Does your B2B company make complex and obscure products or expensive custom products? Do you work in a very specific niche market with a narrow customer base and a long sales cycle? If so, you might think that inbound marketing doesn’t apply to you. After all, you don’t create “click to buy” products and people don’t shop for your products online, so you don’t need a heavy digital presence.
However, even though your specialized audience might not be going online to purchase your products, your prospects are still searching for solutions to their problems online, and you should be there when they are.
Highly specialized B2B companies can still benefit from inbound marketing. Here’s why.
1. Less Competition Online
Search engine optimization is a critical part of inbound marketing. Companies want to optimize content around the unique search terms that their audiences will use when they’re on search engines looking for information. The key is to find high-volume keywords that have low competition for best results. That means a lot of people are using the search terms, but not a lot of companies are optimizing for them, so you can rank high on search engine result pages.
As a specialized niche company, you’re not going to face much competition for SEO search terms because you just don’t have that much competition in general. So you’ll rank as the top listing for your keywords almost immediately, meaning that everyone searching for those keywords will easily find your business.
2. Immediate Results
People who are going online to search for obscure and complex keywords aren’t doing so just for entertainment. They’re doing so because they’re seriously interested. They have a need and they’re looking for a solution. What does this mean for you? You’ll be able to quickly gain qualified leads.
3. Big Value
When it comes to specialized, complex, and expensive products, just one new customer can lead to a lot of revenue for your niche company, both now and in the future as these customers tend to be get into long-term commitments and relationships. You’ll get big value from selling more through inbound marketing when your target audience is small.
4. Niche Audiences Want Education
A big part of inbound marketing is the creation of content that educates to inform prospects, gain credibility and trust, establish thought leadership, and move prospects down the sales funnel. Companies that involve sophisticated and complex products and technologies can do very well by using inbound marketing to inform those in the industry who are motivated to stay up to date on new developments.
5. An Edge over the Competition
You think your niche business doesn’t need inbound marketing? Well guess what—your competitors are probably thinking the exact same thing. So why not gain an edge over the competition by doing inbound marketing when they’re not? You’ll have a virtual monopoly in your industry and get leads that your competitors aren’t even looking for.
6. Quality Is Rewarded
The more unique and specialized a field, the more critical it is to create credible and valuable content. You’ll have to do your research and bring new insights, perspectives, and information to the table through your content, but when you do, you’ll be rewarded handsomely for your work. You’ll get tons of shares and links because people will appreciate the value that you’re offering.
7. Repurposing Content
Sure, content marketing can be time consuming and you might not have time for it. But as a specialized niche company, you likely already have tons of content that you’re not using right now. You have presentations you’ve used at conferences, you have published papers that your company has written, you have sales quotes with rich descriptions of benefits and features, you have training documents for new hires, and more. You can easily repurpose this content and publish it online to actually gain leads from it.