Why You Should Choose a Niche – And Why I Didn’t
Fasten your seat belts for a very contradictory blog post.
In the first half, I am going to explain why I highly recommend that you chose a specific niche when you are starting a business, a blog, a YouTube Channel or anything else like that.
Then, in the second half of this blog post, I’m going to explain why I didn’t choose a niche and why I flutter around the place like a headless chicken.
What is a niche?
A recent Google search kicked out the following definition.
Products, services, or interests that appeal to a small, specialized section of the population.
Basically, by choosing a niche you are creating products or services for a very specific target market.
Let’s say that you were going to start a blog on cooking. Now, I wouldn’t say that ‘cooking’ would appeal to a very specific target market, therefore I wouldn’t call it a niche. I’d call it a category as it’s very large and very general.
Here are some examples of niches within the cooking category
- Cooking for vegans
- Cooking for vegetarians
- How to BBQ
- Meal planning on a budget
- Cooking for weight loss
- Cooking for dinner parties
Notice how each of the above examples would appeal to a specific target market.
Also, note that someone who is interested in vegan cooking probably isn’t going to be interested in BBQing. And someone who is interested in weight loss probably isn’t going to be interested in baking.
Therefore, having a niche will not only attract those within your target market, but it will also repel those outside of your target market.
The benefits of choosing a niche
The main underlying reason for choosing a niche is because it will make your marketing easier.
Since your target market is so specific, it enables you to be able to get yourself in front of the right people with a lot less effort.
Without a niche, you’re throwing shit at a fan and hoping some of it will stick. But with a niche, you have a sniper gun and a clearly marked bullseye.
Let’s look at a few areas in which having a niche will help.
Driving organic traffic
When you have a niche, it is so much easier for Google to understand what you are about. Your posts, pages, categories, tags, images and videos will all run along the same theme.
Without going into too much detail (because this could be a whole blog post on its own) you’re going to find it much easier to rank your website in search engines if you have a specific niche.
TIP: When starting a website, put the keyword of your chosen niche into your domain name. For example, if you are blogging about vegan cooking, make sure to include the word ‘vegan’. This will help a lot with your SEO.
Driving paid traffic
When taking out paid ads such as Google Adwords or Facebook Ads to drive traffic, you can almost pinpoint your exact target market when you set up your preferred audience.
By making your audience much more targeted, you’re more likely to get more clicks and therefore each click is going to cost you less.
A huge amount of time and money is lost when people try to convert the unconvertable. For example, going back to our cooking example, a vegan is never going to be interested in learning how to make the best BBQ ribs. You could promote your product until you’re blue in the face, but they just aren’t going to convert.
By having a specific niche, you can get your product, services and/or content in front of the right audience. Meaning that they are more likely to engage with you and convert.
This can make your conversion percentage higher and your cost per conversion lower.
Become an authority and a specialist within your sector
By targeting a specific niche, it can allow you to quickly get known by the right people.
Nobody wants to take advice and buy products from a jack-of-all-trades. They want advice and products from an expert.
By focusing on one specific subject, you can quickly get known and build up your authority for that subject. And before you know it, you’re an expert and the ‘go-to’ person for that niche.
I don’t have a niche
After all of that, you’ll probably look around my blog and notice that I don’t have a niche.
I don’t even specialise in just one single general category.
In fact, I have several categories that are completely not related to each other and that are all over the place.
You will see that I blog about travel, WordPress, digital marketing, entrepreneurship, lifestyle, quizzes and my general Roz thoughts. My YouTube channel has travel videos, non-fiction book reviews and my general rants.
I am completely all over the place.
And it makes no sense because my target market is not specified.
If someone was interested in one of my travel posts that I recently published, they’re probably not going to be interested in reading my digital marketing posts on affiliate marketing. The readers of both them posts are probably not going to be the same person. In fact, they’re more than likely going to be from completely different target markets.
This will hamper all sorts of user data on my website.
People may come to read about travel but when they see all these digital marketing posts, they may think that they are in the wrong place and quickly ‘pogo-stick’ back off my site. Google doesn’t like this, and if it happens a lot my position in the Google Search results will be decreased.
After reading a post, the other posts that are shown in the ‘other things that you may be interested in’ section might not fit that person at all. Therefore, reducing the time that people are spending on my website and the number of pages/posts that they view in each session. Again, this could reduce my position within the Google Search results.
Why I didn’t niche
When I was starting this blog, I did think long and hard about choosing a niche. I predominantly wanted to do something within the travel sector. But I enjoy digital marketing, WordPress etc. and I wanted to write about these things as well.
For those that know me personally, you’ll know that I find it very difficult to stick to one thing. Almost every day I’ll have a new idea and I’ll want to go off on some random tangent. Therefore, If I had chosen a specific niche, I would have found it extremely difficult to stay motivated and to keep constantly publishing content in just one area.
By having all these different categories and topics all over the place, I can go wherever my creativity wants me to go.
Although I love digital marketing, I couldn’t sit and write about it almost every day. I enjoy being able to break it up with some travel stories or my general thoughts.
And to me, that freedom of creativity is something that I really need.
Have I made it difficult to rank my site and get traffic?
Bloomin’ hell yes!
Google has no idea what my blog is about because the keywords that I am using in different posts and categories are all completely different.
It makes my job of marketing so much harder.
But at the same time, it’s making me learn a lot more. I can no longer go for the low hanging fruit and the easy wins – because the way I have set myself up, there aren’t any!
I might niche later.
I might drop some categories
I might separate the content out into multiple websites.
Who knows how this website will develop.
…the reason I called it Little Roz Moments was because it is literally all my little moments and anything that I feel like.
I suppose I could say that my niche is me – it’s everything Roz.
To niche or not to niche
If you are just starting out online, maybe with your first blog, brand or YouTube channel, then I would highly recommend that you choose a specific niche and target audience.
Be 100% clear on what you are about and what you want to be known for before you even start.
It will make your job of marketing so much easier and you will see results much faster.
But, if you’re like me, and you find it difficult to pigeon hole yourself into one small box or category. Then the good news is that you don’t have to niche.
There is no hard and fast rule that says you must.
They are people out there that are having huge successes without a niche – it’s not unheard of, it’s just not easy.