Why Niche Site Owners Should Diversify Into Email Marketing

From my years of experience as a digital marketer, I've come to realize that no matter how established a niche site may be, it's constantly subject to external threats that can impact its stability.

With the emergence of AI-powered search, these threats are only getting bigger and more existential.

For me, one effective strategy to counteract this is by integrating email marketing into the business model.

I'll share my thoughts and experiences on why and how to do this.

Why Listen To Me?

My name is Adam Crookes (Freshly Squeezed SEO) and I’ve recently taken a niche site from 0 to 182,000 monthly organic website visitors in just under three years.

The Existential Threat Facing Niche Site Owners

I've witnessed several cases where changes in search engine algorithms have thrown niche site owners off balance.

This is crushing for the site owners that felt like they were doing everything right.

Now, dreaded algorithm updates are the least of your worries.

In the not-too-distant future, the way search engines like Google satisfy a user’s search intent could change completely.

Okay, let’s address the elephant in the room.

Google Bard is designed to understand the context and semantics of search queries and provide users with immediate answers to their questions.

Bard draws from the vast wealth of data available on Google’s search engine and condenses it down into digestible (and highly useful) responses for users.

No more scrolling through search results.

Such developments highlight the volatility of relying solely on search engine traffic.

Search engines as we know them may have radically different interfaces in the coming years or even months.

It’s difficult to predict what’s around the corner with AI.

I've always advised diversifying digital strategies and incorporating email marketing to maintain a direct line of communication with the audience.

Your goal should be to capture emails no matter what top-of-funnel strategy you plan to use. Whether it is social media channels or SEO.

You want to own your audience. Just like a creator plays on rented land while using tools like Twitter, Facebook, and Instagram.

Collecting Emails From Day One Is A No-Brainer

When I started collecting emails for my niche sites from day one, I realized its irreplaceable benefits.

Email marketing gave me a personal channel to engage with my audience, free from external factors like search engine algorithm changes.

Emails have helped me build a strong relationship with my audience. I initially built out my email strategy using Mailchimp but have recently started moving my campaigns to beehiiv.

While I’ve had a good experience with Mailchimp, I’m excited about the potential benefits of beehiiv and am eager to test out their native ad network.

I found that sending tailored content directly to the inboxes of those who visit my websites helps nurture the relationships further.

Having a ready list of engaged individuals enabled me to retarget my audience, increasing the likelihood of converting them into paying customers and generating affiliate commissions.

Using Lead Magnets To Collect Emails On My Niche Sites

One technique that has consistently worked for me in growing my email list is the use of lead magnets.

By offering valuable content or services for free, I've successfully enticed my audience to share their contact information.

Implementing this strategy taught me the importance of understanding my audience and offering them something truly beneficial.

5 Examples Of Lead Magnets I’d Consider Using

E-Books/Guides

When I offered guides or e-books related to my niche, I attracted users seeking comprehensive information.

Free Courses/Webinars

By providing free courses or webinars, I was able to give my audience actionable value and establish myself as an authority in my niche.

Discounts/Coupons

Whenever I offered a discount on my products or services, I saw an increase in subscriptions.

Access To Exclusive Content

Exclusive content for subscribers helped me retain my email list and maintain interest in my site.

Tools/Templates

Offering free, easy-to-use tools or templates related to my niche became an excellent incentive for visitors to share their contact information.

Email Is The Only Thing You Truly Own

In my opinion, among all the digital marketing channels available, your email list is the only thing you truly own.

Social media accounts, are subject to the platform's rules and algorithms. In contrast, with an email list, you control the content, delivery, and frequency of your communications.

This control has made email marketing a consistent, reliable channel for reaching my audience directly.

Diversifying into email marketing will inevitably add an extra layer of stability to your niche site’s business model.

I've found that starting to collect emails early, effectively utilizing lead magnets, and acknowledging the value of email as an owned medium significantly enhance the sustainability of a niche site, especially in the face of AI advancements like Google Bard.

Who knows what’s around the corner?

I’m focused on safeguarding the future of my niche sites by diversifying my marketing and engagement efforts.

If you would like to learn more about SEO, I’m always sharing SEO tips and ideas on my Twitter.