If there is one thing I’ve learned in 2015 about online business is this: if you want to have the slightest chance of building a profitable web property, you have to go micro niche. There’s just not two ways about it. There’s simply too much competition out there to think you can dominate a big market if you are a solopreneur.
PPC or SEO? How much money you got is the real question.
Well, that’s not entirely true. With enough spare cash you could easily buy all the traffic you need and dominate your particular market.
But that should be fairly obvious. I actually know several companies who disregard SEO (Search Engine Optimization) and content marketing completely because they have no problem spending $2,000/day on Google AdWords. Yes, a day.
However, for the rest of us mere mortals, this is usually out of the question. Google Adwords is more expensive than it’s ever been due to massive competition on keywords. Not to mention Facebook Ads’ rising popularity means CPC (Cost-Per-Click) prices are quickly going up as well – and will continue doing so for the foreseeable future.
How to find a micro niche in 2016
Micro niches are something I’ve been experimenting with this past year. Funny enough, one of the few websites this year that’s broken over 1,000 uniques/mo. organically in the span of a year is a tiny website I build in a micro niche of the health category. Most of my other online projects have not even come close to that, which is pretty depressing. But hey, live and learn.
So… how exactly do you go micro niche in 2016? Well, here’s how I’d personally do it:
- Pick a product or service that falls within one of the 3 major evergreen niches online: health, wealth, relationships. This will give you the best chances of success in proven, fertile ground that appeals to almost every human being on planet Earth. In this case, let’s say I pick the health category. More specifically, the popular losing weight niche.
- Now, the fitness and losing weight categories are macro niches. Which means competition is fierce and millions of dollars in advertising are spent by very large companies every single day. It would take divine intervention to succeed here. That’s why it’s absolutely necessary that we narrow down our niche. Let’s say… losing weight for women. Now, our chances of success have gone slightly up.
- Then we niche down once again: I only want to target the losing weight for women post pregnancy niche. Much, much better. This is what you would call a micro niche.
- OPTIONAL: I might niche down once more and go super micro niche: how to lose weight weight for women post pregnancy… en español. In other words, my website and product would be in Spanish (a massively untapped market in my opinion). My chances of dominating this tiny niche would go up 100x all of a sudden.
That’s the difference between spending 12 months and getting maybe $100 in return for the year; versus building a tiny little business (as Andre Chaperon likes to calls them) that actually brings in maybe a few thousand dollars every single month.
Now, am I saying PPC is useless and the answer is simply SEO and organic traffic? Not at all.
PPC has its place.
For me, PPC is best used when you need to test an idea quickly and don’t want to spend half a year waiting for search engines to start sending you free traffic that will help validate your business idea.
Once you start building some traction and your micro niche business starts becoming profitable enough, then you might want to look into PPC again and weight the costs of advertising versus the returns you make (something that can be done within Google Analytics with conversion tracking). But that’s a more advanced topic for another day.
In the meantime, just remember this: Choosing the right niche is without a doubt the single most important thing you can do to set yourself up for success online. Otherwise, honestly, don’t even waste your time.