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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You don’t cross the chasm on day one.
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I think you always want a product specific to you, but you don’t always want to spend the effort finding it. Or settle for a sub-standard tailored solution over a more established generic solution
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There’s an SEO element other than just positioning, which is that new startups can’t appear for broad terms like “email marketing”, it will take them years. So niching down carries practical distribution benefits that override the “lost” hypothetical volume of serving all users.
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But I 100% agree to keep the homepage broadly targeted and build vertical market landing pages as you grow the product. You can always tone down the market copy on the homepage as product grows. Mentally better to not box your product in.
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