The most underrated component of a social media strategy is the targeting of niche communities. I’m not sure why that is the case but have a few suspicions.
For one, success stories and buzz around popular networks like Facebook, Twitter, Digg, etc dominates the web. Niche communities are also harder to locate. In many cases, the initial traffic/networking value may seem poor in comparison to the time investment.
I’m a firm believer in finding your sweet spot in niche communities. Here are two examples from friends and colleagues.
- A friend of mine owns the site BubbaBrain.com, which provides SAT, AP, & subject-based tools for teachers across all grade levels. When the site first launched, they marketed the site almost exclusively through Yahoo Answers, generated tens of thousands of visits in the first year.
- Unfortunately, I cannot reveal the subject-matter for the second example, but another colleague receives nearly a thousand visits per month via a product-specific online forum. The community itself has less than 10,000 members and would never be on anyone’s radar in the general public. For this particular niche, its value is only exceeded by Google in terms of top referring domains.
A large percentage of small business sites I’ve come across are not even coming close to a thousand monthly visits from the largest social media sites; let alone Google.
If you’re a small business owner, it might be worth the time to re-investigate niche communities in your space and invest more time in turning them into a channel for your internet marketing efforts.
Thanks for reading my blog, you may want to subscribe to the RSS feed, or follow on Twitter for future updates and information as well!