Knowing an using your resources is key to sustaining any business, no matter what industry it operates in, since this will help in attracting and retaining new clients and converting them into loyal customers. However, the age of information also means that the infiltration of technology is at high rates, making competition among digital agencies very stiff – many of them are feeling the heat of the challenge.
Regardless of the digital marketing aspect your company specializes in, including PPC, web design, email optimization, social media, and content marketing, there is always new competition rising up. At the same time, a growing number of clients are leaving the services of a digital agency and setting up in-house marketing teams within their businesses.
It is therefore important to examine the aspects that make a digital agency stand out from the competition, especially if you are considering making one for consultation purposes with clients.
All Proper Agencies Have a Niche
You cannot survive in the business world without focusing on something, especially because you are not the first or only one to offer the service. Many agencies are similar to yours and have similar mandates, but the problem is a client cannot differentiate by simply looking at the generic sections of ‘what we do’ or ‘who we are’ on a company website.
For you to make an actual impression on future clients, you need to employ a focused approach for content marketing – and it is simpler than you realize. Simply by concentrating on your area of expertise, you can actually achieve greater things and more experience.
For instance, if you have a blog – instead of using the blog to talk about the same news in the industry or the same tips as any other agency will provide, use it to write about content that people cannot find anywhere else. This might seem daunting, but even if you have experience in one particular service compared to other agencies, you need to consider how you will layer your niche in the industry.
If your niche is similar to other industries or competitors, it is not something to worry about. Just focus on a different organization size, a different industry, or varying locations. This will create enough variety to help you stand out from the crowd.
Increasing Credibility
Clients will ask you about your expertise in the line of work you choose to do, and look at your services later. For this reason, you need to ensure your digital agency is providing adequate proof that the services are effective enough for them to invest their time and money in.
Different clients will not look for exactly the same things though, as they have their own requirements and standards of who they want to hire. For instance, some of them want to know if you have won various awards in digital marketing, while others want to know who your clients are and if you have high profile previous clients.
Others want to know if you have worked in organizations and businesses that are similar to theirs, and others want to find out the years of experience you have in the industry, as well as the qualifications you have. When you put all of these things together, you will come up with a picture of the selling points you should have, and what services you should offer potential clients.
Branding Opportunities and Visibility
Any business wants to increase their visibility to the market because that is part of what will draw customers to them, and it is important for digital agencies as well. For many potential and existing clients, the branding of an organization is normally their first point of contact with you, and the more unique the branding is, the more the client or customer can differentiate you from your competitors.
When you think about it, the identity and values your organization holds will be very important when you are marketing it to potential customers, and this goes far beyond the logos you choose or the color scheme of your business.
Take a leaf from the big organizations you see thriving, and you will notice that they have one thing in common: using their human resources as a method of telling customers that their services are unique. In fact, the people who work for your business are more of a differentiation point, so you need to incorporate them for potential customers to see, as well as in content marketing and social media advertisements.
Create Unique Pitches
Apart from the branding visibility, the sales pitch you offer will also influence how a customer will see your business – so keep this in mind and make sure you spend sufficient time working on your presentation. If you need ideas, you can check out your competition to see what they are doing, so figure out what the user needs, make an action plan that explains to them how the business will succeed, and incorporate different solutions into their programs.
This pitch that you create will be very important in drawing clients to you and keeping them there, so it should be a major component of your marketing efforts. However, do not use the generic statements on every client; make sure you tailor it to fit each of their needs. Just like trying new shoes, you cannot assume an approach of ‘one size fits all’.
If you need help with what to incorporate, some questions you can answer include what your agency does and the channels you understand best, why you do it, the consumer groups you work with and understand, the values your organization has and how they fit into the work you do, and how the job is done.
Do not Ignore Data
Whether you are trying to make your company stand out from the crowd, it is important to shoe you are credible enough to deliver. That means including your failures as well as your successes, incorporating marketing data, and what you learnt from each case.
Final thoughts
When setting up a digital agency, you need to keep in mind that it is important to sand out from the crowd, and this will help in attracting clients and creating viable strategies for their individual cases.
