The online market is a vast and volatile environment. It’s very difficult for new businesses to find their place in such a landscape. This is especially true for LGBT-owned businesses. After all, you want to target customers or clients within your community and promote your products or services effectively.
However, competitors are all around you and some of them are better-funded and more developed than you are. So, how to succeed when the odds seem to be against you? The simple answer is digital marketing.
Digital marketing has one unique property; it can level the field for everyone regardless of your budget or how long you’ve been present on the market. In other words, everyone has a fighting chance if they leverage innovation and creativity when it comes to digital marketing. With that in mind, here are a few marketing tips for LGBT-owned businesses.
Rely on research
When it comes to standing out in a crowded market, it all comes down to knowing who your target audience is and understanding their behavior. That’s why your business should rely on market research all the time.
With research, you can obtain the necessary information regarding your audience. That includes understanding their demographics, preferences, needs and demands. You’ll also be able to determine which channels they use, as well as which competitors are targeting them and how.
Another important reason why research is vital is that LGBT startups oftentimes face discrimination in the online market and elsewhere, for that matter.
The research will help you understand this behavior, as well as how to successfully avoid it. That way you’ll be able to better navigate the market and ensure good presence, visibility and awareness for your business and your products or services.
Search Engine Optimization (SEO) is an ideal marketing strategy for gaining visibility in the online world, as well as for targeting specific audiences. If you want your products or services to be more visible and accessible to LGBT consumers, SEO is the way to go.
That said, SEO consists of various activities, such as website optimization, technical, on-page and off-page SEO that can get you the best result based on your business goals. Even if you’re not familiar with SEO or how it works in any way, you shouldn’t worry about it.
As a matter of fact, you can always find a reliable white label SEO service. The way it works is that you partner up with an agency that takes care of SEO for you while you focus on promoting and selling your products or services to your target audience.
Networking is vital for new businesses these days even though everything has gone digital. Therefore, whether you engage in traditional or digital networking, it will be beneficial for your LGBT business.
Through networking, you can find business associates, vendors, mentors, business partners and even engage with your audience.
The key is in attending the right events and joining relevant groups. For LGBT-owned businesses, there are a number of options available. Here are a few examples you can explore.
- Join LGBT professional associations.
- Explore various LGBT chambers of commerce.
- Become a public speaker at networking events.
- Start your own events on social media.
- Join social media groups, forums and other online networking groups.
- Attend business conferences.
- Attend seminars, webinars and workshops.
The more you network, the more connected your business will be and connections are essential in today’s competitive market.
Create unique content
Content is, without a doubt, king in the marketing world. Content can actually deliver value to consumers by educating and informing them, as well as entertaining them if need be.
This can be a major advantage for your LGBT business, especially if you’re trying to connect with your target audience and establish a meaningful relationship with them.
However, the content you produce must be highly relevant to your audience and it must have top quality. Anything less than that and your content strategy won’t produce viable results. When it comes to creating unique content, here are some factors you should consider.
- Determine the pain points and problems your audience has and solve them with your content.
- Create original content.
- If you have old content, try to repurpose it into other formats, such as video or podcast.
- Make content highly informative and educational.
- Publish content regularly.
Use word-of-mouth marketing
Consumers tend to do research as well, especially when it comes to businesses that are targeting them with various offers. In other words, they will not trust your business entirely from the start and that’s okay.
Fortunately, there’s always a way to win over customers. That said, you should definitely consider word-of-mouth marketing. In fact, 91% of consumers trust online reviews. Moreover, 84% of them trust these reviews as much as they’d trust a personal recommendation from a friend.
Therefore, encourage customers to leave reviews on your website or social media. You can even offer incentives for referrals. The best way to generate positive word-of-mouth recommendations is by ensuring customer satisfaction and loyalty by meeting their needs and expectations.
It’s no secret that LGBT-owned businesses have it difficult in the online market. However, that doesn’t mean you won’t succeed even if people have a tendency to discriminate. With the right digital marketing strategy, you’ll be able to drive business success and achieve every business goal you have in mind.