Let me guess: you’re trying to carve out your corner of the B2B world, but every time you think you’ve got a niche, doubt creeps in. Is it too narrow? Too broad? Will anyone care?
Relax. You’re not alone.
Finding a niche is like trying to pick the perfect Netflix show for a cozy Friday night – it can feel overwhelming, but it doesn’t have to be. You just need a plan, a bit of patience, and a willingness to dig into the nitty-gritty of what makes you you.
Here’s how you can find (and validate) your niche without spinning your wheels.
Step 1: stop trying to please everyone
Before we get into the tactics, let’s clear up one big misconception: You don’t need to be everything to everyone.
I learned this the hard way while trying to follow every trend is popping on social media. Guess what? People don’t follow you because you are like everybody else. They follow you because of who you are.
In fact, the less you try to appeal to the masses, the better your chance of success.
A niche is all about owning one specific thing.
When people think of you, they should instantly connect you with that thing.
Here’s an example for you to think about a niche that doesn’t please everyone:
- Good Niche: Helping B2B SaaS startups write content that ranks on Google.
- Bad Niche: Helping “businesses” with “content.”
See the difference? Specificity is your friend.
Step 2: start where you already shine
Forget what you think is trendy or cool. Instead, look at what you already know and love. Ask yourself:
- What industries or problems do I understand better than most people? (or have the most experience)
- What do people come to me for advice about?
- What’s a challenge I’ve solved that others are still struggling with?
Let’s say you’re a social media manager who’s noticed that mid-sized B2B companies have no idea how to use LinkedIn effectively. Boom. That’s a niche.
You don’t need to reinvent the wheel – you just need to solve a specific problem for a specific group of people.
What if you don’t have a place to shine? Then you create your own space.
If you want people to know that you are the person that can help B2B companies with their Linkedin, then jump on Linkedin and start talking about brands that are doing good on this platform but they can do better if they do a few small things.
Step 3: find the market gap (without hours of research)
Here’s where you start to narrow things down. Look at what others are doing in your space and find the gaps. A simple way to do this?
- Google (or ChatGPT) Your Idea: Who’s already doing it?
- Check B2B Product Reviews on platforms like Trust Pilot or G2Crowd: What are customers complaining about in your niche?
- Stalk Communities: Hang out in LinkedIn groups, forums, or Slack channels where your audience hangs out. What are they asking for?
For example, maybe your research reveals that most LinkedIn content strategies focus on B2C brands, leaving B2B folks out in the cold. That’s your gap.
Step 4: talk to real people (yes, really)
If you skip this step, you’ll end up creating solutions for imaginary problems. And that’s a waste of everyone’s time.
Reach out to your target audience and ask them questions like:
- What’s your biggest challenge in [your area of expertise]?
- What solutions have you tried? Did they work?
- If you could wave a magic wand and fix one thing, what would it be?
Notice a pattern? Those are the problems worth solving.
Pro tip: Don’t overcomplicate this. A few DMs or quick coffee chats can give you insights you won’t get from hours of internet sleuthing.
Step 5: test before you commit
You wouldn’t buy a car without test-driving it first, right? Your niche deserves the same treatment.
Here’s how to test your idea:
- Write a blog post or LinkedIn update about the problem you want to solve. Does it resonate?
- Create a small, no-pressure offer (a free webinar, a downloadable guide). Are people engaging?
- Run a low-cost ad targeting your niche and see if it sparks interest.
The goal isn’t to be perfect – it’s to see if there’s genuine demand before you invest time and energy into going all-in.
Common objections: let’s bust your doubts
“What if I’m too niche?”
Being too niche might feel scary, but it’s actually a superpower. A smaller, well-defined audience means less competition and a stronger connection with your clients.
For example, instead of offering “content writing,” imagine focusing solely on onboarding emails for B2B SaaS companies. That level of specificity makes potential clients think, “They’re exactly what I need.”
“What if I pick the wrong niche?”
Spoiler alert: There’s no such thing as a “perfect” niche. If your first idea doesn’t pan out, it’s okay. Think of it as market research. Niches evolve over time. Start somewhere and adapt based on feedback.
For instance, if you begin targeting tech startups but notice demand from mid-sized SaaS firms, you can pivot and grow without starting over.
“What if my niche doesn’t make money?”
Profitability comes from solving real, urgent problems. Validate your niche early on by engaging with potential clients, testing small offers, and gauging demand.
Remember: Even a small, highly engaged audience can be incredibly profitable if you’re solving their specific problem.
Final thoughts: keep it simple
Finding a profitable niche doesn’t have to feel like pulling teeth. At its core, it’s about:
- Solving a real problem.
- For a specific group of people.
- In a way that’s better or different from what’s already out there.
So, stop overthinking it.
Choose something you’re excited about, validate it with real people, and start creating.
You’ll refine and adjust as you go.