Digital marketing has been a lucrative industry for the past couple of decades. Just about every business you can think of needs to have an online presence. Every online presence needs to be supported with a collection of marketing, advertising and PR strategies. Perhaps you were ahead of the curve or you have an incredibly talented team. If so, you’ve no doubt made a lot of money helping business owners with their search engine optimization (SEO), pay per click advertising (PPC), social media and other marketing efforts.
Of course, the high earning potential of the digital marketing industry has led to an interesting side effect; the online world is inundated with an overabundance of digital marketing agencies, gurus, experts and other authorities.
With so much direct competition, how can your digital marketing agency stand out?
Philosophers and scientists are still divided on whether an argument from authority is valid. In other words, does your position as an authority on a given topic make your argument automatically stronger?
We can continue debating whether this is acceptable from a reasoning perspective. One thing is certain; people tend to hire experts at least in part because of their perceived authority and expertise. If you’re seen as more authoritative, more knowledgeable or more of an expert than other digital marketing agencies, you’re going to win more business.
There are several ways you can do this:
The old saying goes, if you can’t beat ‘em, join ‘em. Instead, if you can’t beat them, do something different. You may not be capable of beating the best basketball player on Earth, but maybe you could become the best player of a much more obscure sport.
As a digital marketing agency, one of your best tools is going to be critically differentiating yourself. How are you different? And can you serve a customer base that isn’t currently overrun with marketing options?
Your goals here are to become more unique and more relevant to a specific group.
You can also make an effort to have your digital marketing agency be more flexible and more scalable. Some businesses are turned off by rigid service plans, long-term contracts and hard limits to service provisions. You can avoid this by offering your clients more options.
This isn’t a guaranteed recipe for long-term digital marketing success. But, it’s going to help you differentiate your agency in a market that’s overflowing with viable competing businesses. Spend some time addressing your signature strengths and weaknesses — and customize your approach to suit your unique agency profile.
Originally appeared in Entrepreneur