How to be seen as a specialist

Agencies that unsuccessfully specialize in a vertical:

• Landing pages 

• Marketing campaigns

• Conferences
  

Agencies that successfully specialize in a vertical:

• Landing pages

• Marketing campaigns

• Conferences

• Associations

• Newsletter

• Podcast/YouTube channel

• Podcast tour

• Gift-based Outbound

Here's the thing...

You won't be recognized as a specialist if you only skim the surface.

Frequently Asked Questions

What's the difference between agencies that specialize successfully and those that don't?

Depth of investment. Unsuccessful specialization usually stops at landing pages, marketing campaigns, and conferences, while successful specialization extends further into associations, newsletters, podcasts, podcast tours, and gift-based outbound.

Why isn't having a specialized landing page enough on its own?

Because a landing page alone is surface-level. Real recognition as a specialist requires consistent presence across multiple channels, not just one polished page claiming a specific focus.

Why does joining associations matter more than just running marketing campaigns?

Because associations put an agency directly inside the community it's trying to specialize in, building recognition and trust that a marketing campaign alone can't replicate.

What role does something like a podcast tour play in building real specialization?

It extends visibility and relationship-building beyond a single channel, reinforcing the specialization across multiple touchpoints instead of relying on one format to carry the entire positioning.

What's the core message behind "if you want to be seen as different, you need to be different"?

That real specialization requires going deeper than surface-level marketing tactics. Skimming the surface with a few visible efforts isn't enough to actually be recognized as a true specialist in a vertical.