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Find a niche, not just a product—niche marketing example

Niche marketing example to help you avoid a profit-killing mistake

Are you making a profit-killing mistake? Most new business owners do. They choose a product and then assume they're ready to sell online.

They forget the most critical thing about selling a product—finding a niche market to sell it to. It's not enough post your product online and then wait for hordes of customers to come and buy—just because you put it online.

We'll look at a niche marketing example to show what to consider as you decide what to sell and where to sell it. We'll use a niche marketing example drawn from one of my long-time clients, MasterVisions Etched Glass, to show the pitfalls of selling too broadly online and why you are better off finding a specific niche market for your products.

Niche marketing example of MasterVisions Etched Glass

In this example, we'll pretend you've decided to sell MasterVisions mirrors in the broad home decor niche. You immediately run into a problem. How can you compete with MasterVisions?

They're well established in their larger niche market of home decor. If you try to compete with them (or any other established business) in their established niche market, you'll constantly find them beating you in whatever marketplace you compete.

For example, you'd have a hard time beating them for keywords like etched glass, home decor, or mirrors. They've put much time and effort into establishing a strong presence in those niche markets.

So how, in this niche marketing example, do you manage to establish yourself? The answer is simple: don't try to compete with them!

Instead, find niche markets they haven't filled. Market to the smaller niches that the big dogs overlook.

Marketing in niches that aren't as crowded

Many of MasterVisions' resellers have done just that. Rather than marketing in niches where MasterVisions is entrenched, they've turned to auctions, or comparison shopping sites that MasterVisions hasn't touched.

(Note: Don't assume that those niche examples have no competition. Always research what kind of market exists before you jump. Other resellers (and other competing products) likely market in these niches, too.)

Marketing in niches by targeting themes

You can also find good niche markets by looking at narrower themes within your supplier's product lines. MasterVisions serves as a good niche marketing example for this because they have so many different artworks in so many different themes that they can't dominate every niche market that those themes represent. That leaves you able to market their products in niches where they don't compete.

For example, many of their resellers have profitably focused their businesses on specific niches, such as:

• Wildlife decor
• Nautical decor
• Dolphin decor

These examples of niche marketing in narrower themes market MasterVisions products from those themes as well as similarly themed products from other suppliers.

The fact that resellers successfully market to those niches doesn't mean that all possible niches have been exploited, though. Many more examples of niche marketing possibilities still remain untapped.

Finding a niche in something you love

Ultimately, find a niche you love rather than just a product to sell. Find a niche where you can provide useful information as well as products. And find products that your keyword research shows definitely fit what your niche market seeks, not just something that catches your eye.

Build your business within a niche market. Offer more than just a catalog of products. Sharing what you know in niche where people are interested can attract traffic that is not limited just to those searching for a specific product.

For example, assume again that you're reselling MasterVisions products and you've decided to target a specific niche market among their themes. You could offer tips and examples of how to decorate within that theme. The information you give also provides a perfect opportunity to demonstrate how well your products produce the effect your niche market seeks. You market without being "salesy" about it.

Build a business that gets people coming back for reasons beyond just searching for products. Own that niche that the bigger dogs don't have time or resources to touch. That cuts down on the competition enormously!

Don't limit yourself to the obvious

Don't limit yourself to the what everyone else does. Don't look to compete in niche markets that the big dogs already dominate.

Look for examples of niche markets where you can establish YOURSELF as the big dog. Once you establish yourself there, you can always expand into larger areas - or simply find additional niche markets to dominate.

But be sure to research to find niche markets that are open for you to serve. Check out my examples of niche marketing research tools to help you find the right niches for you.

Jeff is an eight-year veteran of Internet marketing who has made his living through affiliate marketing, eBay selling, consulting, and through helping small businesses get established on the Web.

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