We’re all conditioned today to believe that “content is king on the web” and there is a lot of truth to that expression. There is also truth to the fact that there is a lot of content on the web that sucks!
Good content is critical and people want to read about how to solve their problems; even the problems they didn’t realize they had. When the word processor was introduced, for example, it targeted companies with highly repetitive correspondence requirements and showed them how to improve efficiency, and reduce staff.
That was classic “niche marketing.” Not all companies fit that profile. B2B niche marketing has always been about problem-solving. And the small business challenge has always been, how to market to specific niches in the most cost effective way? Product publicity has always been the answer. Steve Jobs new it, Bill Gates new it, and many others did too.
Today, product publicity is more valuable than ever because it can be leveraged on the web, in print, used for websites, email campaigns, social media, and many other marketing tactics. As David Meerman Scott, author of “The New Rules of Marketing & PR” wrote in “The New Rules of News Releases,” “Don’t just send news releases out when big news is happening, find good reasons to send them out all the time.”
Problem-solving is the best reason for product news releases. Frankly, at Venmark International we have been doing that for nearly 40 years! We’ve illustrated how all types of products solve problems. It doesn’t matter what the products or services are. For example, our client Xuron Corp. had a customer use their tool in the 3D Manufacturing space and wanted to attract more business in that niche, so we prepared a news release specifically targeting that.
Another niche for Xuron Corp. includes the hobby industry, specifically model railroaders.
There are many other niche marketing examples to view at:
Abby Robey, the Sales and Marketing Manager at Xuron wrote to us, “Our Web traffic continues to grow every month because of the publicity. I can’t think of a more cost-effective way to reach so many markets!”
Look through our “Clients in the News” section and find a company that relates to yours to see how we can illustrate your problem-solving capabilities. If you would like to learn more about how we can help you with niche marketing and show you how to leverage your marketing on the web, give me a call at 781-237-5860 or touch base via email at sstroum at venmarkinternational dot com.
© 2015 Steven M. Stroum (with permission to share)