Do you know where your agency stands? In other words, do you have a positioning strategy for your agency? These are vital questions to be able to answer to grow and scale your agency. If you don’t know where you stand, or what you stand for, then how do you know what to do?
In knowing your position comes knowing what you are going after. This in terms of both employees, customers, marketing, sales and every other process in general. Growth doesn’t come naturally, it comes with hard work and smart positioning.
Read even more about positioning in the digital agency checklist:
Why is a defined positioning important for your agency?
To find out who your agency is … and what you stand for
Having a clear mission and value will help your agency communicate this to people both internal and external. Who you are and what you stand for will essentially say something about your services and who those services are for. So to get this part right will influence your ability to acquire clients and employees.
In 2016 a survey of digital marketing agencies showed that 78% of the respondents considered “Clients’ lack of understanding of digital marketing” to be a significant challenge. This only goes to show that communication is key.
Internally, create a policy that everyone can live by, and establish a common way of acting and behaving at the office. This will make for an everyday office life with less confusion and a feeling of unity. Some may say, birds of a feather flock together.
To find out who your clients are
Yes, having enough clients and customers to pay the bills is crucial. But don’t acquire anyone without having a plan. As you may know, your clients and the work you do for and with them will eventually reflect back on you and your company. So don’t lose sight of that just to earn a buck. A quick fix will not do here.
Your clients will become a part of how your agency is portrayed in the public eye, and affect your positioning henceforth. Figure out your positioning and which fields you want to work with, and acquire clients accordingly. Do your research with the potential customers. Are there some red flags in the beginning? Don’t be afraid to let some prospects go if not a fit.
Clients are one of the things you should focus on to get your agency to the next level, find more here.
To be able to differentiate yourself
Dare to be different, dare to be wonderful… Because it is pretty easy to blend into with the crowd. With everyone catching the train and joining trends like it’s going to bring world peace, it can be hard to stand out in the industry.
Find your own voice, a voice of innovation and deliver an offering only you can provide. It doesn’t have to be too grand or complicated. Sometimes the key is in the small things, as it’s impossible for everyone to invent the wheel. In that same 2016 study referenced earlier, “New technologies” and “Fresh creativity” come in at 18% and 12% as the most important thing for an agency to have.
So do the little extra to stand out, and watch people noticing you for just that.
To know who your employees are
After all, they are (often) the face of the company, and the ones communicating with and talking to your clients. In other words, large parts of your deliverability depend on your employees.
So don’t rush when hiring someone new to the team. Take your time and do thorough research to make sure you hire someone that fits what the organization and the agency stand for. A great tip would be a second interview where the focus lies on meeting (a part of) the team to see what they think and feel about this new person.
Often referrals are not used to a great extent in the hiring process, but why not? Call the ones you can and get a feel for how this person has left past positions. If you can get more than one referral, it’s a great way to detect differences and potentially manipulated statements.
It’s safe to say that it should not be taken for granted to put some effort in finding that someone to be an advocate for your agency.
To be able to do what you are good at… and not the opposite.
Find out what you are excel at and what you love to do. Then be the best at just that. Stick to what you know best and in that way ensure quality in every corner of your delivery. If your clients notice you are really good at something, the chances are that they will recommend you to someone they know and so on.
Don’t be afraid to start small. Pick a niche and if you want to you can evolve with time. Make sure you don’t spread yourself too thin. This is also in regards to your capacity. Make sure you have enough clients to your employees and enough employees to handle your clients.
If there are some things you are experiencing you need to deliver but cannot do yourself, outsource it. This will enhance your service offering, as you’re able to provide services from a broader field, and still deliver quality in your expertise.
So go ahead, find out where you are and where you want to be. Then, do something with it.
What do you think about our blog post?
Leave your comment below!