Being in a niche sector is both a gift and a curse when it comes to marketing. On the one hand, you get to use your expertise to stand out among a smaller talent pool than generalists. But you also have a narrower set of prospects.
These prospects might be in desperate need of someone that can resolve their issue, and if you manage to both think outside the box and use some tried and true techniques, you’ll be able to get their attention and convert them. Here are some tips for any niche business trying to boost their marketing efforts.
Consider Using PPC Marketing
PPC marketing is probably one of the most powerful marketing tools you can use if you’re in a niche business with lots of volume and moderate to low competition. PPC allows you to bid on keywords people would use to search for your business or service, and have your ads displayed every time someone makes that search.
The beauty in this is that you only pay when someone clicks on your ads. Also, you could start getting results literally in minutes with this approach. This is great for selling products, or getting subscriptions and leads, as long as the bids are reasonable.
Become an Actual Resource
People who are in a very specific niche often have a very specific knowledge set. This knowledge is very valuable to your audience, and being able to share it with them and solve some of their issues is something they’ll remember.
So, the first thing you should do is make sure that you are a resource to your prospective clients, and focus on giving rather than taking. This can be done through multiple formats, and the more you use, the more chances you’ll have to hook your audience through a medium they’ll like. You’ll also be able to reach different channels with this strategy, as people who find you on YouTube may not even have a Twitter or Facebook account.
If you want to see an example of a niche businesses that focuses on being a resource first and foremost, visit www.the-medical-negligence-experts.co.uk. Their homepage is principally aimed at helping victims of medical negligence instead of pushing them to get a quote. They also offer details on different types of negligence cases and how to deal with them. This is the kind of approach that will generate trust among visitors and influence them into giving them a call.
Spy on Your Competition
A beautiful thing about online marketing is that it’s very transparent, and there are things that you can do to track your competition’s efforts. For instance, you could check their link profile and see where their content is featured and shared.
Another thing you can do is check what words they’re using on AdWords using a tool like iSpionage. This will give you a clearer idea of what keywords you should and shouldn’t use. And, always make sure to follow them on their social media, blog, and newsletter (as a fan, of course…).
Marketing for niche businesses doesn’t have to be difficult. It’s all about using as many tools as possible, finding ways to let your expertise shine through, and building a trusting audience that will hopefully turn into paying clients.