500+ Clients, One Niche: Here’s How She Did It

Small But Mighty Agency: Win clients and build better networks for marketing and consulting agencies

Specializing is scary. But focusing on one high-growth niche can take your agency to multiple seven figures without working harder.

If committing to one niche feels risky, Erica’s story will show you what’s possible on the other side.

This week, I’m joined by Erica Hakonson, CEO of Maven Collective Marketing, an agency that went all in on one niche: Microsoft Partners.

And here’s the wild thing…

Once they declared that focus, clients didn’t hesitate, they started saying:
“How have we not heard of you yet?”

This episode is packed with real talk about what it takes to go narrow, go deep, and build trust that actually compounds. Erica shares how they became the go-to marketing partner in the Microsoft Partner ecosystem, and how research, relationships, and restraint have fueled their growth.

Here’s what we cover:

• Why declaring a single niche was the turning point
  How proprietary research changed the game
• What it takes to deeply onboard and upskill a team
• The upside of saying no to wrong-fit clients and hiring before you feel ready

If you’re wrestling with whether going all in on a niche is “too limiting,” this episode will shine light.

🎧 Listen in, and then share it with a fellow agency owner who needs to hear it.

Resources mentioned:

• Maven Collective Website: https://mavencollectivemarketing.com
• LinkedIn: Erika Hakonson
• Youtube: Maven Collective

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep133
Podcast Edits by Lindsay Curtis