When your business fits into a relative niche, the marketing advice out there is pretty sparse. As an equine company, tips on running an email marketing campaign, using Pinterest, and keeping ahead of algorithm changes can sound like a foreign language.
Unlike many other industries; trainers, jockeys, recreational riders, and suppliers are all thrown together and rely on one another for success. But with so many different sub-niches in the equine world, many businesses struggle to decide where to place themselves.
Niche Marketing Made Easy
But to navigate the equestrian marketing maze, you first need to stop seeing this as a hindrance. So many industries would relish the chance to have multiple marketing opportunities. And that’s just in terms of your offline opportunities.
With the number of online marketing techniques growing what seems like daily, niche marketing should be easier than ever. But if you’re still struggling to navigate the maze that is equine marketing, never fear. Here we offer some top tips for promoting your business, even with minimal marketing prowess:
1. Local Events
Still the most popular way to promote your equine business, attending local events is a great way to grow your customer base. Races, shows, and competitions are held regularly throughout the year and are the perfect opportunity for new and established businesses to market new products.
But you should look further afield than your main events. There are a whole host of great UK events you can promote your business at. Still attended by thousands, these events are much more likely to give you the exposure you need.
Sponsoring a horse, rider, or event is a great way to gain exposure for your business. And if you’re already part of the equine industry, it’s a recipe for success. In exchange for goods or the payment of race fees, the people you sponsor will promote your business.
This can be in the form of product endorsement, the wearing of branded clothing, or a link on their website. Whatever terms you decide on, this is a great way for equine businesses to market themselves.
Increasing your presence in the industry is perhaps the best form of marketing you can do. The nature of the equine business means that this kind of promotion works better than many other methods. You are putting your name right in the mix. You are marketing yourself right in front of people who are interested in your products, and who are ready to buy.
As well as marketing at events, your equine business also needs a website. The world of marketing is fast paced, and attending local events will only get you so far. By establishing an online presence, you can reach out to even more customers.
Make sure your website has a fresh, clean, and professional design. So many equestrian businesses have out-dated looking sites. A modern redesign will speak wonders for your company, and really help your conversion rate. People are much more likely to buy from someone who they trust.
Part of your online campaign should also be to implement a sound SEO (search engine optimization) and social media marketing campaign. It’s important to get this right, as it will drive organic traffic to your site.
Promoting an equine business doesn’t have to be a complicated process. Chances are you’re already implementing these techniques. You just need to fine tune your marketing, and attract the right kind of customer.
Clare Evans works for Bird and Co Equine, a marketing and design agency that specialises in the equine world. Their clients include Jonjo O’Neill and Jamie Osbourne. Click here to visit their site and find out more.