Another challenge with "niche" positioning in B2B: When a coffee shop owner searches for email marketing, are they searching for "email marketing for coffee shops" or are they just searching for "email marketing"? It seems the general search term is more likely.
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Most customers aren't buying products/services with respect to the niche they belong to. They just have a job they want done ("graphic design," "email marketing," "custom form builder"). Folks who are building too much positioning around a niche will miss out on those queries.
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There are exceptions. For example, many Shopify store owners likely include "for shopify stores" in their search queries ("email marketing for shopify stores").
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My point is more about positioning than search volume. I’m wondering if it’s better to start a company with “general” positioning (Squarespace, Webflow) and then target longtail (niches) with landing pages. (As opposed to structuring your whole company around a niche vertical)
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W odpowiedzi do @mijustin
We made a recent switch to broader positioning that opened us up to a broader audience and that switch has served us well thus far.
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W odpowiedzi do @Jessica_B365
Nice! Is this for Cardsetter?
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Yep! We had previously tried to go niche for “publishers, bloggers, websites with a lot of content.” But found exactly as you described, they aren’t really looking for a website platform specific to them. We also found that other audiences like our features.
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