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How to Stand Out in a Saturated Market: The Benefits of Niching Down

StrategyDriven Marketing and Sales Article | How to Stand Out in a Saturated Market: The Benefits of Niching DownIntense competition and economic stagnation are forcing owners of small businesses to close their doors without any intention of reopening. Either the handwriting is on the wall, or they’ve already run out of money. Record numbers of business owners are seeking protection in the bankruptcy courts. They’re underwater, and they just don’t see things getting better anytime soon.

Less Can Be More

A few of the competitors of these sinking businesses are keeping their heads above water though. They’re prevailing and remaining profitable within their own small niche. So, what’s the distinguishing factor? The surviving business owners aren’t trying to be jacks of all trades and masters of none. For them, less is more.

They’ve identified and fitted into the needs of a smaller market segment that remains closely connected, and they’re well-known throughout that segment. Welcome to the world of the sub-niche. There’s less competition in this realm because many of the big players just don’t want to enter smaller markets. The opportunities that they’re failing to capitalize on are there for the taking.

Let’s take a look at a few examples of highly effective sub-niching.

An Eggcelent Example

When it comes to the grocery store, few sections are quite as saturated as the egg case. In an average store, it is easy to have a dozen or so brands to choose from. However, with the movement in eating awareness, people are more concerned about where their food comes from. While many consumers are satisfied with the $.69 dozen for conventional eggs, others are willing to pay a premium price to ensure their eggs are coming from humane sources.

In 2008, Betsy Babcock founded Handsome Brook Farm Pasture Raised Eggs. Prior to then, free-range was the golden standard. But Betsy exposed free range as not being quite as free as the egg industry wanted consumers to believe.

So, Betsy niched down and created a brand where the eggs came from chickens who actually spent their days outside eating bugs and being chickens. She started with a backyard flock, but by targeting a niche market, she grew the business into the nation’s largest organic pasture raised egg brand.

A Niche Children’s Advocate

When thinking about a traditional personal injury attorney, several images might come to mind. They usually involve car accidents, slip and falls, or those cheesy medical malpractice commercials. But who would you trust to represent your case if your child were severely injured in an accident? It is a thought that makes parents shutter and cringe, but accidents happen on a daily business.

One Philadelphia lawyer, Edith Pearce at The Pearce Law Firm Personal Injury and Accident Lawyers, PC., has set herself apart in the personal injury law industry as being the “Children’s Injury Lawyer.” Whether it is because she is a member of Mensa or she is a mom herself, she is exceptionally well respected and quite successful in this niche of the personal industry sector.

The Takeaway

Whether you have identified a hole in the marketplace that you can successfully fill, or you have an existing business that can promote a niched service to a target demographic, niching down can help you expand. There is generally less competition on the niche level, allowing you to capture more of the market share. So long as there is enough demand and you are properly marketing your service, this might be your most successful business scope strategy.

How To Market Your Small Business Locally

Unless you are specifically choosing to market to a huge audience right from the start, when you run a small business, it’s often better to start with your local community, even if you’re only selling online and don’t have a physical store in the area. If you do have a store, it’s even more important to use your local area in your marketing practices; now more than ever in the last few decades, local business is something that more people want to support, so it’s a good idea to use what you have and create a marketing campaign around it.

Marketing locally doesn’t mean you have to limit yourself and your business. It simply means that you have a sure footing to launch a wider campaign from, and by establishing yourself as the leader in your sector and being part of your local community, you can more easily fend off competition. Read on to find out how to market your small business locally and make the most of your hometown.

StrategyDriven Marketing and Sales Article | How To Market Your Small Business Locally

Use Local SEO

SEO is crucial for any business, and getting it right is one of the most important elements of any marketing campaign. This is why it can often be a good idea to go to a white label agency for advice and to outsource your SEO entirely. No matter who creates your SEO and the strategy behind it, however, making sure that local interest is piqued is going to have to be a part of it.

When writing your blog posts, social media posts, and other content, use your local area. Talk about why you love it, what it has to offer, how much your business could improve the lives of those who live there, and more. SEO revolves around keywords, and although they must be relevant to what you’re selling, and to the phrases that people will search for, try to incorporate your town within them.

Use It In Your Brand

When you want to attract customers from your local area, you can use that area in your branding (although be careful of copyright and make sure you are completely in line with all laws and regulations when you do so). The name of the town in your brand name can work well, announcing that you are local and proud of it. Or you might take one element that the town is famous for (a particular tree, a historical figure, a view, and so on) and include this in your branding.

Although this is a great idea to gain more local interest, it should be used with caution – if you want to expand your business at a later date, anything that is too specific might work against you, putting people off the idea of working with you or buying from you because they don’t realize you can help them. Assuming you want to grow your business in other areas, try to be subtle when using your local town in your branding.

Be Part Of The Community

It won’t help your business if you play on the fact that you are local but you are never seen in the community, and you are never a part of what is happening. The more you can be part of the community itself, the more your business will be remembered, and the more likely it is that people will want to buy from you.

One way to do this is to organize local events. Although this will cost you money, it will give you a good standing in the community and it will set you apart from your competition. Events could include a local fair, a fun day, or perhaps a workshop wherein you show your skills and have community members try their hand at whatever it is you do too. Not only is this fun, but it will show them that you have the talent to help them.

If you run a business that has no tangible product, then sponsoring an event is a good idea too. You can also sponsor a local sports team, and your name will be seen every week when they play or practice as it will be on their uniforms and even around the field they’re playing on. Think about the things that happen in your community; how can your business be part of that?

Comment On Social Media

Social media is a huge force when it comes to advertising, but users are becoming savvier, and they don’t necessarily like to see adverts taking up their feeds. Because of this, businesses need to think differently, and one way to advertise your business without actually creating adverts is to comment on other people’s posts.

Facebook offers the perfect platform for this. You can create a business page and then, commenting as that page, you can write thoughtful, helpful, or interesting comments on other local businesses’ pages, or join in with discussions that relate to local events. Just make sure you are always polite and think before you post because one wrong post on social media can be a disaster.

The Marketing Tools You Need to Succeed in 2021

StrategyDriven Online Marketing and Website Development Article, The Marketing Tools You Need to Succeed in 2021

Marketing is something of an art form, and its success often depends on the personnel involved and the toolkit that’s used. Your company might spend millions on a marketing campaign that doesn’t nearly reach your expected ROI. On the other hand a little honesty and savvy marketing know-how can accelerate your campaign beyond your wildest dreams. You will have to hire the best people for the job but you can narrow the chances of success by knowing the right tools to use as well. In this article we take a look at some of the marketing tools you need in 2021.

Buffer or Hootsuite

Both Buffer and Hootsuite give you more control and better data when managing your social media accounts. Your website host will probably allow you to schedule posts to social media but there are limitations and the data you receive back may not be sufficient. That’s why a third party software option like Buffer or Hootsuite is effective.

Buffer and Hootsuite allow you to schedule posts to multiple social media accounts at once and give you valuable response data, such as clicks, retweets, likes, favorites, mentions, and potential views. While the free version is limited to one social media account and 10 posts at any given time, a subscription can link you up with every major social media channel.

Social media was once a friendly platform for connecting with people around the world, it’s now a commercial enterprise integral to the success of brands and businesses. Around 3.8 billion people globally use social media everyday which means your business needs to engage with the medium effectively. Buffer and Hootsuite can help you make those important strategic decisions.

Wishpond

Is your website landing page looking dated or not achieving the results you expect? This might be the case with other aspects of your website as well, such as your mailing list or CRM system. Whatever the issue Wishpond can step in and help you out. It’s an affordable digital marketing suite with more than a dozen tools on offer that make your website sing like it should.

The aim of Wishpond is to help you grow your business online by making your website modern, functional, and attractive. Wishpond’s multiplicity of tools allows you to build and publish responsive web pages quickly and across all devices – you can also add various forms to the pages that popup when users visit a landing page. Wishpond will also integrate well with social media and allow you to set up promotions and contests.

If you want an all-in-one software solution that takes your online presence to the next level then consider Wishpond. It’s not only affordable but it provides you with essential software tools like departing employee computer forensics investigations, in a user-friendly format. These tools can be found in other places too but individually, and they are often more expensive.

Instagram

Are you a small business looking to gain a foothold in social media this year? If so then Instagram is your friend. Unlike the big hitters in social media, Facebook, Twitter, YouTube, and Reddit, Instagram has remained untouched by big business advertising. Major social media sites might be awash with established brands but Instagram manages to make space for smaller voices.

How is this possible? The answer lays in the way Instagram manages its advertising. It’s difficult for smaller businesses to gain traction on social media sites dominated by the loudest voices in the industry, and even if they do ‘get-in’ it’s next to impossible to maintain the progress. However, Instagram has an affiliate program that seems to cater more to these smaller voices.

There is nothing stopping corporate giants joining the affiliate network and proving products but for some reason they don’t gain the same traction or attention. Instead, small fashion lines, makeup brands, and esoteric products are more appealing to an Instagram audience. The Instagram audience is much more favorable to the personal connection with products rather than a slick corporate appeal.

Facebook Post Boost

Like Instagram, Facebook Post Boost is a way for smaller brands and companies to slip through the cracks of corporate advertising and gain effective traction at a lower cost. In the coming year the dominant trend for corporate social media advertising is to run high cost campaigns with long run times, this opens up possibilities.

Facebook Post Boost has been introduced to combat the decline in organic reach for businesses on the site. In recent years Facebook has moved more towards posts from friends and family. The result of this is more competition with bigger brands for reaching your target audience. With Facebook Post boost you have an alternative to big budget advertising that still reaches the people who matter.

Facebook Post Boost allows you to set up parameters for a promotion post to reach your audience. You can select a range of demographics along with your ad duration and budget. These ads are not as straightforward as scheduling a campaign with a long run time but they are just as effective at reaching your audience and helping smaller businesses compete with the big guns.

Twitter Explore

In recent times Twitter has become less favorable to marketers and many are moving away from it, opting for Facebook and Instagram instead. The platform is generally perceived as good for marketing if you have a few major influences, but is otherwise difficult to reach your target audience effectively. As more small and medium sized businesses seek conversions elsewhere it might be time to move against the tide.

The reason for this trend is fairly obvious. While it is not impossible to gain new followers on Twitter and benefits from retweets, the platform doesn’t lend itself well to conversions – getting people off Twitter and onto your website is not as slick as other platforms. Still, the site has much to offer, especially if more of your competition is making the shift.

In 2021 it’s more than worth the effort to investigate your potential reach on Twitter. With less competition in your industry and some concerted effort promoting your brand with retweets, lists, and relevant connections, you might see some Twitter ROIs you have for some time relinquished.

People Per Hour

People Per Hour is an excellent freelancer website that connects talented freelancers with businesses and brands. There is so much on offer through this website that it would be silly to ignore the possibilities in 2021. For instance, you could hire influencers to visit your YouTube channel to build subscribers or have product reviews written.

Building a brand online is not always easy or straightforward. There are a concert of things to consider, everything from how to post content, where to post content, and what content to include. You might want written material or something more sophisticated like graphic or photographs. Whatever it is you ‘need’ to take your business forward online PPH has the freelancers to help.

Using freelancers might not be your first solution. It’s tempting to learn the tricks yourself and save the investment for other areas of the business. But realistically, a freelancer who spends all their time doing what you need done will turn around an effective product for you far more quickly. This saves you time and most likely money as well.

Google Search Console

Google Search Console might not be the most sophisticated analytics software on the market, but it is free and extremely useful – especially for small and medium sized businesses that need to know the vital stats for website traffic. The software does have its flaws – it is not quite as accurate as similar products – but it’s extremely user-friendly.

With Google Search Console you can analyse, maintain and improve your website’s position in SERPs, all from the convenience of a free easy to use software system. The Google Search Console allows you to confirm that Google can locate and crawl your website, fix any indexing problems you may have, analyse Google search traffic for your website, and much more.

There are some drawbacks to the Google Search Console. It works on a verified setting which means that only some activity is recorded. If someone searches for your website with a VPN or third party app it may not register. Still, it’s a small price to pay for a range of free features to help your business succeed.

Sprout Social

If you’ve already done the groundwork with your social media presence and need something to take your brand to the next level, Sprout Social is the tool to use in 2021. Sprout Social collects information from all your social media channels and helps you manage and engage with it efficiently – integrate your social media enterprise and forget about the hassle of sporadic emails.

When you’re running a social media enterprise you need to have updated responses to new messages and schedule content across your channels. Without a social media manager like Sprout Social you will be all fingers and thumbs. Needless to say this software is for the more advanced social media users. In order to collect data Sprout Social will need access to several channels and many followers.

Creative Ways to Market Your Business

StrategyDriven Online Marketing and Website Development Article, Creative Ways to Market Your BusinessWhen opening a business, the one thing that any budding entrepreneur wants is for it to be as successful as possible. Marketing your business to a wide variety of audiences and maximizing the number of people you will be reaching is undoubtedly one way of promoting success. However, as a business owner, you probably understand that the market is saturated with the traditional methods of branding and marketing a business. How can you beat your competitors and get to potential customers first, but vibrantly and innovatively? Fear not, for we have devised a great list of creative ways to market your business. Let your artistic flair go wild and read on for more!

Social Media

The top dog of marketing and branding in the present day! When you understand how to use social media to your advantage and its fullest extent, you are sure to be successful in your attempts. Everywhere you look, businesses are using social media as one of the main ways to connect with their audiences and truly allows you to be creative in what you post. Ensuring that the content is relevant to your services and products and linking to your website – if you have one – will make sure that those visiting your social media accounts go on to visit your website. Social media is also a great tool to use when promoting other marketing avenues that you might be using, leading us to our next suggestion.

Podcasts

Podcasts are certainly something that has increased in popularity in the last few years. There is no right or wrong way to record your own podcast. Knowing what you want to talk about on your podcast and how it will fill a gap in the market while linking to your business will encourage success. The only thing you would have to ensure is high-quality is the audio levels; no-one wants to listen to a podcast where they cannot hear what is being said! If you are interested in learning more about podcast production and how you can make it work for you, consider contacting companies like Jelly Marketing. Experts in all things related to podcast production, you are sure to be in the right hands here.

Using a Mural

Not the most convenient method of marketing, but one that has undoubtedly been successful for some businesses out there and is one way of letting your artistic flair free! Commissioning a mural near your business is sure to brighten your local area while promoting your business to potential customers. Something so bright will catch the attention of those who are passing, without you needing to say much. If you are contemplating using a mural for marketing purposes, make sure that it is short and snappy; you don’t want people to read into it too much. Murals also work well in tandem with social media; if someone has seen a vibrant and beautiful mural, they are likely to share it on social media. In turn, more people will see your mural and know about your business.

What’s more, when looking for other routes into marketing your brand, it is all about trying and testing the methods to see which one works best for you. Marketing and branding your business are not a one-size-fits-all; what might work for someone else is not guaranteed to work for you. Furthermore, you will want to relax! This is meant to be an exciting and creative time in your life. There is a suitable way of marketing out there for you; you just have to find what you like and what works first. There is no rush!

DIY Marketing: Does it Work?

StrategyDriven Marketing and Sales Article | DIY Marketing: Does it Work?As a small business owner, chances are you often find yourself in DIY situations. From managing your social media accounts to writing your own blog, there are many forms of DIY marketing. There’s no cap on what you can spend on marketing your product or service. However, to save money people often rely more on DIY than giving this over to the professionals. With that said, just how effective is DIY marketing? Can you reach the same number of qualified consumers when you opt to take care of marketing yourself? What is Digital Marketing? To learn the answers to these questions, and more, read on.

Digital marketing is just one part of overall marketing, but it’s a big one. Most people go online first when researching a product or service and digital marketing takes advantage of this. Digital marketing is the marketing component that relies on using websites, search engines, social media, emails, mobile app, and more to reach consumers and educate them about a product or service. It’s a great way to brand yourself and your business.

Is Your DIY Digital Marketing Working?

Marketing on a budget means you’ll have to do some DIY digital marketing. But how do you know if it’s working? Traffic to your website is one way to know. Are people clicking on links in your marketing emails? Are your Google Ads getting clicks too? These are just some questions to ask yourself after implementing a DIY marketing campaign. Others include:

Are you getting enough of a return on your time investment? In other words, are you getting results for the time you’re putting in? To figure this out, estimate your weekly DIY marketing schedule and multiply that by your hourly rate. Next, take your weekly investment, multiply that by 52 weeks, and divide by 12. You will then need to figure out your KPIs (i.e. clicks, calls, form fills, etc…) and compare the numbers. This should give you a good idea of what you’re getting for the work you’re putting in.

Is marketing on a budget working? If you’re doing DIY digital marketing and marketing on a budget, you can still make it work. The key is to keep analyzing your data, as described above, to ensure you’re getting a good return on investment (ROI). Otherwise, you’re throwing money away that could be used for effective marketing strategies. Some tips for marketing on a budget include:

Become an expert: Create new and meaningful content that answers your reader’s questions and you will see sales increase.

Reach out to influencers: With the help of an influencer, you can reach hundreds of people looking for a product in your niche and the cost is negotiable in some cases.

Giveaways and samples: Giving away a product or sample is a risk-free way for customers to try your product.

In the end, does DIY marketing work? Yes. However, for really in-depth digital marketing that shows the highest ROI, it’s best to leave the marketing up to the professionals. They will be able to strategize a digital marketing plan and then carry it out. Of course, if you love DIY marketing, you can still take on many projects to add a personal touch and be more involved with day-to-day marketing.

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