84 • How do you market to a niche audience?

In this episode, Ryan and Jamie dive deep into the challenges of marketing to a very small audience in B2B SaaS. They break down how to reframe traditional marketing tactics and focus on community-building, content, and relationship development to ensure success. Whether you’re targeting a handful of high-value accounts or serving a niche market, this episode shows you how to create genuine, long-term engagement without relying on generic cold outreach or spray-and-pray tactics. Learn how to use podcasts, webinars, and sub-brands to be the go-to resource for your target audience.

Takeaways:

• When targeting a small audience, traditional spray-and-pray tactics won’t work
• Community-building should be the focus — creating a space for your niche audience to engage and connect
• Use events, podcasts, webinars, and roundtables to foster relationships and trust
• Build a sub-brand around your niche to stand out and provide specific value
• Low engagement rates in small markets are not a bad thing — they are just a sign of high deal value
• Make your case studies and testimonials work harder in a small market — they carry more weight when everyone knows each other
• Reframe the objective from “getting demos” to “building real relationships” with a handful of decision-makers
• By understanding your audience’s challenges deeply, you position yourself as the first thought when they are ready to buy

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By Ryan James

Founder of Rocket SaaS