It is not always that you get to write about upwardly mobile products that will be lapped up the second the come to the shelves. There are a number of times, when the product or service that you are writing for, is about an industry that is not a part of the ‘cool’ brigade. For example, while writing for a kind of PVC pipes, you don’t really expect the social media circuit to go overboard in sharing your content online! The job becomes tougher when you have to write about a product that is not just ‘uncool’, but expensive as well. In other words, the product is for a niche buyer group. How do you tackle such projects in terms of online marketing? Let us look at some ideas.
Online marketing ideas for products that have niche buyer group
Target the Influencers
The first point to keep in mind while developing content marketing strategies for such products or services is that you have to identify the influencers in that particular industry. To borrow from the above example, you can save a lot of time and effort by targeting influencers in the PVC industry instead of common buyers. You can get in touch with an expert plumber or interior decorator, someone who is known to use quality products. Once you get the approval and endorsement from this particular professional, you will have it easier to persuade common buyers to pick up your products.
Content Marketing Tips
The development of content and its deployment is very crucial while selling such niche products. You will do well if you try to draft content keeping in mind the target group of readers instead of content ideas or SEO. With the help of your marketing team, identify the group of consumers who will buy your product. Develop your content with these readers in mind. The targeted reader group will give you content ideas on topics that will interest them and ensure that you have the right goal in mind. With your objective very much in sight, it becomes easier to write and promote content. Links and content marketing comes by anyway when you know whom you are selling to and write likewise.
Knowing the Audience
The strategizing for online marketing for the so-called boring industry becomes less of a burden when you have a change in thinking. The content is never boring. It is how you present is that makes it seem boring. After all, no matter what you write, the product will be bought by people who need it. It will not be picked up by people who like your writing! So, instead of writing for people who will not buy it anyway, why not write for people who will? Take their interest into consideration and shed light on their concerns. That will be the best parameter for selecting topics. You may write well-researched pages but it comes to naught if it does not sell products. You can do that with a close eye on who you are selling to. Never lose sight of your audience.
The Amplification Machinery
After you are done with writing, it is now up to the PR team to spread out your work and influence online. For boring industries, it is even more important that the online amplification machinery is well aware of the final destination of a marketing message. Wrap up the marketing motto accordingly. The industry is not what is boring here. It is your outlook. You have to overcome that and innovate on the traditional set pieces. For the online PR process, you need to look at the local scene as well, if you are selling to locals. The geographical boundaries become important, so does the demographic ones. The promotional machinery must always remember to continue with the process to enable search engines and other online platforms to pick you up as a serious player. It also helps you to get noticed.
The Final Word
The supposedly boring industries need a different approach. Nothing more! You have to think in a way that is innovative, keeping the demands of the industry in mind. It also requires improvisation to a large extent. However, at the most fundamental base, you have to stop thinking of the product as part of a ‘boring’ industry. Your thinking will make a big difference and help you come up with strategies to make it interesting for potential buyers. Target the right group online and you can develop internet marketing strategies that pay dividends and better ROI.