1.)What Makes your Agency Different?

Think about what makes your digital marketing agency stand out. Establish your uniqueness or brand. You establish an individual approach when you combine what you excel in and what service you provide that your competitors can’t match. The goal is to be the provider of a very particular marketing strategy focusing on one specialty that labels your agency as an expert in the field. Being an expert in your field will give your clients the confidence to choose your agency for representation and the authority for their needs. Your competitors that generalize their services will not be able to match that authority. Be careful not to choose a niche that has too narrow of a focus, or you can run into challenges sustaining your business for the long term.

With so many options, you are probably wondering where do you start? Think about following these guidelines: 

• Passion- What are you passionate about? What do you already have a strong knowledge base for but also love? Do your research and look at this topic in your free time? If you answer yes, this would be a great place to start. 
• Positioning- Do you want to work on high-profile topics or help startup companies and entrepreneurs get their businesses off the ground? Do you want to sell your services to enterprises, eCommerce, healthcare, or nonprofits? You may choose to focus on service instead. Either way, you need to determine your position.
• Demand- Is there a strong need for your niche. Is there a growth opportunity? Again, research is key to understanding the longevity of your marketing niche.
• Experience- Do you have the experience and skill set that makes your agency unique, better, or stand out from other agencies?

2.) Is There an Interest in your Niche?

Invest the time to research other marketing agencies and their products fully. Answer these questions: 

• Is there an interest in your niche? 
• What is the demand? 
• Is it sustainable for long-term success?

3.) Identify the Needs of Your Ideal Customer

This important step also requires research. Get on social media and view potential client sites. 

• What are their pain points? Review blogs and online forums to better understand the struggles they may be experiencing and the verbiage used to describe those challenges. 
• What’s working well? Again, many perspectives can be gained by reviewing blogs and forums.
• What can your digital marketing agency offer? Once you gain more insight, you can strategically target what your digital marketing services can offer.
• Speak to the prospective client. This tactic can build trust and loyalty quicker than any other means. Listen to their needs and struggles. Discuss your solutions but ask them their opinions of your proposed marketing approach. Gaining the potential client’s thoughts and perspective on your ideas will ensure a longer-lasting relationship built on collaboration and trust.

4.) Executing and Reviewing Your Niche Strategy

So how do you execute your strategy and begin to gain the clientele to support your marketing agency? You must put your agency out there on many platforms, including: 

• Build an Offline Presence- Even though the online world is necessary for visibility, you also need to have a “real world” presence. Join seminars, networking events, trade shows, and expos. Focus on making your digital marketing agency part of the community. This can be a real game-changer as it allows local business owners to learn about your agency and can produce a funnel for referrals. 
• Build Clout with Online Directories- Start with Google and focus on industry-specific directories. This is a great way to reach potential clients searching for help from marketing agencies.

Once you have your chosen niche and you are ready to make connections for your digital marketing agency: 

• Leverage Linkedin and use private Linkedin emails to reach potential clients outside of your existing circle.
• Join Facebook groups relevant to your niche and connect with influencers in your industry.
• Invest time in SEO and optimize your presence on social media channels.
• Ensure your emails have a capturing subject line and a captivating CTA at the end. 

The Final Step


Now that you found what makes your agency stand out, your niche focus, and who your ideal clientele will be, it is time to tie it all together. Ensuring your chosen niche will sustain the test of time will take consistent learning. Staying nimble and adapting to change will help your digital marketing agency easily evolve and grow. Be a lifelong learner and keep abreast of new tools and trends to stay one step ahead of your competition.