There’s an old saying that reminds us that success in terms of marketing is all about “getting the right message in front of the right person at exactly the right time.” Unfortunately, people tend to assume that means they need to somehow craft the perfect message that appeals to everyone all at once.
There may have been an era where this was the default approach, but rest assured that it has long since ended.
Think for a moment about the sheer variety of people out there. You wouldn’t speak to a 65-year-old the same way you would to a 25-year-old. They like and dislike different things. They have different life experiences. You’d be hard-pressed to get them to agree on just about anything.
Why, then, would you assume that you can market to these people in the same way at the same time?
That, in essence, is what niche marketing platforms are all about. Rather than allowing your marketing efforts to take the “Jack of all trades, master of none” approach, you go in the opposite direction. You craft a message so organic and specific that your ideal customers can’t help but sit up and pay attention.
Why Niche Marketing Platforms Matter
By far, one of the biggest benefits that you get when you partner with a niche marketing platform as opposed to more general marketing services has to do with the wide range of expertise in your field that these professionals bring with them.
When you partner with an organization for CPA firm marketing, for example, you’re enlisting the help of people who “speak the same language” that you and your customers do. They understand the work you’re doing and why it matters in a more specific way than a general firm ever could. They understand specific industry terminology and use it in a way that better positions your message and establishes your brand as an authority. They don’t have to conduct lengthy research to try to “understand” who you’re speaking to because they’ve been doing it for years – allowing them to hit the ground running as efficiently as possible.
The same is true of niche marketing platforms for lawyers, event planners, or for any other precise industry vertical that you’re talking about. If you want to be able to make better connections with people looking for event planning services, it stands to reason that you’d want the help of people who already understand them. This leads to creating effective marketing collateral faster and helps avoid campaigns that don’t make a worthwhile impact.
All of this stems from a deep understanding of your customer base. Someone who is looking for a lawyer isn’t necessarily concerned about the same things as someone looking for a CPA. Again – this means that you can’t try to cram your campaign into a “one-size-fits-all” box that doesn’t really exist.
Every decision you make in terms of marketing needs to be dictated by a few core questions:
- Who am I speaking to?
- What do they like?
- What do they not like?
- What problems do they have that I can solve?
- How can I bring as much value to them as possible?
Obviously, the answers to those questions are going to vary wildly depending on whichever industry you’re talking about. But by partnering with an organization that has a true understanding of your customer base, the answers can’t help but reveal themselves.
This plays directly into another one of the most important benefits of niche marketing platforms – a pre-existing knowledge of which tactics work best for your audience at the current time.
One of the issues that a lot of businesses run into when trying to execute marketing themselves – or when using general marketing services – is that a fair amount of experimentation is required. They’re not immediately sure what works – but this isn’t the most efficient and cost-effective way to go about connecting with an audience.
Niche marketing platforms, on the other hand, already have this expertise.
They know where the people who are looking for CPAs are most likely to spend their time online. They know what types of conversations that people looking for lawyers are having. They know where people who are looking for event planners do their research, allowing them to reverse engineer a campaign that immediately speaks directly to those people.
In the end, the era of using your marketing efforts to reach “the biggest possible audience” is over (as it should be). Instead, the goal is to try to reach the right audience and to do so in the most effective way.
This is exactly what niche marketing platforms allow you to do, and they can save you a tremendous amount of time and money in the process.
Founder Dinis Guarda
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