Social media marketing

Customized Marketing to Stand Out Online

Kelly “Rags” Ragland is owner and operator of Rags to Stitches Productions, a holistic advertising-specialty company providing a range of services including web design and development.

Although niche markets and specialty businesses have a focused demographic, one of the most challenging elements of marketing for a business with a wide range of products, services and consumers is finding ways to get exposure to such a diverse audience.

For example, my website that sells apparel for dart players has a simple marketing strategy: participate in social media discussions about darts, create content, blog posts, and social media posts that are related to the sport, and generally focus on that single audience without consideration for the everyday consumer.

In my other world of web design and development services, I face a different monster. Websites suit all kinds of businesses, large and small. Likewise, my embroidery business faced the same challenges back in the day, and any business that offers products that cater to just about anyone and everyone faces the same.

One way to address this is to break your online marketing efforts into categories based on the target audience, and cater to that audience in a more focused manner. For example, having all your awards-related products in one section of your website provides organization and ease of use to your visitors. But if you added dedicated social media accounts to that offering and utilized them as more of an awards channel in your marketing efforts, you can reach more of a dedicated and qualified audience.

Imagine a handful of social media accounts for an awards retailer called Everything Customized:

  • Everything Customized: Awards
  • Everything Customized: School Spirit
  • Everything Customized: Corporate
  • Everything Customized: Gifts
  • Everything Customized: Apparel

These niche accounts can better target online consumers by focusing on their interests, keeping them engaged with the account, and catering to them on more of a personal basis.

—Kelly “Rags” Ragland, Rags to Stitches Productions