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Think You're Too Niche for Inbound? Think Again!

Feb 19, 2016
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too_Niche_for_Inbound.jpgWhen it comes to inbound marketing, the more targeted your message, the better ROI you will see in return. It’s not about how loud or how often you share your story, but who you tell it to that matters most. For companies that serve a broad range of customers, segmenting can be difficult. When it comes to more niche markets, your base is pretty much segmented for you. This is why inbound marketing works so well for niche businesses. Don’t believe me yet? Well, keep on reading!

Inbound and niche businesses go together like spaghetti and meatballs, peanut butter and jelly, a cold glass of water on a hot summer day, fill in the blank. The bottom line is they fit really, really well. When you have a very focused and hyper-targeted customer base, you can create a very focused and targeted marketing strategy.

Here are a few quick stats from some of the core components of inbound, just to prove how effective inbound can be when you target your audience well.

SEO:

  • 60% of all organic clicks go to the organic top 3 search results. (Business2Community
  • SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal)

Blogging Stats:

Customer Buying Habits:

  • 68% of online buyers will spend considerable time reading content published by a brand they are interested in. (The CMA)
  • 80% of business decision makers favor getting brand information via an article series more than ads. (Content Marketing Institute)

Inbound Marketing Cost:

  • Businesses that mainly rely on Inbound Marketing save more than $14 for every newly acquired customer. (State of Inbound Marketing
  • Mid-sized businesses save 31% on Inbound Marketing costs compared to paid search. (Eloqua)
  • Inbound leads cost 61% less on average than outbound leads. (HubSpot)

Lead generation Stats:

  • The average cost per lead drops 80% after 5 months of consistent Inbound Marketing. (Eloqua)
  • Nurtured leads make 47% greater purchases compared to non-nurtured leads. (The Annuitas Group)

Pretty awesome, right? But to better explain why and how inbound works so well when it comes to niche business, let's look at 3 key areas.

Targeting Buyers & Empathy Mapping

What sets inbound marketing apart from other forms of traditional marketing is the focus on the individual buyer. By understanding your buyers wants, needs and pain points you can produce content and solutions that directly meet their needs. For niche businesses your pool of potential clients is much smaller than a company who has a broad audience. This helps you to better define your buyer persona and create content that speaks directly to them. Another advantage a niche business has is the ability to really get to know their audience. This helps take your buyer personas to a whole new level. By using the empathy mapping tool, you can begin to put yourself in your potential customer’s shoes. The better you understand them, their needs and how they look for solutions to those needs, the better you'll be able to position your business' message to them online.

Data Driven Marketing Produces Better Results

Because your pool of potential customers is limited, when it comes to marketing for your niche business you want to make sure you have the best ROI. Instead of throwing money at ads, mailers and other outdated tactics, inbound is both user driven and data driven. By tracking how users engage with your message through the entire marketing funnel, you can tweak and refocus as needed to make sure you are getting the best results. This is where having great inbound marketing tools like Hubspot, Hotjar and BrightInfo help tremendously.

  • Hubspot’s software helps keep all your marketing efforts in sync. Everything from SEO and social media marketing down to lead scoring and nurturing, this tool gets the job done and then some.
  • Hotjar is real-time user testing of your website. With heatmaps, surveys and visitor recording to see exactly how your visitors are using your site.
  • BrightInfo’s contextual marketing optimization tools helps make sure your site delivers the most relevant content to your users. Their native ad solution is also a great user driven alternative to Google Adwords.

Pairing all of these tools together with a targeted inbound marketing strategy can give your niche business an edge over the competition. Using data to drive marketing efforts can help enable smaller niche companies to target specific needs and focus on creating targeted products and services to meet their customer's needs.

Establish Your Brand and You as A Thought Leader

Elevating your message above industry noise is key to not only attracting visitors but in establishing you and your brand as an industry leader. Building trust with your clients and potential prospects is essential in growing your business. The Inbound method works in helping you define your audience and then delivers your message through the right channels at the right time. Over time, as you share content, engage in helpful ways and nurture your leads, you and your business will be seen as an industry thought leader. In niche business markets, where there are maybe one or two competitors, it’s important to differentiate yourself from others in your industry. Establishing you and your business as a thought leader is a great way to differentiate yourself from the rest of the pack. 

No matter what industry you are in, statistics show that people are searching the internet to find the solutions to the problems they are facing. Niche businesses stand to gain the most from inbound because of their uniquely targeted customer base. If you’re still hesitant about whether or not your customers are searching for your company online consider this fact; “About one in five Google searches have never before been searched for in the history of Google.” (Internet Live Stats) Inbound is not a just a good fit for your niche business, it just may be the perfect fit!

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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