Social Media Marketing Isnt Rocket Science!

Even though many contemporary marketers would like to restrict themselves to “fishing keywords” when it comes to niche analysis – For Social Media Marketing it goes a step further.

It isn’t just about the keywords, its about getting your primary, secondary and tertiary niches right and clustering them on the right basis.

Step 1: Preparing For Analysis

This step could be called the foundation to niche analysis and what I’d call as “harvesting details”.

Before proceeding any further, note down the following points about the concept or site for which you are doing the analysis.

• What could be termed as a gross list of related keywords?


• What kind of people is the site meant to serve?


• Where do these people come from?


• What is the USP of the site?

These things noted, we could move onto step 2.

Step 2: Determining Sub Sets

This step is what would be called as “deriving sub sets and classifying them from primary gross niches” or “creating a list of supplementary keywords from the major keyword heads”.

For this, you would be using a number of tools:

1. Yahoo Search Suggest

Go onto yahoo search and type in the primary related keywords which we have already determined one by one.

The Yahoo Search Suggest Feature suggests possible keywords which were searched by other users and forms a good basis for determining primary and secondary keyphrases.

Once, the list of sub keywords for each primary keyword has been determined, export the files to a spreadsheet of CSV and store the files.

2. Wordtracker

Wordtracker is a premier Keyword Analysis tool which you can use to determine keywords which people are searching for.

Use the same method as followed with Yahoo Search for Wordtracker and add in primary keywords and find out relevant keywords related to the niche and store the list in your spreadsheet or CSV.

3. Overture

Overture could be called a “supplementary keyword analysis tool” which you could use just to find out if there are any unique keywords which are not there in the list which we have already populated.

Once you’ve populated the entire list – Remove the duplicates and make sure that you have only unique entries.

Step 2: Analysing Competition

This step involves analyzing competition to figure out whether the niches pump in enough search results and what the demand versus supply ratio for the keywords is.

The demand can be populated by finding out the search count in wordtracker.

The supply can be mapped by going to google and using the “allintitle:” attribute followed by the keywords to find out how many sites are already competing in the space.

Egz: For “social media marketing” I would go to google and type in “allintitle:social media marketing” without the quotes.

Once the demand versus supply has been mapped, the scalability of the keywords can be determined by dividing the demand by supply.

Higher the scalability – better are the niches.

The details can be exported to the spreadsheet or CSV.

Step 3: Buzz Tracking

Buzz Tracking is very vital because:

• It tells you where people are searching for the content from.


• It tells you what the niche trend has been.


• It tells you about how much value the niche has.

For Buzz Tracking we will be using two primary tools.

1. Google Trends

You can easily compare given primary keywords in Google Trends or find out trend history and where the searches are coming from by using the Google Trends feature.

social marketing search marketing

You could then add these graphs and details onto the Final File which we will be using.

2. Technorati

Technorati is a great tool to measure “buzz” in the blogosphere which is very vital for social media marketing.

Using Technorati, you could find real time information about how many people have been blogging about your niche in the blogosphere and then export the details.

The Buzz Graphs can be added to the file for final analysis.

Step 4: Removal

This step involves removing keywords which would be “not worth” working towards or niches which are extremely competitive.

This can be done by analyzing the demand versus supply ratio already populated and the buzz trend reports.

The keywords deemed inappropriate could be axed.

Step 5: Keyword Clustering

This final step which can be otherwise called as “customer clustering” involves categorizing keywords by clusters or by primary, secondary or tertiary category heads.

This process would involve mapping keywords based on the primary niches followed by secondary and tertiary niches.

A categorized niche chart would look like this –

You could use a mind mapping application to make the categorization look easier and more interactive.

Reasons why you should cluster your keywords:

• In order to serve each sub niche effectively.


• In order to make it easier for Search Engines to map your content.


• In order to improve the navigation of the platform for the user.


• In order to improve overall user experience.

Ending Notes:

Whenever you engage in Niche Determination, make sure that the niche’s you select are relevant to the product or concept you are selling.

You cannot run a site about cakes and target niche’s involving rocket propulsion systems just because more people are searching for the latter.

It is important to stay bang on target and finally give some value to the user and place user experience over monetization and search engine visibility.

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