Even in 2023, it’s still possible to be a unique marketing agency & stand out from the rest
The do’s and don’ts
To be successfully unique as a marketing agency, you have to ensure that your differentiators are both true and important.
If you miss either of these, you’re going to waste time trying to stand out when you sound like everyone else.
Have you heard of those agencies that say “we’re a team of data-driven experts!”?
That translates to “we do what every marketer does”. It’s not special and it’s definitely not unique, many assume that prospects/clients will be in absolute awe of this line when in actuality, they’ve already lost interest by the time they read ‘data’.
So let’s get into it, how can you stand out as a unique marketing agency?
Service offering or industry focus
The most obvious two are by your service offering (e.g.- optimising Amazon products) or industry focus (e.g.- tiki torch manufacturers).
We’ve got a cool article about niching it up (or not) so we won’t bore you just yet. Don’t assume that picking a niche automatically makes you a unique marketing agency though unless you’re one of the few with knowledge/expertise that your competitors don’t have.
Do you have proprietary tech that is useful and rare? (Remember our rules for differentiators).
Are you reselling any white-labeled Martech / marketing automation software?
Depending on your industry focus, showing clients that they can gamify their marketing solution can really help you differentiate your marketing services from others.
Really get to grips with marketing to a specific audience.
I saw an agency recently that was focused on OoH (out-of-home) marketing to Baby Boomers. Their clients included grooming & whiskey brands and the agency is growing fast!
Some agencies only employ marketers who have a CIM qualification (Chartered Institute of Marketing). Some ensure that they’ve all passed the Google Ads course.
Picking a differentiator like this means you CAN actually boast about having a team that are experts in X and Y; which would then be both true and important.
You can focus on working with small businesses only (but don’t be that vague, they vary by headcount & revenue a lot).
Many marketers are focused on working with startups now. I’m assuming to get that sweet Series A money their way.
Whatever works, as long as you know WHY you serve companies with those headcounts (e.g.- you’re an ex-startup founder).
It’s important to identify what sets it apart from the competition and communicate those differences to potential clients. Here are some things you can focus on;
- Specialization: Focus on a specific industry or type of marketing service to become an expert in that area and offer unique insights and solutions.
- Innovation: Develop innovative solutions that solve common marketing challenges or leverage new technologies.
- Branding: Create a strong brand identity that reflects the agency’s values, personality, and unique selling proposition.
- Customer Service: Focus on delivering outstanding customer service that builds trust and long-term relationships with clients.
- Results: Demonstrate a track record of achieving measurable results for clients and use data and analytics to continually optimize campaigns for better performance.
- Thought Leadership: Establish the agency as a thought leader in the industry by creating valuable content, speaking at conferences, and participating in industry events.
- Collaborative approach: Offer a collaborative approach that involves working closely with clients and their teams to develop customized solutions that meet their unique needs.
TL;DR – Pick one of the above and zone in on it to become a unique marketing agency. Ideally, pick a few!
Now, how can new marketers build a unique marketing agency?
Starting a new marketing agency can be a challenging but rewarding venture. To be successful, it’s important to have a clear vision, a solid business plan, and a willingness to adapt and learn from your experiences. Here are some key strategies for building a successful marketing agency:
Build a strong brand:
Your agency’s brand identity should reflect your values, personality, and unique selling proposition. Develop a strong logo, color scheme, tagline, and messaging that sets you apart from other agencies. Be consistent in your branding across all channels, from your website and social media profiles to your business cards and email signatures.
Invest in quality staff:
Your agency’s success depends on the talent and skills of your team. Invest in hiring and retaining quality staff who are passionate about marketing and committed to delivering exceptional results for clients. Provide ongoing training and development opportunities to help your team stay up-to-date with the latest marketing trends and technologies.
Deliver exceptional customer service:
Focus on building strong relationships with clients by delivering exceptional customer service. Be responsive, transparent, and communicative throughout the entire client journey. Take the time to understand their unique needs and goals, and develop customized solutions that meet their specific needs.
Create a portfolio of work:
Develop a portfolio of work that showcases your agency’s expertise and demonstrates your ability to achieve measurable results for clients. This might include case studies, testimonials, and examples of your work across various marketing channels.
Use technology to streamline your processes and improve your efficiency. This might include tools for project management, data analysis, and automation of repetitive tasks. Stay up-to-date with the latest marketing technologies and tools, and invest in those that can help you deliver better results for clients.
Network and collaborate:
Attend industry events, join marketing associations, and participate in online forums and communities to build your network and learn from other marketing professionals. Look for opportunities to collaborate with other agencies or businesses to expand your reach and offer complementary services.
Measure and optimize results:
Use data and analytics to measure the effectiveness of your marketing campaigns and continually optimize your strategies for better results. Develop a culture of experimentation and continuous improvement, where you’re always looking for ways to test and refine your marketing tactics.
The marketing landscape is constantly evolving, and successful agencies are those that are able to adapt and stay ahead of the curve. Stay up-to-date with the latest marketing trends and technologies, and be willing to pivot your strategy as needed to stay competitive.
In summary, building a successful marketing agency requires a combination of expertise, innovation, customer service, and adaptability. By developing a clear niche, building a strong brand, investing in quality staff, delivering exceptional customer service, creating a portfolio of work, leveraging technology, networking and collaborating, measuring and optimizing results, and staying adaptable, you can position your agency for long-term success in a competitive marketplace.