Find Your Niche Without Missing Opportunities
Updated: Mar 13
A B2B Founders' Guide to Positioning
Introduction
When you're starting a business, choosing a niche can feel like putting yourself in a cage.
"Why choose one industry when I have experience in several? Why focus on one skill when I can do so much more? What if I choose the wrong target? What if I miss out on opportunities?"
These are only a few of the most common questions I hear from founders and solopreneurs, when discussing positioning.
In this article, I will explain why positioning is vital, how to find your niche, and how to make your positioning clear across your website and LinkedIn.
Why does positioning matter?
1.1. The problem with targeting 'everyone'
When I hear someone say "but our products/services are for all businesses", I try to do my best not to cringe.
I know — choosing one target segment can feel limiting. But if you're trying to target everyone, you're setting yourself up for failure. Here's why:
It makes marketing impossible: if you don't know who you're talking to, how do you know what and how to write? What channels to use? What your customers' pain point is? (not to mention the fact that, if you really want to reach everybody, you'd need an insane marketing budget!)
It makes you forgettable: when someone asks what you do and you say "I help all kinds of businesses with marketing," they label you as "someone working in marketing" and forget about you a minute later. But if you say "I help green energy startups in Denmark create websites that convert," suddenly they can picture it, and remember you when they meet someone who fits that description.
It doesn't attract the right clients: if your message is too generic, it can either make people scroll past without taking action, or attract clients that end up being the wrong fit (those who are not aligned with your mindset and values, those that don't value your work because they don't see you as an expert in their field, those who come in with the wrong expectations, etc.)
It's a recipe for burnout: trying to be everywhere at once, keeping up with different industries, understanding the psychology behind the way different types of client behave... it's just exhausting!
1.2. Why good positioning is the solution
Once you identify your niche, everything starts to run smoother. A clear positioning brings many advantages:
It makes content creation easier: No more wondering what to post — when you focus on 1-2 topics that you know very well (and are relevant for your audience), content starts flowing more naturally. Plus, if you know who you're talking to, it's easier to set the tone and write about something your audience can relate to.
It attracts better-fit clients: When you communicate clearly where your expertise, passion, and values lie, you start attracting clients you'll be genuinely excited to work with.
It allows you to charge premium prices: Positioning yourself as a niche expert means you can charge for skills that are in high demand in your market segment.
It builds authority faster: Building authority online takes time and commitment. So, focusing on 1-2 topics rather than trying to show expertise in many different fields will help.
But why does positioning feel so hard?
2.1. When fear gets in the way
It's quite normal to have doubts and fears about positioning when starting a B2B business. So let's address some of the most common ones together.
"I have multiple skills — how can I choose just one?"
Remember this: you're not losing your skills, you're just choosing your top one. You can always expand later, if and when it feels appropriate.
"What if I pick the wrong niche?"
Starting a business involves a lot of trial and errors. Positioning doesn't have to be permanent. If a niche doesn't bring you enough business, or you realise you don't enjoy working in that area, you can always change later or decide to expand.
"Won't I miss out on opportunities?"
You'll only miss out on the wrong types of opportunities, while attracting more of the right ones. Once you become known as an expert in a particular niche, you'll get more and more referrals.
2.2. My story
I've been where you are.
When I started my freelance business, choosing a niche felt very hard. I had experience in different fields, including a Master's Degree in translation, that I was not ready to set aside. But I quickly learned that I had to narrow down my target — and, to be honest, I'm still refining as I go!
My value proposition went from something really generic like "translator and content marketer" to "helping small B2B businesses in Denmark attract better leads through clear positioning and a consistent content strategy across website and LinkedIn."
It works much better because it defines a clear audience (small, Danish B2B businesses), it describes what I do (clarify positioning and outline a content strategy for websites and LinkedIn), and tells what the results will be (better leads.)
How to find your niche
3.1. Finding the sweet spot
Your niche comes from the combination of three things: market demand, your skills and experience, your passions & values.
Market demand
Think about what problems are out there that you'd be able to solve. In your experience, what do your ideal customers complain about a lot? And if you don't have direct experience, there's always research — just ask people in a specific industry what their challenges are (Reddit could be a good source of information for that.)
Skills and experience
What are you particularly good at? Is there a unique combination of skills that could be useful in a specific industry or to solve a specific problem? Focus on your strengths and what you've already worked on.
Passions and values
Starting a business is hard work. If you don't choose a field you're genuinely interested in, motivation can fade quickly! Being clear on your values is also useful for filtering out those clients who are not aligned with your mindset.
3.2. The 10 questions to ask yourself to find your niche
Now let's get to the practical steps — I'm gonna show you how to find your niche with ten questions. So, picture your dream client and start answering the following:
What type of businesses do you most like to work with? / What people would you genuinely want to help?
What's the company size?
Where are they located?
What problems do these companies struggle with consistently?
What problems are you particularly good at solving?
What problems do you especially enjoy solving?
What industries are you interested in? / What industries have you already worked with?
What do people already come to you for / What have you had success with?
What topics could you talk about for hours?
What change do you want to see in the world / what benefit do you want to add to society?
Combining the answers from these questions should give you a clearer idea of who to target.
Top tip: You can use ChatGPT or a similar AI tool to help you find your niche and clarify your positioning. Just prompt it to ask you questions, until it has all the information it needs.
Crafting your positioning statement
Your positioning statement should tell in one line:
Who you help
What with
How
It should appear consistently across all your channels and tell people immediately if you are the solution they've been looking for.
After you find your niche, try crafting your positioning statement using a formula like the following:
"I help [your target audience] achieve [result]/solve [problem] by [your unique approach/method]"
Here are a few real-life examples of positioning statements I particularly like:
Monta (EV charging software)
"We are here to empower people and businesses to go (and stay!) electric. With effortless charging, for a planet that’s worth it."
Why it works: plain, clear language that communicates their target audience (people and businesses), their promise (empowering them to switch — and stick to — electric vehicles), and how they achieve it (by making charging effortless) — plus it hints to their value of creating a cleaner planet.
Pleo (Financial services)
"Automate your spend and take full control of your finances with a tool employees will love, no matter the size of your business."
Why it works: clear audience (businesses of all sizes) and promise (simplifying spend management through automation).
Zendesk (Customer service software)
"The complete customer service platform, powered by AI — Equip your agents with powerful AI tools and workflows that boost efficiency and elevate customer experiences across every channel."
Why it works: it tells clearly who it is for (customer service teams), what it does (boost efficiency and elevate customer experiences) and how (with a powerful and complete AI-powered platform.)
You get the idea, right? So go ahead and craft your own positioning statement!
Making your positioning clear across your website and LinkedIn
Now that you have found your niche and crafted your positioning statement, it's time to update your website and LinkedIn. You want your positioning to show clearly across the two channels, so that your audience doesn't get confused, learns to trust you, and is more likely to remember you.
6.1. How to communicate positioning on your website
Homepage
Start with your homepage. Show your positioning statement, or a close variation, in your hero section (the top of the page, visible before people scroll). Divide it into a headline and a sub-headline, then include a clear call to action.
See the following example from Zendesk's homepage:
About page
Your 'About' page is where you can expand, telling more about who you help, what problems you solve, what values drive you, etc. Here you can share your story, your wins, and why you're uniquely positioned to help your niche.
Services/Products page
Even when writing your 'Services' or 'Products' page, you should keep your niche in mind. Think about the challenges they are facing, and match each service/product to each challenge.
Remember: most times, people online don't look for products/services — they look for solutions to their problems. So don't focus too much on product features or service descriptions — make sure it's clear what benefits your customers will get by booking a specific service or buying a product.
6.2. How to communicate positioning on LinkedIn
You need to optimise your profile and/or company page so that your positioning is clear both for the people who visit them and for the LinkedIn algorithm (so that the right audience finds you).
Your headline
Your headline should state clearly:
your job title and industry
who you help
what problem you solve / results you achieve
how
Example:
"B2B Content Strategist | Helping B2B startups attract better leads through strategic content"
Your 'about' section
Start with who you help and the problem you solve.
Expand on your approach, your unique selling point, what makes you an expert in a particular niche.
Provide any wins or metrics that show proof of your results and build trust.
Talk only about experience that is relevant for your target audience.
Don't just list achievements/experiences — people will get bored. Use storytelling, engage the reader, and always connect to their pain point. Show them that you get it and — most importantly — have a solution for them.
Your feed
Choose 1-2 topics related to common problems in your niche that you can solve — these will be your content pillars.
Post regularly about your chosen topics and related sub-topics.
Conclusion and next steps
Positioning isn't a cage — it's the freedom to build a business on your terms, doing work you love, for people who genuinely need you.
Remember that you don't need to have it all figured out from the start — it's okay to experiment, see what works and what doesn't, and adjust as you go.
Next steps:
Use the questions in section 3 to find your niche
Craft your positioning statement using the formula in section 5
Update your website and LinkedIn following the advice in section 6
Plan your content calendar
Test & refine
Need help clarifying your positioning? Get in touch to book a free discovery call.
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