Leverage for Growth Podcast

Episode 98: The Power of Niche Marketing

Episode Date:Jun 6, 2023

Explore the power of niche marketing with Jesse P. Gilmore, founder of Niche in Control, on the Leverage for Growth podcast. Discover how focusing on a specific group of ideal clients and tailoring services to their unique needs can boost customer engagement, loyalty, and profitability. Learn from real-life examples and studies that highlight the financial benefits of customer retention and personalized messaging.

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Show Notes

Episode Transcript

You are now listening to Leverage for Growth. Hey everybody this is Jesse P. Gilmore founder of Niche in Control and creator of the Leverage for Growth, welcome to the daily leverage edition.
Today’s topic is this “The Power of Niche Marketing”. Sit back, relax and welcome to today’s daily leverage.

Today, we’re diving into the power of niche marketing. It’s an approach that parallels the Pareto Principle, where 80% of your positive outcomes come from 20% of your efforts. Essentially, a large portion of your successful client interactions could be coming from a specific, smaller portion of your client base. Let’s explore this.

Section 1: The Power of Niche Marketing

Start by explaining what niche marketing is and how it can dramatically improve your ability to meet your clients’ needs effectively. Mention the study from the Journal of Marketing that discovered customers show more loyalty to companies that understand and cater to their specific needs. This loyalty stems from successful niche marketing.

Section 2: The Impact on Customer Engagement and Business Performance

Discuss the benefits of personalized engagement. By understanding and focusing on your ideal clients, you improve customer engagement significantly. Back this up with the research from McKinsey, which found personalized messaging boosts customer engagement by 20%.

Next, touch on how niche marketing helps brands stand out. Mention the study by Smart Insights, which revealed that 81% of businesses using customer segmentation reported an increase in performance.

Section 3: The Profitability Factor

Talk about the financial benefits of effective niche marketing. Specifically, discuss customer retention and profit. Cite the Bain & Company study that found a 5% increase in customer retention can lead to a profit increase of at least 25%.

Section 4: Expert Opinions and Real-World Examples

Share the perspective of marketing expert Philip Kotler, who emphasizes the importance of niche marketing in his book “Principles of Marketing”. He argues that companies can meet the specific needs of a market segment better by focusing their resources on serving that segment.

Finally, share some real-world examples of successful niche marketing. Talk about Bonobos, a company that thrived by focusing on men’s pants. Discuss Lefty’s, a company that found success by creating products for left-handed people. And talk about BigCommerce, an e-commerce platform that excels by focusing on mid-market and enterprise businesses.

Section 5: Application Across Domains

To wrap up, let’s discuss how to apply the principles of niche marketing across various domains – body, being, balance, and business.

In terms of body, think of a fitness regimen that’s tailored to your personal needs and goals. Similarly, you should tailor your services to meet the specific needs of your ideal clients.

In terms of being, choose personal development activities that align with your interests and goals. Just like choosing the right clients, this will lead to more satisfaction and success.

For balance, understanding the other person’s needs and catering to them – essentially ‘choosing them by design’ – can improve relationship satisfaction.

And in business, identify your ideal clients and tailor your services to meet their specific needs. Just like a custom-made outfit, this approach will fit your clients better and lead to increased customer satisfaction and business success.


In conclusion, niche marketing, backed by numerous studies and expert opinions, has the potential to dramatically improve customer satisfaction and business success. As you move forward, consider how you can apply these principles in your own business and life.