How to find a niche for a profitable blog ?

We often hear about “business of intention” or “business of community”, but do you know what it corresponds to?

Intentional business focuses on needs. The community business, on the other hand, focuses on creating a community of engaged and loyal customers. Influencers know the codes of social networks perfectly and can easily create and engage a large community.

These 2 approaches can help you achieve your business goals and are often used together for maximum efficiency: zoom on these two terms.

A business of intention is a business that is based on the expressed need of a person. Here are several examples:

1. You need a new computer.

1. You need a painter.

1. You need a doctor.

Un business d’intention répond à un besoin exprimé d’un prospect. 

2/ An example of Business of Intent

Business example: an SEO or SEA agency

If you have an SEA or SEO agency, one of the ways to find its target is to meet the needs of a user. It can be “finding an seo agency” or more specific needs like “generating online traffic”.

To be discovered by your prospects, there is nothing better than going through search engines that rely on the intention of the user: Google, Bing, etc.

In the context of a business of intention like this, it is in your best interest to start by activating certain levers:

1. SEO referencing to target strong keywords of your target

1. Paid referencing (google ads / bing ads)

1. Quora (find people who answer a specific question and answer them as precisely as possible to show your expertise)

online advertising through Google Ads. This is a great way to generate highly qualified leads. You will be able to bid only on very strong and very expressed needs or, on the contrary, to choose to expand to broader terms.

If your strategy is to reach your core target, choose option 1. But with option 2 you will be able to discover prospects formulating a clear problem, and not a ready-made solution:

• Option 1: target the keywords “seo agency” or “sea agency”

• Option 2: target the keywords “seo agency” or “sea agency” but also “be 1st on google” or “earn money online”.

Google ads advertising is intent-based as it allows advertisers to deliver messages tailored to people's specific needs (and therefore user searches).

To sum up the business of intent:

• Type of business: Respond to a need or a problem easily expressed by your prospects.

• Target: everyone

• The way to reach your targets: Google Ads, SEO, Quora

3/ What is Community Business?

Community business is a business that relies on strong relationships between companies and communities of customers. The community business stems directly from consumers' need to belong.

Here are some examples :

• Drink a thea Starbucks

• Buy adidas shoes

We choose these brands to belong to a community, not by primary needs (unlike business intentions).

Thanks to this type of business, companies can improve the loyalty of their customers, make themselves known to new prospects and also increase their selling price. They no longer sell a simple product/service but more than that, they sell a sense of belonging. Which can translate into emotions:

• Excellence

• Surpassing oneself

• The well-being

If you buy your coffee 6x more expensive at Starbucks it's because you know what to expect, you know what Starbucks coffee gives you. However, a coffee is a simple need to express, but there is something more in Starbucks coffee that justifies this price 6x higher than the average. Besides, you don't go there for the coffee but for Starbucks. It is possible that you take a cupcake with what was not your need but hey it is Starbucks cake.

Community businesses have an obligation to know their prospects inside out in order to respond well to their codes and expectations. They are constantly evolving since all it takes is for a new actor to better embody this community for them to lose their notoriety and their raison d'être.

The impact of community businesses has increased considerably in recent years due to the omnipresence of social networks and their influencers on platforms such as YouTube, TikTok...

4/ An example of community business.

You are not buying a bag, you are buying prestige.

How to hit a target:

• Influencers (micro / maro) on Instagram, TikTok, YouTube…

• Facebook / Instagram Ads

• tiktok/pinterest

All channels can help show us what the brand stands for and why you should join.

Influence is a great way in 2023 to publicize a community business. Influence is based on a community spirit because individuals tend to be influenced by their community. This allows them to feel included and touched and therefore to consume the brand.

The Daniel Wellington brand experienced the benefits of influence in its latest campaign. The brand featured sponsored posts on social media featuring celebrities as well as promo codes.

The results ? Consumers feel “in the know” with over 1.5 million hashtag #danielwellington images that have emerged and over 3.2 million followers for the brand.

To sum up the community business:

• Type of business: Creates a strong link between the company and the customer community.

• Target: everyone

• The means to reach your targets: Instagram Ads, Facebook Ads, Influence, …

Conclusion

Often, the line between intent business and community business is often blurred. Consumers can be motivated both by a community need but also by an expressed individualistic need. This share is more or less important depending on the business.

For example, you might need coffee to wake you up (intention) but Starbucks brand (community). Here, it is important to find a balance between developing the product or service and building the community to ensure the long-term success of the business.

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