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If You’re a Specialist, You Need Specialist Support

– Contributed content –

10 Sept. 2019. Specialist businesses provide services and products that are in the upper-most echelons of the industry they’re in. All their focus goes on making the best product they can but unlike other businesses, they are focusing on a niche. They are not trying to serve the needs of the many just yet, they’re making products and services that will be extremely high-quality.

Many family-owned businesses are like this because they have a long history and knowledge of just one craft. Some of the best Scottish whiskey companies are family-run because their specialist product has been so successful that they would rather keep the employee count down so as to not give away secrets. If you’re a specialist business, you must find and use specialist companies for you need. This is to keep your products and services from being diluted into something more broad and lackluster in uniqueness.

Your best sell

For a specialist company, marketing has to be done in a selective manner. It’s not as if you’re providing services for the majority of people, you’re going after a niche demographic because you’re a niche company. For example, if you are a managed service provider (MSP) then you will want a marketing company that spreads your brand to the right kinds of businesses.

Take a look at this msp digital marketing guide and you’ll see there are around 10 key points. First you need to build you MSP website, making everything as clear as possible i.e. what it is you do, your experience, techniques and case studies. Write blog posts so your content marketing aspect is respectable and also gives any inquirers plenty of information as to what kind of business you are.

Building up reviews, learning about the insights your potential clients and leads, creating a Google Ad campaign, setting up the framework for proper analytics and make a viable marketing strategy. When you’re closing the deal as a specialist company, you will want to set out the plan of action to be unique to the client. This shows you can bend a little and give them a service that will fit their business model and needs while still maintaining your uniqueness.

Target your B2B clients

Specialist businesses are the types of entities that make fantastic products that other businesses want to use. For example, Ferrari are known to make some of the best supercars in the world. However, recently they have entered the turbocharged class and since they had a lot of knowledge making naturally aspirated cars but not a lot for turbocharged, they reached out to Garrett. Garrett is a specialist turbocharger manufacturer, they make products that any brand would be thankful to have. They made a special turbo for the Ferrari 488 GTB, increasing the black horse’s chances of competing with the already turbocharged McLaren P1. To this effect, you should target B2B clients with the service of making a unique product for them.

If you’re a large industrial vehicle manufacturer, you should reach out to mining and drilling companies to see what their needs are. If they could give you a brief such as the type of vehicle they would like to have but cannot find a niche product like it on the market, then you can take their plans and build such a vehicle for them. Service a need where they cannot fill it with anything they can find on the current market. Target B2B clients with such proposals to give them a unique product that might replace 1 or more of their current machines and or tools.

In the right section

Distributors are only too happy to take on niche products because they would like a full range of products on their shelves. It gives them a price spectrum so they can attract all manner of consumers to their brick and mortar and online stores. However it’s in your best interest to have your products be placed in the right section. For example, if you make a heated hair brush, this is a product that isn’t really a comb, hairbrush or hair straightener. This might seem like a battle of semantics but the more accurate you are in providing your product to people that want the exact kind of thing you’re selling, the more you will increase sales.

The best thing to do is to first examine the consumer search trends on Google AdWords and see if consumers are using keywords or key phrases when looking for a heated hairbrush. Look at what reasons are and then accurately choose the kind of section you want your product to be displayed in. You might want your product to be featured alongside hairdryers if consumers are more likely to be a product that dries hair first.

Have your own launch

Arriving at business exhibitions with a bang is what all the top brands do. They do this by starting a rumor of some sort just as they leave for the event and by the representatives from the company land, everyone is already talking about them. It’s good to be part of industry events but if you’re a niche product, you might not fit in. Of course you won’t be the only niche brand but wouldn’t you rather have your own launch?

Live streaming your own product launches and creating multiple scenarios for demonstration purposes would show consumers why your product, albeit niche, should be a part of their daily lives. Using your examples, they can visualize your products and see how they would make a difference. As a bonus your brand is also given more exposure and consumers are given the opportunity to understand why you create niche products. When you launch a product on your own platform, you have time to story-tell as well.

Specialist companies are one of the best things about the modern world. They are crucial to not having a mundane society where every product does the same thing but to varying degrees of quality. As a niche business you might want to attract B2B investment and partnerships.

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