There are a plethora of items that you may sell in your Shopify store. While there have been individuals who have succeeded with a very general product category such as “sporting goods,” the majority of people cannot compete in a market flooded with big-name brick-and-mortar retailers that have spent years (and millions of dollars) developing their online store and presence.
Amazon, for example, is a firm that significantly outperforms the competition in every area of business, from electronics to apparel to just about everything else you can imagine. Fortunately, because Amazon is so large, they are unable to provide one thing: niche expertise. That’s where your best marketing opportunities lie.
What is Niche Marketing?
Niche marketing is the deliberate creation of a website, business, or organization with the aim of appealing to a small percentage of the population about a particular product. The items that are not niche goods are those that are utilized by almost everyone.
Shoes are an excellent example. Everyone in wealthy countries (and many undeveloped nations as well) purchases shoes, and many of them do so on the internet. However, there are a lot of shoe companies out there — some of which are huge corporations with enormous online marketing resources — that it would be almost impossible to compete in such a crowded market.
Niche marketing, on the other hand, works because there are only a few people – and often no one – who can fulfill that need. Tom’s Shoes is an excellent example of niche marketing. When you buy a pair of Tom’s Shoes, the company donates a pair of shoes to a needy child. This charitable initiative included giving away a million pairs of shoes last year.
While this is an incredibly successful niche marketing campaign, most eCommerce businesses cannot afford to give away anything with their products.
Certainly, there are numerous different kinds of niche marketing. Ballet slippers, for example, are a more refined type of niche product in the shoe industry. This is a well-balanced niche with very little competition (although still somewhat) but also something that is desired.
How to Find a Niche
The first step in niche marketing is to discover a niche. The simplest way to locate a sector that you can compete in is not through market research or online suggestions, but rather by finding something you are passionate about and then selling items or services related to it on the internet. A person who enjoys extreme sports may run an online store that sells scuba diving equipment.
Another method is to go out and buy things that you know people want, but are not readily available online. If there exists a great deal of demand for a product or service it can be sold profitably, even if the market is small. A great example would be an item that is specific to your demographic region that is easy and reasonable for you to procure.
The key to niche marketing is balancing quality with quantity – you need something that you can focus on and make as best as it can be.
There is definitely a benefit to coming up with a theme in this manner. One of the reasons that individuals prefer small businesses that offer the items they need over huge retailers who may save them money is their desire for expert advice.
For example, a company like Walmart or Amazon may not calculate its product inventory on what items are the best of the best or recommended by experts in a category like extreme sports, but a specialized website is run by someone who is an expert in the subject would.
How to Market a Niche Website
Step 1 – Pick a topic that you are an expert in
There are several methods to promote your niche website. The first is to pick a topic that you may characterize as an expert in. This isn’t intended to imply that you must be an absolute specialist in the field when you start, but it should begin with a strong interest in the subject. You can learn what you need to know from there and continue to improve your expertise over time.
Step 2 – Build a reputation for expertise
The second step to market your niche business is to start developing a reputation for expertise. This entails publishing material that may be attributed to you or your Shopify specialty store and is considered expert advice in your field.
The most frequent method of accomplishing this is to establish a blog. Luckily, Shopify already includes the ability to create a blog right in your store’s admin area – probably because they see the value that having a blog brings to an eCommerce niche website.
Your blog pieces should give expert guidance on your specialty that you know people will be searching for. It will be simpler to attract visitors to your store from the blog and to keep them coming back in the future if you’ve already established your expertise.
Step 3 – Write about your expertise
Another approach to spread the word about your business and attract visitors to your website is by answering questions or making remarks on a forum covering your field. You are building up a personality for yourself and want this personality to reflect you correctly.
If you put your store name and link in your signature and you provide valuable content and advice within the forum, you are definitely going to drive traffic to your site, and those links (backlinks) will probably continue to drive traffic as long as the forum is active.
Of course, all of this is a lot of work if you have limited time. Writing blog posts is something that you can easily outsource as you don’t necessarily need to find someone who is an expert in your niche – just a quality freelance writer who will put in the time and do the research.
Note: You still should do solid keyword research and maintain best SEO practices to get as much traffic as possible.
Quick Checklist to Choosing a Niche Topic
- Start small and don’t assume anything
- Ask are people making money in this niche?
- Is the price low enough for a decent profit margin?
- Could you write 100 articles on this niche? Or do the research? Or outsource?
There are many different eCommerce niches that you can target to bring in more sales. The key is finding a niche with enough demand to make it worth your while; this means balancing quality and quantity.
Your goal should be to focus on one specific category of items and do everything possible to become an expert in the field.
Once you’ve mastered the basics it’s time for step two: build up a reputation for expertise. You need traffic if you want people visiting your website – so don’t forget about search engine optimization (SEO) and good luck!