1)Expressiveness in the given problem domain. Some languages are really great in particular niches.
2)Availability of devs. The ability to hire and retain a really great team makes or breaks projects, and while a smart, motivated dev can learn any language, it's definitely a factor in their choice to work or not work with you. If you're in a niche language it will greatly affect the ability of people to use external resources (stackoverflow etc) if they hit blockers and some people will be reluctant to railroad their career into a tech that doesn't appear to be going to the mainstream. On the flipside, if you're lucky you may be able to get really passionate devotees of the language to work for you just to use the language where they might not have done it otherwise.