Choose a Marketing Technology Niche: 6 Markets to Make a Windfall

The #1 most important choice as a freelancer is choosing your marketing technology niche. Follow along to discover 6 unique niches and the core solutions you can provide.

Information Products: A Profitable Marketing Technology Niche

Information products are some of the most profitable products on the entire internet. If you’re unaware of what these are, they are courses, ebooks, and resources that customers pay for at a premium to achieve a goal.

Information products usually involve lots of brand building to get started but can profit massively from selling the same information over and over again to new customers.

Here are the 7 problems that information products face that you can niche down into and provide massive value.

Payment Plans

When you enter the land of premium courses, you discover that many ideal customers can’t afford the full price of a course. It would be a massive blow to an information product company to lose these customers.

This is where payment plans enter the conversation. With payment plans, companies can offer a plan over 3 months that includes interest. This way the company can make more money, keep the customer, and the customer can gain access to the resource.

There is plenty of payment plan software; however, the one I have used the most is Infusionsoft.

Conversion Optimization

Conversion rate is everything to information products. Whether it’s generating more leads for the email list, promoting a webinar, or creating a cart page, an extra 1% of conversion can mean the difference of thousands of dollars.

If you can specialize in landing pages for lead magnets, webinars, or sales cart pages, you can greatly increase the amount of revenue that a company produces in weeks.

No information product would debate working with you if you can show those results.

Course Management

Course creation is a marketing technology problem of its own. Obviously, content creation isn’t part of marketing technology; however, deploying it online and managing enrollments most certainly is.

The experience provided within a course can decrease the number of refunds and ensure customers are happy.

Additionally, managing enrollment triggers can be a full-time job and incredibly important to a company.

When they make a promise that a bonus course is included, you better make sure it is!

Ensuring customers get what they are paid for at scale is a massive job for marketing technology freelancers and can provide massive value to an information product.

Email Cadence Scheduling

Email cadences are critical to the success of information products. Even one missed email can wreak havoc on an information product company’s campaign and success. I’ve worked in an environment where one missed email meant $10,000+ in missed revenue.

While this may not be the most glorious job, it is incredibly important and having someone you can trust with these critical elements makes all the difference.

If you can become rigorously diligent and thorough to check for spelling errors, merge tag issues, and bad links, information product companies will feel safe with you and trust you with their incredibly important job of scheduling email campaigns.

Fulfillment Tracking

Refunds and chargebacks are brutal for information products. In fact, a chargeback can destroy your company’s reputation with payment providers.

Refunds are the churn of the information product world and must be avoided as much as possible.

By providing visibility, alerts, and processes to ensure fulfillment in the right courses, you can reduce the refund percentage of these information products.

This provides immense value to information products as it leads to happier customers, fewer refunds, and better reviews.

Contract Tracking

It is an industry standard for high ticket coaching or course packages to include a contract. This reduces refunds and chargebacks immensely.

This practice adds the dreaded contract software into the mix with fulfillment.

Integrating these services and ensuring that the payment information makes it to the contract for each product can be incredibly difficult.

If this doesn’t get integrated correctly, it can reduce revenue and increase refunds massively. Consider integrating these services for information products to help them make their fulfillment process more efficient.

Affiliate Tracking

Since information products don’t require extra effort to fulfill beyond access to the courses or resources, affiliate marketing is a massive win for all involved.

The information product company gets increased leads and revenue and the affiliate gets a percentage.

In the information product world, affiliates drastically increase revenue; however, can be incredibly difficult to accurately track.

If you can make it easier for a company to track its affiliates and accurately send payouts on time, you will have happy customers who are growing their revenue.

ECommerce

Ecommerce has taken the world by storm, especially during the COVID-19 pandemic. Leverage the growth of this massive industry in your favor so that you can provide increased revenue for these stores.

Cart Abandonment Sequences

Thousands of dollars are missed every day for leading e-commerce stores due to cart abandonment.

Store owners around the world are looking for more impactful ways to save their customers from becoming abandoners.

If you can become an expert in cart abandonment, the e-commerce world will open up to you and beg for your services.

Cart Conversion Optimization

The best way to avoid cart abandonment is conversion optimization on the cart itself.

Conversion optimization is the practice of testing and discovering new ways to increase your conversion rate. Even a small 1% conversion rate for large stores could mean hundreds of thousands in revenue increased a year.

With this marketing technology niche, focus on asking the following questions:

  1. How can we put our buyers at ease?
  2. What are the questions our buyers frequently ask?
  3. Does this page load too slowly?
  4. Could we separate this form into 2 steps?

Don’t forget that if you make one cart perform better, you can templatize it and use it for every other product in the company. This lifts every product by 1% and makes a massive revenue impact.

You can then sell that same template to the next store as a part of your expertise!

Upsells & Continuity

Many eCommerce store owners will focus on one product and say, “That’s it, I’m done.”

This is leaving a massive opportunity on the table for upsells and continuity.

Tracking and Fulfillment

Operations and fulfillment are just as important to e-commerce stores as selling. If your products don’t arrive at your customer’s doorstep in a reasonable time frame, they will be upset and drag your brand online.

There are plenty of tools to track e-commerce operations, but one of the most notable ones is Shipworks.

Interview store owners and uncover that this worries them each night in bed. It may be a great marketing technology niche for you.

Purchase Analytics

Since an e-commerce store exists entirely on the internet, there is no shortage of data about their business.

Using analytics, you can see give store owners the following data points:

  1. Conversion Rates over Time
  2. What products are purchased together ( Bundle opportunity )
  3. Time between purchases
  4. Best performing products from revenue and reviews
  5. Top performing articles for traffic
  6. Cohort Analysis for repeat customers

There is no end to what you can track for an e-commerce store. You can also catch issues with the store before they become massive revenue losses.

A/B Testing

A/B testing can be especially perilous as a high-volume e-commerce store. If you run a bad test for one day, you could tank 90% of your revenue for that day.

That doesn’t mean that e-commerce stores don’t run A/B tests though. They’d be crazy not to!

This leaves a lot of money on the table for a talented marketing technologist to develop a process that safely tests and increases conversion without the insane risk.

Software as a Service Startups: My Marketing Technology Niche

This is my personal marketing technology niche and it is what I spent my career pursuing. Software as a Service Startups has plenty of funding to invest and even more problems to solve with their revenue technology.

I chose to invest my time in this niche because it is notorious for spending all its development time on products and leaving many high-impact problems in its sales, marketing, and customer success teams.

Here are the 8 problems with software as a service company that I have personally made my freelancing career solving.

Metrics & Visibility

As a software as a service startup, there is no lack of data on your business. In fact, there may be too much of it.

There are more than hundreds of SaaS metrics that investors want to see to judge the success of a company.

On the flip side, this data can be of incredible value for internal use.

You can track churn, win backs, sales cycles, forecasts, and many other metrics.

Tracking this information and visualizing it so that the C suite and other team members can make accurate decisions is incredibly valuable.

If you focus on this niche, you can expect countless startup customers ready to pay you for your help.

Process Automation

Efficiency is everything in a startup. When you’re running on other people’s money, you don’t want to waste it.

Process automation can be the strongest skill set you can bring to the table.

The first step is to create a flow chart of your company’s sales, marketing, or customer success processes.

This gives an overarching view of the bottlenecks of the business so you can identify opportunities.

From there, write down your core bottlenecks.

Ask yourself:

  1. Is there a way to automate this process to avoid this bottleneck?
  2. Can I automate a part of this process to give more time for the rest?
  3. Is there a tool that helps my team?
  4. Would providing data to our team help with this bottleneck?

From there, you can start building a no-code tool that automates this process and removes the bottleneck.

Lead Generation

It takes an average of 7 touchpoints for a salesperson to secure a meeting. When you add that to every buyer that a salesperson needs to close in a month, it gets pretty exhausting.

Imagine if you could turn that into 4 touchpoints or even one.

That is what inbound marketing promises.

By providing warmer leads to your sales team, you can set up meetings with significantly fewer touchpoints.

By cutting the sales cycle in half, you’re giving your team more opportunities to have meetings and close deals without changing anything about their process.

CRM Management

Customer Relationship Management tools get messy incredibly fast. They are the most problematic piece of technology in the world because almost everyone has access to make changes on the fly.

Compared to a database, a CRM has data inputted by humans who all have their own way of doing things.

This is why CRM Management can be one of the most profitable niches. I specialize in it and I have never seen a perfect CRM. There are always issues that can be solved and room for growth.

Some problems that you can solve for a CRM are:

  1. CRM Cleanup – Fixing months of neglect of your CRM
  2. CRM Migration – Moving from one CRM to a better one
  3. Sales Cycle Tracking – Building tracking for sale cycle
  4. Attribution Models – Tracking Where Revenue is Sourced

Sales Enablement

Sales teams in software startups are expensive. Each representative costs from $100,000 to $200,000 a year depending on the state and commission structure.

When you start having a large team of salespeople from 8 to 25, two things happen:

  1. Every inefficient hour loses you money
  2. The sales team has diminishing returns

Sales enablement is the industry of making processes that reduce the amount of waste produced by a sales team so teams can sell faster.

Some common problems are:

  1. Sourcing new leads so salespeople don’t have to
  2. Research processes so salespeople don’t have to
  3. Scoring leads to reduce wasteful efforts
  4. Tracking conversion to see what works
  5. Creating training so that it takes less time to fully ramp up

These problems can greatly increase a sales team’s efficiency by almost 30%, providing lasting value to the company.

Integrations

Software as a service startups use a ton of technology! In fact, the average marketing technology manager oversees 120 separate pieces of software.

This can cause massive dilemmas if these softwares can’t talk to each other.

If you specialize in integrations, you can create custom or no-code integrations between the 120 tools in order to:

  1. Speed up operations
  2. Ensure accuracy and reliability
  3. Add extra visibility

This is one of the niches I specialize in and let me tell you, there is no end to integration work out there in the world.

Invoicing

If a startup runs on a net 30 payment structure with their clients compared to pure subscription revenue, managing invoicing is crucial.

When there are 100s of individual transactions that need to be tracked and transferred into invoices for accounting and accounts receivable, automation comes in handy.

Consider providing a no-code solution in Zapier to reduce the strain on their team members at the end of the month.

This is a service that I provide and I have found it to be very fulfilling and impactful for my clients.

Vendor Payments

I work with a lot of marketplace startups and vendor payments are a massive problem to solve.

When you rely on W9 contractors, it is critical that you collect the right tax information upfront and are able to pay them on time so they don’t churn out.

I will typically use a mix of Docusign, Stripe, Bill.com, and HubSpot to ensure every payment is sent correctly and on time.

Real Estate

Real estate is one of the largest asset classes out there. There are huge amounts of money transferring between brokers, realtors, buyers, investors, and sellers every day.

Here are the 3 offerings you can provide to ensure that you are competitive in the real estate market.

Advertising to buyers and sellers

A successful real estate agent or broker can take home massive paychecks; however, a big bottleneck for success is lead generation.

By creating lead magnets, funnels, and lead generation tools for real estate agents, you can create $5,000+ in value for every 10 leads you bring in.

Bonus tip: Specializing in seller leads usually is more difficult and more valuable. If you can develop a system for this, you’ll have a lot of success.

MLS management

The MLS API is expensive but can contain tons of insights on the houses up for sale.

If you are able to tap into this information, you may be able to give real estate companies an upper hand over their competition.

This may help them close better deals and make a larger return on investment.

Websites & Funnels

As a realtor, your website can be one of the fastest ways to grow your business.

As a marketing technologist, you can sell websites and funnels to these realtors so they can extract more value out of their traffic and leads.

You can also help them close deals faster by encouraging new leads to call for a bonus or sell affiliate services on the backend like inspections, appraisals, or renovators.

Non Profits: A Generous Marketing Technology Niche

Non Profits have big missions and the funding to follow through on them. Sadly, they’re missing a lot of the skillsets they need to take on their missions. One of my mentors runs a very successful business in this space and I’ve seen firsthand how much this niche can produce in revenue.

Website development

Nonprofits want to send a strong message to large and small donors across the world about what they intend to solve in the world.

The brand is incredibly important to these companies so their website is an opportunity for them to look impressive, reliable, and generous.

By building a process for nonprofit websites, you can help nonprofits take their brand to the next level and increase their donations so they can achieve their mission.

Donor campaigns

Along with a website, nonprofits often run advertising and social campaigns to attracts donors. This requires advertising management, metric tracking, and conversion optimization. These are all areas of opportunities where you can provide value to a nonprofit.

I recommend checking out RaiseDonors.com to see how you can create powerful conversion carts for donor campaigns.

Gyms: A Healthy Marketing Technology Niche

The fitness industry is full of wealth opportunities for a growing freelancer. If you have an avid interest in fitness, this may be the best niche for you to grow your skillset.

Email engagement

Reengaging potential, current, and past members is a huge problem for gyms.

Since gyms collect emails from every member that walks in, they have massive email lists. All they need is a digital marketer that will take that list and create value.

Consider how you can convert more members, bring more current members in, or win back old members using email marketing.

Advertise for new clients

The lifetime value of a gym member is significant. It’s why gyms will throw so much money upfront to attract new members like a credit card company.

If you can find an effective way for gyms to attract new buyers with digital advertising, you can produce quite a lot of revenue.

Consider making lead magnets, free nutrition plans, or giving away a free session.

These tactics reduce the cost of acquisition for the gym and increase their bottom line since the lifetime value is so large.

Track retention as a Marketing Technology Niche

Retention is critical to the gym membership industry.

Most of their fees will come from keeping customers longer despite the low usage of the membership.

By having strong analytics of retention and churn, you can enable gyms to focus on better demographics and encourage courses that retain clients.

You can send a weekly report to your client each week so they have peace of mind on their business

Identify retention moments

I recently signed up for a gym and received a free “fitness session”. Once I canceled that session due to a time conflict, I got multiple calls from a representative to reschedule it.

It was quite odd that they were going through such an effort to schedule with me.

I suddenly realized that this was a “retention moment”.

They most likely had an analyst run the numbers and notice that the likelihood of a customer keeping their gym plan skyrockets when they come in for a fitness session.

Additionally, the chance for upsells into more sessions is probably obvious.

As a marketing technology freelancer in the gym industry, you can show gym owners the benefits of these offerings and encourage them to adjust their limited resources to get the most bang for their buck.

Pick the Marketing Technology Niche that Interest You

All of these niches and problems have a massive upside for any freelancer that commits to them.

While you decide what niche works best for you, it is important to match it with your interests, skill, and energy.

In my case, I am fairly skilled at paid advertising for lead generation, but it sucks my energy, while HubSpot work gets me excited and I’m incredible at it.

If you have a special interest in real estate, start by selling advertising packages and then talk to clients about their additional problems.

You do not need to stick to this list, but I hope it helped you feel more confident about all the opportunities there are to provide value.

Unsure about your next step? Let's chat!

Schedule a 30-minute call with me to discover what your next step is. Whether you are looking to start freelancing or starting a new role, I’m happy to lend an ear and help you grow your marketing technology career.