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Matthew Harris

Search Engine Marketing Tips for Niche Businesses

Matthew Harris

If you have an e-commerce business selling specialty products, finding and attracting your target audience to your website can be tricky. Factors driving your customers’ motivations might include product features, exclusivity, convenience, customer service and/or a cause associated with your offerings (such as going green or fair trade).

Since it’s an e-commerce business, it’s best to choose from the many online marketing opportunities that can drive those interested in what you’re selling directly to your website, so you can entice them into becoming happy, loyal customers. The technology is already there; you simply have to start participating, monitor performance and change as needed.

It can be very effective to focus on a few select channels, which will be manageable and get the most ROI.

Understand Your Target Audience

Be sure your target audience is well-defined, as a broad target audience will take more effort to reach and won’t always create the desired results. This way, you’ll cut straight to those who will be more likely to buy. The key is to understand how your target audiences behave online, including what sites they visit. With some basic searches you can pinpoint websites, forums, hashtags and groups that interest them. Look for types of information or content that already engages them.

With this little bit of research, you’ll be able to create relevant messages and share them with your target audiences, quickly and effectively. For example, your baby goods site could align with a parenting blog that already has an engaged community, or your auto parts shop can be present on forums and chat rooms devoted to cars or racing.

ecommerce on smart phone 

Advertise on Social Media

Once you know your target audience well enough, advertising on social media is an especially useful option. Many popular social networking sites, Facebook in particular, allow a wide range of specifications for who sees your advertisements. This kind of pinpointed targeting makes it ideal for marketing your e-commerce site based on demographics, interests and other criteria. If you’re selling designer handbags, your ads can be set up to go only to women of a certain age range, location, interests, etc. Using images is allowed, which is especially helpful for building brand awareness or showcasing a beautiful product.

You may also include social media remarketing in your campaign. That’s where technology makes it so that after a user visits your website, they later see your ads on their Facebook page. This is very effective in keeping your website front and center in their minds, without being intrusive.


The bottom line in marketing an e-commerce business is to know your audience, place ads on channels relevant to them and target your messages. Then watch how many clicks and site visits you get, and adjust accordingly. Online marketing is an evolving, ongoing process that enables customization and time-sensitive messaging.

Image credit: Medium Well

Matthew Harris is the Founder and President of Medium Well, Inc. He began designing and building websites in 1995, and has since grown Medium Well into a full-service website development and online marketing agency. He continuously updates his proficiency in the evolving world of e-commerce, digital marketing, search engine optimization and mobile web.

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