Content marketing Archives - TAB Corporate

A Guide to Marketing Your Specialized Business

 

 

 

 

 

 

 

 

 

 

 

Specialized businesses have their own marketing opportunities and challenges. Also known as niche marketing, the focus is on connecting with a specific, targeted audience and communicating the features and benefits of their products or services.

Unlike marketing efforts that seek to appeal to the broadest possible range of prospective customers, niche marketing generally crafts marketing messages aimed at prospects of a particular age, gender or income bracket—as well as those with a distinctive interest in their specialized product or service.

Obviously, the challenges involved are different than for businesses with a wider appeal to different demographics. At the same time, specialized marketing can capitalize on key benefits, such as:

  • A uniquely knowledgeable customer base
  • A smaller pool of competitors
  • The chance to build extensive brand awareness
  • Potential appeal to high-end, “elite” customers

Building on these benefits should be at the core of any niche marketing effort. Here are other tips for marketing your specialized business:

Know your customer persona. Businesses large and small are increasingly focused on what’s called a “customer (or buyer) persona.” This is vital for niche marketing campaigns, not least because the potential customer pool is much smaller.

Assembling a comprehensive customer profile takes time and effort, but the potential payoff is well worth it. Steps include:

  • Gather customer data from a variety of sources, but most particularly from customers themselves. Find out why they choose your product or service over the competition, and how your offerings improve their businesses and/or lives.
  • Analyze purchasing data to determine current and upcoming buying trends. Evaluate prior marketing campaigns to see how successful they were in appealing to customer needs and challenges. Refine your message to fully reflect the process by which customers decide to purchase your products.
  • Create the “perfect” customer experience. Based on all of this data, offer content that informs every stage of the marketing process, up to and including product packaging and advertising. Assess every customer touchstone, so you’re confident you can provide a seamless, easy-to-navigate online purchasing experience—each and every time.

If you don’t know your niche customers inside and out, you won’t know how to communicate with them.

Leverage the power of user-generated content (UCG). All marketing efforts rely to some extent on word-of-mouth and customer testimonials. But niche marketing takes this to the next level. Customers in specialized markets almost always check out reviews of a business well before making any purchasing decision. If their research turns up an array of enthusiastic customer reviews, much of your marketing work will be done for you.

For this reason, it’s critical to establish a strong relationship with your customer base. Invite them to review and comment on your products or services. Ask permission to share these reviews on your social media platforms, in company blogs, etc. Where possible, encourage them to take a short video of your product in use or a description of how it benefited the customer. Posting these videos online can lead to a dramatic uptake in prospective customer interest. If your budget permits, offer to shoot a “case study” video yourself, detailing the customer’s problem or need and how buying your product dramatically changed their situation.

Share your expertise, free of charge. Almost by definition, a niche business implies the owner and his or her team are experts in a particular field. Sharing this expertise without asking for something in return is another compelling marketing approach.

Look for opportunities to share insights with social media influencers—or become one yourself—but also volunteer to speak at tradeshows or industry conferences, leading webinars, writing newsletters and so on. As word of your expertise grows, so will awareness of your brand and greater interest in your product.

If you’re looking to boost your niche marketing efforts, TAB offers a variety of resources to help. Learn more about generating content that gets people talking about your business. For a big-picture look at strategic marketing and management, click here.

We also invite you to learn more about how becoming a TAB member can increase sales and grow profits.

 

 

Content Marketing Trends for Your Business

content marketing

Content marketing continues to serve as a key marketing tool for businesses of all sizes. Those businesses that make a commitment to provide informative and useful content build a stronger bond with their target audiences, leading to greater sales and enhanced profits.

Why? “Content marketing works because if people trust you when the time comes around that they need your product, they’ll think of your company first,” notes marketing expert Brian Sutter. “That’s all content marketing buys for you: Familiarity and trust.”

Online content takes a wide array of forms, including:

  • Articles
  • White papers
  • Blog posts
  • Newsletters
  • Podcasts
  • Videos

All of these forms of content can serve as vehicles for the messaging you wish to get across to your customers. The key is creating content that offers value and meaning, not unabashed self-promotion.

Here’s a look at content marketing trends for 2017 that can benefit your company’s marketing and sales efforts:

Authenticity works. As noted, blatant efforts at boosting your business will invariably fail to connect with your chosen audience. Instead, people respond to authenticity—for example, stories of the challenges and solutions you encounter in your efforts to improve your services or products.

“Today, everyone feels entitled to a behind-the-scenes look at things,” notes Small Business Trends. “We want to see the final product AND how it was made.” Visitors to your site or social media platform are interested in your brand’s history and commitment to social responsibility, as well as how your product or service will solve their problems or enhance their lives.

Video offers a different way to tell your story. Increasingly, marketing departments and others charged with communicating with the public see the benefits of repurposing posted content into video form.

Obviously, not everyone responds the same way to the written word. Look for opportunities to retell your story—or provide valuable “how-to” information through video—that resonates with prospects and customers who like to see, rather than read. Videos of employee events and tradeshow demonstrations, for example, provide that appealing behind-the-scenes perspective. So do video customer testimonials.

Not convinced? Look at these compelling statistics:

  • More than 60% of users who watch a video are more likely to make an online purchase.
  • Placing a video on a landing page can boost conversion rates by 80%.
  • Nearly 100% of B2B companies employ video in their marketing campaigns.

At TAB, we get the appeal of video. That’s why we’ve created a brief, fun video that explains the TAB model and how it can benefit your organization. Take a look!

Influencer marketing remains strong. The power of influencers—prominent bloggers, social media personalities and industry thought leaders—continues to be a driving force in the arena of content marketing. If your brand becomes associated with these individuals, you gain access to a potentially huge audience (and prospective customers).

If you aren’t already doing so, research figures affiliated with your industry and reach out to them via their social media platforms. Create content that includes links to their sites and invites them to contribute to your platforms as well.

Enlist the resources and creativity of your entire organization. In many businesses, the responsibility for marketing resides solely in the marketing department. But some companies are beginning to leverage the creative potential that exists throughout the entire organization.

“It is simply not possible to streamline your content strategy if individual teams are working in isolated silos,” notes serial entrepreneur Marcela De Vivo. Not only does this open up new ideas for future content, employing this strategy means that “businesses large and small can ensure every employee understands the business’s goals and is working towards the same end.”

Want more advice for your sales process, or general advice from other business owners like you? Find out if a TAB Board is right for you!