When I started my business, everyone said to find a specific niche but I didn't know quite how. I had a lot of experience in eCommerce, so I started there.
Originally, I billed myself as an eCommerce SEO writer and consultant. The goal was to work directly with eCommerce companies (mostly on Shopify) to improve their site architecture, SEO, and UX.
This worked for a few months and admittedly I didn't love it. COVID restrictions caused a trickle-up effect — clients' customers ran into cashflow issues, affecting them, finally affecting me — and by May 2020 almost all my business was gone.
For what it's worth, I'm not against COVID restrictons. It's important to quell this virus. But, the reality of it is, a lot of people lost business. We can get into a whole discussion over the role of government to provide for its people, but regardless — a lot of people had to make a pivot last year.
I had one remaining eCommerce entrepreneur as a client (still have them to this day, they're great) and the rest were....poof.
While I still work with that one original eCommerce client, and will continue to, 99% of my business pivoted as a result to doing B2B SEO content for digital marketing agencies and SaaS brands. This is actually a much better fit for me than trying to work with only eComm companies.
I think that pushing the idea of immediately finding one's niche on business owners can be tricky. I originally thought about naming my business in a manner that used the term 'eCommerce' and now I'm sure glad I didn't.
Now that I've niched down my business in a more appropriate way, I'm trying to focus on a few more areas of development:
Refining my onboarding process (more on this in a future post)
Reducing paid SaaS expenses
Cold pitching on LinkedIn
Sharing more of my process as content
I've also given up most social media. I use LinkedIn for work, YouTube for learning, and occasionally send a lackluster tweet. That's it.
This blog is meant to fill the last bullet point, replacing my original content that was focused on small business owners. Instead, I'm now writing for other writers, consultants, and marketers who might be able to learn from my process as well.
Care to join me?