How Does Niche Marketing Work?
The Key To Being a Successful Niche Marketer
In this video you’ll learn:
- The difference between a niche and micro niche
- What marketers normally mean when they mention “niche marketing”
- Why niche marketing makes perfect sense for an online business
Niche Marketing 101
Niche marketing is a term commonly used by marketers to describe a specific online business model of building websites that cater to a specific niche market. The typical process of niche marketing normally involves the following steps:
- Doing keyword research with Google or other keywords tools, and identifying a profitable primary keyword.
- Building a list of keywords that are a subset, or related to, that primary keyword.
- Creating content for each keyword that is highly optimized for Google and other search engines.
- Getting traffic from Google when those keywords rank within the top 10 when a user searches for the term.
- Making money when visitors click on an ad, or buys an affiliate product.
In fact, most people just dive right into those five steps and get busy writing and optimizing, only to be disappointed with the results a year or two down the road.
Why, you ask?
Size does matter in niche marketing. Target a niche that is too big and you end up competing with established websites, whereas a niche that is too small results in too few visitor and fewer niche products to promote.
So what is a good niche size?
Niche Vs. Micro Niche
In this diagram above, assume that you want to create a niche website on the general topic of diet.
Now, “diet” by itself is a broad topic, so building a website on “diet” would be too much work, with too much competition already way ahead of you.
So a more logical approach in niche marketing is to identify the niches that exist within the general topic of diet, in this case paleo diet. By choosing a niche instead of the topic, you get a better picture of what you need to do, how much work is involved, and how much money you can make in the niche.
However, some marketers choose to go even deeper into micro-niches, such as vegan paleo diet. There’s no right or wrong in choose between a niche and a micro-niche, but you need to get your expectations right.
- When you do with a micro-niche website, ranking in search engines become a lot easier due to lesser competing websites.
- Creating specialized content for a micro-niche can be difficult, especially if you are outsourcing it. Chances are, you would need to do the research and content creation by yourself.
- A micro-niche site can make money quickly, and that can be really exciting. However, since the micro-niche is small, there is a ceiling as to to how much the site can make – and you are likely to hit that ceiling quite fast.
- Once your site’s income has been maximized, there’s really nothing more you can do except build another niche site.
- Sticking to a single micro-niche site and trying to force it to make more that what the micro-niche can actually generate, is going to cause stress and frustration.
In other words, it’s OK to start with a micro niche topic. However, you need to understand its limits.
In niche marketing, the successful marketers often have more than one site on profitable and growing niche markets.
Does Niche Marketing Still Work?
Niche marketing has always, and will always work. As I explained in what a niche market really means, all businesses start within a niche.
Yet, some people say that niche marketing no longer works since it’s not as easy as it was to build a niche website and get it to rank high in Google. They say that niche marketing is dead and Google now favors established, “authority websites”.
In reality, I have heard the same doomsday prophecies when I built my first niche website in 2001 and happily made money with it.
The real problem is in how some Internet marketers approach niche marketing. They have a keyword-centric approach that involves hours of keyword mining and Excel sheets, looking at keyword-density figures and other extremely technical SEO stuff.
They have no real-life knowledge of the niche, they do not really understand the nuances of the niche, and quite frankly they just don’t care!
In essence, what they are trying to do is to reverse-engineer how Google ranks websites, and use any available loophole to get high rankings for bad content. It’s an almost robotic way to build a website, let alone an actual business.
Almost always, the result is a very thin niche website that feels like it was mass-produced in a factory. There’s absolutely no human touch, and Google hates sites like these because they do not really appeal to their audience: human beings!
So.. How Should Niche Marketing Work?
You should think of niche marketing as a conversation, not a bunch of keywords.
Think of the last time you had a conversation about something you’re really into with another enthusiast.
Did you talk about one specific thing the whole time? Or did you segue into related stuff as well?
In a conversation, you tend to pick up on certain words and branch out into a short side-story on that topic, before returning to the main conversation. Niche marketing should be like that!
Let’s say for example I want to build a niche website about fitness trackers.
Should I build a site where every single page has the word “fitness tracker” in some form or another? That’s what most people who fail at niche marketing do, they build from a list of keywords, instead of starting conversation.
To create conversation, you have to zoom in or zoom out of fitness trackers themselves, to include parallel information that is related to the niche. But how do you know the conversation?
It all boils down to how you find a niche in the first place.
If the first thing you do is use a keyword tool, you will never discover the conversation. There are more useful ways to find niche markets that enable you to get a feel of the actual niche, before going into numbers and jargon.