Marketing towards a niche is perhaps one of the most difficult things to accomplish in business. This is especially true if you have very little experience with the niche itself, and you’re better off creating something that appeals to a wider audience if you have some knowledge of it.

However, we all know that niches are where the money is at, and you’ll need to put in the work and research in order to make your company stand out. So to help you, we’ve put together five effective strategies to use when marketing towards a niche.

1. Specialize Your SEO

If you’re going to make Google love you, then you need to specialize your SEO towards the niche. Look at the terms and keywords that your audience uses and make sure that you learn the way they help about things. Learn the different slang words that are often used so that you have an easier time appealing to that audience, and create original content that appeals to their niche instead of relying on something generic.

2. Hire Experts

Whether you’re in need of an influencer’s help or a company that understands your industry, it’s vital that you hire experts to assist you with your niche. It doesn’t matter if it’s an incredibly niche thing such as cannabis marketing or building an audience for a product that you’ve barely shown off to the public–you need to hire experts that understand how to build hype, how to connect with isolated or relatively unknown communities, and how to spread your product around.

3. Understand Your Audience

You can’t market something if you don’t understand who you’re marketing it to. A bit of research will go a long way and help you create a much better marketing campaign. Go on Twitter, Reddit and community forums to help understand and get into the mind of your audience if you want to succeed in your niche.

4. Speak with Influencers

Influencers in a community are going to be the most powerful resource that you have on your side if you’re marketing towards a niche. Not only can they relay messages to and from the community, but they’ll also have an audience waiting to listen to you and be exposed to your products. If you’re a complete newcomer to an industry, connect with influencers that can help you expose your product and build your brand into something unique.

5. Don’t Forget the Data

Analytics often don’t tell the whole story, but they do shed some light on it. While you can’t trust analytics for everything especially if you’re trying to appeal to a wider audience, there are some cases where you need to look at the numbers and trust them. For instance, your visitors might be referred to your site from an influencer, but they might have a very low conversion rate because they’re simply not a very popular influencer or maybe most of their followers are bots. You need to trust your instincts, but you can’t ignore the numbers when appealing to a niche.