So, you’re thinking of setting up a superniche website. First, what is it? A superniche website is a site or landing page providing a highly targeted, specific offer, dedicated to a specific need.
The point is to drill into a topic until you can demonstrate world-class expertise. This is your superniche. Your tiny monopoly. Once found, do your SEO. Write about it on your blog. Chat about it socially. Buy the AdWords.
Where to Start?
You’ve done your research into the general strategies and some specific tactics. Maybe you’ve even sat down and pondered what subjects would suit you and bring in a tidy profit at the same time. But have you considered whether your particular skills and, more importantly, your habits and personality are suited to a superniche strategy?
The key is to start your analysis with a keyword that fits perfectly, then dial in on specific variations until you find the perfect combination the fits your strategy.
Although there are hundreds of different marketing tactics that work for a superniche, the underlying strategy always falls into one of three categories which, for want of a better analogy, we’ll call the very small pie, the slice of pie and the enormous pie crumbs.
The Very Small Pie Strategy
The definitive superniche setup is one which uses a low-competition keyword with at least a thousand unique hits per month. It can be a short- or long-tail keyword. What’s important is the amount of traffic, the lack of competition and, of course, the high payout for related advertising clicks or affiliated offers.
In practical terms, this means that you need exceptional keyword-finding abilities to succeed in true superniche marketing. This is absolutely critical as it is the fundamental, underlying factor that determines virtually everything else.
On top of that, you’ll need search engine optimization (SEO) mojo, both on-site and off. With such low numbers of monthly visitors across the superniche, you will need to dominate the search results and ensure almost all of them come to your site first.
And on top of that, you’re going to need superb marketing copy. Remember, content is king: your site must respond to the visitors’ needs and get them to follow up or they’ll simply move on to another site.
As you can tell, the Very Small Pie has extremely high demands. But, due to the relatively low competitive environment, the potential profits can be impressive.
The Slice of Pie Strategy
The Slice of Pie marketing setup tries to grab a slice of a bigger pie than a true superniche. In the same way as a superniche, the site still focuses on a low-competition keyword (or several such keywords), preferably with a high payout.
However, in this case the skill demands are easier to meet. For starters, you still need excellent keyword-finding abilities but you can get away with medium-competition keywords, provided they have a lot of organic traffic. The idea is to cut a slice out of the market for a search term that gets, for example, a hundred thousand hits per month and direct it to your site instead of the competition.
This means you’ll need excellent SEO skills or a reasonable AdWords budget as the competition is often well-established or, even worse, consists of other superniche marketers like you. Breaking into a medium-competition market is not as easy as dominating a tiny, low-competition superniche.
You’ll also need great copywriting skills and a lot of patience. Niche markets are generally tougher to break into unless you’re lucky (or skilled) enough to find a low-competition market, so you’ll need lots of quality content to post while you’re working on improving your visibility for a variety of keywords.
The Slice of Pie approach is easier than the Very Small Pie but still requires a range of solid marketing skills. Again, the returns are often commensurate to ability and effort invested.
The Enormous Pie Crumbs Strategy
The easiest of all the niche marketing choices, the Enormous Pie Crumbs approach isn’t really superniche marketing at all, though it uses similar skills. The strategy here is to find a niche with an enormous number of monthly visitors and only a few high-ranking competitors.
Rather than trying to compete with the big names in the niche, you just put in enough effort to catch the fallout. Metaphorically speaking, you lurk under the table and catch their crumbs as they eat most of the organic traffic.
Finding keywords in this kind of niche is easier, though the focus falls more on assessing the competition than finding the keywords themselves. Any market with a lot of traffic and a low or medium level of competition should work fine.
There’s also a lower requirement for SEO skills with this approach. As long as you do your on-page optimization and work on building backlinks, your site should rank sufficiently high on the search engines to get some traffic. The better you are at SEO, the more traffic you’ll get. But, of course there’s a ceiling – most of these niches are dominated by multiple brand names with enormous marketing budgets. They can easily resist your attempts at usurping their traffic so you’ll rarely rank above the middle of page one on Google’s results for your keyword(s).
The hardest work in this type of niche site lies in understanding your visitors and creating the content. You’ll need great copywriting abilities because your visitors will often be the unsatisfied overflow from established brands. They didn’t get what they were looking for from the biggest names in the niche: you need to work out why and target that dissatisfaction with different content and offers.
By choosing the Enormous Pie Crumbs approach, you prioritize website content of extremely high quality or a totally different approach to the niche. SEO and keyword-finding skills become secondary, with your entrepreneurial talent and innovation stepping forward.
Also, a quick word about AdWords, facebook, twitter, and other digital advertising channels… all of this still applies… but instead of organic SEO, test each idea with a $25 budget. You’ll learn very quickly.
Which One Is For You?
The answer, like nearly all strategic advice, is that it depends on you. Before you begin the process of looking for keywords or checking out the competition, consider which of the three approaches best suit your product mix, your team’s skills, habits, and personality.