As a niche expert, you may find traditional methods of marketing do not provide the exposure you need. Sure, you might be a big name in your organization, hobby, profession or club, but the level of specialization will determine the type of advertising and marketing necessary to reach your audience.
For example, your niche may only have 2000 potential customers nationwide. If you can reach the 2000 and sell your products, then you'll have a potential career. Though 2000 readers may seem small to a traditional publisher or marketing company, it is a treasure to an indie organization who can meet the needs of customers.
Forget taking out ads in papers, spots on radios, or paid space online; unless they are guaranteed to reach only your audience. Many cannot do that as often marketing lines are blurred. It's easy to target model builders. If you provide books with general security appeal, you might be able to place advertisement almost anywhere to meet a demand for home or vehicle protection. However, the level of interest may prove more difficult if your books are about protecting VIPs. Your best avenue would be to find these professionals and meet them there.
Using our example, I'll list five highly effective methods of finding and marketing to your niche industry.
1. Find existing organizations related to niche-Use a search engine, the library or other method to research blogs, magazines, ezines and groups.
2. Use the search results to target existing organizations and their publications. Write articles about your specialty that gets your message out and solves problems. For example, you may find a professional organization made of members who protect executives, events, politions or actors.
3. Write articles for publications unrelated or loosely related to your specialty. You could provide an article to a magazine for captains of industry, CEOs or high visibility clients. These publications are for the VIPs and not your fellow professionals. They could include articles on where to eat and stay. Your contribution might provide information on how to protect themselves and their reputations.
4. Create a group on LinkedIn and invite others to join. It's easy and free to create a group once you are a member. Create groups related to your niche and have invited many fellow professionals to join and they'll invite others. Post links to articles, blogs and other writings. Contribute to conversations and create a huge presence of yourself that highlights your capabilities.
5. Create a newsletter and collect contact information. Use your publicity methods to not only call attention to your product, but also to create a way to get their information. Once they sign up for your newsletter, they can begin receiving niche related information to help them be better at what they do.
The point is, traditional marketing doesn't always work with specialized groups. The groups are small and hard to target. Your challenge is to find them and create and an attractive environment and a way to discover you. It is challenging to write articles, update blogs, and provide newsletters to create an online presence. However, some of the work can be recreated. For example, you can write a blog and feed it into your LinkedIn group. You can used that information to generate discussion and interest. Additionally, the blogs can be compiled into your newsletter.
For example, your niche may only have 2000 potential customers nationwide. If you can reach the 2000 and sell your products, then you'll have a potential career. Though 2000 readers may seem small to a traditional publisher or marketing company, it is a treasure to an indie organization who can meet the needs of customers.
Forget taking out ads in papers, spots on radios, or paid space online; unless they are guaranteed to reach only your audience. Many cannot do that as often marketing lines are blurred. It's easy to target model builders. If you provide books with general security appeal, you might be able to place advertisement almost anywhere to meet a demand for home or vehicle protection. However, the level of interest may prove more difficult if your books are about protecting VIPs. Your best avenue would be to find these professionals and meet them there.
Using our example, I'll list five highly effective methods of finding and marketing to your niche industry.
1. Find existing organizations related to niche-Use a search engine, the library or other method to research blogs, magazines, ezines and groups.
2. Use the search results to target existing organizations and their publications. Write articles about your specialty that gets your message out and solves problems. For example, you may find a professional organization made of members who protect executives, events, politions or actors.
3. Write articles for publications unrelated or loosely related to your specialty. You could provide an article to a magazine for captains of industry, CEOs or high visibility clients. These publications are for the VIPs and not your fellow professionals. They could include articles on where to eat and stay. Your contribution might provide information on how to protect themselves and their reputations.
4. Create a group on LinkedIn and invite others to join. It's easy and free to create a group once you are a member. Create groups related to your niche and have invited many fellow professionals to join and they'll invite others. Post links to articles, blogs and other writings. Contribute to conversations and create a huge presence of yourself that highlights your capabilities.
5. Create a newsletter and collect contact information. Use your publicity methods to not only call attention to your product, but also to create a way to get their information. Once they sign up for your newsletter, they can begin receiving niche related information to help them be better at what they do.
The point is, traditional marketing doesn't always work with specialized groups. The groups are small and hard to target. Your challenge is to find them and create and an attractive environment and a way to discover you. It is challenging to write articles, update blogs, and provide newsletters to create an online presence. However, some of the work can be recreated. For example, you can write a blog and feed it into your LinkedIn group. You can used that information to generate discussion and interest. Additionally, the blogs can be compiled into your newsletter.
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