Once upon a time white space marketing was a savvy, and relatively simple, way to help a business stand out. Marketing is a fickle beast though, and awash with industry terminology. Before you panic, let us talk you through it.
What is white space marketing?
In a nutshell, white space marketing is a gap in the market which hasn’t been saturated by many (or any) other people. It’s a roomy space where you can swoop in and dominate before others catch on, enabling you to reach new audiences and communicate your messages in different ways.
So, as we become ever more cynical towards marketing techniques, identifying any white space becomes increasingly difficult. Particularly so for small ventures or start-ups with limited industry knowledge and budget. With that in mind, we’ve put together a few pieces of advice on how you can identify and utilise white space marketing in the modern digital age.
How do I identify marketing white space?
Start with some intensive competitor stalking… sorry, analysis. Ironically, the best place to start on self-improvement is with other people. More specifically, your competitors and what they’re investing their time and money into.
Normally we would tell you to take inspiration in order to inform your own strategy. In the case of marketing white space though, it’s all about identifying what they aren’t doing and plugging those gaps yourself.
Find new ways with big trends
Influencer marketing is nothing new, but find a way to use it without simply getting someone well known to signpost you. Where the white space concept comes in, is finding truly niche influencers who align perfectly with your brand, values and offering. Don’t just stick to ‘top 10’ lists and the obvious choices.
Take advantage of targeted audiences, too. While the followers and audiences you’ve grown on your social media accounts might be similar to those of your competitors, they will also be unique in some way. Capitalise on any differences by getting really granular with social content and targeted audiences.
When was the last time you innovated? After doing your competitor analysis and gaining some insight into their strategies, use what they aren’t doing to influence how you’re going to grow and develop. Have you thought about starting a podcast, for example?
Think outside the box (yeah, that old cliché) – Get your lateral thinking cap on and look for opportunities that might have been overlooked so far. You might even find that your staff are the perfect PR opportunity.