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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W odpowiedzi do @mijustin
I feel like the research would start there, but depending on the solution they’re looking for, they’ll move on to more bottom-of-funnel queries for their vertical.
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W odpowiedzi do @andymci
Practically, I don’t see this happening. (I could be wrong) What I see in practice: 1. Searches for “email mairketing” 2. Picks top 1-3 results 3. Makes a decision based on those
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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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