Why Niche Businesses Have a Marketing Advantage
Big-hitter corporations and Fortune 500 companies have teams upon teams of marketers, branders, writers, and social media experts. Everyone knows who they are. They have practical websites and thousands of Twitter/Facebook/Google+/LinkedIn followers.
But why? Is it because people love these companies? I don’t think so. I believe most followers are envious of these big businesses and want to learn from them however they can, regardless of how tacky or forced their marketing is.
That said, a business in any industry of any size has the potential to initiate a worthwhile social and content marketing campaign. A well-nourished strategy is capable of drawing in more traffic to your websites, increasing social activity, and strengthening brand presence. For the small corner store, the two-man plumbing company, Wyoming, or even the family-owned motel in White Pine Bay, Oregon (Bates Motel, anyone?), content marketing can help.
The Social Element
Big companies have one flaw: The inability to interact on a personable level with followers. Good thing you’re not a big company, right?
Let’s take an everyday Facebook post as an example. Even if you don’t have a 1,000 page likes, the fans you do have are likely real people with real interest in your company. They’re locals, friends, and fellow small businesses supporting your endeavor. This core group of fans is the one who will interact with your posts and respond. In response, it’s important for small businesses to stay up on posts and interact in return.
The same goes for tweets and posts on other platforms. Small, niche businesses have room to grow their followers organically as opposed to inorganically (i.e., paid likes, promotions, link-building) which is an everyday occurrence for big businesses.
Content marketing, of course, relies on content. In this sense, content includes:
- Website copy
- Press releases
- Blog posts
- Long-form social media
Content is usually repurposed for physical marketing, another important aspect of local campaigning.
Big businesses with global reach are expected to write from a worldwide perspective. This is a challenge, especially when marketers have to shape content and topics for a widespread audience. A small business, on the other hand, knows exactly who to market to, which helps reinforce the authority and value of blogs, releases, articles, and Web copy.
There are a number of technical reasons why this is true, such as local search engine optimization (SEO) and the fact that smaller companies can tailor marketing to specific audiences.
Let’s take a basic blog premise as an example. A blog, once written, can be shared across social media to increase readership and interaction.
Big Corporation: Big Co. marketers churn out a blog a day that appeals to a wide audience. A banking institution, for instance, may write a piece on “5 Ways to Secure a Business Loan.” If Big Co. was clever, it would write non-promotional copy and generalize the topic. Next, it shares the article on social channels and lets a Web admin deal with comments and activity.
Small Business: The owner of Small Business runs a concrete supply company, one of three in the county. How will contractors find which one to do business with, let alone contractors more than a county away? To increase its regional presence, Small Business needs to publish posts that prove itself as an authority and, at the same time, increase its presence.
Not only is it easier for small businesses to stay in control of marketing, the followers and fans who read, share, and like content are more likely to refer them to others. It is a reciprocal process that any niche business can use to boost revenue, whether a company specializes in residential architecture or aquarium installation. Call us up at 803-831-7444