There are few one-size-fits-all marketing methods. Often, to get your product or service noticed, you have to think outside the box and consider your niche. In order to market to your niche, you first need to understand your niche, which may take a bit of research. It may also involve hiring the help of specialists within your field to make your marketing more effective. Here are just a few ways to identify your niche and come up with a more specialised marketing campaign.
Make Use of Online Surveys
Online surveys can allow you get an understanding of the interests that your average client may have. Survey Monkey is one of the more popular sites that can allow you to do this. For example, you may own a cleaning company for people moving out of their homes and through a survey you may be able to discover certain trends amongst the people that want your service (they may be mostly students or wealthier people or those with mobility problems). You can also survey people offline.
You shouldn’t collect feedback simply for the purpose of creating testimonials and strengthening your reputation. Feedback can also let you know of the desires of people within your niche, letting you know what you’re doing well and what you could improve. There may be suggestion within feedback to try new things. You can gather feedback through feedback forms, email requests or through public online reviews on sites like Trip Advisor.
Do a Keyword Audit
Keywords are an essential part of SEO, increasing the ranking of your company website on search engines such as Google. Try doing some research into the types of keywords that your visitors are using. Try to use more of these naturally on your site as well as using them when running AdWords campaigns. This will hopefully result in more visitors and more leads.
Get Help From Niche Professionals
Rather than choosing generic marketing companies, consider using specialist marketing companies within your niche. There are specialist web designers out there that cater to law firms such as Foster Web Marketing, and retail social media specialists such as Boostability. By using these companies, you know that you’re getting specialist consultancy and results.
Keep Tabs on Your Competitors
A great way of developing new niche marketing tactics is to learn from your competitors. You should especially focus on those that are doing better than you as you can learn from them what it is that makes them more successful. Follow them on social media to see what kinds of things they’re posting and look out how they’ve designed their website. There are even online tools such as SpyFu that also allow you to see the most popular keywords leading visitors to their site.
Don’t forget to study their behaviour offline where appropriate. For example, if you run a bar and want to see what competing bars are doing to market themselves, make sure to visit them and check out the promotions they’re running outside as well as seeing the products they have displayed. You can also look at the kinds of clientele that are visiting that establishment.
You shouldn’t aim to copy their marketing tactics – improve upon them or try to single yourself out from them. For example, if you’re a book shop trying to compete with other book stores, you might be able to improve upon their promotions by offering better prices on the same books or you may be able to offer a more expansive online service than them. Contrastingly, you may be able to separate yourself from them by offering a different stock of books or offering a library service.
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