The Nuts & Bolts of Specialty Marketing

Nuts & Bolts of Online Niche Marketing | Leverage Marketing

When I was a young teenager – think between 13 and 15 years old – pickings were slim for a lot of my peers when it came to generating income independently.


Too old to completely rely on an allowance from your folks and, with the minimum age to work a proper part time job being 16, too young to find anything steady and that paid regularly, my choices, as well as most of my friends growing up in my neighborhood in the early 80s, were basically regulated to paper routes, cutting lawns, and odd jobs and errands for neighbors and family members.


Danny was a junior high school friend of mine who found a unique approach to lining his pockets:  most Saturday mornings, a couple days a week during the summer and on the occasional school day off, Danny weighed and filled tiny boxes of screws, nuts and bolts for a company that provided supplies to a supply wholesaler that catered primarily to electrical and industrial wholesale companies.


This being junior high, Danny was the butt of many a wisecrack and often went by the handle “screwball” or “screwhead,” depending on which clique you were in. But I gave Danny a lot of credit: he was industrious enough – or jumped at the opportunity offered by a friend or family connection – to take on work for himself at a job that wasn’t the norm for your average young urban teen.


I am extremely loath to refer to the company Danny worked for as “off the beaten path” but, as I’ve seen over the years,  many a small business that caters to a specific professional sect  give little, if any, attention to their wholesale internet marketing.


The business owners or CEO’s rationale for this may be valid: their companies primarily attract vendors and companies with whom they’ve already established working relationships, companies already considering doing business with them, and their competition. Also, given the industry-specific nature of their operations, a niche marketing strategy with a thriving website isn’t essential and/or worth investing in.

a key to specialty marketing success is in the content

Yet Leverage has made many specialized business owners change their tune in this regard and reap rewards he or she never thought possible with their niche marketing and online presence.


A key to this success is in content, and this is where the specialized nature of the business works in their favor. Online, we have a canvas to be thorough in our description of the business, its products or services, and its operations. We also have the opportunity to educate site readers on the history and workings of the particular industry as well. Throw in continuous updates with industry-minded news and content, and that website becomes a destination for those vendors, prospects, and competitors and the company may be recognized as leaders in their field.


Recently, we broadened the Internet horizons for a data center equipment company, a document scanning business and data storage outfit. And these are only three specialty companies who have seen what informing prospects online can do for them, thanks to the Leverage touch. As a prime example, our client selling data center equipment has seen an 858% increase in organic traffic since May of this year.


While a company’s reach may be tailored to a specific group, the opportunities a well-constructed and informative site can provide can prove to be boundless in the long run.


To get help with your online niche marketing approach, Contact Us.

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