Raising Problem Awareness for Niche Products

If you're building a new product to solve a problem that hasn't yet been widely recognised, you may be struggling to gain visibility. This is quite a common problem for startups and businesses that are trying to raise awareness about a problem that people don't yet know they have.

At Backpocket, a fintech startup based in Australia, we faced a similar challenge. Backpocket is a payment option that solves problems for both consumers (B2C) and customers (B2B).

One of the key problems the new product is solving is the difficulty of organising group events for consumers. Our payment option aims to solve problems such as footing the bill, forgetting to pay back, not knowing who has paid, and being stuck with all the admin work.

The challenge was that not many people recognise this as a problem yet. Only after we explained the process did they realise how tedious and frustrating it can be to organise groups of people to buy tickets for events.

Here are some tips that could help you overcome this problem and successfully promote your niche product.

Educate your audience

As your product addresses a niche issue, it's important to educate potential customers about the problem you're solving and why it matters. You can create educational content and share it through different channels. By building awareness and establishing yourself as a thought leader in your industry, you can help people understand the problem and its impact.

Collaborate with influencers and thought leaders

Collaborating with thought leaders and influencers in your sector will help you reach a wider audience and strengthen your message. Identify people who have a strong following in your target market and who would be interested in what you're doing. Reach out to them and offer to collaborate on a project or ask for their support in promoting your product.

Tailor your messaging to specific segments

To build a stronger connection with your potential customers, it's important to tailor your messaging and content to each group's unique needs and pain points. By speaking directly to your audience and addressing their specific concerns, you can make a stronger connection and build trust with them.

Build organic buzz and word-of-mouth

Creating a sense of community and excitement around your product can be a powerful way to drive awareness and adoption over time. Engage with your early adopters and supporters on social media and other channels. Ask for their feedback and ideas, and encourage them to share their experiences with others.

Raising problem awareness for a niche product can be a challenge, but it's not impossible. By educating your audience, collaborating with influencers, tailoring your messaging, and building organic buzz, you can overcome this challenge and promote your product effectively. Remember, it's not about reaching everyone, but reaching the right people who truly need and appreciate what you're offering.