Nail Your Niche: Joana Inch’s Essential Advice for Business Growth

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Finding your business niche isn’t just a trendy idea—it’s the difference between feeling stuck and truly making an impact. In the latest episode of The Growth Equation, Joana Inch from Hat Media shares how zeroing in on who you serve best can transform your business journey. 

Joana’s story is proof: when Hat Media shifted from offering every digital service under the sun to specialising in account-based marketing (ABM) for B2B SaaS and tech clients, everything changed. “When we stopped trying to be everything to everyone, we started seeing real results,” Joana says.

ABM is all about quality over quantity. Instead of chasing every possible lead, Joana’s team focuses on building genuine relationships with a select group of high-value accounts. This approach helps avoid over-reliance on a single client and creates a more stable, rewarding business. Joana also looks to the future, sharing why AI will play a bigger role in marketing—but reminds us that nothing beats the power of real human connection. Her advice? Get crystal clear on your ideal client and create content just for them.

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