Big brands speak for themselves: with well-known names like Google or Coca-Cola, everyone knows immediately what they stand for. Just the logo, the typical lettering or the characteristic company colours are enough to create identification. This is also true in the B2B sector. In the technical industry, for example, MAN clearly stands for commercial vehicles or Heidelberger for printing machines. But such examples are the exception because in many cases this industry is a niche market. Brand awareness is generally limited, for the most part, to the sector itself. However, in order to fully exploit the sales potential even in a highly segmented market, niche products also need brand awareness – at least within their target group.
Numerous examples from the German economy, including the company PWM, show that niche products can also become world market leaders. Specialising in electronic price displays, the company has become indispensable in the filling station market. The same applies to Leistritz Group, a company manufacturing extrusion lines or whirling machines. Although people outside the industry may never have heard of these companies, they employ thousands of people and generate millions in annual sales.
But what makes successful hidden champions different from their less successful competitors? As a rule, companies in the technical industry are very innovative and offer a precise solution to a common problem. The big difference is often in communication: Awareness is often generated by perfectly positioning in-house premium products on the market and impressing your target group.
However, this means having a permanent presence on the various relevant channels. The best way to achieve this is through digital marketing. Classic outbound measures, however, such as display banner placement, leads to excessive scatter losses, especially in niche markets. The high marketing expenditure is disproportionate to the leads generated. A much more small-scale and focussed approach is needed: offer high-quality search engine-optimised (SEO) content. This is how content is found on Google and other sites – and how potential customers are directed to your website. Blogs in particular – integrated into the company website – are ideal for generating brand awareness in niche markets. After all, first-class content implies first-class products.
This is exactly where the importance of a strong brand comes into play: a strong brand means quality and trust. And it is precisely this external image that must be generated through premium content. But one-off actions don’t help much. In fact, regular publications on relevant subject matter must ensure a lasting presence and attention. With sophisticated analytics, the right marketing strategy can help you determine which topics and channels work best – and where it’s worth further intensifying measures. Classic telemarketing is also on the rise again in the industry and can be used for placing your content in the target group. The advantage here is that the high-quality content can be targeted directly to the decision-maker. Ideally, this already generates high-quality leads for you. You will see: once you have reached the target group and made a name for yourself, word then gets around really quickly, especially in a niche market.
ALEX & GROSS already supports a large number of customers from the high-tech sector in the creation of marketing strategies, with campaign planning and implementation and with targeted tele-account-based marketing. Arrange a non-binding consultation now!