A good marketer can find ways to raise awareness of practically any brand, but there’s no denying that some industries are more challenging when it comes to creating a marketing strategy than others. Industries that are looked on somewhat unfavorably by consumers or have some inherent point of contention, for example, can definitely be challenging to market.
On the other hand, your industry may be so popular that it is oversaturated with businesses clamoring to fill the demand. Marketing in such an environment could be challenging not because of a negative stigma of some sort, but rather because there is so much competition.
Whatever challenges your industry faces, however, you’ll have to find a way to overcome them through your marketing strategy if you want to reach consumers and convince them that they need your products or services and that you’re better than competitors. Here are a few ways to overcome industry challenges.
Focus on Your Niche
If you do exactly the same thing as everyone else in your industry, it’s no wonder consumers can’t tell you apart from competitors. You need to figure out what makes your company special and focus on these features in your marketing efforts.
Are your products different and better in some way? Do you offer customer service that your competitors can’t match? Are you linked to prestigious partners in the industry? What value are you offering that customers can’t find elsewhere?
Focusing on a smaller subset of your industry and catering to their specific wants and needs may limit your target demographic, but it will also reduce competition. In addition, you can focus on what you do best instead of trying to please all the people all the time.
Find a Problem and Solve It
There is no shortage of vacuums for consumers to choose from. How could a company entering this field stand out from the crowd? Just look at Dyson.
They began by spotting a consumer need for lightweight machines that could maneuver around furniture, something that bulky, traditional vacuums were incapable of. They created the ball vacuum with a handle that not only leans forward and back, but also side to side.
They added superior suction and a self-adjusting cleaner head (to move seamlessly between carpeting and hard surfaces) and removed pesky filters. Then they created commercials that compared their products to competitors, clearly demonstrating how their features improved the user experience.
One of the best ways to please consumers and earn their business is to go straight to the source and find out what improvements they’d like to see in your industry. Once you’ve figured out how to solve a consumer problem, you’ll also address the issue of marketing your business in a challenging industry.
Don’t Rest on Your Laurels
Finding a niche is a great way to break into an industry and take advantage of underserved segments of the market. Unfortunately, the business world is anything but static. Consumers are always looking for the next best thing, and your competitors are all too happy to comply, snatching away your patrons.
You cannot afford to get too comfortable just because you’ve made a name for yourself with a single (albeit stellar) product or service. Here, too, Dyson can serve as a prime example. After the success of their ball technology, what could they do to further improve a product that’s been around as long as the vacuum?
It turns out they could do a lot – and they did. Their next effort moved from the upright vacuum to the handheld. Although lighter in weight than their upright brethren, traditional handhelds have been notoriously slim on suction. Add to that a battery life on cordless models that is limited to just a few minutes and you can already see improvements in the making.
Dyson’s cordless vacuums are not only versatile thanks to a plethora of attachments, but some of the attachment heads also feature the ball technology for ease of maneuvering on stairs and around and under furniture. Also included: Dyson’s patented cyclone technology for powerful suction that other handhelds can’t boast.
As a bonus, there’s an option to bump up the power. Those that want to extend the battery life can use the standard setting, while those that need more suction for tough jobs will lose a few minutes of use, but gain additional power.
The lesson to be learned is that you can always improve. By listening to your customers and paying attention to market trends you only stand to surpass your competitors and increase your marketability, even in a challenging industry.