Promoting to a niche market is, to my mind at least, far easier than promoting a generic product to the masses. You work out who your target users are, you find out where they live online and offline and what they do there, you find out who they listen to. And then you target those communities, those websites, those clubs or organisations, and those people with influence.
It’s not any different to sales and marketing for other businesses. It’s all about understanding who your customer is and tailoring your promotion and advertising to suit.
Sure, not all paid advertising works for this particular software — Google ads don’t work as Google do not give the option to choose an operating system — something that is crucial for a Windows only desktop app. It’s easy to generate traffic in this niche from Adwords, but when half or more of that traffic is using a Mac or Apple device, it’s wasted money.
But Adwords is only one of a host of advertising and promotion possibilities. Ads on community websites can be bought (individually), as can space in dedicated newsletters. Individual influencers in the community can be approached — this goes for every community, not just my particular niche.
Only yesterday the product was tweeted about by an influencer to 50k followers, bringing a lot of targeted traffic to the site. This was not a random occurrence, it happened because I approached this person directly and asked them to take a look at the software.
The possibilities for promotion of this and probably any niche product are immense. But, you have to do the leg work first and really find out about your user. There’s no quick and easy answer like throwing money at Adwords.