How to Differentiate Your Agency From All the Rest

Despite their best efforts to stand out, nearly every agency looks, sounds, and acts just like every other one. We all think we have figured out how to differentiate ourselves using catchy taglines and clever techniques, but from the outside looking in, it’s hard to tell the difference from one to the next. Don’t believe me? See whether any of these phrases ring a bell: “We are a full-service integrated marketing agency.” “We partner with our clients.” “We’ve been in business for X years and have more than X years of experience.” Sound familiar? These phrases might sound like good differentiators, but in reality, they just muddy the waters and make it more difficult to discern what makes one agency better than another. Don’t Please Everyone All the Time Looking across the landscape of agencies we work with, the ones that struggle to stay afloat are the generalists. I know how scary it can be to neglect part of what looks like an appealing market, but agencies today must find and attack specific niches to survive. New avenues of competition are part of the reason for this. Agencies are now commodities competing with freelancers and others who take advantage of low barriers to entry. Differentiating your agency from the masses requires clearly defined areas of expertise. Clients want specialists, not indistinguishable, cookie-cutter generalists. According to our research, one of the biggest factors for clients choosing an agency is industry-specific expertise, which they define as having 25-50% of the agency’s business in one industry. Differentiate Your Agency (For Real) Although most agencies struggle to stand out, differentiating isn’t as hard as it seems. These four strategies help the most successful agencies split from the pack and [...]