If you’ve ever caught yourself thinking, “Maybe my niche is just too small,” I want you to pause for a second.
Not because you’re wrong for thinking it, but because you might be trying to solve the wrong problem.
I hear this all the time from women who are showing up, posting consistently, doing what they’ve been told to do, and still feeling like their content just isn’t going anywhere. It’s that frustrating middle ground where you’re not brand new, but you’re also not growing the way you expected to.
And the easiest explanation is, “Well, maybe there just aren’t that many people out there for what I do.”
But here’s the truth.
Your niche isn’t too small. You’re just looking for your audience in the wrong places.
And more importantly…
You’re trying to use bottom-of-funnel content at the top of your funnel.
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The Trap of Niche Thinking
Most of us were taught that "niches get riches, b*tches." Heck, you've probably even heard me say it.
It sounds smart, and to a point, it is. But somewhere along the way, that advice morphed into:
- “Only talk about your product.”
- “Only post inside your niche.”
- “Only speak to people who are already interested.”
And that’s where things start to break down. Because that type of content? That’s bottom-of-funnel content.
That’s the kind of content designed for people who already:
- know what they want
- understand the problem
- are close to making a decision
And if that’s all you’re creating, you’re only speaking to a tiny fraction of your potential audience.
Your Audience Doesn’t Live in Your Niche
Here’s the shift that changes everything.
Your audience does not live inside your niche. They move in and out of it. They visit your niche when they need something.
But the rest of the time? They’re living their lives.
They’re scrolling while waiting in the school pickup line. They’re watching TV at night trying to decompress. They’re listening to podcasts while folding laundry. They’re thinking about their energy, their identity, their next chapter, and what to make for dinner.
They are not thinking about your product 24/7 (even though they clearly should be 😆). So if your content only shows up when they are, you’re invisible the rest of the time.
You need to jump into the conversation at other points of interest.
Why Your Content Isn’t Growing
This is where social warmup and the funnel comes in.
At the top of your funnel, your job is not to sell, your job is to be seen.
And that requires a very different type of content.
Top-of-funnel content is where you:
- cast a wide net
- connect through shared experiences
- enter conversations your audience is already having in spaces they're already hanging out (which is likely not on your page or in your group)
But most creators skip this. They jump straight to:
- product content
- tips and tutorials
- sales messaging
These all belong further down the funnel.
So what happens? You end up trying to grow your audience with content that was designed to convert it.
And that’s like trying to close a sale with someone who just met you five seconds ago.
The Funnel Shift, Wide First, Specific Later
Let’s make this really simple.
At the top of the funnel, your goal is reach.
So your content should feel:
- broader
- more relatable
- more connected to everyday life
This is where you cast a wide net by tapping into:
-
Parallel interests
Things your audience is doing alongside your niche -
Aligned experiences
Emotions, struggles, and situations they’re navigating -
Complementary topics
Areas of life that connect naturally to what you offer
Then, as people move deeper into your funnel, your content becomes more specific.
You start layering in:
- education
- solutions
- product relevance
Until eventually, at the bottom of the funnel, your content is clearly about:
- your offer
- your product
- your system
But here’s the key. You can’t skip the wide net and go straight to the hook.
The “Where Else Do They Exist?” Method
This is how you actually do this in real life.
Instead of asking, “How do I find more people in my niche?” You start asking, “Where else do my people exist?” or "What other things do my people enjoy?"
Because at the top of your funnel, you’re not looking for buyers. You’re looking for connection points.
Think about the woman you serve. She’s not just a “customer.” She’s a whole person. She has a core identity, a daily rhythm, and a set of interests that shape how she moves through the world.
Maybe she’s a woman over 40 trying to figure out what’s next for her. Maybe she’s balancing work, family, and a quiet desire for something more. Maybe she’s craving energy, confidence, or just a little space that feels like hers.
Now look at her life.
She’s watching reality TV. She’s listening to true crime. She’s trying to eat better, sleep better, feel better. She’s organizing her house, her calendar, and her thoughts.
None of that is necessarily your niche.
But all of that is your entry point, if you are aligned on those similar interests.
What This Looks Like in Real Life
Let’s look at a couple examples.
I have a client who is a fantasy book author. If she only creates content about her book, she’s creating bottom-of-funnel content. It’s for people who already know they like reading fantasy.
But at the top of her funnel? Her audience is also:
- gamers
- cosplayers
- people who love storytelling
- people who crave escape
So she creates content like:
“What kind of character would you be in a fantasy world?” “Signs you’d survive a dystopian universe.” “Why real life feels boring after a good story.”
That content casts a wide net. It pulls people in through shared interests. Then, as they engage, she can bring them deeper into her world, her books, her offers.
Now let’s talk about direct sellers. Because this is where this shift changes everything.
Most direct and social sellers live at the bottom of the funnel.
They post:
- product features
- promotions
- benefits
Which only speaks to people already close to buying. But at the top of the funnel? Their audience isn’t just buyers. It’s women living real lives.
Women who are:
- overwhelmed
- stretched thin
- navigating identity shifts
- craving something that feels like theirs
So instead of leading with the product, they lead with the life.
They say things like:
“Do you ever feel like everyone else gets your best energy?” “Somewhere along the way, you stopped showing up for yourself.” “Wanting something that’s yours doesn’t make you selfish.”
That content casts a wide net, and it connects first. And then, as people move deeper into the funnel, the product becomes relevant.
Not forced.
When This Clicks, Everything Changes
Once you understand the funnel, your content stops feeling confusing.
You stop asking: “Is this on niche?”
And start asking: “Where does this fit in my funnel?”
You begin to see that:
- not every post is meant to sell
- not every post is meant to educate
- some posts are simply meant to attract
And those are often the ones that grow your audience the fastest.
Considerations for Social Sellers
If you’re in direct or social selling, this is your opportunity to stand out. Most people are stuck creating bottom-of-funnel content all the time.
So when you start creating top-of-funnel content that actually reflects your audience’s life, you instantly feel different. More relatable. More human. More magnetic.
And that’s what builds:
- visibility
- trust
- connection
Which leads to sales. Not the other way around.
The Shift That Changes Everything
You don’t need a bigger niche.
You need a better funnel strategy.
At the top, you cast a wide net. In the middle, you build connection and understanding. At the bottom, you introduce your product and invite the sale.
Your audience is not all standing in one place. They’re moving through different layers of awareness. And your content should meet them at each one.
Ready to Go Deeper?
If this clicked for you, this is exactly the kind of strategy we build inside Suite Social Insider.
I help you:
- understand your audience beyond the surface (psychology is the root of all good marketing!)
- build content systems that align with your funnel
- create visibility that actually leads to sales
Because the goal isn’t just to post more. It’s to guide people from “I relate to this” to “I need this.”
Get started with your first month free, because I believe everyone can be a rockstar online. 💗
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—
Brenda Ster is a social selling expert, coach, and strategist who built her first million-dollar business entirely online. Now she helps brands, teams, and digital entrepreneurs find their voice, systematize their strategy, and scale with authenticity - powered by modern content marketing and smart AI tools. She’s a big believer in the power of AI, social systems, storytelling, and pink lip gloss. Originally from Wisconsin, she now lives with her family in Arizona where she’s usually found sipping Diet Coke or brushing dog hair off her shirt. Follow her everywhere @SuiteBrenda.