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Maximizing the return on marketing investment in your niche

I know you hear it all the time, don’t you?

It is almost to a point where some of us may feel like, “Enough already!”

Some of the others of us may still be wondering what it means, but figure it is a hee-sounding, popular phrase.

What is it?

It is Niche Marketing.

What is niche marketing?

According to Wikipedia, a niche market is a subset of the greater market share. It is likely fair to say that Niche Marketing is a case of marketing to that niche that has been identified or defined.

Entrepreneur expands on the definition of niche marketing (as opposed to the noun phrase, niche market) by adding that it is marketing to a group or topic that has been identified as having a special characteristic and basically worth the extra effort to market to them.

A good example of niche marketing is what Justin Morgan (a.k.a. the Dental Marketing Guy) teaches (literally!).

Justin has a very interesting take on niche marketing and his niche (as you likely guessed) is dentistry and dentists. On his dental SEO course page, he says, “If you’d like to attract 30+ new patients per month through search engines… If you’re confused about how SEO works… Then you’re in the right place.”

Hey – that would get me wanting to sign up even though I am not in the dentist niche!

I don’t know about you, but I really appreciate how Justin is straightforward about his niche.  And, that he has identified the marketing strategy that is needed in order to market dental sites.  More than that, he teaches it, too, so that dentists everywhere have the opportunity to benefit from what Justin has discovered (through his own research) about marketing and getting conversions – new patients!

So, let’s take a look at niche marketing in terms of what Justin has done and see what we can learn and apply to our own niche marketing efforts, ok?

The process

Have you noticed that everything has a process?  Yes, there is a methodology or process to marketing.   Hey, there is a process to building a website. It is usually a case of following one that has already been defined or developing your own.

In the first example, following a defined methodology, you are taking a course, reading a book, using a checklist, etc. to follow a particular marketing methodology.  A good example would be if you signed up for Justin’s dental SEO course.  That would be a case of learning Justin’s methodology/process for SEO to achieve results (new clients) in the dental industry.  I am quite sure you could also take it if you are in another niche and adapt what he is teaching to your industry or niche.

The second one is a case of strategizing your own method.  To some extent, Justin did this when he developed his course.  Well, we should say that he did this prior to developing his course.  He tried different things to determine what was the most effective in marketing dentist sites and when he came up with it he not only helped to propel his clients to top rankings in their niche but also developed a course to teach others in that same niche, how they could do it.

Defining your niche

For some of you, this is the easy part.  An example would be if Justin is performing marketing tasks for a client who is a dentist, it is pretty clear to identify that as the Dentistry niche.

For some of you, it might be more of a challenge.  For example, maybe you have a site and the main thing on your site is your blog.  Let’s say that you want your site to gain exposure, but you are not sure how to define your blog (or your site, for that matter).

That happens more frequently when the blog is in the marketing niche and different topics are covered from MLM, affiliate marketing, social media marketing, even on to SEO.  What is your niche?

In that case, I suggest that you ask yourself the question of what you would be marketing if you were to market a paid service or a product.  Maybe most of your income already comes from affiliate marketing and maybe that affiliate marketing income comes from one particular product.  If that is the case, are you able to define your niche as the niche to which that product belongs?  Will that still fit your blog or site?

If not, is it time to develop another site just for that niche?  Likely it is not if you consider all of the time involved in managing each site.  Believe me… probably not the right idea and think long and hard before doing that.  I have almost 50 sites and it is a lot of work!

Modifying / streamlining your site

Another option is to streamline your site a bit more.  Maybe it is time to get rid of some categories on your blog and emphasize others so that you can narrow it down to that niche.

Don’t feel like you necessarily have to redesign your site entirely… I mean, not now at any rate.  You can simply mentally define that niche and move forward with it and the site can evolve over time. As a sidebar, another example of a niche site is or

Also, you don’t have to be married to that niche.  I have a search engine site (an SEO site) but probably half of the content is social media marketing articles.  I market it, with niche marketing, as an SEO site but I am happy to provide other related content.  Also, if I were to do the research (which I recommend) and check out the competition, I would also see that they include social media marketing in their “search engine” content sites, too. 🙂

Identifying or strategizing your marketing approach

Ok, we have defined our Niche.  (Pat yourself on the back!)

Now, we need to define our marketing approach.  Check out what Justin says about his dental SEO course to get an idea.  Great stuff there, even on his page about his course!  Can you imagine what the course would be like?

There are a gazillion articles on the internet about different marketing approaches and methods, along with any amount of given proof.

Granted, buyer beware.  Don’t necessarily believe everything you read.  Even if the writer is well-meaning, it could be that their methods are outdated or they don’t work for all niches.

Ideally, find an article that relates to YOUR specific niche and one that is current and one that the author has verified that works.

Oh, you know what?  We just described Justin’s dental SEO course.  Can you imagine?

Ok, honestly, I didn’t set out to do that, even though we are looking at his course.  I was actually describing what you need to watch for, in your research, in finding a marketing strategy that works for your niche marketing.  It just so happens that I accidentally described Justin’s course.

So, this is the method that you need to use (speaking of researching methods) to find the marketing method.  I know too many “methods” there.  Is it making sense?

In your research, you may find a course that fits your niche.  Great!  I still think that Justin’s course is likely a good one even if you are in a niche other than the dental niche 🙂

Coordinating your marketing approach with your niche

So, we have defined our niche and we have decided what type of marketing approach we are going to take.

As a review, the approach might be an SEO approach, a paid public relations (PR) approach, a guest blogging approach, a combination of all of those, or any other myriad of methods/approaches.

For the sake of avoiding burnout, it is usually helpful to try to focus on less rather than more.  So, if you are focusing on one approach, just do that one approach, at least for 30 days, rather than focusing on two provider’s approaches over the same 30 days.  If you burn out, you won’t see the success that either of the approaches could have offered you.

Ok, back to the coordinating….

This step may not be needed but a good example of where it is needed is, as an example, if you have one niche (let’s say psychology) and you take Justin’s course for the dental industry.  In that case, you are taking what you learn from his course and adapting it to fit your niche, psychology.

It is helpful to take notes and then modify your notes to ensure that the marketing methodology/approach fits your niche.  Likely, you could ask some questions and get some help in adapting or coordinating that approach and niche.

Another place to converse on related topics would be GrowthHackers forum.

Putting the plan into action

What do we have left?  We just need to put this plan into action!

If you have documented the steps that you need to take, this is pretty straightforward, almost like a checklist.

If this is not straightforward, maybe you need to go back to the previous step and make it so.

By making it like a checklist or a straightforward plan, you could follow through even when you are half asleep.  This is actually really important!

There are going to be those days when you don’t feel like doing what you need to do for your niche marketing.  Believe me, I’ve been there!

I don’t know for sure how you feel or handle it (realizing we are all different) but when I have a checklist, I may not feel like doing it at first, but… I feel really good after I have checked it off my list!  So, by creating a plan and breaking it down into bite-sized checklist items, I can do what I need to do daily.

Then, after 30 days, you know what?  I run the Moz check on my domain (as an example) and say, “Wow!  I’ve gone up ____ points!”  That is a good feeling.  I have to say.  So, now it is your turn. 🙂

In conclusion

Now that we have come to the end, we can see that if you are a dentist, and you desire to increase the quantity of patients you have, that there is really no other answer than to take Justin’s dental SEO course, to get you there.

Ok, there may be other choices, but what you are looking at, with his course, is something that has been tried, proven, and now developed in common language for any dentist to understand.

So, what if your niche is not dentistry?

That doesn’t mean that you cannot take the course and adapt it to your niche.  Also, you could sit down, using our rough outline in the above section.  You can use that to develop your own strategy to conquer the niche marketing for your niche.  Then, track what you have done and especially what has worked, and you could develop a course for your niche, just like Justin, the Dental Marketing Guy, did for the dental niche.

By Deborah Anderson

When Deborah Anderson is not busy writing articles for popular, influential internet sites (yes, ghostwriting on behalf of some of your favorite thought leaders), she is finishing up on her dissertation on white-collar crime in the Los Angeles financial district, while completing her doctorate in Psychology.