Every digital marketing campaign could use a facelift every now and then. But what are you supposed to do when the same-old, same-old doesn’t feel fresh anymore? How do you boost conversions when the tried and true method stops working?
Our recommendation: Implement one of these niche marketing ideas.
1. Geo-Targeting Puts Your Message In Front of the Right People
Geo-targeting defines the area in which your ads appear and can be extremely useful for companies with physical business locations. One example of using geo-targeting wisely is to set an advertising perimeter of five miles around a restaurant to attract hungry customers in real-time.
Geo-targeting can also be useful for businesses who know where their potential customers typically spend time. For example, someone may live on one side of town but work on another. Geo-targeting helps put your ads in front of the right people while they’re in that specific location, but these ads can also target based on where a person was recently. This not only helps attract customers, but builds local brand awareness too.
A similar but slightly different strategy is to use geofencing, which “draws” a line around the area you want to target. Ads will appear on devices within the designated space. This niche marketing option is useful when the physical location of a business is a strong factor. However, geo-fenced ads do not include other targeting conditions (such as demographics, behavior, and interest) that a geo-targeted ad does.
2. Long-Tail Keywords Expand Your Audience
Despite its name, long-tail keywords have nothing to do with the length of the keyword. The term actually refers to a keyword’s popularity, or how often it shows up in searches. Long-tail keywords are more specific (think “ear nose throat doctor in San Antonio” instead of just “doctor”) and are therefore less likely to show up in a search query.
But don’t be fooled! Despite their rarity, long-tail keywords are estimated to make up approximately 70 percent of all searches. If you’re not already using them as part of your SEO strategy, you’re missing out on a lot of potential traffic.
Long-tail keywords are the search ad alternative to head term keywords, which are the most popular search terms. Due to their popularity, head term keywords are much more expensive to bid on, relatively speaking, and competition to rank for them is high. By using long-tail keywords instead, you’re more likely to keep advertising costs low and rank more often. Additionally, long-tail keywords allow you to target your ads to niche groups who may be more likely to buy your product or service.
3. Remarketing is Niche Marketing
Remarketing is an effective option to reengage people who have already shown interest in your business. With a remarketing campaign, people who have previously visited your website or used your app are served your ads. When done correctly, remarketing campaigns can lead to more conversions than general campaigns.
You can also get even more targeted by creating remarking lists for different categories of users. These categories could include people who visited a specific page of your website, or who filled a shopping cart but didn’t complete a purchase, for example. This allows you to show your ads to people who are already familiar with your business and more likely to make a purchase.
4. Look-Alike Audiences Find New Customers
An often-made mistake in digital marketing is spreading your ads too thin. When you try to reach the largest possible audience, you inevitably waste advertising dollars on people who are unlikely to ever engage with your ads or your business. By getting specific about who your potential customers are, you can optimize your budget for the highest return.
Using a look-alike audience helps you reach new people who are similar to your existing customers and therefore more likely to purchase from you. Building a look-alike audience does take a little research but can be somewhat expedited if you have existing email lists to work with. On many advertising platforms, you can use data collected from previous ad campaigns and website visits to build your look-alike list.
5. Incorporate Niche Marketing Into Your Designs
One of the best features of digital marketing is the plethora of information you can gather. The data you collect will paint a clearer picture of who your audience members are. Most major advertising platforms offer some form of demographic and technological data on the users who interact with your ads. You can also drill down into interests and behaviors that your customers (and potential customers) have in common.
Once you know your audience, you can begin designing creative assets that resonate with them. For example, Vuepoint recently redesigned advertising creative for one of our clients. As one of the few dentists in the city to provide minimally invasive veneers, this particular feature—the minimally invasive aspect—was a huge selling point for potential clients. We were able to see this in the data. Our team recreated ads with visually stimulating graphics that highlight the biggest selling point. The results have been extraordinarily positive, and the campaign has taken off in a new way after making the switch.
6. Get Creative With Polls, Giveaways, and Contests
Another niche marketing tactic that has the potential to draw in new customers is interactive marketing. This form of marketing lends itself well to the digital landscape, where businesses can interact with many people in different locations and across multiple platforms.
Some ideas you can use are:
- Create a Poll – Engage your audience by asking them a question. Polls are easy to host on social media platforms and can help drive engagement on those pages. Bonus points if you ask them about an already trending topic!
- Organize a Giveaway – People love the chance to win free things, and contests often help create brand awareness. Plus, you can use contact information collected as part of the giveaway to create marketing lists, such as remarketing lists, and targeted and look-alike audiences (all detailed above).
- Host a Contest – Like Giveaways, Contests can also be used to collect contact information. One of the most common and successful digital contests out there is the social media “Submit a Photo” contest. Vuepoint has organized this type of online event for clients in the past. Contests have provided marketing lists and even user-generated content for our clients.
Putting the Pieces Together
Implementing new tactics into your digital marketing campaign can be time-consuming and often frustrating. That’s why having a digital agency in your corner is such a game-changer. If you’re ready to take your campaigns to the next level, Vuepoint is ready to help. Chat with our team by contacting us here, or give us a call at (210) 858-7295.