How To Market A Product That Has A Small Customer Base

There isn’t a definitive number that qualifies a group of people as a “base” of customers, just as there’s no rule on how large the group has to become.

The usual assumption about growing a company is that you want to amass as many customers as possible. The more infinite the addressable market you serve, the thinking goes, the more viable your business must be.

Eventually most companies realize there’s a limit to the size of their market. There may not be relevant products to offer internationally if you were to expand, or you can’t keep up with the costs to supply more than a certain number of orders. Still, the hope of attracting hundreds, thousands or even millions of customers is not abnormal.

In some markets, though, the customer base may not expand beyond some pretty narrow boundaries.

When you work in the business-to-business (B2B) arena, there might be a very finite number of companies who can make use of your products and services.

If you’re targeting a certain kind of job title or role versus a vertical market, the potential customer base might be even smaller.

Even in the consumer realm, there are products and services that cater only to those who are passionate enough to pay a premium (or any price) to enjoy them. We often call these kinds of customers “aficionados,” “connoisseurs” or simply “devotees.”

In both cases, a small customer base can still be highly lucrative and sustainable for the right kind of business.

All it takes is a few B2B firms to buy a product at the appropriate price point (or as an ongoing subscription) to provide enough revenue to make serving them worthwhile. The same is true of consumers, some of whom will be glad to pay handsomely for a limited-edition motorcycle or a rare book.

Of course, marketing to these niche groups is going to be different than advertising to the world at large. Your playbook is as follows:

Facilitate conversations, not one-way communications

Marketing to a large customer base is usually about making sure your ad is seen far and wide. You want potential customers to notice, pay attention and convert into buyers.

A niche audience wants something different. They may be more likely to align with your brand because you seek out their opinion. Perhaps you focus on inspiring as much as informing them. You might be the brand that introduces them to like-minded peers.

This could take the form of online customer communities where people share stories about the interests that relate to your core products and services. You could also meet up with them on Twitter chats, LinkedIn Live discussions or even newer social media apps like Clubhouse.

The focus here is on content marketing, rather than traditional advertising, where your niche audience is the star instead of your products and services.

Support representative creators

Are you focused on targeting people in senior sales roles? Then find the most popular blogger they all seem to read and offer to collaborate with them on a post.

Do you sell vintage LPs to hard-core collectors? Host a music listening party (even a virtual one) where a vinyl-loving YouTuber is hired as your guest DJ.

The idea of influencer marketing emerged ever since people with large followings on social media began to partner with brands. Many of those influencers, however, really see themselves as content creators. They’re often open to working with brands, but want to be seen as more than a conduit for getting a company’s particular message across.

Instead, think about how you can sponsor or support creators who have a demonstrated reach among your small but powerful customer base. When this is done with genuine interest and value, it creates a great impression in your audience’s minds.

Market the journey as much as (or even more than) the product

You might not have a lot of competitors for your niche products and services, but even a few could mean less business coming your way. That’s why being able to talk about a superior customer experience can make all the difference.

How easy is it for your small customer base to place an order, for example? It shouldn’t be as complex or as time-consuming than waiting in line at a superstore. What about fulfillment — how can you get them their products faster than your rivals?

Think about how you might use chatbots or other technology to offer ‘round the clock service and support. Maybe you can simplify the process of returning or exchanging an item.

You might even offer those extra touches, like a handwritten note included in every product delivered, or a personalized email with ideas for their next purchase.

Make sure that these kinds of experiences don’t become secrets known only to your most loyal customers. You should make them the backbone of your marketing content, because they might be the primary thing that tips the scales in your direction when a small customer base needs to choose between only a handful of potential vendors.

If you’re not sure how best to market your customer experience, there are only two terms you should keep in mind: “case studies” and “testimonials.” A customer who’s willing to talk positively about what it meant to buy from you will be stronger than almost any ad campaign you could ever run. Other prospects will see themselves through those customers’ eyes and feel more confident about their buying decision.

Even a short, one-paragraph testimonial on your site from a representative customer will be a proof point that could convince first-time visitors to stay and look around.

Marketing to a small customer base can be highly rewarding, because you might get to know more of the people your brand is serving. And the closer those relationships become, the more powerful your marketing will be.