How to Market an "Unmarketable" Business

Not every business is exciting, at least at first glance. After all, some businesses are hard to describe. Some sell products that may make people squeamish. Some may seem boring or hard to understand. 

But if you feel your business falls into these categories or is even 'unmarketable,' you can find ways to make it stand out. While marketing certain businesses may be a challenge, there really should be no such thing as an 'unmarketable' one. You can approach your problem with a solid marketing strategy for your niche market.

1. Recognize your limitations.

When advertising your products and services, it helps to know where to look – and where not to, according to Robert Brill, CEO of Brill Media, a digital ad agency based out of Los Angeles. According to Brill, it can help to be clear on social media platforms' advertising restrictions before making any major plans.

If you keep running into roadblocks when trying to market your product or service, you can keep looking. Some broad-based search or social platform may not be interested in your brand, but a niche marketing platform may be, Brill notes.

“Everything is marketable if you know where to look,” Brill says.

2. Target your marketing to niche audiences.

Marshal Davis, a serial entrepreneur based out of Spring, Texas, is the president and owner of Ascendly Marketing. A couple of his clients, such as a cigar shop, are in industries that many advertising platforms can’t or won’t work with. Davis says those clients can consider working with old standbys such as direct mail.

“Direct mail allows us to reach a specific demographic in a more personal manner, ensuring the message is delivered right to their doorstep,” Davis says. He also recommends advertising in trade journals specific to the industry you’re working in.

“These publications are goldmines for reaching niche markets directly and effectively,” Davis says. “For instance, a cigar shop would benefit immensely from being featured in a well-respected tobacco industry journal, reaching an audience that's already engaged and interested in their products.”

3. Focus on something other than the product.

Maybe your product doesn’t lend itself to a lot of hype. If you manufacture staples that go into a simple desktop stapler, for example, it may be hard to prove your staples are the best.

In that case, Michael Podolsky, CEO of IT and business process consulting agency WiserBrand.com, suggests focusing on something extraordinary or interesting about your company aside from the actual product or service. For example, you might want to play up something you're particularly proud of, such as your excellent customer service team, he notes.

“Marketing your team and their expertise can also enhance brand awareness,” Podolsky says. “Personalized, human-centric support can distinguish a brand in an era of automated services."

Even if your product or service doesn't particularly stand out, there’s probably something about your company that does. You might consider highlighting your company’s integrity, prices, or your brand’s longevity – maybe you have a family business that’s been around for a long time and is well-respected in your community. Maybe you overcame an overwhelming obstacle early in life that led you to creating your business. If you get that message out there, that may help distinguish your brand from your competition.

4. Highlight your partners in niche markets.

Your business may find it more beneficial to say less about your brand and instead allow the companies you’re associated with to do the talking. Or you may find yourself in a situation like Marcia Layton Turner, a Rochester, New York-based ghostwriter of approximately 80 books.

“Book ghostwriting is challenging to market because many clients require writers to sign NDAs that prohibit mentioning they worked on a project. So how do you market when you're not allowed to market?” Turner says.

Turner can share the scope of the projects she's worked on, but she usually can't point to a specific book and say she wrote it.

One of her strategies for locking in a potential client is to have them talk to established publishers and editors who will discuss her skills without revealing the client’s name, she says.

“Sharing testimonials, case studies, or endorsements from customers or respected figures in the industry can help build credibility and interest.” —Haley Slade, CEO and founder, Slade Copy House 

That’s also an approach a controversial brand might take, says Haley Slade, CEO and founder of Slade Copy House, a digital copywriting agency based in Nashville, Tennessee.

“Sharing testimonials, case studies, or endorsements from customers or respected figures in the industry can help build credibility and interest,” Slade says. “For instance, a company in a controversial industry could highlight positive reviews and stories from satisfied customers to counteract any negative perceptions. You can squash the objection up front with a testimonial or case study that fits.”

5. Tell a story to captivate your niche market.

Instead of highlighting what your brand does, you can focus on telling the public a story about the bigger picture. She suggests leaning into the message of the impact your products or services have had on customers or perhaps talking about the history of your company.

What you’re looking to do, Slade says, is engage with your audience “on an emotional level.”

“For instance, a company specializing in something as mundane as screws and bolts can highlight how their products are integral to building structures that shape skylines or are part of important innovations," she says.

If you tell the right story, no matter how unmarketable your brand seems, people may find they can’t help but pay attention. 

The Takeaway

Most brands have some interesting or unique aspect they can use to leverage their marketing and reach their niche audience. Using these tips, you can tap into a story that will resonate with your audience – and get them talking and returning for more.

Photo: Getty Images