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Got a Niche Business? Promote it Online with These 6 Great Steps.

Monday, July 24, 2017 | Comments (0)

It’s common to see digital marketing guides for businesses like restaurants, mainstream services providers, and retail companies. But what about niche businesses? You know, companies like artisanal makers of hunting knives, or suppliers of some specific electrical parts of some kind or the other.

What options do they have to get the word out there?

It turns out, quite a lot. If your business is in some kind of vertical market, your marketing strategy should also take on a vertical mindset. You need specific tactics to market your niche products and services, such as those featured in the list below.

Turn to User-Generated Content

Whether you’re selling HVAC maintenance services or artisanal cheese, your business can and should take advantage of user-generated content to promote your merchandise in a non-salesy way. User-generated content might not be new or too exciting, but its ability to adapt to any industry makes it perfect for the most specific of businesses.

And it works, mainly because it can function as free advertising for your company. And if done right, user-generated content can encourage your audience to build relationships with you.

Let’s say you’re a provider of construction equipment parts. You can still start a marketing campaign on Instagram by featuring pictures of clients who have successfully repaired their machines with your products.

Use a Relevant Advertising Platform

The Internet is awash with all kinds of ad platforms, but not all of them are built the same way. If you want to put your advertising dollars to good use, you need to focus on targeting your ads with pinpoint accuracy at the right audience.

Sure, when it comes to views and reach, Facebook ads are perhaps the best way to get the most bang for your buck. But you’re a niche business in a narrow market. You don’t want to be everywhere—you want to reach your audience, which means taking a more surgical approach.

It’s important to look at your advertising options and see which platforms would be most relevant to your brand. And that might very well mean avoiding Facebook ads.

OK, let’s go back to our previous example: construction.

Before you even run a campaign, you need to figure out where your target customers spend their time online. It might be that your customers spend their time on real estate websites. They might even prefer direct email. You can use remarketing techniques on AdWords’ display network to reach your audience in places they actually frequent.

Partner with Influencers

Any industry, regardless of its niche, will have people who many consider as thought leaders. These people help shape trends, have valuable insights and opinions and are often experts in one way or another.

Rather than take the “shotgun” approach when marketing your brand, you can focus on building relationships with these influencers, finding ways for them to try your product/service so they can share their experience with their respective followers. 

For example, let’s assume your business is an artisanal maker of cheese. What you can do is try and reach out to local chefs and even food bloggers, who can try your cheeses, using them in their dishes. If they like your product, they can help you by promoting it—provided you give them a good reason to do it, of course.

Zero in on Your Unique Selling Point 

With niche businesses, the narrower your audience, the more specific your unique selling point (USP) should be. Some questions to ponder on are: 

  • What makes your brand unique?
  • What are your company’s strengths over your competitors?
  • Conversely, what are your weaknesses that competitors might exploit?
  • What’s the single biggest reason your customers should pay for your product or services?

These questions should form the foundation of your unique selling point. Without a USP you won’t have a compelling differentiator that will make your target audience see the value in your brand. Remember to be specific—you need to convince your audience right away that you’re worth their time and money.

Tell Stories with Content Marketing

Your brand has a story. Your products and services have stories. The way you do business is a story in itself. Storytelling is essentially what content marketing is about—using content to educate, engage, and delight your audience.

And any business, no matter what kind of vertical market it’s in, can use content to build relationships with their target customers.

Let’s say your business is an immigration law firm. You can start by writing blogs and guides on relevant immigration issues in Australia, giving your audience valuable content they can actually learn from. Do this long enough and your audience will eventually have a favourable impression of your brand, converting from readers, into paying customers. 

Don’t Ignore Offline Marketing

Listen, digital marketing is great and all, and there’s certainly no denying that almost everyone in the world has access to the Internet. But it’s also true that for niche businesses, not all over their target segments can be reached through the Internet. 

This is where old school offline marketing comes in. By grounding yourself in the real world, you can reach out to a segment of your audience that wants to touch, hold, and experience your products and services before making a purchase decision. Strategies include using business cards, flyers, and direct mail.

Sounds expensive? Not necessarily. Even something as simple as getting involved in your local community, or actively supporting an advocacy like environmental awareness are great forms of offline marketing.

For more marketing guides and insights, be sure to follow this blog. If you need help with offline marketing, or simply need custom packaging materials, Smartbag has you covered! As Australia’s leading online packaging specialist, we carry all kinds of packaging solutions for retail, promotions, and events. Visit our contact page to get in touch with the Smartbag.

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