I don’t know if it is plain ignorance or pure determination on my part however, I’ve never been afraid of marketing in any niche others may consider to be too saturated. I’m also self aware of my own skills and knowledges. If you have a genuine interest in a niche then you have the potential to shake things up and find success. Remember, ain’t nobody like YOU!
When I transitioned into the IM (Internet Marketing) and MMO (Make Money Online) niches, theses were considered extremely competitive and saturated niches. This didn’t scare me however since I was coming in from a strong technology and programming background rather than one in business or sales. In fact, many fellow marketers seek the type of skills and knowledge I’ve previously acquired for developing product launches, creating landing pages, and driving traffic.
You see, by already having a diverse background and working knowledge in the areas of Web Development, SEO (Search Engine Optimization), and SMM (Social Media Management) creating a useful web based tool along with a simple one-page squeeze page to promote it kinda second hat for me. Driving targeting traffic via SEO and Social Media is nothing more than matching the right people with the right product.
Now, don’t get me wrong!
You don’t need to be tech savvy to succeed in a saturated niche. You just need to play to your own strengths and figure out how to not just compete but… DOMINATE!
Sure, that sounds cute but how do you ACTUALLY do it? Well, the answer is the same as how a 800-pound gorilla comes to be. It feeds off as much low hanging fruit as it can get until it grows massive.
If you start interacting and engaging with like minded people in your chosen niche than you will start to build a following, it probably won’t haven’t over night however stick with it and you will get there. Same goes for SEO, you write on your site, blog, in forums or where ever and if it is helpful and useful and search engines are going to rank that content higher. If you have or develop knowledge on relevant topics in your niche and share content that provides value than you will become an authority on the matter and will not only find success but profit as well.
In SEO, finding long-tail keywords or rather uncommon but relevant search terms that have decent volumes of traffic instead of going trying to rank content for more popular keywords is a great example of exactly what is meant by low hanging fruit. By ranking in more places instead of competing for a single keyword or search phrase, you have a much better odd of dominating your competition rather than taking them head on. Work smarter not harder guys!
Dominate Competitors in a Saturated Niche and Stay Relevant by Doing Things Differently
Ya’ll know my girl Rihanna? For all those that don’t listen to hip-hop she a good girl gone bad that came in and made a huge dent in the beauty industry with her makeup line. She did it by creating over 40 different foundation shades which is unheard of… most makeup lines carry 10-12 shades. Rihanna casted a bigger net by catering to ALL makeup wearers and garnered respect by creating a quality product on top of the multiple options to choose from.
How to DOMINATE Local Niches Offline that are Considered Too Saturated?
As many of my regular readers know, I do both online and offline marketing. For some of my offline clients in the health and fitness niche, after the new year is where gyms across the country and the world are packed with people trying to get fit which will hopefully last for longer than just a few weeks. Everybody and their moms literally are signing up for gym memberships to start the new year right but I don’t want to discuss getting healthy or New Year’s resolutions. In fact in a study conducted it found 80% of New Year’s resolutions fail by February. Instead I want to talk about the gym but not from a fitness or a working out standpoint although I do think every entrepreneur should focus self-development of both their mind and body in order to gain and maintain success.
I know this might sound weird but hear me out when you hear the word, “gym” what do you think about? If you’re like most people you’re probably thinking of a place where people can go and burn fat and build muscle you know like a weight room and a cardio area with treadmills and stuff like that so, how do you compete in an industry like this where the business model is so simple and the market is so saturated? How do you make yourself stick out? Sure, maybe you could buy new or equipment but buying a whole bunch of Proform 4500 treadmills probably isn’t gonna make you a gym mogul. Let’s take a step back and look at this. Some of the original gyms in America were Gold’s Gym and powerhouse gym. These were your basic gyms they had your weights and your basic cardio equipment they started adding amenities later on but they had everything you needed for people that were trying to hit the weights, then a couple decades later came LA Fitness set a standard that Gold’s Gym and powerhouse gym were your basic gyms however, if you want it to be a little bit nicer and want it to cater to the average person, after all even the Powerhouse Gym logo depicts a guy that is pressing a thousand pounds so it’s clearly not catering to the general public.
LA Fitness had the same weights and cardio stuff and then they added some extras like a pool so it was a nice gym and a fair price so now you have your nice gym and you have your basic gym in addition to all the other smaller franchises and local gyms popping up everywhere. Suddenly, now everybody had an option to workout and the gym business is saturated right?
Well a few years later came a gym called, Lifetime Fitness it has weights and cardio equipment just like powerhouse Gold’s Gym and LA Fitness but they charged double or even triple the price. You might be thinking why would anybody want to go to Lifetime then? lifetime Fitness wanted to be more than just a place where people go and workout and leave, they wanted to create a whole experience and lifetime Fitness did so by adding granite countertops marble floors, bigger showers, and bigger mirrors. Keep in mind I’m still talking about a gym where people go to lift the same exact weights but they decided to do something different and then they put in a cafe where you can get some healthy food and a spa where you can get a massage or even get your hair done. Later they offered daycare center service and none of these things are free. You have to pay for all of these amenities in addition to your higher membership but lifetime Fitness created an atmosphere of a high end Athletic Club where you wanted to come in and do more than just working out and thirty pound dumbbell weighs the same and powerhouse and LA Fitness and lifetime fitness.
These are three different models for the same gym business so now it’s like stated, you got a basic gym, a good gym, and finally a a premium gym. Now, don’t get me wrong the gym market is definitely a saturated right? Well not if you think different a couple years after lifetime Fitness came Planet Fitness, which is a judgment free workout zone Planet Fitness was able to create a whole new demographic in the same gym business.
Simply walk into a Gold’s Gym or a lifetime Fitness where you have a huge body builder who’s screaming and squatting 600 pounds and mentioned Planet Fitness and they’ll laugh at you. Planet Fitness is a no-frills gym where you’re not allowed to drop the weights or grunt because it will disturb the other people working out and they have something called a, “Lunk Alarm” that will go off if you’re making too much noise and they might ask you to leave the gym. You see, Planet Fitness is an alternative option available to people who do not want to be around hardcore meatheads and to further attract their niche audience. They have or they had something called Pizza Mondays where you would go to the gym and do your workout and as you’re leaving you could grab a free slice of pizza or a bagel and some tootsie rolls from your gym or as Robert Frank says, “Your Glorious House of Gain”.
What? Seriously, that’s so crazy! Who’s gonna go to a gym that’s giving you pizza and candy, I mean how do you plan to compete against all the other real gyms huh? Oh well I’m sorry you feel that way but in 2014 Planet Fitness was the fastest-growing franchise in America and in 2016 Planet Fitness was nominated for the smartest scoring franchise in the whole country. You don’t need everybody to like you thats for sure. The traditional gym market might have had a lot of competition but Planet Fitness came in and they did something completely different. How many times have you or someone you’ve known said something like, “I want to start a business but this business is already so saturated”? There’s already somebody doing it while that might be true, that doesn’t mean you can’t do something different and create a new audience if somebody’s already doing it. That just proves there’s a market for it.
If you have any examples of people who did something different and are now dominating let me know by sounding off in the comments.