You might find it hard to believe that businesses like cat cafes, synthetic wishbones, and head lice removal have anything in common. They’re unusual enterprises that cater to specific audiences.
Marketing for businesses like these is difficult. They’re not products that many people will need or want in their lifetime. However, running a company in a niche industry can be extremely rewarding. You can become an expert in your field, establish a strong reputation, and attract profitable consumers to your business.
To get to this point of success, you need to maximize your efforts in advertising. Accomplish this by reaching beyond the simple strategies that work for everyone else and trying a couple of the strategies below:
- User-Generated Content. Whether you’re looking to sell custom surfboards or oil incense, taking advantage of user-generated content is a must. It allows you to showcase your product without it looking promotional. Having influencers who genuinely like your products feature them in an Instagram photo or Twitter post will get you the attention that your brand needs.
You don’t even have to pay an influencer to promote your business. You can create a hashtag specific to your company. When people use your product, encourage them to post to their account using that hashtag. Feature them on your business account when they do. This will expose your business to new people and show them how much customers enjoy it.
- Choose Advertising Platforms Wisely. As a business owner of unique services or products, you can get tempted by the prospect of having a social media account on every available platform. If you’re looking for long-term success, this marketing strategy could backfire.
Instead of trying to reach as many people as possible, try to reach your targeted demographic. Consumers who want your products may not be on the popular platforms like Facebook or Twitter.
Reach your audience by focusing your online advertising on a platform that is highly relevant to your potential clients. For example, businesses that dabble in construction can find it difficult to promote their services on social media. Their best bet to reach the people they want is to advertise on real estate sites. They can also utilize email marketing to send newsletters to those interested. Study where your potential clients go on the internet and place your advertising efforts there.
- Get Help. Not all business owners are marketing experts, and they shouldn’t have to be. Finding promotional strategies for highly sought-after services is hard enough as it is. Finding them for unusual businesses can seem impossible, which is why you shouldn’t feel afraid to ask for help. While simply buying ads may seem cheaper than investing in a marketing firm, they won’t always result in the growth that you want. The counsel of a good marketing team will.
When searching for a marketing team to help you promote your special business, look for companies that have experience and expertise with your niche industry. If you have a chiropractic business, for example, you want to use an awesome chiropractic marketing company. You shouldn’t choose a company who has only worked with businesses in the home and garden industry.
- Don’t Forget Offline Marketing. The internet has been a pretty amazing tool for marketing in these past few years. However, you shouldn’t completely rely on it for your advertising. Offline advertising is particularly useful for unusual businesses.
Offline marketing gives potential customers a chance to really touch, hold, and even sample some of your products. Plus, tactics such as coupons, business cards, and brochures give people a physical connection to your brand. These methods don’t cost too much money either.
A few ways you can really get your business’s name out there with offline advertising is attending trade shows, guest speaking at local events, and donating discount cards to local charities.
Final Piece of Advice
Marketing and advertising are chances for you to create innovative and creative ways to reach out to people. However, it’s also hard work. Stay determined, ask for help, and don’t give up. You will have to overcome challenges to get your business where you want it to be, but you can do it with the right marketing and the right drive.