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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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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Good example of what I’m trying to describe here: Many “niche” customers “aren’t really looking for a platform specific to them.” https://twitter.com/jessica_b365/status/1216909765504196613?s=21 …https://twitter.com/Jessica_B365/status/1216909765504196613 …
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Yes, sometimes, I want a product/service that’s specific to me (“lawyers who specialize in SaaS”) But a lot of the software we use every day is “niche agnostic:” - project management - video editing - accounting - payments - calendar - email
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Some of the ones I have seen that do say CRM for X and end up successful seem to target markets that view themselves as a profession and a community. Obviously that would only work if that group buys things.
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