You may have had the thought that your business was far too niche for the use of social media. Despite what you might think, there is a social media platform out there for every type of business. The most important part is figuring out what type of social media marketing strategy is going to work best for your company.
How can your business thrive in the world of social media, even as a niche industry?
Select Your Social Media Channels Wisely
Selecting which social media platforms your business will be on is one of the biggest initial pieces of the entire puzzle. It’s not about being on every single platform, but rather focusing your marketing tactics on only a few channels – probably two or three.
Say, for example, your business focuses on a niche market like material handling and packaging systems for dry bulk materials. That’s a pretty specific industry that primarily focuses on B2B sales. You won’t turn to TikTok or Pinterest to try generating leads.
Instead, you’ll want to focus your efforts on LinkedIn since its primary focus is building professional relationships and B2B networking. Spend the time and energy on social media platforms that will make the most sense for your business to grow, but also where your audience and potential client base are already having the conversation.
Heavily Define Your Audience
In order to truly understand which social media channels you want to be on, you need to define your audience. Being that you are a niche market, this requires you to really fine-tune who your ideal customer or client is. Building a buyer persona is a great way to start.
This involves the typical demographics such as income, gender, education, whether or not they have children, and other similar traits. However, a buyer persona for someone in a niche market that might be more focused on B2B will have to create the buyer persona of the person in charge of making purchasing decisions within a specific company, along with company traits they want to work with.
This will help you to build better relationships with the individuals in charge that you will be communicating with in terms of your B2B sales. For example, if you are working in SaaS and are looking to make connections on LinkedIn with companies who would be interested in your software, you will need to learn about the people in charge of making those decisions.
Give Your Brand a Face
Niche markets might seem difficult at first to push towards social media. You think about what types of content people are searching for online and wonder how you might be able to create content that people would find interesting about plowing snow or your landscaping business.
The difference between successful niche markets utilizing social media and unsuccessful markets starts by defining your brand with the face behind the business. This could be the CEO, COO, or another head figure within your business.
Think about Apple or Microsoft before they became the giant conglomerates they are today. They would not have been nearly as successful if they hadn’t used the faces of Bill Gates and Steve Jobs to take center stage for their brand.
Set Yourself Apart with Your Messaging
The biggest piece of any social media marketing strategy is your communication. How you effectively send out your message and what that message is can make or break the success of your niche market.
Because you are tailoring to a very specific audience, you need to find what sets your business apart from your competitors. What is it that you do differently or puts your company ahead of others within the industry itself?
This is also a great opportunity to capitalize on influencer marketing. Many people believe that influencers only work on Instagram. The truth is, an influencer is an individual or business that has a large following that can “influence” their followers towards making a decision. These could be tech bloggers with a substantial connection based on LinkedIn or podcasters that have a massive following on Twitter.
Start by doing some research to find the influencers that affiliate with your business and find where they are sending information to their following. Connect with them and try building a relationship. That way, you can tap into their network to continue spreading your carefully crafted message.
Engage With Your Audience
A crucial element of any social media strategy that many people neglect, despite what type of market you may be, is how they engage with their audience. In fact, many people fail to respond at all. When comments and messages start coming through, it’s important to interact and be a part of the conversation.
Plus, it’s important to get ahead of any negative content that is being spread about your business before it gets too out of hand. If you aren’t regularly checking comments, message boards, forums, or other social media outlets, you could be missing the chance to take control of the narrative.
Engagement with your audience, however, isn’t just about communicating on your platforms. It also means going to similar profiles, pages, and groups online and putting yourself into a part of the conversations that are already happening. If you want to grow your business on social media, you want to start engaging.
Don’t Forget About Your Call To Action
A call to action is something you are actively asking your audience or following to do. This doesn’t just apply to how you communicate it on your website. A call to action should also apply to your social media platforms as well. Make sure your pages are set up with an easy and distinct way to take the action you want them to take. This could be signing up for a newsletter, purchasing the latest product, or setting up a consultation.
You can also utilize these techniques throughout the content you share on social media as well. Whether you are sharing a reel on Instagram or a news update on LinkedIn, your content should always have some type of call to action that coincides fluidly with your page or profile.
To wrap it up, there is no business too small or too niche that doesn’t have a place somewhere on social media. It can dramatically enhance your network and ultimately lead to making more sales. If you don’t utilize social media in your marketing strategy, you will certainly be missing out on ample sales and network opportunities.