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Why Choosing Your Niche Wisely Is So Important in E-Commerce

In What You Need To Know About Small Business on September 19, 2017 at 8:12 am

While the overarching purpose of your ecommerce store is to make sales and drive profits, the secret to success will always lie in providing consumers with what they want or need at any given time. This applies to everything: from the message you convey to the products or services you offer. But this is only half the battle.

To be able to capitalize on consumer needs, you will have to show them that not only do you have what they’re looking for, but that you offer something better or more valuable than your competitors.

This is where choosing the correct niche for your ecommerce business comes in. By refining your niche, you narrow your target market, making it easier to pinpoint your marketing, and appeal to the relevant demographic. Furthermore, the more specific your niche, the fewer direct competitors you will have to face, as many businesses within your industry will have a more generic offering, or a different specialty.

What Makes a Good Niche?

It is not enough to simply choose a highly specific product to sell. After all, if there is no market for it, you will struggle to make sales, even with no direct competition. The trick to finding a profitable niche is to target specific groups within the existing audiences for sought-after products or services.

For example, GreenExamAcademy offers resources and study guides for people preparing for Leadership in Energy and Environmental Design (LEED) exams. This is a highly targeted niche, but one with enough interest, and little enough competition to draw in a good amount of traffic.

Sites using broader niches include Spear America, a diving and spearfishing supplies store for free-divers in America. While this is far less targeted – as spearfishing is already a niche sport – with equipment that lasts a long time, over-specializing could have made the site unlikely to be found.

For your ecommerce site to succeed, you need to find a balance between competition and demand. After all, it is worth doing a little extra work to rank for a slightly more competitive niche if the likely return on investment is significantly higher.

Lower Marketing Costs

Zeroing in on a niche is also a great way to bring down your marketing costs. Not only will you need to reach a far more select market, but you will also have fewer businesses to compete with for rankings and ad placement.

Related reading: Grow Your Online Business With Savvy Marketing Strategies.

In addition, since you’re relying on targeted searches to guide users to your website, your marketing efforts should be focused more on improving your site’s searchability and optimizing your web design to make it clear to visitors that you sell exactly what they need.

Web-flipping sites like Exchange also offer opportunities to take on an existing store that fits your chosen niche, or to seek inspiration. The benefit of this is that you’ll have a pre-established audience and a body of content to work with before you start.

Even so, whether you start your e-commerce business from scratch, or decide to flip an existing website, you still need to do your research and determine whether there is sufficient potential for the niche you have selected.

Build Better SEO

A well-defined niche presents some great opportunities to boost your page rankings with intelligent key-wording. Investigate the keyword trends for your industry, and look out for potential competitors. If there are already established businesses that have cornered the market for your chosen niche, you may struggle to compete with them.

In contrast, if you find a gap in a popular industry, where users are following specific search queries to more generalized online stores, you may be able to rank with those key phrases. This also gives you some direction for your brand message and content creation, as you will be able to build your copy around your chosen niche and its associated keywords.

The added advantage here is that users who search for a more specialized item are often closer to a purchase decision than those performing more general searches. This means that once they find your website, you have a greater chance of securing their business.

Opportunities for Cross-Selling

A well-chosen niche is one that enables you to gain all the benefits of targeting a very specific market, while still allowing you the opportunity for wider sales. For example, if you sold “left-handed tennis rackets for children”, the chances are that you would also sell other tennis accessories, and perhaps even additional sporting equipment.

For example, although its niche is medieval armor and weapons, The Knight Shop also sells modern fencing and HEMA supplies, LARP equipment, and mead. This works because many of the site’s customers are likely to have crossover interests with these related items.

This also means that while your niche allows you to be found far more easily by a very specific market, you still have the capacity to appeal to others outside that demographic. In addition, as you offer the specialist item they were searching for, your target market is more likely to extend their purchase to related items they need at the same time.

Your chosen niche will affect every aspect of the design and branding of your ecommerce business, so it is vital to choose carefully. In addition to the factors mentioned above, your niche needs to be one that you feel comfortable working with. If you have no knowledge of or interest in the product or service you offer, it can be a lot harder to dedicate yourself to making it a success.

Finally, once you have established your niche business, it is important to be patient. Do not give up if you do not instantly see a high volume of traffic. These things take time for any business, but you have the advantage that your customers are more likely to make a purchase.

In the meantime, keep building your niche, creating high-quality content, and targeting your marketing efforts. Before you know it, your business could be a booming enterprise, branching out into other niches as it grows.

 

Victoria Greene is an e-commerce branding expert who loves to help niche businesses grow online. She’s also a freelance writer and runs her own blog at victoriaecommerce.

 

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Finding Fertile Ground: Why Location Matters

In What You Need To Know About Small Business on September 14, 2017 at 9:49 am

Location, location, location isn’t just a rule of real estate. It’s a rule of running a business, as well. It’s easy to want to plant your flag where you grew up or where you now live. Indeed, having that insight and understanding of the area can be very valuable to a business. But it’s not always the most profitable choice for the business. Here, we’re going to look at the three major impacts that choosing the right location in business can have, whether you’re looking at a fresh startup or expanding to a new area.

Flexibility

The simple truth is that you’re not going to be able to run your business the same in some areas as you are in others. The website howtostartanllc.org gives a very clear-cut example in the fact that it’s easier to set up an LLC in some states than it is in others. There are also state and local considerations and regulations that might limit your business or enforce aspects of organization and administration that might work contrary to what you want from your business. Business owners have different priorities in how they exercise their freedom to run the business as they please and might have to find a different location to find that freedom.

Costs

The ease of starting a business of a certain structure and the different regulations you have to follow in an area might also dictate certain costs that you have to take into consideration. But there are other ways that the location you choose makes difference in costs. Gothamgazette.com uses New York as one example, including how Paid Sick Leave Laws can end up costing business owners thousands of dollars a year. There are also local costs of supplies, services, building rent or ownership, utilities and more to consider. For a business to succeed, it has to be able to make more than it costs to run it, but in some areas, that might not be as easy.

People

The services and suppliers you rely on are just one example of the different people that your location offers you access to. For retail and service brick and mortar industries, finding the right area with the right curb appeal potential and foot-traffic will play a huge role in the reach you have regarding customers. The same goes for choosing a location based on the talent pool you can hire from, with sites like ciodive.com making it clear that some areas, like Seattle or the San Francisco Bay Area, offer a greater selection of employees better suited for tech companies. There’s also competition to worry about. Setting up too close to competition can seriously hurt a business’s chance of standing out and finding their place in a market.

The hurdles you give yourself and the flexibility of the business. The costs of setting up and the wages the local population expects. The consumers, the competition, the talent pool. These are all considerations that can dictate why a business might fail in one area and excel in another. They should all contribute to where you decide to set yours up, too.

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The Surprising Reasons For A Negative Marketing ROI

In What You Need To Know About Small Business on September 14, 2017 at 9:43 am

For small companies, marketing activities represent the major part of the yearly budget. Without marketing, there can be no business. However, it can be frustrating to spend a lot of your budget on advertising campaigns that somehow doesn’t bring the expected results. Is your PPC campaign just draining funds without turning enough leads? Or is your magazine advertising a gaping hole in the budget that refuses to drive any sale? The problem with marketing activities is that they can be easily associated with an ROI. How much did you pay vs. how much did you get in exchange. A negative ROI in marketing is a nightmare for all small businesses that struggle to keep their budget in the green. What’s even worse is that it sometimes feels like you’re wasting money for no reason. But you still can’t find a way to improve your marketing activities – maybe you even believe that you should invest more to see positive results. Stop wasting your budget on marketing and address the underlying issues. There can be only three reasons why your marketing activities don’t work:

#1. You don’t have the right technology

It doesn’t matter how much you’re spending on marketing activities. If you don’t use the right technology, you’re wasting your budget. Instead, you should have a look for the latest software solutions and app-based programming advertising tools. Indeed, your customers live in a digital world where everything is tailored and fast-paced. If you’re not using the relevant tech to comply with their savvy habits, it’s likely that you’ll be ignored. More importantly, automated software and compiling data tools can help you to create a fast and smooth marketing toolbox that gives you updated in real time.  

#2. You don’t have a strategic plan

More than 70% businesses don’t have a marketing strategy. In fact, they tend to choose their marketing activities as a response to their competitors’ campaigns. If a competitor has invested a lot of effort in improving their SEO, then you decide to beat them at their own game by creating content for the same keywords. Don’t smirk as you read: it’s, unfortunately, a very common approach. Instead, companies need to work with a marketing strategy template that helps to analyze the situation and maximize opportunities with the best-suited activities. Don’t know how to create a marketing strategy? Don’t panic; steal these templates that give you a clear guideline on how to proceed. In the end what matters is to create a strategy for your company so that you can move in the right direction, instead of copying what competitors are doing.

#3. You don’t have the right expertise

You need these experts in your marketing team: An Analytics expert will be able to read your Google Analytics data and guide your SEO strategy accordingly. A content writer can create valuable, engaging and targeted content to attract visitors. The designer and developer will give your presence – online and offline – the right user-friendly and trend-conscious feeling. Finally, the marketing manager can lead the team in the best strategic direction.

Small businesses need to take their marketing activities seriously. Success is not the work of a single person anymore. It’s the combination of the best technology with the best strategy, supported by a team of experts. If you thought you could do it all alone, think again!

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