The riches are in the niches.
I believe that niche markets are ideal for inbound marketing because it allows you to be very focused on the right tactics and initiatives to reach your target audience. In comparison, larger general markets demand a broader approach to inbound.
To give a better answer, I'd have to learn more about your market, buyer personas, services and what keywords you're using. So, for the sake of brevity, let's just use what you wrote as a starter.
With a solid SEO strategy, you should be able to attract the right people to your website. SEO does take time so I imagine you'd feel it's not working yet. My guess is that the keyword research needs improvement.
My recommendations:
- Start building out your buyer personas by interviewing and surveying customers or potential customers. You'll get a good sense of what challenges they are looking to solve, what their goals are, what they search on Google and what content they consume. This will give you insights for what content to write and what keywords to use for your SEO research. Think broadly as well, using "awareness" level keywords to attract your prospects and then use gated content to educate them through your funnel.
- Use a tool like SpyFu or SEMRush to improve your keyword research and identify which keywords have decent search volume with minimal competition. Again, because you're in a niche market, there shouldn't be a lot of broader competition.
- Write thought leadership content for your niche market. Google ranks websites that regularly publish high-quality content so that should be a focal point in your strategy. Start by writing informative articles on your website blog. Based on the research you've done, you should get a better understanding of what content to write and what keywords to use. Niche markets also mean fewer expert voices so if your content is high-quality then you'll be more likely to generate backlinks which improve your ranking.
For PPC, everything you've done for your SEO strategy would also reflect in your campaigns. I'm curious to see what metrics you're tracking and what reporting platform you're using to measure results. I'd recommend being very targeted into geographies, company sizes, engagement for PPC. Remarketing will also be beneficial for driving more conversions.
