Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on reaching Saskatchewan cabin owners with your tech startup's product. It sounds like a cool product, and getting the marketing right is key for a successful launch.
I understand you're looking for alternatives to Google and Facebook Ads, and it's smart to explore local options for a specific market like this. Let's break down some strategies that might work well for you.
Understanding Your Ideal Customer
First things first, really nail down your ideal customer profile. Who are these cabin owners? What are their typical demographics, interests, and tech habits? Are they seasonal residents, or do they live in their cabins year-round? The more specific you can be, the better you can target your marketing efforts.
Once you understand your audience better, we can decide which would be the best approach. Here are a few thoughts:
- Are they actively searching for solutions? Most cabin owners probably aren't actively searching for remote monitoring solutions *right now*. If they were, Google Search Ads targeting relevant keywords ("cabin monitoring system," "remote building security") would be a decent bet, but it seems like that's unlikely.
- If they aren't actively searching, how do you reach them? This is where things get interesting. Social media ads, content marketing, and PR become more important. The key is to interrupt their usual online activities with something that grabs their attention.
Actionable Solutions
Here's a quick overview table with some recommended actions:
| Strategy | Actionable Steps |
|---|---|
| Hyperlocal Social Media Ads |
|
| Content Marketing |
|
| Local PR |
|
We'll need to look at traffic quality and your website...
It's also important to make sure your website is up to scratch. As you are asking users to sign up and provide details or even purchase items, you need to have a website that users trust and feel safe using. If you have a website, you can use analytics tools to analyse and optimise key metrics such as:
- Bounce rate
- Session duration
- Conversion rate
- Cost per conversion
Let's move on and talk about content.
Content Marketing & SEO
Content marketing can be a long game, but it can pay off with consistent, organic traffic. Think about creating valuable resources for cabin owners, like:
- "Top 5 Security Threats to Saskatchewan Cabins and How to Prevent Them"
- "Winterizing Your Cabin: A Step-by-Step Guide"
- "The Ultimate Checklist for Opening Your Cabin After a Long Winter"
Include relevant keywords in your content to improve your search engine rankings. Promote your content on social media and in relevant online communities. Also make sure you're not stuffing keywords in where they aren't needed - write naturally, but with common search terms in mind.
Local PR & Influencer Marketing
Reaching out to local publications and influencers can be a great way to build awareness and credibility. Here are a few ideas:
- Saskatchewan-based publications: Look for magazines, newspapers, and websites that focus on outdoor recreation, cabin life, or local news. Offer them an exclusive story or interview about your product and its benefits for cabin owners.
- Local influencers: Partner with Saskatchewan-based social media influencers who have a following of cabin owners or outdoor enthusiasts. Have them review your product, create content showcasing its features, or host a giveaway.
Remember to tailor your message to each publication or influencer. Explain why your product is a good fit for their audience and what value they'll get from working with you.
I'd say you need to give it more time...
B2B and niche market advertising takes time. You won't see instant results. Be patient, track your results closely, and be willing to adjust your strategy as you learn what works best.
I've seen campaigns take weeks or even months to really gain traction. The key is to keep testing different approaches, refining your targeting, and optimising your messaging.
We're currently running a campaign for an HVAC company, they are in a bit of a competitive area, and they are seeing costs of around $60/lead. So don't expect leads to start rolling in for a few pennies each. Expect to spend some money before you see results. It's also important to track which advertising is bringing in the most leads.
Why Consider Expert Help?
While these suggestions can get you started, marketing a new tech product to a specific audience can be challenging. An experienced agency can provide valuable expertise in:
- Developing a comprehensive marketing strategy tailored to your specific goals and budget.
- Identifying the most effective channels and tactics for reaching Saskatchewan cabin owners.
- Creating compelling ad copy and visuals that resonate with your target audience.
- Tracking your results and making data-driven decisions to optimise your campaigns.
We've helped numerous businesses in the software space achieve their marketing goals, with examples such as 3,543 users at £0.96 each with Google Ads or 4,622 Registrations at $2.38 for a B2B Software with Meta Ads. Scaling software campaigns can be tricky, as the spend will often plateau at some point where you can't scale further without lower ROAS/higher CPA, so a bit of experience and expertise can go a long way.
If you'd like to explore how we can help you reach Saskatchewan cabin owners and grow your tech startup, I'd be happy to schedule a free consultation to discuss your specific needs and goals.
Regards,
Team @ Lukas Holschuh
