How to position for the long term
You can specialize your agency in two ways:
1: What You Do
For example:
- You specialize in content marketing
- You specialize in AI-driven SEO
- You specialize in producing podcasts
2: Who You Serve
For example:
- You specialize in serving dentists
- You specialize in serving personal injury attorneys
- You specialize in serving the aviation industry
Both will differentiate your positioning, but here's the thing...
In today's rapidly changing world, when your digital marketing agency specializes in What You Do alone, you risk becoming obsolete.
Forcing you to re-position down the road when your once-loved specialty gets put out to pasture.
But, when you specialize in Who You Serve, you can bet:
- Your vertical buyer will always have expensive problems
- You'll be able to modify what you do to meet their evolving needs
Questions to ponder:
👉 Do we position based on What We Do, Who We Serve, or a blend of both?
👉 Is our positioning at risk of becoming obsolete in the near term?
Have a great day!
CQ
