Launching a business in a new industry is both a blessing and, sometimes, a curse. To start with, you have fertile ground to till, and you may establish yourself anew in an area for the first time which is wonderful for claiming market share. That’s exciting, full of potential, but also pretty challenging. You're not just selling a product or service; you're introducing people to a whole new concept. But don't worry - with the right approach and a deft hand, you can make sure people understand what you have to offer and why it’s important.

Just remember that when you're in a new industry, you need to be equal parts educator and marketer. For example, one of the biggest hurdles you'll face is skepticism. People are naturally wary of new things, especially when it comes to spending their hard-earned money on it. How many products have come and gone as “the next big thing” you, as a consumer yourself, are likely weary when big promises and trends come around, asking you to expect the world from them.

So, how do you go about promoting your business in a new market? In this post, we’ll discuss that and more:

Education Can Come First To Sales

Before you harvest crops, you have to make sure the soil is well-tilled. Your potential customers need to understand not just what you're selling, but why they need it and what it even is. A good first step is to create content that explains your industry and its benefits and why you even started this company. This could be through blog posts, videos, podcasts, or even infographics and YouTube videos.

For example, if you're selling a new type of eco-friendly packaging, don't just talk about your product. Explain why traditional packaging is problematic, how your solution works, and the positive impact it can have. People are more likely to buy when they understand the bigger picture.

Build Trust Through Transparency

Trust is everything in a new business, but especially those trying to define your purchasing power anew. Be open about your processes, your challenges, and your successes. Share behind-the-scenes content that shows how your product is made or how your service works. 

This transparency can help build credibility and trust with your audience, and through that, you can educate them about the product. For example, if you have a new health food, show cultures that eat it every day. It helps build that sense of familiarity.

Moreover, don't be afraid to address concerns or skepticism head-on, because you’ll absolutely have some of those concerns raised. If there are common misconceptions about your industry, tackle them openly. This shows that you're confident in what you're offering and that you have nothing to hide.

Welcome & Assist Early Adopters

Every new industry has keen early adopters - those super-keen customers who love trying the latest products on the market. This might seem like a small market - but look at how the promise of future innovative products became so massive for services like Kickstarter. If you find these people and work with them, even gaining their opinion, you can understand how your wider market penetration might go. You can also offer them special deals, exclusive access, or even just a chance to be part of shaping your product or service with feedback to keep them around.

However, it’s essential to make sure you can engage with them appropriately. For example, a CBD merchant account can help you process payments seamlessly in a field where some providers may be concerned about supporting a product related to, but not actually defined by other scheduled substances. 

Offer Demos & Free Trials

Ultimately, our word only goes so far. If possible, it’s smart offer demos or free trials of your product or service. There’s a reason new snack brands will invest in free sample giveaways in supermarkets. This can help overcome a sense of opposition and give potential customers a chance to see the benefits firsthand.

Make sure these demos or trials are as frictionless as possible, though. The easier you make it for people to try your offering, the more likely they are to give it a shot and to weigh their reaction objectively. If you offer a service, then an online free trial, even for a week, can do a lot of heavy lifting. Just make sure to restrict them per household, card, account or phone number to prevent abuse.

With this advice, you’ll be certain to promote your business well, even in a relatively new industry.