Before we get into this post, I need you to answer a quick question. What sort of work do you think I do? Whatever it is, we’ll come back to that in just a moment.
“Carve yourself a niche”, they said. “Focus on and become known for one thing”, they said. It seemed like good advice at the time. And it is, generally speaking, good advice.
But what if by carving out that niche you create an impression that you’re not interested in anything BUT that niche?
This post is intended to act as cautionary tale for individuals, agencies and brands to be careful what you wish for…
About 12 months ago I decided to pivot my business. During the Autumn of 2017 I ran a series of social media marketing workshops up and down the country. They were extremely well-received and, what’s more, I loved doing them. I enjoyed meeting 70+ bright and curious people and I loved the enthusiasm in their eyes at the end of the day when they went away having genuinely learned stuff they could use.
And I loved even more the glowing reviews that followed and the stories I heard of people who’d got fantastic results or won new business as a direct result of what I’d taught them. One person told me they won a new business project as a result of what I taught her about SEO. Another told me about a 45:1 ROI she’d achieved with Facebook marketing.
It was enjoyable and rewarding work, and in combination with the consultative training I already carried out in-house and within agencies, I made a decision to focus more and more on training in 2018. I even built a brand new website dedicated specifically to learning, and launched the Digital Download Podcast and Membership Scheme to support this, both of which are going down a storm.
To all intents and purposes, it worked. Throughout the year I was booked for more workshops and agency training sessions. I successfully ‘carved out my niche’. [Read more…]