Is your niche business struggling to reach its target audience and isn't attracting attention from many potential customers. Is this because you are not providing the products or services that people want? No! Is it because people simply don’t know the business and the services or products it provides actually exist? Probably. But why is this? Many niche businesses fall short of their goals due to an ineffective marketing strategy.
If you’re running a niche business and haven’t seen the new customers walk through your door that you hoped for, you probably haven’t tried inbound marketing. Inbound marketing is almost tailor-made for niche businesses. In fact, inbound marketing can be more effective for niche businesses than any other sort of business. Here are a few reasons why.
If your business is squandering money on huge advertising campaigns and not really seeing results, you should not be surprised. If you’re only creating content to suit the masses, you should expect a small conversion. Your products or services are there for a very specific group of people, so you should be targeting your marketing to a specific group of people. That’s an area inbound marketing can excel in.
Instead of leading your marketing strategy with how amazing your products or services are, you should think about why the products or services are there and what problems they solve for potential customers. For example, someone may want all their food to be high in protein. Your business may specialise in selling high-protein foods. That doesn’t mean they will type your business name into Google and start shopping.
Their problem may be that they are unsure of what foods are high in protein. They aren’t going to be looking for products straight away. They are going to be looking for solutions for their problems. You could create infographics about high-protein foods, for example. That way, when someone searches ‘what foods are high in protein’, content you’ve created may come up. That will start to generate interest in your products as you are solving problems for potential customers before they even know who you are. You can put your business towards the top of the search engines.
Furthermore the people that will be viewing your content will most likely be those who are interested in products that your business provide. Simply put, people search the internet for information and your business can provide information they need. Certain groups of people (your target audience) will search for certain information (solutions you provide for their problems). That makes it clear to the target audience that you know how to solve their problems and they are more likely to reach out for your services.
Of course, you want your business to be near the top of search results in search engines, but how can you make that happen? If you’re looking for easy ways to boost your SEO, check out this article - 4 Extremely Easy Ways To Boost Your SEO Today! As mentioned above, you can create content to solve specific problems. However, it doesn’t just have to be solutions for specific problems. You can show your expertise in many ways including giving advice and sharing where you’ve been and what you’ve done.
For example, have you ever thought about writing a blog? You can use blogs to give out advice and views on the subject of the sector in which your business operates as well as keeping people updated on events you’ve been to and work you’ve completed. This really allows you to showcase your expertise.
While this is effective for most businesses, niche businesses can benefit a lot more as there are fewer businesses doing this in the same sector. You may even be considered as thought leaders in some cases as you are doing what many other businesses don’t do and you’re showing the in-depth knowledge you have. Furthermore, if you consistently upload posts onto a blog, you will be more likely to maintain interest from your customers.
Click here to see how the team at JDR can help you create great blog content for your business!
If you’re a local business, it is likely that not many people in your area will require the products or services you provide. However, if you could reach people across your city, country or even worldwide, you would be able to reach a lot of potential customers that would have a genuine interest in your products or services. Well, the content you create (as long as it stays online) can reach anyone at any time.
You might create an infographic one day and people may view it the same day, the next day, a few months down the line or even years later. As long as what you create remains relevant, it can be used to build your online presence. You can attract new prospects, no matter where they are or when they see what you’ve created.
Niche businesses and inbound marketing go together like strawberries and cream – they are just made for each other. If your niche business isn’t finding success with your current marketing strategy, it may be time to try inbound marketing.
Here at the JDR Group, we specialise in inbound marketing and have years of experience helping businesses to attract new customers. Check out our 6-Step Marketing Process to learn more. Also, click here to see how marketing automation can work for your niche business.