10 years. Email me at email@example.com.