how to drag your audience from one niche to another

Tim Keen
June 04, 2025

If you read my last email, then you’ll know I'm changing who I target on LinkedIn without starting from scratch.

I've been talking to marketers and agency owners.

Now I want to reach creative directors and ad people - a totally different crowd.

The challenge?

These groups don't like each other.

Creatives think marketers are soul-crushing.

Marketers think creatives are impractical.

So I can't just flip a switch and start posting about advertising.

I'll lose my current audience and confuse the new one.

Instead, I'm building a content bridge.

I'm writing about topics that work for both audiences.

Things like "how creative agencies are getting leads" or "how ad specialists are managing change."

My existing audience can relate, but the new people will pay attention too.

Then each week, I nudge the content slightly more toward the new audience.

It's like slowly dragging your profile across to where you want it to be.

The key is patience.

You're not trying to convert everyone overnight.

You're just shifting the center of gravity of your content bit by bit.

Some people will drop off.

That's fine.

You'll pick up new people who are more aligned with where you're going.

It takes a few months, but it beats starting over with zero audience.

Have you ever had to shift your positioning?

How did you handle it?

Hit reply and share.

Tim