How to differentiate your marketing agency

Having worked at Alchemis for 23 years, I have come across a multitude or marketing, creative, digital and, what seems like to me, hundreds of other seams, strands and splinters of weird and wonderful industry disciplines.

I can look through the trade press, LinkedIn, online directories and numerous other sources confidently recognising the majority of agency names, simply because I come across them day in/day out in my line of work. But every now and then, sad though it may be, I get a little bit excited as I come across a new agency or a name I don’t recognise – because that is a new lead to me… and new leads mean the prospect of new business.

But put yourself in the shoes of a potential customer looking for an agency. In such a crowded and competitive market (there are somewhere in the region of 10,000 agencies within the marketing services sector just on our own database for example) how can you ensure your agency is noticed?

How to differentiate your marketing agency

Here are a few top tips to help:

Identify your unique value proposition

Focus on what makes your agency different from others. Whether this is a specific industry focus, a unique methodology, or proprietary tools/technologies you use.

Emphasise ROI and results

Shift the focus from services to tangible results. Prove that you care about your client’s success by showing measurable outcomes (like increased sales directly following a campaign you ran, for example).
Demonstrate this with case studies, data and client testimonials

Have a niche

Niche marketing can help establish deeper knowledge and more tailored services. If you cater to a specific industry (eg healthcare, luxury goods, travel) or a specific type of discipline (eg Market Research, SEO, Corporate Communications), make yourself the go-to expert in that space.

Establish a strong brand personality

A strong brand will build recognition and help clients connect emotionally, making them more likely to choose your agency over others.

Whether you focus on expertise, creativity, or even humour for example, ensure your agency’s “personality” shines through in all your marketing and client interactions in order to build a strong and consistent tone of voice.

Embrace thought leadership

Create interesting and useful content, such as blog posts, whitepapers, webinars, or podcasts that showcase your expertise.

Seek out industry events you could speak at (or even create your own) to build trust and credibility within your market.

Offer bespoke solutions

Sounds obvious but whilst some agencies provide generic packages, ensure yours can offer tailored solutions based on each client’s needs to set you apart.

A personalised approach to each project will help clients see the bespoke value of your services rather than a one-size-fits-all offering.

Enhance client experience and customer service

Streamline processes for clients, such as onboarding and project management. If you can, utilise tools like client portals and have easy-to-navigate communication channels along with concise and transparent reporting to make the experience as smooth as possible.

Clients that feel in control with the ability to track progress along with receiving well-informed regular updates will have more confidence in what they have bought into as a campaign progresses.

On top of this, be easy to work with and responsive to deal with a client’s questions and needs. After all, when a client feels valued they are more likely to recommend your agency.

Look at innovation and technology

Are there tools you could use to give your clients a competitive edge, reduce their workload, or increase efficiency? In the age of AI there seems to be an increasing number of ways to automate tasks, provide advanced analytics or generally make life a bit easier when running a campaign.

Remember that your agency is only as good as the sum parts of your team

A good working environment with a happy team all pulling in the same direction will create a positive impression to any existing or potential client.

Each team member should have a proper understanding of their clients’ goals and with this in mind consistently deliver high-quality work that meets or exceeds expectations. Over-promising and under-delivering will ultimately end in tears as the client will lose faith in your agency.

Marketing your marketing agency

It’s not easy to stand out in a very crowded and fiercely competitive market. But if you can put some of the above factors into play then you’ll be increasing your chances significantly.

If you would like to discuss any of your new business challenges, please get in touch.