Why We Don’t Niche Down — And Why That’s a Strength for Your Business

If you’ve followed Evolve for a while or had a discovery call with us, there’s a good chance you’ve asked:

"So, do you mainly work with hospitality businesses?"

And to be fair, I get it. My background is in hospitality, and we’ve had some brilliant success stories in that space.

But the answer is: absolutely not. Hospitality makes up about 15% of our current client base. The other 85%? That’s property companies, product-based brands, professional football clubs, tennis events, interior design businesses, the motor trade, beauty brands, and education providers. I promise - I knew nothing about lashes or nail drills before Evolve. But here we are.

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Benefits of not niching down in business

In the world of marketing, niching down is often seen as the smart move. It sounds clean, easy to pitch, and you get to call yourself an "industry specialist." But here’s the thing: creativity and strategy are not industry-bound. If anything, niching can put you in a box. You end up regurgitating the same tactics, recycling the same content ideas, and staying too safe. At Evolve, our best work has often come from taking inspiration from one sector and applying it to another.

We’ve used storytelling techniques we’ve developed working with football clubs and applied them to product launches. We’ve taken community engagement strategies from beauty brands and used them in property marketing. Why does it work? Because the foundation of great social media marketing is human behaviour — not industry rules. And if your team knows how to tap into that, they can make it work in any sector.

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Coming in with fresh eyes

One of the biggest advantages we bring to clients is a fresh perspective. We aren’t weighed down by how things have always been done in your industry. We don’t bring assumptions. We bring creativity, an understanding of audience behaviour, and the ability to tie every piece of content back to your goals. And often, our team is your target market. We know what grabs attention, we know what content feels authentic, and we know how to connect with people in a way that feels natural - not corporate.

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The takeaway

If you’re only looking for an agency that specialises in your industry, you might be missing out. Because sometimes, the best ideas come from outside your world. We’re proud that one week we could be working on social strategy for a football club, and the next, capturing content for an interior design brand, followed by a product shoot for the beauty industry. It keeps us sharp, forces us to think differently, and brings huge value to the brands we work with.

So, whether you sell property, sports tickets, furniture, cars or cocktails — we won’t just help you "fit in" with what everyone else is doing in your sector. We’ll help you stand out.

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Contact us today!