You can’t win everyone.

Even if your expertise is top tier, and your marketing strategies can outmatch the competition in many different ways, there’s no guarantee that everyone will turn to your B2B marketing agency.

Think of it this way: there are hundreds – thousands, even – of B2B marketers targeting all types of businesses. Competing with these marketers will only be a waste of time and effort because a) all of you are trying to get a piece of the market pie, and b) you’re casting your net so wide that it’s easy for leads to slip through the gaps.

Instead of trying to win everyone, go for the micro-level approach by driving niche-specific clients to your agency.

Source: Christin Hume on Unsplash

Why niche-specific clients?

Some marketers are likely going to argue how limiting your agency to a specific group can be counter-beneficial. And it’s this exact mindset that makes them fail to see the advantage of driving niche-specific clients. By focusing on a niche, you get:

  • Fewer leads, but more focused traffic and higher conversion rates
  • Established familiarity between your agency and your audience
  • Improved online presence by using terms exclusive to your target niche
  • Digital marketing reputation and expertise built to a targeted audience

How to start driving niche-specific clients

Like everything in digital marketing, there’s a formula to marketing to niche-specific clients.

1. Building your niche keyword list

Search Console and Ahrefs provides you with a goldmine of untapped keywords – keywords that can be your seed list.

Your seed list serves as the initial terms that you can narrow down for a niche you want to target. To create your seed list, go to Search Console and identify the keywords that you’re already ranking for.

But, do you stop at your top ranking keywords?

No – you dive deeper, and I’m going to explain how with this scenario:

One of the marketing agencies we worked with offers a full-suite of digital marketing solutions, and ranks for the keyword “digital marketing agency”. Upon checking Ahrefs and Search Console, terms like “startup marketing” are also cropping up, but the traffic for these terms is low.

So, why still use these keywords despite the few clicks? Two reasons: actual people are searching for the agency using these terms in their search queries, and Google is making a connection between these terms and the core keywords the agency is ranking for.

The next step is to combine these related terms with the main keywords. Using Keyword Planner, we chose targeted terms that have a relatively high search volume and low competition. We were able to come up with this new keyword list:

  • Digital marketing for startups
  • Startup digital marketing strategy
  • Digital marketing services for startups

Repeat this process, but this time check for keywords you’re ranking for your agency’s main services, such as SEO, PPC, Website Design, and Social Media. Your core niche keywords will provide you with supplementary variations. Group each variation, and you’ll come up with something like this:

  • Group 1: SEO – SEO services for startups, startup SEO, SEO for startups
  • Group 2: PPC – Startup PPC services, PPC for startups, Pay Per Click services for startup businesses
  • Group 3: Website Design – Startup website design, startup website, web design for startups
  • Group 4: Social Media – Social Media services for startups, startup Social Media, Social Media strategy for startups

2. Creating a niche-targeted page

What most agencies do when they get a keyword list is insert those keywords to existing pages to start ranking for these. But, if you’re going for a targeted audience, you don’t want to send them to a page that speaks for the general. You have to match the intent of your target niche, and you can only do that if you create a niche-targeted page.

Building your niche-targeted page is just like how you build your main service pages. It needs to have a clear value proposition, calls to action should be visible, and the content resonates well with your audience.

Here are important points:

Create sections for your core services

Creating sections for your core services allows you to highlight the value you’re offering to your target niche. This also makes your niche page easy to scan when visitors land on it.

But the main benefit of dividing your page into sections is you can maximize the use of your keywords for a specific service and create targeted content for each.

Use keywords naturally

When I say naturally, don’t just insert keywords as exact matches throughout the page. You need to have natural, diverse anchor texts in the content. Use exact match phrases at the headers of the sections on the page and partial matches in the copy of each section, like ‘car insurance’ or ‘credit cards’ or ‘bad credit loans’.

Another way to insert keywords naturally is by using what your clients are searching for when they type their queries. Google’s suggestion and related searches can provide you with ideas on popular queries that contain your target keywords. For example, instead of using “startup digital marketing strategy” as the anchor text, make it more natural by using “how your startup benefits from a digital marketing strategy”.

Add the niche page to the navigation

Where does your niche page fit into your website architecture?

According to Rand Fishkin, different on-page links have different weight in terms of SEO. If you want to make your niche page rank, you need to strategically link this page in the right places. One way to do this is by adding the niche page to your navigation bar. If you have the niche page on your navigation bar and another link pointing to it below the body of your content, Google will put more weight on the first anchor text.

Source: Tim Gouw on Unsplash

3. Publishing content that targets your niche keywords

You have your niche page ready, so what’s next? Create more content! The purpose of this content is to link back to your niche page and start building contextual relevance.

But, you’re not just going to create run-of-the-mill content that will only clutter your website and provide less value than those of your competitors.

Here’s how you publish content for your niche keywords:

Step 1: Use your niche keyword list for content ideation

Your niche keyword list provides you with a starting point for content ideation and creation. Focus on one group from your keyword variations when deciding on a topic.


Primary keyword – digital marketing for startups

Secondary keywords – startup digital marketing strategy, digital marketing services for startups

Content ideation/proposed topic – How Startups Gain More with Digital Marketing

Step 2: Categorize your content as Hero or Hygiene

There are two types of content that you need to create for your niche page to rank – hero and hygiene.

  • Hero content is long-form and more in-depth that focuses on a particular topic related to your niche keyword. This needs to be well-researched and high-quality, as hero content will be your cornerstone piece and showcase your expertise on a specific subject matter.
  • Hygiene content is shorter and often used to support the hero articles and target niche page. You can use this content to aim for less popular keywords and start driving traffic using those search terms.
Step 3: Share it!

Your content may be the best one out there, but how will you drive traffic if no one has ever read about it? This is why your agency should have a content distribution plan that will allow you to leverage content to your target niche.

Don’t limit yourself to your social media profile, though. Your content distribution should include social pages that cater to the specific niche that you’re targeting. This would be a good time to join LinkedIn, Facebook, and Google+ communities.

Source: Bench Accounting on Unsplash

Final thoughts

It’s easy to be blinded by the big wins and leave the quick wins for later. But this mindset has to change if you want to get results as a marketer. And even if you’re targeting a small niche at the start, this will eventually open your B2B agency to more business.

Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.

1 comment
  1. Thanks for the article. I do think that focusing on niche markets is important especially for a small agency or freelancer. I am not sure about adding the link to the niche landing page. The article you refer to, Rand suggests “In-content links are going to be more valuable than footers or nav links”. Since I personally target a few small niche markets I prefer not to put them on my nav bar.

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