Who wants your sub-niches?
I came across a fascinating website today. It’s about what they call the Ask Method class. The idea is to find what smaller-niches want your product and market to them. The Ask Method people call each of these sub-niches a bucket.
Drilling down with Google
The Ask Method people say that you can find your ideal sub-niches by using Google to figure out what people are searching for. Let me give you an example from my personal experience.
I sell a training manual called How to Serve Customers with Disabilities. So, I typed this into the Google search window: best training manual for. (If I was selling socks, I would have typed best socks for.) Google gave a number of examples of what people had searched for when the search began with “best training manual for”. For my purposes, the four best phrases were:
- Restaurant staff.
- Restaurants and
- Front office hotel.
I drilled down further with “restaurant staff”. I typed best restaurant staff training for into the Google search box and got:
- Restaurant server training manual template.
- Restaurant server training outline.
- Basic training for restaurant staff and
- Restaurant employee training manual.
Bottom of SERP
I decided that the most useful phrase of the 4 above phrases was Restaurant employee training manual. So, I went to Google.com and entered the above phrase into the search box. The SERP (search engine results page) had 8 search results at the bottom.
I decided that basic training for restaurant staff was close to the phrase I wanted to use. However, the training manual I’m promoting is titled How to Serve Disabled Customers. So, I decided that the ideal phrase would be basic training for restaurant serving staff .
Become an authority
Using the above information, you can drill down and find very specific sub-niches in your area of expertise. Then you can write blog posts in those areas and use the sub-niche phrases several times in each article.
You could become known as an authority in your sub-niches. Your blog posts could become the go-to posts to find information in your area of expertise.
You can communicate to these groups in a more targeted way. In my example, I could:
- Target my promotion to every business and organization that deals with customers who have disabilities. Or, using sub-niche marketing, I could
- Target specifically at people who are searching for basic training for restaurant serving staff.
It is intuitively obvious that the second bullet point would be the preferable marketing strategy.
Examples of sub-niche marketing
After writing this article, I created the Pinterest pin you see to the right. I also created the blog post you see below. It also promotes the training manual within the article. (Click on the picture below if you want to read the blog post.)
The sub-niche heading is the first H2 heading. The name of the article was different because I felt it was more likely to entice people to read the article. (I could be wrong.)