Standing out among the large number of companies that exist today is difficult. Faced with this, more and more businesses are seeking to specialize and offer their added value in a niche sector . Have you thought about it?list_altIndex of contents
Micro niches and marketing
Keys to growing in micro-niches
However, at this point there is a controversy: how are you going to make yourself known within these micro niches ? How to reach that target audience?These doubts are more common than it seems, since we come across them with several of our clients. As a general rule, in all clients the initial pain or need when starting to work in a mobile phone number directory uk niche is based on:How to give visibility to your brand?
How to create branding?
How to grow visits to the web in a very niche sector?
If you also feel identified with this statement, you can find information on how to solve it throughout the post or in the video. In addition, I recommend you download the Sepmag success story to find out the details of a real project aimed at a niche sector.[Free guide] Sepmag success storyMicro niches and marketing
Niches or micro-niches are, as their name suggests, smaller parts of the market in which specializing can be more complicated but, if done correctly, the results can be much better.Entering them can be risky, but following a good entry, recruitment and loyalty strategy can help you find a more loyal audience that is better aligned with your company values and the solutions you offer.
Challenges you can find in micro-niches
As I have mentioned, micro-niches can be very profitable, but entering them is not an easy task. What challenge can you find yourself? Normally, when we have worked with our clients on micro-niche marketing, the same challenges always arise:1. Your potential customers are not aware that they have a problem, or they are but do not know its origin
Probably in your company you have an innovative product of which the potential client is Betting Email List of its existence or it may also be probable that he is not even aware of its need. That is why it is important to know how to work to get your solution to your potential customers.Do you like what you are reading? Subscribe to the blog!
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2. The only channel available for some micro-niches is the specifiers / distributors / cold sales force.
It is possible that, depending on the micro-niche that is chosen, you may find entry barriers. Sometimes the most common entry barrier is the need for intermediaries who can become your competitors. This makes the communication necessary to enter it not as fluent as is needed.3. For many niche companies it is difficult to get their potential customers to know who they are and where they are, to reach the target audienceAs I have said, you have to make yourself known as a company so that your target audience is aware of your existence. Logical, right?Keys to growing in micro-niches
Faced with these challenges, you, as a company, can work on two main axes that will be key to being able to grow in micro-niches. They are as follows:1. Define the buyer persona, adapt the product and align the message
Defining the buyer persona is essential to establish the company’s global strategy. Be very clear about what profile this potential buyer has and, above all, what is their main need or pain.Once these bases are clear, we must ask ourselves if our product satisfies this need. If the answer is a resounding yes, then we have to align our message and know how to communicate to him in his language.New Call-to-action
2. Traffic attraction
The next question is: how do we communicate and reach them? Faced with this question, it is best to implement a series of well-connected strategies that help us to give visibility to the company.One of the tools that can give us satisfactory results in the medium and long term is SEO and, with it, the construction of an organic channel, such as a blog. The main dilemma in which you may find yourself is that your keywords are not very sought after, but this is the key point. There will probably be few visits, but little by little they will add up and you will make sure to attract your buyer persona or potential client. And, most importantly: if you do a good word search, the visits you will have will be of quality. To carry out this content strategy you have to take into account three key aspects. Write down!The quality of the content
This will always be a determining factor, but even more so in the case of micro-niches. The reason is that, in these micro niches, you will be surrounded by highly specialized professionals, so you have to make sure that the content that is generated for the blog is of the highest quality. You will see how over time, by signing this content, you become a benchmark in the sector.Recurrence and amount of content
In addition, for Google to detect you as a relevant page and begin to position you, it is vitally important that you publish, at least, about 8 posts a month, and that you be constant.Keep in mind that, the more you publish, the more active Google will detect you and you will have a wider range to be able to capture your buyer persona. A good content marketing strategy will be the foundation.New Call-to-action
Optimizing recurring content
On the other hand, it is vitally important that Google detects that our content is “up to date” and updated so that our positioning in Google is maintained and rising. A good practice is to take old content and review it, lengthen it, and add new artwork.Do you think that achieving traffic acceleration in a micro-niche is impossible to achieve? We present the example of Sepmag , a company that develops, manufactures and markets biomagnetic separation systems, founded in 2007. Its clients belong to the biotechnology and clinical diagnostics industry. They are companies that need advanced biomagnetic separation technology to develop their products, diagnostic kits. Sepmag is focused on a niche sector, where the main potential companies are located in the US, Europe, Japan and China.
In the following graph we can see how, thanks to the previous actions, it manages to scale its strategy, have a greater number of impacts to more than 20,000 users on a monthly basis and, thus, be able to expand and become a world leader in its micro-niche.APP – Micronicho1Evolution of organic visits per month in the last 6 years after an inbound marketing jobDo you want to know this case in detail? You can download the success story here .3. Traffic conversion
Once the phase of attracting visits to the web has been defined, it is time to move on to the next objective: convert them to registration!Surely you will want to know the name, surname and some specific information that helps you identify if that visit that we have captured matches the profile of the buyer person that you have defined.To get this data from people, you can offer them downloadable. Faced with this, you have several options at your disposal: ebooks, PPTs or any type of PDF. In short, any type of extra content that may be of interest to your micro-niche.Remember that the more aligned the downloadable is with the post, the easier it will be for the user to be willing to give their data to obtain this quality content that you are offering.Following suit, Sepmag has been able to build a large databse, capturing more than 150 records per month within its micro-niche of biomagnetic separation.APP – Micronicho2Evolution of the total records or leads of the database per month of the last 6 years after an inbound marketing job4. Marketing automation
As you continue to advance, it is possible that your database will increase and you can take another leap by implementing an automation system. You will realize that you need this system when the commercials are not able to treat and nurture each of the records individually. Right then, it may be worth investing in marketing automation software.This would help us nurture the records . To put the automation strategy in motion, you will have to set up automated and highly segmented email chains based on the category in which the user has shown interest and, thus, be able to take it from being a cold record to a possible commercial opportunity.. Long-term engagement work, by generating value
One of the main keys is engagement with the user and reconversion. The users who interact with us several times will be the ones that we will have to take special care of and whom we will be able to follow closely.If, for example, as in the previous case, we have a marketing automation tool such as HubSpot, we will have the ability to see the journey that the user has followed, what pages they have visited, what content they have downloaded … and thus be able to detect if you are in a purchase process and in what phase of this is.6. Inboundization of the entire web
It is fine that you have specific landing pages for some of your downloadables, but my advice is that you do not waste any of the visits that come to your website. If you have already created downloadable content, take advantage of any opportunity to capture data and thus be able to see if that specific user is a buyer persona of your micro-niche. Worth!For example, if you make downloadable ebooks and your home has considerable traffic, don’t limit the downloadable ones for posts, you can also take advantage of them on the corporate website.7. Collaborations with specialized magazines or other media
Do not stay alone on your website, go further, since your buyer persona is sure to be informed in several channels. With this I want to tell you that, whenever you can, try to achieve an omni-channel strategy. As you read this post, you may think that your buyer persona is not “so online” or that there are also other offline channels that work for you.For example, in many micro-niches there are specialized magazines, both online and offline, that can be a valuable source of attracting qualified visitors. Work together with your inbound marketing strategy to gain reputation, branding, and traffic. It will help you push your strategy.8. Dissemination of content on social media
Finally, work on your brand and your content on social networks. Forget about investing efforts in working all social networks, the key lies in working with the social network that your buyer person uses.
Since at this point you will already know your target audience well, you will be able to see in which social network or social networks it is present and uses to inform itself. Coordinate it to give greater diffusion to the content you produce and thus try to have more reach, especially at the beginning of the strategy. In this post you will see how to build your social media strategy to give visibility to your content.As you have seen, if a visit to the web or to the blog in the case of a company in large markets is valuable, in the case of micro-niches it is even more so. So my advice is that you work to the maximum each of these visits, trying to make the most of your experience so that it is satisfactory.Implement all the steps that we have mentioned and make your company overcome the challenges presented by micro-niches, getting to enjoy all its virtues.If you are interested in the world of micro-niches and how to grow your company in them, I recommend you download the Sepmag case here to see an example.Still have doubts about how to grow in a micro niche? Write a comment on the post and I will be happy to help you.