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Hi, this week’s newsletter covers:
- 12-Step Framework for Finding your Niche
- Why Niche Marketing is a Successful Strategy
- Your B2B Marketing Guide for High-Tech Companies
Let’s go.
12-Step Framework for Finding your Niche
“I would love to be more strategic and target the right clients. I just don’t know how.”
Sounds familiar?
Then I have something of help for you.
This guide from Lean Marketing helps you to identify your niche.
And this article outlines 8 ways to find your niche. Use these resources to identify a market segment that is specific, has potential and serves your business goals. Unsure why you need a niche? Continue reading…
Why Niche Marketing is a Successful Strategy
The bigger the market, the more customers, right?
Wrong!
Big markets are likely to be heterogeneous and therefore resource intensiv for your marketing.
What you are looking for is a narrow and homogeneous market segment.
Especially as small or middle sized company (SME) your resources are limited. You cannot compete with major, global acting companies. Neither budget nor offering wise. Identifying and dominating a narrow niche is a proven success strategy.
There’s even a term for companies achieving this goal. “Hidden Champions”.
These relatively small companies are among the top 3 companies worldwide, have a high export ratio and are typically unknown to the broader public. Examples can be found among many high-tech companies. Specialized to fulfill a specific customer need in a defined niche. Typically serving a global market.
Therefore, I want to show you how marketing works for these high-tech companies.
B2B Marketing For High-Tech Companies
There are multiple challenges to address:
- Complex Products and Solutions
- Long Sales Cycles
- High Competition
- Limited Resources of Small and Medium-Sized B2B Tech Companies
- Cultural and Language Barriers of Global B2B Technology Companies
Here are the tactics to address them:
- Identifying Target Market Segments
- Thought Leadership
- Brand Marketing for B2B Technology Companies
- Inbound Marketing
- Account-Based Marketing (ABM)
- Global Niche Marketing
- Virtual and Augmented Reality
Long story short – here’s the link to the full article on B2B Marketing for Technology Companies
This is it for today.
Talk soon,
Stephan
Hi, do you still gate your content?
Here are some pros and cons.
In essence, there are two options in content marketing.
Let me exaggerate to make my point:
- Gate your content and generate leads
- Do not gate your content and generate demand
Before you close this e-mail, because you feel this is shallow.
Let me explain.
The two most discussed marketing aims – “demand” and “leads” – are closely connected to the “gated vs no gated content” discussion.
But is this really the right approach?
Choosing one over the other?
You guessed it.
It is not.
The whole “gate or not to gate” philosophy is mainly theoretical.
As so often in marketing, there are different use cases, depending on your goal.
Let’s conect the two topics:
Demand Generation and Non Gated Content
Demand Generation is all actions that create and increase demand.
The aim is to drive awareness.
There is no awareness if people cannot read your content.
The result: demand generation uses non gated content to create awareness.
Lead Generation and Gated Content
Lead generation aims to establish a potential customer base
The aim is to create leads for sales.
A lead is defined as a set of personal information.
There is no information if people do not register.
The result: lead generation uses gated content to collect data and create leads
While this is perfectly true.
There are other approaches you have to consider:
- People don’t value what is for free.
Free newspaper? It must be fake news.
Free coffee? Surely has terrible taste.
Free WIFI? Definitely very slow.
You see.
There’s value in asking people for something in return.
The question is: is the trade worth it (data against information)
- Are lead magnets only magnetic if they are gated?
See it this way.
If your content is good enough to trigger a person, he will reach out to you anyhow. Why gating lead magnets in the first place? If they are indeed worthy lead magnets, people will get in touch. - People like to have control.
Let’s assume the following:
Your valuable, gated content is a potential game-changer.
But the person is not ready yet to give away data
He knows he will be contacted right afterward.
The potential customer leaves your site because the barrier is too high.
You lose a potential customer because of a stupid barrier.
Indeed, this is a topic to continue the discussion.
For now, gate or ungate content because it makes sense.
Not because you follow a “strategy”.
If you want a real-life story from Canon Austria,
I have you covered: Gated vs Non Gated Content
This is all for today,
Talk soon,
Stephan
