podcast episode

Pivoting in Marketing: How to Change Platforms and/or Niches

Join Fab and Becca as they dive into the world of pivoting in marketing - you know, that scary but sometimes necessary shift in your business direction.

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Join Fab and Becca as they dive into the world of pivoting in marketing – you know, that scary but sometimes necessary shift in your business direction.

They chat about why it matters, what makes it tricky, and how to use your audience’s feedback to make smart moves. Their big question: can you really pivot your niche, and if so, how?

Sure! Here are six quotes from Becca Holloway (the guest) that can be used for social media. Each quote includes a title and Becca’s name to provide context and value to your audience.

“It’s really, really important to be transparent and communicate with your audience. The worst thing you could do is just one day, basically, switch and just go from a to b with no mention of it.”

Becca Holloway

Pivot When You See Value Misalignment

Remember that spark the one that made you leap out of bed, excited to dive into your work? If that’s fizzled out, it might be time to assess whether your current direction still aligns with your personal values and mission.

  • When the Vision Feels Off: If your work feels disconnected from the values you hold close, it’s a clear sign something needs to shift. Maybe your focus has moved too far from the human-centric approach you once championed, or your mission hasn’t kept up with your evolving goals.
  • Dragging Your Feet on Content: If you’re feeling uninspired or unmotivated to create content, that’s more than a creative slump. It could be a sign that your current strategy no longer aligns with what excites or drives you. As Becca said, “It’s worth asking if your work feels meaningful—if it doesn’t, it’s time to explore why”.
  • The Hollow Victory of Hitting Goals: Let’s be real, achieving business goals without that wow, I love this moment is like throwing a party no one shows up to. If success feels empty, it might be because the work itself no longer aligns with what makes you tick.

What to Do About It

  • Start with Reflection: Write down your core values, what you want your work to stand for, and how your current direction aligns (or doesn’t). Be brutally honest.
  • Seek Fresh Inspiration: Attend workshops, connect with your network, or dive into resources that reignite your excitement for your mission. Sometimes, stepping outside your bubble can help you rediscover what truly matters.
  • Ask the Big Questions: What makes you feel excited to create? What impact do you want your work to have? What no longer feels worth your time?

Pivot When The Data’s Telling You Something

Your data often sees what’s working (and what’s not) before you do. Those interesting patterns in your analytics? They’re like little signposts pointing toward your next smart move. If you ignore these clues, you might end up spending time on stuff that just isn’t landing, while missing out on opportunities that could really help your business grow.

  • Unexpected Wins: Ever had a random post blow up while your “masterpiece” barely gets a like? It’s frustrating, but it’s also a clue. These surprises show where your audience’s interests might differ from your assumptions.
  • New Traffic Patterns: Noticing more clicks on a lesser-known service or blog post? Or maybe your audience is gravitating toward a different content type, like video instead of written posts. These shifts can indicate what’s resonating—and what’s losing steam.
  • Engagement Goldmines: High comment activity or DMs about a specific topic? That’s your audience telling you, “We want more of this!” As Becca pointed out, “Conversations are rich in all the feels and a great source for identifying where to pivot”.

What to Do About It

  • Track Behaviour Patterns: Review what your audience clicks on, comments about, or lingers over. Tools like Google Analytics and social media insights can reveal where their attention is going.
  • Deep-Dive Quarterly: While monthly reviews are great for staying on top of trends, a quarterly deep dive can help you spot bigger shifts. Look at website paths, search terms, and even which platforms are driving the most conversions.
  • Lean Into What Works: If a specific topic or product is suddenly a hit, double down. Whether it’s creating more content around that topic or expanding your offering, use those insights to meet your audience where they’re excited.

“Your audience will evolve with or without you. The trick is staying close enough to notice the change”.

Fab Giovanetti

Pivot When Your Audience Has Changed

If you’ve noticed your audience behaving differently or engaging less, it could be time to tune into their needs and adapt your strategy. What worked for them yesterday might not resonate today. Think of your audience as the heart of your business – they’re what keeps everything pumping. When you really get what they need, your marketing just flows naturally.

Key Signs It’s Time to Pivot

  • Engagement is Down: If your carefully crafted posts are met with crickets instead of conversation, it’s a sign that your content isn’t hitting the right notes. This might mean their interests or preferences have shifted.
  • Your Offering Feels “Off”: Sometimes, your products or services feel like they’re solving a problem your audience no longer has. Maybe their priorities have changed, or their expectations have outgrown your current offering.
  • New Questions, New Priorities: Are you getting unexpected questions or seeing trends in the type of content your audience interacts with? These little signals can reveal shifts in their pain points, goals, or aspirations. As Fab noted on the podcast, “Your audience will evolve with or without you. The trick is staying close enough to notice the change”.

What to Do About It

  • Have Real Conversations: Get back to basics with some old-school market research. Ask your audience why they follow you, what they love about your work, and what they wish you’d do more of. As Fab suggests, even “fluffy questions” like how they perceive your brand can reveal powerful insights.
  • Monitor Trends: Keep an eye on industry shifts or societal changes that might be influencing your audience’s behaviour. Are they seeking more sustainable products? Do they prefer shorter, snappier content? Understanding the bigger picture can help you meet them where they are.
  • Adapt Quickly: If you notice a disconnect, don’t sit on it. Whether it’s tweaking your content strategy, updating your services, or experimenting with new platforms, small pivots can help you stay relevant without overwhelming your audience, or yourself.

ABOUT OUR CO-HOST

Becca Holloway is an award-winning social media consultant with 10+ years of experience in paid social specialising in TikTok, Instagram and LinkedIn strategies. In her spare time, she runs a social media x tube related newsletter called The Social Line.

Instagram: @beccasocial

LinkedIn: Rebecca Holloway

EPISODE RESOURCES 

Listen to our episode with Kevon Cheug: listen here

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