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8 Reasons Super Specialized Companies Should Embrace Inbound

April 26, 2016
Aaron Polmeer

By Bill Peatman


“People don’t shop for our products online.”

I can’t tell you how many times I’ve been told this by sales and marketing leaders at B2B companies that make obscure, highly complex technology and products. They tend to resist inbound marketing and lead generation because they don’t make “click to buy” products. Most have expensive custom products with long sales cycles and apply to a very narrow customer base. They figure few people are searching online for their products, so they don’t try too hard to attract them. I call them “superniche” companies.

My superniche education began when working for a company that made a product called a femtosecond laser for manufacturing very small parts. A femtosecond laser pulses light every quadrillionth of a second, more or less–so fast that it can make very tiny parts with extreme precision–think holes the width of a human hair.

It’s a very sciency product in a highly specialized industry. They cost around around a million dollars and it takes a couple of years to sell one. Superniche.

“People don’t shop for this online”

I was told at the start. Wrong. Well, not quite wrong. Sure, they don’t buy a million dollar laser online but, as we know, everyone researches online before contacting a supplier–even for exotic lasers as soon learned. If a company has a viable product that solves a problem, people are looking for it. There might not be that many searchers, but that can be a very good thing.

Here are 8 reasons we’ve found that inbound marketing works great for highly specialized B2B companies.

1) There is less competition for search terms

One of the keys to successful inbound marketing is optimizing content around the search terms your ideal customers use to look for help with the problem you solve. You want to find keywords with high volume and low competition; meaning there are a good number of people using these terms to search for solutions, and it won’t be terribly difficult to rank high in the search engine results.

Well guess what? As a superniche company, you are not likely to face much competition at all for the search terms you want to rank for. Believe me, it wasn’t difficult to rank high for “femtosecond lasers for manufacturing.” This means you can rank on page one, in most cases almost immediately, by optimizing web pages and publishing content around the search terms in your business.

2) You get immediate gratification

While there aren’t a lot of people searching for obscure keywords, those that are searching for, say, femtosecond lasers for manufacturing, are likely to be seriously interested. They aren’t searching for an obscure technology just to amuse themselves.

This means that in addition to ranking higher, faster, the company can get qualified leads faster, too. When we started a blog on femtosecond laser technology, and started offering educational whitepapers, our web traffic tripled and our contact database grew 6x in just three months through whitepaper downloads.

3) Big …read more

Source:: HubSpot Blog