How To Market A Niche-Oriented Product On An E-commerce Website For The Best Possible Results

There’s a bunch of resources on online business and internet marketing. But, it all boils down to the following predicament. You find a niche-oriented product and you market the hell out of it. But, that’s easier said than done.

So, let’s say that you just stumbled upon Danner boots. It’s a great, heavy-duty boot, with insulation, and an overall outstanding PPE for all types of industries.

But, is it the right E-commerce product?

Couple doing online shopping with credit card

Choosing The Right Product

The first indication that you found the right product is understanding the need for it. Or, to put it more simply, it’s finding out whether or not people are searching for it online. There are a bunch of free keyword tools that you can use to check out and analyze keywords.

There are two basic metrics you want to look for. The first is search volume, and the second is the competitiveness of the keyword. You want to strike the balance between relatively high search volume (1000-10k) and medium competitiveness.

This is how you find a niche. After all, you could define a niche with a type of interest that a community shares. But, it gets even better when you are able to find something people really need. Since the construction business isn’t going anywhere in the near future, you probably found a goldmine.

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However, before you start paying Facebook ads for heavy-duty work boots take a deep breath. You want to see how your competition is faring. No matter how good the product is, it won’t be enough if you can’t beat your competition.

If they are already online, and they are there for a long time, it’s going to be really hard to beat them. Especially if they have a good website and good marketing. So, examine their website, marketing strategy, and their online presence.

So, you want to go to search for the name of your product. Then, go to their website, look how well they use keywords on their website, try to gauge their SEO strategy, see if they are running paid ads.

Look at their website design. Check if it’s modern and easy to browse. Look for the types of content they publish online. Then, go on their social media profiles, and look at how many followers they have, and how regularly they update their profiles and post.

If they are overwhelming in 2/3 of the mentioned aspects, you should look for another niche. Or, you can try and specialize even further. But, let’s say we are building a website about working boots.

Digital Marketing Analytics

Building Your Website

So, the first thing you want to do is to build an e-commerce website. While you can start with other steps, your website is going to act as your shop, and all marketing you do is going to direct back to your website.

The easiest way to do this is to hire a web developer and have him build a website. But, you aren’t going to always be able to afford a web developer. So, the easiest way to build a website is to purchase a hosting plan with a WordPress application.

WordPress is the most popular web platform, and more than 20% of all is powered by the platform. Also, you can easily customize themes, add content, add important plug-ins such as WooCommerce and Yoast SEO plug-in.

And, there are a bunch of themes you can buy, to make the customization even easier. Anyhow, you are going to use this, purchase a theme, and get everything you need for around 200$. That’s still a conservative estimate. But, if you have someone to help you with design or development, you can build it for even 100$.

You want to have basic pages such as homepage, about us page, products page, blog page, and contact me page. Also, you need to write content on them, and you want a professional copywriter to do it. If you can’t afford a copywriter, there are a bunch of people looking for work that would write it for free in exchange for it becoming their portfolio piece.

When everything looks nice and tidy, and the webshop is working and tested, you can start marketing your product.


Marketing Your Product

There are two basic ways to market a product, and those are organic and paid. The most popular organic marketing methods are SEO and content marketing. And, the most popular paid marketing methods are Google ads and Social Media Advertising.

In most cases, you are going to use both methods to market your products. But, take note. There isn’t a universal way to market anything. There are strategies, blueprints, methods, but, you have to examine your own situation and see what works for your situation.

Anyhow, these are steps you can take to ensure that you have a proper marketing strategy. Now that you have a website, you want to do the following. Search for keywords that are relevant to your products. Then, create a page about working boots, and optimize it for a keyword you think is most important for your business.

Create a great resource about the topic related to the keyword. Make it at least 1500 words long and add as many keywords as you can. Then, go and write a product description, and optimize it for keywords. Finally, add keywords to other pages and start a blog. Write posts according to your audience’s needs and keywords.

Now, move on to the creation of social media profiles. You can create profiles on Facebook, Instagram, and LinkedIn. Optimize profiles fully and add relevant keywords to them. Post regularly, writing engaging posts with great visuals. You can use free tools like Canva to create great visuals even if you aren’t a designer.

Spare some money and invest them in ads. Try to run traffic to your website, or promote products. Add content daily, and try to increase your user base. Finally, try to find a way to get your user’s email, and later contact them with additional content or offers.

Now, you have a solid base to market a niche-oriented product. Creating useful content for niche audiences and sharing it with your community is the best way to market that type of product. It’s time to go big.

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Hustle, Hustle, Hustle

All that is left is to repeat, test, and optimize until you get a winning formula, and start selling. You can go organic combining SEO and content marketing, or just use paid ads. Still, it’s best to combine them for the best results.

Whether you choose to do it, remember that there isn’t a universal way to do it right. It’s all about the hustle and effort you put into your business. Make sure you are the most valuable asset your audience can hope for. Once you educate them, they are going to surely buy from you.


Lynne Huysamen

Mommy to a pigeon pair, blogger and online marketer. Lover of chocolate, good books and buckets of coffee.

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