Un guide complet pour une recherche de niche réussie

Plus que jamais, les consommateurs effectuent leurs achats sur internet. En 2021, on estime que plus de deux milliards de personnes will purchase products and services online. That’s up by around 500 million in the last five years.

What does this mean? That there’s ample opportunity for every business to find customers willing to spend money with you. Companies both great and small recognize this, and that’s where the downside comes in – competition in the online world is fierce.

Markets are crowded, and consumers increasingly struggle to weed out the good from the bad. As such, it’s becoming difficult for businesses to make their mark in online markets. So what can you do about it?

Enter niche marketing. By making use of more closely defined, intimate market niches, you’re more likely to find success online. 

This guide will give you an understanding of niche marketing – and the niche research you’ll need to carry out to strike gold for your business. Whether you’re trying to establish an site web affilié ou de tenter de monétiser un hobby, cet article est une lecture indispensable.

Qu'est-ce qu'un créneau ?

Let’s start simple. What is a niche? In marketing circles, a niche refers to a specialized segment of a larger market. It has its own identity that separates it from the rest of the market in some way. 

Que diriez-vous d'un exemple ? Une entreprise recherche un application d'appel de groupe pour permettre les appels vidéo entre collaborateurs distants. Il existe des options gratuites, mais elles limitent la durée des appels ou le nombre de participants. Naturellement, cela pose problème. 

This need creates a niche since the wider market doesn’t offer an acceptable solution. To fill it, a service provider could create a video conferencing tool that provides limit-free group calls. This renders other options obsolete for this specific type of consumer.

By aggressively pursuing a niche market, a business can extract market share that wouldn’t have been accessible to them otherwise.

Pourquoi les marchés de niche sont-ils importants ?

Some people struggle with the idea of niches. They think by limiting the number of people you’re targeting, you’re limiting your business’s profitability. That’s not the case.

When niche marketing is carried out effectively, it allows you to build brand recognition and credibility. Once you’re more well-established, it’s possible to pivot into new market niches, and you stand a much better chance of making an impact on the wider market.

Certainly, it’s far more sensible than mindlessly blasting out le publipostage ou de faire des appels téléphoniques à froid à des consommateurs non intéressés sur le marché au sens large. Ces outils doivent être utilisés avec nuance. Dans ces cas-là, il est plus judicieux d'être un gros poisson dans un petit étang qu'un petit poisson dans un océan en pleine effervescence.

Comment identifier un créneau

It’s clear that niches offer a real opportunity for profit-making, but how do you settle on the one that’s right for you? You’ll need to carry out extensive research to assess the feasibility of a niche, and there are a few characteristics you ought to look for.

Longévité

Building a business takes time, energy, and money – sometimes, lots of money! It’s equally demanding setting up your business to operate in a niche. Accordingly, it doesn’t make a whole lot of sense to tune up your business in this way if the niche you’re selecting isn’t sustainable. 

Les modes et les engouements à court terme perdront rapidement de leur popularité et vous laisseront avec une image réduite. public cible. This doesn’t mean there isn’t money to make, but it brings into question the practicality of the venture.

Comportement du consommateur

Some people mistake audience size with profit potential. This is always a mistake. Just because your niche has a large audience, doesn’t mean they’re likely to shell out their cash. You need to be sure the consumers you’re dealing with are happy to spend. 

Are you solving a painful, urgent problem for them? If you’re answering a need that is dire enough, they’ll respond with their wallets. If not, this isn’t the niche you should be targeting.

Occupation du marché

Niche markets are attractive, in part, because they have reduced competition. Even so, that doesn’t mean you’ll be operating with total freedom. In fact, if a niche doesn’t have some existing competition, this might raise doubts about its profitability.

Finding a sweet spot can be challenging, but it is possible. Ideally, you’re looking for a niche that is beginning to flourish but has not yet reached the mainstream consciousness. Establishing yourself as one of the early actors gives you a chance to forge an authoritative reputation before things get more crowded.

Stratégies de recherche de niche

Now that you know what you’re looking for, how are you supposed to identify these qualities? Below, we’ve compiled some niche research strategies to find the best opportunities. From les médias sociaux et le référencement research to monetization evaluations and competition analysis, we’ve got you covered.

Évaluez vos points forts

If you’re going to try your luck with a niche, it might be best to pick something you have an existing interest in. Being knowledgeable about a niche gives you a distinct advantage when it comes to uncovering gaps in the market. It means you’ll have a better understanding of indicateurs de performance clés (KPI).

Plus important encore, cela signifie que vous devez être en mesure de surmonter les moments les plus difficiles, lorsque vous avez l'impression que votre entreprise risque de ne pas être couronnée de succès. C'est une situation que la plupart des chefs d'entreprise connaissent à un moment ou à un autre.

Recherche de mots-clés

Saviez-vous que 51% des acheteurs use Google to research the purchases they’re planning? That’s an incredible number. Billions of product and service searches are completed every year, and you need to take advantage. 

There’s a wealth of data out there, so use it. Platforms such as Moz can offer insights into people’s searches in the wider market. This can help you to identify potential niches. 

Recherches pour sociétés de vidéoconférencePar exemple, des résultats concernant des plateformes spécialisées pour les personnes âgées apparaissent. D'autres recherchent des solutions éducatives. Ce sont des niches qui peuvent être intéressantes pour ces types d'entreprises.

Analysez vos concurrents

Once you have a niche in mind, you need to have a clear idea of how you’re going to make money from it. You might have some already – programmes d'affiliation and advertising come to mind – but crystal clear clarity is what you require. Your competition is a good place to start your assessment.

En utilisant des plateformes telles que Ahrefs, you can gain access to the highest-ranking (i.e. most successful) content in your niche. Once you know who you’re competing with, you can explore their monetization methods. 

Affiliate links and ads are a fine choice, though other businesses also sell their products and services directly to their audience. Naturally, the type of business you’re running will have an impact on how you generate revenue.

Evaluating your competition won’t only show you what’s successful in a niche but help you identify gaps they’ve not monetized yet.

Plaider sa cause

After learning about the niche you’re going to target, you need to come up with a plan of action. What unique selling points can you offer? Which problem are you solving for your audience? Much like a startup that offers des horaires de travail flexibles to lure talent from larger organizations, you need to find a way to set yourself apart, particularly if you’re a newcomer.

Vous proposez des informations d'experts et des recommandations de produits ? Des évaluations techniques spécialisées sur logiciel de réunion en ligne or cloud storage? How about physical products? It doesn’t matter. Either way, the marketing strategies you use need to emphasize why your business is worthwhile.

L'opportunité frappe à la porte

Le principal avantage d'un marché de niche est qu'il permet de gagner beaucoup d'argent sans avoir à se battre en permanence contre les grands. Cependant, de nombreuses entreprises ne parviennent pas à trouver un créneau rentable, mais avec un peu de lucidité et une recherche bien définie, vous pouvez faire les bons progrès. 

Leverage niche research. Expose market gaps, assess your competition, and exploit what they’re missing. Do it properly, and your success is assured.

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