Give your clients more by doing less, and let them know! (digital marketing course Malaysia)
Customers are astute. The more an industry matures, the more experience and knowledge it acquires. They quickly grasp a great deal and are able to see through the unbelievable. (digital marketing course Malaysia)
It’s no different in the digital marketing industry. A client can, for example, visit an agency’s website and discover that they can handle everything – sponsored search, social media, SEO, and more!
They then look into LinkedIn as part of their due diligence. They can see that the agency is made up of seven persons who are experts in 15 different fields.
This is simply not realistic, according to the client’s digital marketing experience.
This may appear to be a difficult task for agencies. It isn’t the case. In fact, it’s a great help.
How is that possible?
The more informed a client is, the more an agency can provide while doing far less. To do so, though, you must be absolutely open about how you go about doing it. This is what I refer to as the Case for Transparency.
You can explain how the 7 persons in your office can provide services in those 15 disciplines by being absolutely honest.
This is how it works:
You state that you are an expert in a particular field. Then you go into detail about how you’ve collaborated with other agencies to fill in the gaps in your service offering. You’re not afraid to state what you’re good at, and you’re not afraid to say what you’re bad at!
This strategy may appear counterintuitive, yet it is effective. We do it at BFO, and both we and our clients benefit greatly from it. The key, however, is to focus.
Why Should Your Company Specialize?
“Jack of all trades, master of none,” is an old adage that you’re surely familiar with. Clients today appreciate the validity in this remark, particularly as they gain a better understanding of the intricacy and nuance of many aspects of digital marketing.
There are several options for specialisation:
– Pick an area to work in, such as hospitality, ecommerce, or retail. – Work with clients of a specified firm size, such as small business or enterprise.
– By service, such as search, social media, inbound marketing, or even traditional marketing
One of the biggest benefits of specialisation is that it allows CEOs to focus on their passions.
It also allows staff to advance their careers and perhaps develop new areas of expertise within the agency.
Clients have realised that there are compelling reasons to cooperate with specialised agency. These are some of them:
It isn’t always true that bigger is better.
Many small, specialised agencies “punch” above their weight class. They provide expertise that rivals that of larger organisations.
This is especially true when small agency clients have easier access to senior talent, such as firm founders.
Small businesses are capable of completing tasks.
A smaller firm is more likely to be flexible. They may assemble an army of elite freelancers in any field. As a result, they can grow quite large for each customer while remaining focused on what they do best.
The agency’s overhead is also reduced as a result of this strategy. It also helps clients save money. Nobody ever stated, “I enjoy overpaying for your overhead.”
Unicorns are quite rare.
It’s rare for any agency of any size to find someone who excels in a variety of areas. Being an expert in a single topic is difficult enough.
Take, for example, SEO. Technical onsite SEO, offsite SEO, analytics, and content, particularly high-quality SEO material, are all skills required to execute an excellent job with SEO.
Some people are competent writers, but only a few are good SEO writers who can combine accessible audience-centric material with terms and keywords that impose topical authority for both the audience and search engine algos.
If you do decide to specialise, make sure you’re upfront about it.
The Benefits of Transparency
It’s not a sin to list services on your website that you don’t provide.
Assume you work in SEO and have teamed up with a web development firm. There’s nothing wrong with telling clients that you can assist them with their web development needs. The truth is that you can.
All you have to do is make it clear that the service is provided through agency relationships.
This type of relationship can be a huge selling factor for clients. It establishes your agency (and its partners) as a full-service provider. Even better, the agency’s customer benefits from the expertise of professionals in each subject.
Experts outperform dabblers in terms of results. And, after all, clients want to see results, right?
This kind of candour from a possible agency partner is also appreciated by clients. They understand your drive to provide the best service possible in your field.
They also value the service you’ve done by proactively organising and screening partnerships, which saves them and you time and money.