BY Rachel Cagle
Niche customers can be difficult to advertise to without the proper strategy. Want some help crafting or improving yours for your client?
Marketing to Niche Customers 101
Do Your Keyword Research
Even though niche services aren’t searched as often as, say, food, potential customers are still going to search for them as needed. And if your client’s website and/or content isn’t near the top of the search results, it’s going to be much harder to earn business.
That’s why a recent blog from Semrush recommends researching top keywords when targeting niche customers. “Using tactics such as implementing more long-tail keywords” has helped businesses in niche industries “win SEO gains for keywords as specific as ‘aquatic and sedge weeds.’”
Once you know which keywords your client’s niche customers are using, Semrush recommends adding more niche keywords to your client’s site. You can do this by adding more components to your product pages or publishing content, such as blogs, that answer common questions asked by potential customers. Additions such as FAQ and product comparison charts go a long way in providing opportunities to adding keywords typed into a variety of online searches. This strategy, “allows you to oversee the creation of valuable content that addresses the needs of your audience and gets attention from search engines too,” says Semrush.
Repurpose Content
But maybe some of your client’s potential niche customers don’t like reading blogs. They prefer content that’s quicker to absorb, such as videos or infographics. That’s fine and a great opportunity for your client. Semrush says that you can easily repurpose the content in your client’s blog into content that can be used in various channels on- and offline, such as:
- Videos
- Social media posts
- Infographics
- Direct mail ads
- Podcasts
- How-Tos
- Webinars
- And much more
Not only does repurposing content get your client’s content on a variety of channels outside their site, it’ll also save you both some time. “Rather than hashing out a dozen unique content marketing ideas or topics, focus on one and build it out a dozen different ways,” says Semrush.
Take Advantage of Industry Publications
Chances are, your client’s niche customers take advantage of the wisdom provided in niche industry publications. Why not put the informative content you’ve helped your client create in those publications?
“Landing your company’s name in an industry publication, even if you have to spend money to do so, is an incredibly powerful way of getting your content seen by the most relevant players in your niche,” says Semrush. Additionally, Semrush says that a well-written addition to a publication can help establish your client as a thought leader to their niche audience and establish a good reputation among them.
Work with Influencers
Since one of the big hurdles in marketing to niche customers is visibility, why not work with people who already have it? Influencers have a following of hundreds if not thousands, and if you can find an influencer in your client’s niche industry, those followers can easily become customers.
“Not only do influencers increase the reach of your content,” points out Semrush, “but their involvement is also a confidence-building tool for your brand.” Consumers follow influencers because they trust the person’s opinion. If their opinion is that your client’s product or service is stellar, the followers will have a good chance of believing it too. And then they’ll take action. Semrush also points out that 71% of marketers say that having an external ambassador promote products or services tends to be more trusted by consumers than self-promotion.
Which Types of Media to Use to Target Niche Customers
Want some advice on which types of advertising media to use to reach and influence your client’s niche customers? AudienceSCAN on AdMall by SalesFuel can help. Simply look up your client’s target audience’s profile and you will find which types of ad media influenced these consumers to take action over the past year.
Photo by Mimi Thian