Spreading the word about your business and drawing in new leads is not something you can always do effectively by yourself. There are a huge number of reasons why small and medium sized enterprises use external marketing companies rather than attempting to market their businesses in house, and it is one of the most commonly outsourced area of running a business.
Many business owners see marketing as something of a dark art that requires a professional to pull off, and in most senses they are right – professional marketers can leverage a marketing budget and get the best return on investment, and on an ongoing basis can analyze and tweak your ‘marketing mix‘ (that is the industry term for the combination of marketing media and approaches you use, for example social media, telemarketing and face to face), creating the most effective long term strategy for you and your audience.
Using people who are experts in the field of marketing is then, very advantageous. However, what can be even better is using people who not only understand marketing, but also understand your field.
While a good marketer knows the mechanics of marketing and can work to reach your target audience whoever they may be, some marketing companies prefer to stick in one niche. Berbay, for example, specialize in marketing for attorneys and law firms, whereas there are medical marketing firms, those who work specifically with IT companies, marketers in the telecoms sector, and so on.
Why Niche Marketers Can Help You Even More
Niche marketing companies have chosen to specialize in marketing within your industry because they understand it. It may be that one of their leaders previously worked in your field, or that they have some other connection that helps them have a greater insight into what works in your sector. They understand the audience you are trying to reach and the methods that work best to reach them, which can make refining the perfect marketing strategy a faster and easier process. They may also have contacts you can leverage.
What If There Are No Niche Marketing Companies In My Industry?
Some niches are too small for it to be viable for a marketer to support only them, and so you may then have to look to general marketing specialists. However, always check the portfolios of clients companies you are considering have worked for. Those who have some experience with companies in similar niches to you, or ones with similar target audiences, will be able to offer some similar benefits assuming you have the same team working on your own campaigns.
Marketing specialists can add a lot to the success of your business, and those who are especially familiar with the world in which you operate are even better placed to help you promote and establish your brand, and win the new customers you need. Always give this some thought when considering a company to hire for your marketing needs.