B2C Positioning Story: How a Chiropractor Built a Major YouTube Brand Based on Cracking Joints

Disclaimer: I have nothing to do with this YouTube channel. I'm simply using it as an example to tie back to B2B marketing.

Let’s get into it.

Dr. Alex Tubio has built his Chiropractic brand around one thing:

The odd satisfaction we get from back & neck adjustment cracks.

I'm using Tubio's brand as a case study to help B2B SaaS marketers answer these 3 questions:

  1. “How long should we stick to a niche?”
  2. “How do we know when we've dominated a market segment?”
  3. “When should we double down on a niche and when should we branch out?”

Tubio cut through the noise and stood out on YouTube, one of the most content-saturated platforms online.

But by relentlessly executing on a core differentiator, he’s managed to stand out in a major way to the tune of hundreds of millions of organic views & over $800k generated.

Not bad for a solo brand.

At the core of choosing his niche is the “Big Fish, Small Pond” strategy.

Think about it this way: the general Chiropractic market online is massive.

General chiropractic content would get lost in the noise.

Lectures, webinars, blogs about other topics. Boring. Vanilla.

But because Tubio’s smart, he knew when it was time to laser focus. Then he executed, for over 3 years since his first YouTube video. 

Over 95% of his videos reflect his positioning. Not just one or two. Hundreds.

Now I know what you're thinking:

“Ok Brooks, are you saying we should just be a one-trick pony forever?”

No, not at all. I’m saying you should know when you’ve landed on a positioning that works well. You’ll never know unless you grind it and grind it. Market hard. Don’t just update your homepage and leave it alone. Get everyone in your company involved and make sure it stands up across all messaging. Infuse it into your demand gen programs.

“I get that. But Brooks, he’s a chiropractor. How does this carry over to B2B SaaS?”

Whether you want to believe it or not, B2B SaaS is following the same commoditization pattern as B2C, services and all other industries.

How many chiropractors are there?

How many are marketing themselves online?

If you don’t stand out in some way in your content like Tubio is executing beautifully, you’ll be lumped in with the noise, when you should be sending a signal.

Niching doesn’t limit you as long as you have a large enough TAM. But my point is, niching does nothing if you don’t execute hard.

People are literally addicted to his content because he creates at a high enough volume for it to make an online footprint:

Think this guy is going to compare any Chiropractors and make a decision based on price? 

No, he has an affinity for Tubio because of niche content.

But the benefits of niching don’t stop there. 

You can add layers deeper into your content strategy.

  • “Emotional cracking”
  • “Extreme cracking”
  • “Relieves years of pain”
  • “Fixes 10 years of pain”

He’s able to hit the niche from all different angles.

You can “binge” his content. A good position to be in from a content strategy standpoint. 

You’ll never be able to binge generalist content meant to please everyone.

People already know what to expect, growing the affinity on a deeper level.

You wouldn’t go to a Mexican restaurant and expect them to serve burgers. That’s how Mexican restaurants fit into your life.

In copywriting this is called The Rule of One.

A concept very near and dear to my heart. I’ve built my entire business around the Rule of One. And it’s made all the difference.

One focus to stand out among the noise.

What lessons can we glean from Dr. Alex Tubio’s channel and apply to B2B marketing?

  • Let go of the thinking that niching limits your company’s potential.
  • Create content that stands out, or fail and waste time and money.
  • In the 2020s, brand affinity is what customers will make decisions on. We create affinity through content marketing that’s differentiated to the core.