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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Do they even use the term “email marketing” at all? (I realize this is just an example.) Seems like even more general terms like “newsletter system” or something would be the more common query. I’ve found many industry experts get bit by the “curse of knowledge”.
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Yeah, that’s a good point. “What actually gets searched by the customer” is something I’m curious about.
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