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Diving Into The Mainstream… Marketing A Niche Product

Contributory

by | Sep 13, 2018

You might have been in the game for so long, that when it comes to writing copy and making your website stick closely to the brand image, it’s old hat! But, when things change, or you are looking for a unique angle, especially when it comes to marketing products that are on the niche side, this can be a challenge that you didn’t want to take on. So, with that in mind, is a niche product as straightforward to market as a typical one, and what can you do to make this niche product stand out?

It’s Always About The Audience

Instead of looking at the product as something completely unmarketable, it’s far more beneficial for you to view the product as you would every other one. But when it comes to any sort of product, you always have to go for the audience. Regardless of the product, from custom-made jewelry to a heatless air dryer, by hitting the audience in the solar plexus, you can implement customized marketing strategies. These two opposing types of products will have different audiences, and with custom-made jewelry, you would be better off going for user-generated content, such as Instagram photos. But with a product like a heatless air dryer, the audience is unlikely to interact with the user-generated content. In which case, explainer videos, and appealing directly to the industries, themselves will work better.

Do you need a different platform?

Yes, going via the usual platforms can generate some interest, but when you are covering numerous platforms, it’s not necessarily about going for every single one, because this will stunt your growth as you’re not putting your resources in the most useful area. For example, if you are trying to appeal to a niche industry, especially one that doesn’t rely on Facebook advertising, why should you even bother to go down that route in the first place?

Don’t Forget To Partner With Other Content Providers

It’s always about who you know. So, instead, by making the most of the influencers in the specific industry, from bloggers to companies of note, then you are concentrating your efforts more effectively. Ultimately, regardless of the industry that you are trying to market, experience and tangibility will override anything else. Providing an experience for the customer, so they can try the product themselves, is going to have a wide-reaching impact. And even if the customers can’t try the products themselves, this is where a comprehensive explainer video will come in handy. Just look at the X3 Bar, a controversial product in the exercise industry, because, in essence, it’s just a few bands, but there is enough information scattered across the promotional materials, including YouTube videos, to highlight its efficacy.

Sure, enticing copy will help, but when you are working at marketing a product that is breaking new ground, sometimes the old methods work best, but you really have to consider thinking about it in the round. People are going to be naturally tentative when it comes to a niche product, and if you are intent on bringing it into the mainstream, you’ve got to go with your audience first.

xoxo, Karmen K

***This page may contain links from paying affiliates. That means if you buy using the links you’re helping me continue to provide free content for this blog. I only recommend products & services I use and love. BT-dubs this is my affiliate disclaimer, cool?

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