Unlocking Agency Potential: 3 Strategic Positioning Models
Agencies typically have three primary ways to position themselves and stand out to their target audience: (1) excel in a specific service, (2) specialize in a particular sector, or (3) blend the two. As we continue to explore how you might position your agency, it might be helpful to review the concepts discussed in previous agency positioning articles – 'Separating Your Agency from the Pack' and 'The Ultimate Guide to Finding Your Niche'. My goal with this article is to build upon those ideas, providing a framework to help you determine the most effective positioning strategy for your agency with prospective clients in mind.
1. Service Specialization:
Service-led positioning, a common approach for many marketing agencies, involves specializing in specific marketing services or demographics (such as experiential marketing, social media, or targeting seniors) while catering to a diverse range of industries. This approach capitalizes on your agency's unique skills and, ideally, incorporates proprietary methods to stand out in the market.
Benefits:
Diverse Clientele: Enjoy a varied mix of clients, which helps prevent burnout and avoids the monotony associated with sticking to one industry.
Minimize Risk: Protect against industry downturns by diversifying your client roster. Think back to the challenges faced by those specializing in hard-hit sectors like restaurants or travel during the Covid-19 pandemic.
Market Flexibility: Avoid putting all your eggs in one industry basket.
Drawbacks:
Vulnerability to Competition: Specialist skills, while valuable, can be replicated by competitors, potentially leading to price-based competition
Client Acquisition Challenges: Without a defined market sector, the process of identifying and reaching potential clients can be more complex and challenging.
2. Sector Specialization:
Sector specialization involves customizing your services to cater to the needs of a specific industry. Adopting this strategy can transform your agency's role from being a service provider (akin to an order taker) to becoming a strategic advisor (similar to a Sommelier).
Benefits:
Defined Segments: Utilize existing industry structures, such as conferences and trade publications, for effective networking and client acquisition.
Niche Expertise: Position your agency as an industry expert through deep sector knowledge.
Drawbacks:
Market Saturation: Focusing too heavily on one sector can be risky, especially if that industry experiences a downturn.
Investment in Industry Knowledge: Developing deep sector expertise demands considerable time and resources.
3. Service + Sector
Blending service and sector specialization can result in highly targeted marketing, narrowing your focus but significantly boosting your appeal. This dual approach enables you to address unique challenges and provide meaningful solutions, establishing your agency as an expert in both the service you provide and the specific sector you serve. While it may initially seem like this limits your client base, it often increases your attractiveness to those within your niche, making your agency a sought-after partner.
Final Thoughts
Sector specialization effectively communicates your in-depth understanding of a particular industry, reassuring clients about your capacity to tackle their unique challenges. Conversely, service specialization demonstrates your expertise in a certain service area, showcasing your ability to deliver results across various industries. The choice for your agency to concentrate on service, sector, or a combination of both should be a strategic decision, aligning with your strengths and market opportunities. The optimal positioning strategy not only differentiates your agency but also adapts to the evolving needs and preferences of your target market.