The Specialist and the Expert
Typical digital marketing agency:
- Specializes in SEO, PPC, Social
- Experts in performance marketing
- Reads Search Engine Journal
- Hosts a podcast about "marketing"
- Differentiates on its flavor of "we care"
- Solves typical problems for clients
Legal digital marketing agency:
- Specializes in getting high-value cases
- Experts in lawyer marketing
- Reads Search Engine Journal and legal publications
- Hosts a podcast about law firm marketing
- Differentiates on their POV about lawyers
- Solves nuanced problems for law firms
(feel free to swap any vertical for 'legal,' and it will still work)
Specific > Generic
Have a great day!