Home » B+4G » Niche Marketing – No Thanks – I’d Rather Go Fishing

I was inspired to write this post because I just read an article on vacation rentals and niche marketing and it said that “as a strategy, niche marketing is aimed at being a big fish in a small pond instead of being a small fish in a big pond.”

That lead me to thinking “why would anybody want to be constrained by a small pond?” –

“why not aspire to be a big fish in a big pond?” 

Talking of fish and ponds…

You may not know this but my brother likes fishing. He goes fishing when he can. He heads off to the local pond with his rod, reel and box of tackle and spends the day trying to catch a fish or two.  Sometimes he catches a few.  Sometimes he catches nothing. Sometimes he hooks a fish and it gets away and that’s a real disappointment to him.

You may not know this either but I’m a professional fisherman. I go fishing every day. I head off in my trawler and cast my big net. I catch lots of fish on a daily basis. Big ones and small ones.
Some fish escape the net when I bring it in but I don’t care because my net is full of other fish, I’m rarely disappointed.

What’s this got to do with niche marketing?

I’m thinking that fishing with just one rod, line and hook is just like niche marketing as it really limits the number of fish (guests) that you may catch. If you only use one type of bait other fish that come along may not like that bait and they will swim away looking for different food (lost bookings).

Long tail limitations and Hummingbirds

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I’ve done my fair share of niche marketing. I used to write long blog posts about bird watching and about walking holidays, both of which are ideal holiday activities (niche markets) in my area. I did this in the hope of catching potential guests looking for one such holiday.

Let’s suppose that I had been on a lovely walk and while I was out I spotted a pair of golden eagles. I’m going to write about this.

If I’m targeting a niche I need to decide if this article is about walking or birdwatching.

That’s the trouble with niche marketing, it’s very limiting.

Now, since the Hummingbird update, Google is looking at content and context within articles (it’s less keyword focused) and this is more akin to it casting a net as opposed to it fishing for specific answers.

So I now write shorter, wider ranging, articles but I write them more frequently and instead of targeting long tail keywords I let Google do the fishing.

I also supplement this marketing by using #hashtags which act as groundbait and help Google and guests identify where I’m fishing.
In the above case the hashtags would be #walkingholiday #birdwatchingholiday #goldeneagles #myarea

Here’s the vacation rental takeaway

The vacation rental marketing takeaway

Times change – Prior to the invention of the trawler people fished with rod and line or hand nets.

Times change – Prior to Google’s Hummingbird update and the introduction of semantic search niche marketing could produce bookings via the search engines and long tail search.
Now is the time to change your marketing strategy from a slim niche to wider market.

Our Bookings Plus 4G system feeds Googles needs when it comes to holiday rental marketing. We have just a few free places left for classes starting in February.
Email [email protected] for more details.

No birds or fish were hurt in the writing of this article.

What do you do?

I hope that you found this article – Niche Marketing – No Thanks – I’d Rather Go Fishing useful.
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What are your thoughts, ideas and strategies regarding niche marketing or the hummingbird update?

I would love to hear your views. Please use the comments section below to share your thoughts.


6 thoughts on “Niche Marketing – No Thanks – I’d Rather Go Fishing

  1. Mark says:

    It’s always better to think big, always.

    1. Alan Egan says:

      I couldn’t agree more Mark. Aim for the stars.

  2. Excellent article Alan. I too have written posts on niche marketing and still think there is a place for it in areas where there are a huge amount of small fish in a little pool just waiting to be caught. For example, the Disney market – rather than targeting visitors to Florida, isn’t it worth focusing on those looking purely at Disney? You make great points though – a lot of fish food for thought.

    1. Alan Egan says:

      Hello Heather,

      Thanks for your comments, I’m really glad that the article gave you (fish) food for thought (love that by the way).
      It’s funny that you should mention Florida and Disney as I had made some notes regarding both, I just didn’t use them in this article.
      It was also my perception that most travellers go for Disney but…

      Here’s what I wrote, although it may seem a little out of context…

      “People travel to Florida in order to enjoy the climate. They flock to Walt Disney world.
      They also want to visit Universal Studios, Legoland, Seaworld, The Epcot Center, The Everglades, The Kennedy Space Center, The Islands Of Adventure, Disney’s Hollywood Studios, Key West, the 1250 golf courses and much, much more.
      TripAdvisor lists 3,297 attractions in Florida”

      Focusing solely on Disney could well be a costly exercise.

      I believe that guests want more (information) and Google wants more (digital footprints and hyper freshness).
      I think owners should give them what they want.

      You may be right though as I’m not sure that something as big as Disney could be called a niche anyway.

      1. Dear Alan
        I have been following your site and your blog posts
        I believe that I have found an exception to your Niche Market Theory
        I have developed a completley new niche renting vacation homes to a narrow target market of Jewish Families that keep Kosher Dietary Laws and want a Kosher Kitchen.
        I would love to speak to you sometime and I’m sure I can learn alot from you.
        Thank You
        Shaya Weinberger
        Owner Founder
        Florida Kosher Villas, LLC

        1. Alan Egan says:

          Hello Shaya,
          There’s always an exception to every rule but are you fully booked? That’s the point I was making. Just teasing, either way well done for creating a market with some creative thinking.
          Here’s wishing you the best of luck
          Regards Alan

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