How do you market the invisible?

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How do you market something people do not know exist and therefore rarely search on Google for it?

Perhaps they don’t know that the actual product exists but a very real problem or challenge most certainly will do – that’s what they will be searching for i.e. unsightly TV cables or ugly TV stand – in the hope they can find something they want to buy i.e. a good looking alternative or a solution to hide the cables.

Try this for your product and service – are you there, can you be found, and does your blog post on the subject show up?  If you are nowhere to be seen – get on it and make sure you are visible, be a source of help, guidance and inspiration.

Who are the influencers in your sector i.e. interior bloggers – get to know them and perhaps you’ll win them over to review your pretty TV stand, for example.  Learn from others.  The Cambridge Satchel built its business with the power of PR and bloggers.  Take a read of their story.

Look also to alternative, niche terms i.e. what else they could be searching for? Who are your competitors – what are they doing to be seen? What are the search terms they use?

Are there any relevant products or services you could partner or collaborate with?  And, don’t forget offline – take a look at direct mail and look beyond your customer base.  If your customer is B2B perhaps you need to look at the ultimate end user and whether there is anything that you can do to drive interest with them which will in turn affect your B2B sales and visibility.

Finally, don’t forget PR.  More than any other tactic it has the power to make you visible and get your story heard and seen.  Focus on what makes you and your business newsworthy i.e. is your product being manufactured in the UK?  Are you employing new staff, have an interesting start-up story or is it all about you – do you have a newsworthy story to tell about why and how you started your business?

Get to know your key media, build relationships and capitalise on opportunities to build awareness.  If people don’t know you exist they’re not going to buy from you.  

Photo Credit: Unsplash, Rayi Christian Wicaksono