Some of my first specializing theories are actually becoming real life, and it is SO FUN.
In one of my first videos last year, I shared that I was absolutely committed to specializing in an industry vertical, rather than a certain service.
One of the reasons was that I wanted to “see the world through the customer’s lens.” I wanted to follow an industry’s news and be able to respond to what was happening in a helpful, relevant way.
This week, over 9 months later, I actually got to put this theory into practice.
How I Responded to Wedding Industry News
It was BIGBIGBIG wedding news last week that one of the original wedding inspiration blogs, Style Me Pretty, announced that their website will be closing at the end of April.
It was totally out of the blue, and people were freaking out.
What made me excited in this bummer situation is that two different people messaged me about it almost immediately, knowing that I now specialize in the wedding industry. It felt really gratifying to know my name is now being associated with my niche.
The other thing that was exciting was that as an SEO consultant for the wedding industry, my mind immediately jumped to the SEO implications of this website shutting down for my clients.
It is a huge wedding publisher, and many wedding vendors have had their weddings published there. That means lots of high-quality backlinks will be disappearing.
The Blog Post
I knew I needed to jump on this buzz and provide some helpful advice from an SEO perspective.
I dropped almost everything I had planned on Thursday morning to write a blog post called What Style Me Pretty Closing Means For Your Website’s SEO.
It took me about 2 hours to write and another hour to upload and promote. I would have loved to include a content upgrade or related free opt-in, but I didn’t have all day, so better done than perfect, right?
Almost immediately after I posted the article on Facebook, it was shared by a wedding planner blog on their page. I knew I had hit on something useful.
In the last four days, this blog post has been the second-most visited page on my website, after the home page. Here are some real stats:
- 64 page views
- Facebook page reach up 5,300%
- 2 new Facebook followers
- 77% open rate on the associated email
- 0 related opt-ins (interesting, may need to make a stronger call to action)
Why this Makes Me Giddy
These aren’t crazy earth-shattering numbers, but they are significant given the small size of my current niche traffic and following. I also know the article was highly relevant and positions my business as a wedding-industry authority.
This is exactly what I was hoping for when I decided to focus on an industry vertical.
So my question for you—How could getting specific about your target client’s industry help you provide more timely, relevant advice? I’d love to hear if you hack some news for your specialty’s growth.