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You would think that a marketing agency with specialist skills and tools at its disposal would be well equipped to market itself successfully. For a number of reasons, it isn’t necessarily that simple, not least the fact that you are competing with others who are also specialists in the field.
It could be argued that identifying your USPs (unique selling points) and selling your services is possibly more challenging in the marketing industry than in many other sectors. There are hundreds of agencies offering what appear to be very similar services at highly competitive prices battling to stand out in a clouded marketplace. Differentiation is particularly hard when potential clients can’t always understand or easily evaluate your specialist skills and can feel overwhelmed with ‘marketing speak’ coming at them from all quarters. What is more, some services can be expensive and ROI hard to prove, leaving potential clients to conclude they can do the same thing themselves at a much lower cost in-house.
All of this conspires against marketers looking to sell themselves but a number of strategies can help. Let’s look at some of these:
1. Let testimonials do the talking – Showcasing your expertise with testimonials from existing clients and demonstrating the value you offer using a real example of your work gives credibility to your sales pitch. The stamp of approval from an unbiased third party will also reassure prospective clients of your competence and trustworthiness at a time when they don’t yet have a relationship with you.
2. Advertise your awards and credentials – Evidencing recognition from within your industry and highlighting key achievements is a brilliant way to assure potential clients of the high standard of work you produce. Knowing that your peers and other experts in your field endorse your brand and service will give confidence that you really know what you are doing.
3. Perfect your brand identity, messaging and tone of voice – In any highly competitive sector, creating a clear, credible identity for your brand is essential to engage your target audience and tell your story. Defining clear brand guidelines, strong values and adopting a consistent visual identity and tone of voice will make your brand instantly recognisable.
Read more on the importance of a clear brand identity
4. Create a buzz around your business – Whether it’s networking events, virtual conferences, social media campaigns or an exciting new product launch, it is critical that as marketing specialists you showcase your creative skills. Creating a buzz will draw attention, give your audiences something to talk about so that they in turn will do your marketing for you by spreading the word.
5. Demonstrate thought leadership – To stand out from competitors, it is really important that your brand is seen as a leader in its field. A potential client wants to engage with a business that will give them access to the latest tools and techniques, not one that is following the crowd. Establishing yourself as a thought leader builds credibility, gives you visibility and nurtures trust.
6. Share industry expertise – Whilst you don’t necessarily want to give away your competitive edge, networking with other experts and sharing your knowledge reinforces your brand and demonstrates your domain expertise. Blogging could be seen as a spilling your secrets but is in fact a sure-fire way to engage your audience and establish yourself as an expert, accessible and friendly brand.
7. Optimise the functionality of your website – As we all know, your website is your shop window and the most visual representation of your brand. It is critical to optimise this asset and implement a content strategy to drive traffic, build SEO and generate leads your business. Simplicity is key, so make it clean, refined, and easy to navigate, with a design that has impact and truly reflects your brand.
In any competitive marketplace, it is vital to communicate clearly why buyers should choose your solution rather than that of your competitors. Find out more about the importance of knowing your USPs.
