Think your business is too niche for social media? Think again.
By: Chloe Rolph
August 8, 2012 | Reading Time: 2 mins
When you think of companies kicking butt on social media, you may be picturing the fancy big-budget campaigns you’ve seen from a lot of famous brands—brands that appeal to the mass market. When you think of great company blogs that not only get read but also get shared and talked about, you may be thinking of those companies that fall into a more popular, general interest category.
Take Stryve for example. Social media is our game, and the topic of social media happens to have a huge “listener base”. It is popular, controversial, fast-paced, and widespread—really what you would think of as the ideal type of topic to base a company blog around. We use our blog as a tool to share knowledge and demonstrate our expertise in social media to our Stryve Group family of followers, clients, and stakeholders. And many of them have thanked us—the content that we produce has helped a lot of people navigate the often-confusing territory of social media.
But what if your game is less like social media and more like professional soldering materials? You can probably imagine the listener base is nowhere close to as substantial, but social media can be just as effective in this industry as it can in an industry like social media.
Don’t believe me? Check out Indium’s blog. If you’re not into soldering, you will likely be amazed by the 71 niche topic blogs (care to find the latest and greatest on Pop solder paste?) produced by 17 Indium engineers moonlighting as bloggers. The blog content was based on a brainstormed list of all of the keywords that an Indium customer might use to search for products or information related to their soldering needs. Producing a wealth of great content weaved with these keywords has helped Indium dominate search engines and social media, propelling Indium as a trusted industry thought leader and drawing in new business opportunities every day.
So how did this extremely niche blog gain so much momentum? Indium marketing director Rick Short explains that he got bloggers on board by breaking it down in a way that these extremely intelligent mathematically-oriented engineers would best understand—an equation: Content (knowledge of products & technology) leads to Contact (customers) which leads to Cash.
Bloggers quickly realized the value in this transfer for knowledge as Indium saw an 83% soar in e-generated leads and widespread recognition as exemplary B2B content marketing, despite the rather quirky topic.
Think your business is perfectly niche for social media? You’re onto something.