How to Market for a Small Niche Company

When you’re a small company with a niche product, you have to make every marketing dollar count. There’s no margin for error and no recovery from missteps, so it’s best to start with a strong plan and to measure results at every step along the way.

Start with a strategy

A digital marketing strategy has to include a website, email, fresh content and social media. Each of these cornerstones must work cohesively with all the others so that prospects form a clear view of the brand. By cross promoting across all the different channels, you can increase the impact with customers and prospects.

FilterPro, based in East Lynne, MO, is an example of a small company skillfully using digital marketing to amplify its marketing efforts to provide a web presence that belies its small size. The company manufactures industrial and commercial filters for the Industrial, Chemical, Woodworking, Concrete, Food Ingredient and Pet Food industries, and they recycle or clean and repair filters using a special process that removes contaminants and improves filter life when compared to traditional cleaning methods. Most industrial filters are unique, and that makes this a very specialized business, yet FilterPro has used every possible tactic to increase its online presence.

Start with a website

The company’s website is attractive and provides the perfect balance between text and graphics. Navigation is simple and easy to use, and they follow nearly all the best practices for website design. The pictures are high quality images, and they often include smiling people or cute pets, both of which tend to create positive feelings in viewers. Content is interesting, engaging and valuable, explaining product features with a minimum of jargon. There’s an easily found FAQ page, and the company offers free educational whitepapers for prospects to download without making them jump through hoops.

Consistently fresh content

FilterPro doesn’t neglect keeping content fresh to increase their search engine rankings. Their website actually has multiple blogs, each updated frequently with well written, engaging and SEO keyword rich content. The primary blog focuses on general topics of interest to target customers and doesn’t try to push products or services. It confidently positions FilterPro as experts in the filtration industry and the engaging content is fun to read as well as highly informative.

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The other blog focuses on one of the company’s core values – sustainability. This blog targets one of the company’s key market personas, professional people interested in green living and sustainability efforts. Here again, the company posts interesting and engaging content on a variety of topics related to sustainability, from paper recycling in the office to new manufacturing methods, without pushing specific products.

Reading these blogs, you develop a picture of a relatable, reliable, professional company with exceptional knowledge of their industry. You can’t help but feel that your filter requirements would be in good hands with FilterPro.

Social Media

FilterPro has a page on LinkedIn and Google+, two sites where its primarily professional prospects are likely to be. The company also posts videos on YouTube, and has a presence on Thumbtack and EnvironmentalExpert.com, all sites where its target prospects hang out or search for services.

Use video as well as text

FilterPro includes video in its content in the form of customer testimonials and educational videos to help potential customers who need to learn more about filters. The videos are available on the FilterPro website and on YouTube. The production values on the videos are not slick, but they get the message across.

Follow three simple rules

FilterPro’s digital marketing efforts have earned it a spot near the top of the results page in both Google and Bing searches. FilterPro followed the major rules of digital marketing:

  • Provide a consistent message across all channels
  • Engage with customers
  • Keep content fresh

Other small companies would do well to learn from FilterPro’s digital presence, which shows that even a small company in a niche market can have a big Internet presence with astute yet inexpensive marketing.

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