By trying to serve everybody, you end up serving nobody. This is why discovering your digital agency’s ideal client and niche is imperative to creating a scalable agency built for success. When you attract customers who don’t fit with your model, your services, or even just your approach and attitude, your agency will end up spending more time putting out fires and readjusting expectations than actually getting work done.
As a white label marketing services provider, we know just how important it is to customize your end product to each client’s unique needs. If you’re interested in up-levelling your digital agency, niching down is the next step you need to take. Let’s show you how.
Determine Your Client Avatar
Your client avatar is an outline of who your ideal customer is and what they want. By building out your digital agency’s ideal client avatar, you’ll make it easier to cater to your niche’s unique requirements in innovative ways. Start by considering the demographics of your avatar, as well as their long-term aspirations. Hone in on what their values are so that you can communicate with them in a relatable manner.
Pick Your No-Nos
Once you have determined who your ideal client is and if you will only service businesses in a particular industry or not, you can then describe the non-negotiables to yourself and to your team. This may include not offering a specific service, only working with certain-size companies, or not working on an ad-hoc basis but rather only on a retainer basis. By determining your no-nos, you will be better positioned to market your services and turn away (politely, of course!) clients who are not a good fit.
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Stick To Your Guns
Finally, once you have determined who is and isn’t your ideal client, you need to commit to your outlined strategy. As an agency owner, a common temptation that you will face is saying “yes” to a client that doesn’t exactly fit into your niche. Stick to your guns and remember that you don’t want to end up serving an unhappy client with service that doesn’t quite understand their industry or needs.
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