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How do You Promote a Product or Service No One is Searching for?

May 10, 2017

We live in an age where consumers tend to consult Google in order to decide where to eat, drink, shop or make a booking. As such, SEO (search engine optimisation) has become a prime marketing strategy for getting noticed and reaping in new customers.

This is all well and good if you run a business in an industry that people know and are actively searching for, but what happens when your livelihood belongs to a very fine niche, or your industry is still up-and-coming?

Chances are, people aren’t exactly searching for what you have to offer, and your carefully-selected keywords might get lost amongst the rubble.

This is where you need to get a bit savvy. Start thinking outside the box and look for ways to start climbing the rungs of that highly-esteemed Google ladder.

Rather than spruiking your product, think about how your business solves a problem

Let’s start off by painting a brief analogy. Say you work as a telecoms billing analyst, where your job is to find the best value phone subscriptions for companies. Sure, this is a valuable service, but it’s unlikely that consumers are going to be entering the phrase “telecoms billing analyst” into search engines. Instead, consider what kinds of problems your role solves, and how your business provides value to consumers.

Herein, we can predict that people will most likely be entering common-phrase search terms such as “cheap telecoms solutions”, or even “how to save money on your company’s phone bill”. Employing long-tail keywords such as this will help plant you on your consumers’ radars – after all, some of the best marketers out there are the ones who can match their company’s product to the most common felt needs driving people to Google in the first place.

Look at your own Google search habits

In the previous point, we asked you to put yourself in your customers’ shoes – now, we want you to take a step back, lace your own up again and channel your personal online habits. How do you approach Google when looking up something you don’t know the name of? We’ve all been there – here is your chance to use your oblivion to your advantage! Retrace your steps and imagine how your same logic patterns might be applied to your particular business. What words and phrases are synonymous with your products or services?

Figure out how to target general concepts

Map out what kinds of general concepts relate to your business, and work out how to spearhead them. For instance, let’s say your business specialises in a product called nanotechnology glass. Obviously, this is a very niche market that won’t be generating too many searches at this point in time. To overcome this, you could target the keywords “glass replacement” instead, thereby greatly improving your chances of attracting a consumer base. Once you’ve baited your prospects, you can then educate them on your next-level product and why it’s the latest must-have.

Consider opting for ‘push marketing’ over ‘pull marketing’

Where your typical SEO strategies largely rely on pull marketing – i.e. making your business stand out in its field to thereby pull in an audience – it’s highly worth considering push marketing in cases where your product or service is somewhat unique. Essentially, push marketing refers to waving a flag in front of your target audience and showing them what you have to offer.

Examples of push marketing strategies include Facebook ads, YouTube videos and displaying your ad on a site that relates to your business. Like a small child eager to show you their latest piece of artwork, push marketing is all about holding up your products and services and advocating what makes them so amazing.

Remember: by paving your organic search listings now, you can reap the benefits when your industry starts to boom

Taking baby steps to set up your organic digital presence can be super profitable later down the track. How so? Well, let’s look at that innovative little business known as 3D printing. Once upon a time, this was just some futuristic concept only a handful of people had heard of. Now, it exists as a pulsating trend, with new businesses popping up all the time. As a result, those 3D printing manufacturers that took a leap of faith in the early days and marketed their spiffy new product online have well and truly wedged their position on Google.

At the end of the day, it’s important to consider what kind of industry you’re entering into, the size of your budget, and the likelihood of risks and setbacks associated. Be smart with your keywords: incorporate a healthy mix of general, highly-searched terms combined with a few niche ones, and continuously adapt your campaign according to its performance.