Show notes: Niche research for Facebook Ads is the focus of today’s podcast. We will be covering research using Facebook for Business, Amazon, Clickbank and a number of other areas.
Alvern: Hello ladies, Alvern here. Today we are going to be looking at niche, niche, or niche research. Like I mentioned in the last podcast, where we discussed the things that you need to do before creating a Facebook page or should I say, creating a Facebook business page.
All right, so for niche research, I believe you’re going to break down the presentation, or the topic into two parts. This is going to cover part one. I didn’t actually realise how much can be covered, based on I would say, my past experience and what I’ve learned in the space over the last 10 years.
Today we’re going to be looking at niche research using Facebook, Amazon, Clickbank, and a few others that I’m going to mention.
Then next week, we’ll be looking at five other places that you want to do your niche research, in order for you to make the final decision as to whether to go down the roads between two or three niches, or even sub-niches.
You’re really going to niche down like I said last time, you can have a very broad niche, but you want to make sure you narrow focus on that specific niche.
Why Niche Research
All right, so before we lose where we are, why you would want to do niche research, that’s one thing I probably didn’t mention last week or the week before. One of the reasons why you want to do a niche research, or well, actually a few reasons why you want to do niche research.
Number one, you want to validate the reason why you wanted to go into that niche. Get validation from what’s happening in the marketplace at the moment.
Number two, you want to get a better understanding of the lingo used in that space, because in order for you to create the ads on Facebook, or maybe another social platform, you want to be able to know what lingo to use, so that you can actually speak to your audience.
Number three, apart from the lingo, you want to be able to understand what are the popular items that people are interested in, in the particular niche.
For example, if it is you want to get into cycling, but not just the broad area of cycling, because you have mountain bikes, you’ve got road bikes, you’ve got dirt bikes.
You want to, say you want to niche down into road bikes. You want to find out all about the different types of care that are being used in that particular niche.
For example, you’ve got winter cycling gloves, summer cycling gloves. You’ve got winner socks, summer socks. You’ve got all different types of pedals. Using that particular niche, you’ve got different gears, 8 gear, 16 gear, et cetera. But you get what I mean.
Then you have all the different trips, the different events that happen every year. Some people take part in just the regular road races. Then some of them get involved in triathlons.
You want to be able to understand what’s happening in that niche, in a much deeper sense. Number one to see what’s happening, so you can sell products in that niche, if that’s what you plan to do, and engage your audience.
Or if for example, you wanted to write a book about something that’s happening in that niche. Whatever that main goal is, you want to do the niche research.
Make sure you can actually talk about this topic for a very long time to come, in say 5 to 10 years. You can keep going on and on because it’s something you’re passionate. You understand how your audience feel, what they react to, what they’re passionate about, et cetera.
All right, so that’s ‘the big why’ about the niche research. Now you sort of know the reasons why you want to do niche research. What we’re going to do is look at where you go to do your niche research. One of the first places, because you’re focusing on Facebook, one of the first places you want to do that is on Facebook.
Like I mentioned last week … Well, it’s actually not one of the first places you want to do it. It’s one of the places you should be doing it. There are nine other places that I thought of you can do niche research.
The other eight places apart from Facebook will help you get an understanding of what’s happening on other platforms within that niche.
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Facebook for Business
All right, so without further ado, let’s look at Facebook. Say, for example, you want to some research on niche, or interest, or audience engagement on Facebook. If you don’t have a Facebook account, you need to get a Facebook account first, because it’s all built around your profile on Facebook.
Once you’ve got that, and your favourites ready and tagged, and if you’ve never run an advert on Facebook before, you can do it in one of two ways. You can just click ‘create ad’ from your profile, but I wouldn’t advise you to do that. Or even from your Facebook page, which … Yeah, I wouldn’t advise you to do that.
One of the better ways to do it to go to business.Facebook.com and log in, using obviously your own personal profile, unless obviously, you have a business profile, say with a company or something like that.
Anyway, you log in to that, and you are brought to the page called business manager. I know that in different parts of the world, the business side of Facebook can appear differently. If when you log in, you see something different, do not panic.
It’s more or less than same in terms of what you can access, the kind of ads you can run, et cetera.
When I log in, based on my location, I see the business manager. The business manager allows you to obviously, like me, if you are me, and you have run ads before in the past, and you have an account set up, you’ll be brought into a view where you see all of your accounts.
As well as all of the pages that you manage. As well as all the information on payments, any sort of users you have assigned to that account. You can have different say, not necessarily admin users, but editors that you want to assign, who would be people who sort of … Or even ads managers that you want to run campaigns for you on specific pages.
If it is, for example, you have a business, and you have five different Facebook pages, and you log in there, you would be able to claim those pages, and put them into your business manager.
Now the other thing about … This has nothing to do with niche research but it’s one thing to note. When you assign your Facebook business page to your business manager account, you’ll be able to access it on the personal side of Facebook.
Anyway, there are lots of things happening in the background there. I will go into much more detail on that, but let’s just leave that there for now.
The most important thing to do your niche research is you would see on the top left-hand corner, what we call a hamburger menu. If you click on that, you would see options if you’re like, and used it before.
You’d see your frequently used objects, for want of a better word, like your audience insights, your business manager, and other items in there. But let’s just stick, because we’re looking at niche research, and I don’t want to get you confused.
When you click on audience insights, you’re given the option to see everyone on Facebook more or less and choose a country. By default, I have set up here is the United States.
Then I see all of the people who are active. The most important thing here, they are active monthly on Facebook. You have can people who are inactive, and they wouldn’t show up here, but who are active. They log in at least once a month I guess. You would see them here.
All right, so once you are in the audience insights, you would see … Right now I’m seeing there are 150 to 200 million people active on Facebook. You’d see on the left-hand corner, you have the ability to create an audience, change location.
You see you can filter by age and gender. You can filter by interests, by connections, pages, et cetera, down the left-hand side.
Then more or less front and centre, you would things like demographics of those 150 to 200 million monthly active people.
Their page likes, location, that kind of information. What you want to do is, in order to do your niche research, is to pick a specific interest, because that’s what it’s called here, in the interest section on the left-hand side. If I go into there, and for example, I decide I wanted to look at a generic niche. Let’s just try DIY.
Okay. Once I type in the words DIY, you see I have the option to choose different options there. I have Do-It-Yourself, I have a DIY magazine, et cetera. Let’s just try, just Do It Yourself.
There are 30 to 35 million monthly active people on Facebook in that DIY interest. If I click on page likes, I’ll be able to see the top 10 or so pages that relate to that specific niche.
The goal here is you’re gonna need to pull out an Excel sheet. One by one go through each of those pages and have a look at if it’s still an active page, because sometimes a page will come up, and you see the last update, the latest post could be from two, three, four years ago.
You know, okay, that’s not a page that you want to necessarily target because more or less it’s an abandoned page. It’s no longer active. You want to make sure you pick out the active pages. Those that have recent posts, you want to compare a number of people who like the page, to all of the people who are actually engaging with the posts.
Say, for example, a page has one million likes, and you just go through each post individually and say for the last five posts. What was the engagement like? Is it 10 people? Is it 1,000? Is it 10,000?
You want to have nice, rich ratio of engagements to a number of people who are active on the page. If you have one million page likes and only 10 people engaging, you see 10 or 20 people engaging each time, you know that’s not a page you necessarily want to target because a lot of people are not actually active on that page.
But if they’ve got a thousand, 10 thousand, likes, engagements on each post every time, then you know that’s a much more active.
Also, not all pages are created equal. Like I mentioned to you, it depends on what you want. If you want to sell products, you want to make sure you take a note of all of the pages that actually sell products as well. You want to keep those. Give them a rating of, say for example an A. Well, depending.
If they’ve got a lot of page likes, very active engagement over the last say, 5, 10 posts, and they also sell products, and you’re also interested in selling products on your page, and that sort of matches your niche. That audience is active. They are attuned to buying stuff. Those are the ones you want to focus on.
Then if it is you want to build a community, then obviously look for pages of that similar thing, or who are interested in building a community, who are interested in engaging the community as well.
Those tend to be more … What do they call it? Active engagement pages, those that are community pages, because people are just getting involved and commenting.
Whereas buyers would tend to go directly to the website, or … Yeah, they buy from the website, so click on the link and going directly. But anyway, I don’t want to digress too much.
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All right, so if you scroll down on that page, that view, when you put in DIY, or whatever niche you are interested in, and you scroll down, you see the page likes, the top 10 pages that are in that particular DIY niche.
If you scroll down, you’re going to see there’s a section called relevance, audience, and affinity. The higher the affinity, the more likely people on that page are to liking or engaging, that would probably be a better word, engaging in your page. You can sort by affinity if you’d like, and then look at those pages.
It probably would take you three to five days to fill out Excel sheets on say, three to five niches that you’re interested in. That have pages in that niche on Facebook that have an audience that matches your goals, which is either e-commerce or community.
Or some of them are just affiliate pages, I guess you could call them. They’re not necessarily directly related to a specific … So just brand pages, for example. They don’t do anything but portray the brand.
You can rate them A, B, and C. Obviously the As are your top priority pages. Those in the B category, not so much. But C, probably not so much. You don’t want to engage too much with them.
Though you probably wouldn’t be able to target all of the pages you have on the Excel sheet, just mark them accordingly, so that when you are ready to target, you will know which ones are the best ones that are an absolute fit within your niche.
You also want to make sure once you have that research, filled all the Excel sheets when you’re starting to target your different groups, I think you want to call them, or even pages, you want to make sure you have a minimum audience size of 500,000.
Some of the pages you’re gonna get have people like 40,000 like, or a 40,000 audience.
An audience of 40,000. An audience of 30,000. An audience of 100,00. When you have all of those, say, for example, you want to target 10 different pages.
It must all add up to a minimum of 500,000. Otherwise, it wouldn’t be worth your while. I’m trying to see if there’s anything else I’m missing on that.
That more or less is Facebook. Now, obviously I can go into a lot more detail, but I don’t want to make the podcast too long.
Let’s jump into Amazon. Amazon now would have a great place to go and look at niches. You’re going to Amazon. You’re going to more or less the book section first. Filter by books.
Type in DIY there, and you’ll see the results that come up. The cool thing about some of these books is that they actually give you an inside view of the book.
You could go in and have a look at the table of contents, just to give you a feel of what’s happening in that particular niche.
Excuse me. I’m so sorry. In that particular niche, in terms of what people are discussing. Or what people are writing about, why people are buying these particular books, where the chapters are covering et cetera.
As well as that, once you have a look at the inside of the book, you want to be able to go into the different reviews.
Look at the five-star reviews, just to see what people like about those particular books.
Then have a look at the one star, and two-star reviews, just to see what people found was missing from those particular books. You also want to go and look at … Say, for example, you’re studying the DIY niche, you want to go and look at items that are for sale there.
One of the key things to look at is the sales rank. Every item in Amazon will have a specific sales rank. Anything that is … Well, there isn’t a sort of hard and fast rule, but let’s just say 10,000 and below, in terms of sales rank, you want to look at them. So you can do the bestseller pages for each item in your niche to see what the best sellers are, the top five.
Go through, look at the reviews, five stars, the two-star reviews. See what people liked about it, what people didn’t like about it.
Again, that’s a separate Excel sheet. Now you’re gonna go through and see what it is people like about those particular things. Just getting a feel, and the lingo that they’re using, et cetera. All right, that’s Amazon, more or less.
Clickbank is up next. There are so many different schools of thought on Clickbank. Go to Clickbank.com. I will just give you a feel, because it’s more or less digital products, not actual physical products that you can buy and carry. It’s more or less digital products that they deliver.
Some of them do CDs or even videos. It’s a reseller, or people who want to sell digital products would go to Clickbank, and put their stuff on there. Then affiliates can go and sell on their behalf, these particular products.
What you want to look at is the gravity, you go to Clickbank.com, you click on ‘marketplace’. Go into there, and then obviously go for DIY.
You’d probably find things like how to build a chicken coup, how to build different things, carpentry, et cetera. You’ll find lots and lots of different how to do this, how to paint, how to … Various guides to doing this, that, and the other. Just get a feel, an insight as to what is popular, what people are interested in. You filter.
Once you find the different products in the Do It Yourself niche, you filter by gravity, just to see the top five normally. Sometimes, depending on the niche, sometimes it’s the top two or three items that have a high gravity. You’re looking for a gravity above 50.
Some of them have a gravity of 200, but anyway. What you’re looking for is one with very high gravity so you can just get a feel. Okay, what is selling really frequently from Clickbank? Take a note of those as well. All right, just trying to double check here. Yeah, so that’s all for Clickbank.
SEMRush, Spyfu and Google
Other places you want to check is … Go to Google and type in things like … First, two places you can check to see what’s popular.
Once you find sites that sell products that you want to sell, for example, you can go into places like SpyFu.com and SEMrush or SEMrush.com. Enter the URL there, and see how they rank. Well, it’s already ranked, probably that’s the wrong word to use. What sort of traffic that they’re getting.
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Look at it over two or three years. See if the traffic is increasing. If they’re doing well, what keywords they’re ranking for, what type of ads they’re running, who their competitor are. There’s a whole lot of information. That requires a whole different podcast altogether.
You also want to do things like go to Google and type in store plus niche, so DIY store, or Shopify stores.
One of the other things to find, Shopify store plus the word niche, so DIY Shopify store. Or just DIY store, just to see who else is out there. Just give yourself ideas as to what is selling now. Once you find the stores, run them through SpyFu.com and SEMrush, or SEMrush.com.
All right, like I said, niche research is a really, really broad area to cover. I’m so sorry that it might have sound rushed, but I didn’t want this particular podcast episode to run on forever.
But anyway, that gives you a feel as to how you can go about your niche research if you’ve never done it before. Or if you have, and you’ve never tried these avenues before, this is how you go about doing it.
I hope that was useful to someone out there, and that will help you with your niche research.
Next, we will do part two of niche research. Like I said, I have five other places you can go and look to continue your niche research, where they can get this bit of homework.
Maybe I should’ve broken it down into 10 different areas, so you wouldn’t have so much homework to do. But anyway, if you what you’ve heard here today, don’t forget to share the page or the podcast with your friends.
If you can also leave a comment, and feedback as to how the things are going so far, so I’ll know what else to cover, what else your needs are, what are you struggling with, and add value to you and your organisation.
To you and your company, or to you and your hobby. Okay. Thanks ever so much ladies for joining the podcast today. Enjoy the rest of your day, and the rest of your week. Bye for now.
Alvern is an avid blogger for 10 years and the host of the Success Unscrambled podcast.
Read Alvern’s inspiring story from her eye-opening experience 3 years ago to becoming a Blogger and Podcaster with a dream to reduce illiteracy among women.