Sub-Niches: How and Why You Should Target Them

So you want to start your own business, but you don’t know who’s your ideal audience. It’s a dilemma everyone encounters, and the first question that comes to mind is, Which niche should I target? But perhaps the better question would be, “Why not target sub-niches where there is less competition?”

There exists a world of sub-niches; specialized corners that cater to even more specific interests. Think of them as nuanced subcultures, where enthusiasts delve into the esoteric, the peculiar, and the downright fascinating.

In this article, we’ll discuss how you can find profitable sub-niches so that you can launch a business that’s unique in the eyes of your target customers!

What are sub-niches?

Sub-niches refer to specialized and more narrowly defined segments within broader niches or industries. In marketing, a niche is a specific, targeted market segment. Sub-niches take this concept a step further by breaking down these markets into even smaller, more distinct categories.

This segmentation allows businesses or content creators to focus on addressing the unique needs and interests of a particular subgroup within a broader audience.

For example, within the fitness niche, there could be sub-niches like high-intensity interval training (HIIT) or cardiovascular training. Each of these sub-niches caters to a specific demographic or interest group within the overarching fitness community.

The idea is to identify and serve the needs of a more specialized audience, which can often lead to more engaged and loyal followers or customers.

Sub-niches often present opportunities to become an authority or expert in a particular field. As the saying goes, “the riches are in the niches,” and this holds true for sub-niches as well. 

Are sub-niches more profitable than their parent niches?

Sub-niches can be highly profitable, and their success often depends on various factors such as market demand, competition, and niche specificity. When businesses or individuals explore sub-niches, they are essentially targeting a more specialized segment within a broader market. This strategy can be advantageous for several reasons.

Sub-niches allow for a more focused and tailored approach to meet the specific needs of a particular audience. This can result in a higher level of customer satisfaction, as products or services are designed with a deep understanding of the unique preferences and challenges within that sub-niche.

For example, within the fitness industry, a general fitness niche could branch into sub-niches like HIIT (high-intensity interval training) or yoga, each addressing specific demographics with specialized solutions.

Moreover, sub-niches often face less competition compared to broader markets. In a competitive landscape, finding a specific angle or addressing a particular pain point within a sub-niche can provide a business with a distinct competitive advantage. This can lead to increased visibility and market share, contributing to overall profitability.

However, it’s crucial to note that the profitability of sub-niches isn’t universal. Some industries may benefit more from a broader approach, and success depends on factors such as market trends, consumer behavior, and the ability to effectively tap into the unique demands of a sub-niche.

Why should businesses consider targeting sub-niches?

There are plenty of reasons why sub-niches deserve more attention from business owners. Some of the advantages include:

  • Reduced competition – Being that sub-niches focus on a specific segment, a business can tailor its products or services to meet the unique needs and preferences of that particular audience. This specialized approach allows for more effective marketing and can result in a higher level of customer satisfaction.
  • Build stronger brand identity – Targeting sub-niches enables businesses to build a strong brand identity within a specific niche community. When you key in on a smaller, more defined customer base, you can streamline your marketing efforts, allocate resources more efficiently, and maximize the impact of your campaigns.
  • Allows for greater flexibility – Businesses can stay attuned to the specific demands of their niche audience, making it easier to introduce new products or adjust existing offerings based on the unique requirements of that market segment.
  • Boost marketing efficiency – With a more focused target market, businesses can streamline their marketing efforts and allocate resources more effectively. This efficiency allows for a more impactful and cost-effective approach to reaching and engaging with the target audience.

The goal of identifying and targeting sub-niches is to refine the focus of a business, allowing it to tailor its products or services to the unique needs of a more specific audience. This approach can be advantageous for businesses as it often means less competition, more effective marketing, and the ability to build a strong brand identity within a smaller, more defined market segment.

How do you identify sub-niches?

Making sub-niches work for a business involves a strategic and deliberate approach. Here are key steps to leverage the benefits of sub-niches effectively:

1. Conduct market research

Conduct thorough market research to identify and understand the specific needs, preferences, and pain points of the sub-niche. This insight is crucial for tailoring products or services to meet the unique demands of the target audience.

2. Customize your offerings

Develop offerings that are specifically designed for the sub-niche. This could involve customizing features, packaging, pricing, or any other element that resonates with the distinctive characteristics of the target market.

3. Personalize marketing strategies

Craft marketing strategies that speak directly to the sub-niche. This includes creating content, advertisements, and campaigns that resonate with the specific interests and concerns of the audience. Utilize platforms and channels preferred by the sub-niche for more effective reach.

4. Build a strong brand identity

Invest in building a brand that aligns with the values and aspirations of the sub-niche. A strong and relatable brand identity enhances customer loyalty and increases the likelihood of becoming the go-to choice within that specific market segment.

5. Maximize engagement

Actively engage with the sub-niche community. This can involve participating in forums, social media groups, or events related to the niche. Building a genuine connection with the audience helps in understanding their evolving needs and maintaining a positive brand image.

6. Monitor and adapt

Regularly monitor market trends and customer feedback within the sub-niche. Stay agile and be willing to adapt products, services, or strategies based on the changing dynamics of the market to ensure continued relevance and competitiveness.


In essence, the strategic pursuit of sub-niches is a pathway to market differentiation, flexibility, and sustainable growth. As businesses navigate the intricate landscapes of today’s markets, the recognition and embrace of sub-niches stand as a testament to the resilience and adaptability necessary for long-term success in an ever-evolving business environment.

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