If you’re running a specialized business offering unique services or products, then ordinary mass-marketing techniques may not be successful for you. To the customer it can seem impersonal, a bit like having a scattergun approach to advertising. Your marketing needs to show the customer that you know the fine details of your industry and that you are focused on their needs. Your marketing should demonstrate through experience that you really value their business and will treat them like an individual.
Know your niche market
Even though your product or service might only be suitable for a narrow range of people, this doesn’t mean that you can underestimate the power of good research. For instance, if you’re working in the roofing industry, you should refine your research to local knowledge. What is fashionable in the area that you’re working in? Is there a preference for recycled materials or certain colors? You should then demonstrate your understanding of the niche on your website, bearing in mind that 70% of customers conduct the majority of their research from a business’ website before they decide whether to make a purchase. Use your website and social media as an opportunity to show that you are dedicated to your customer and at the top of your industry.
Listen to your customers
Big, faceless corporations might be pulling in the big bucks, but do they really listen to the individual customers? Taking care of your customers should be the biggest part of your business because without them, you’re nothing. If you’re not using social media to interact with customers on a personal level, then you should rectify this swiftly. You can get instantaneous feedback and also find out what else you can do to keep them happy. They may not always be right, but the majority of customers can give you valuable input into your business. It will also get customers talking about your products to their family and friends – word-of-mouth marketing is extremely valuable if you have a niche market.
Build your brand
Why is your company great? Because it’s not like everyone else’s company – it is unique. You may be small, but you are mighty, and this should be used to your advantage when you’re building your brand. You are in a position to go to special lengths to accommodate a customer’s needs and requests, and this will only lead to an increase in customer loyalty. When you’re marketing your products and services, highlight the fact that you are running a niche business that is tailored to the customer: this will strengthen the perception that people have of you. You are not a big corporation with an automated call service: when someone calls, you pick up the phone and answer. Doesn’t that sound refreshing?
For a niche business, your marketing should reflect the morals and ethics of your company. Ultimately, you are there to provide a quality service to the customer and keep them coming back for more.