Is Being a Niche Agency Really That Important?

By Jason Swenk on June 24, 2020

Are you wondering whether your agency really needs to niche down? Do you struggle to get prospects to take you seriously? Whether you have declared a niche or are running a full-service agency, the secret is owning what you do.

In this episode, we’ll cover:

  • Should your agency niche down?
  • How to handle sales objections from agency prospects.
  • 3 ways to build relationships.

Today I sat down with Bronwyn Mondoux, owner and creative director at Cinnamon Toast, a creative agency based out of Canada. As a full-service agency, Cinnamon Toast has faced some challenges, but over time has found a way to truly thrive in their space. Bronwyn’s here to discuss why she’s chosen not to niche down and how she has learned to get out of her own way.

Should Your Agency Niche Down?

I’ve shared my opinion on the benefits of niching down several times in the past. Declaring a niche helps your agency have a focus and makes it easier for potential clients to understand what you do. That said, that doesn’t mean you can’t find success as a full-service agency.

Bronwnyn says, one of the reasons why she has chosen not to declare a niche is she’s worried her team will become bored.  They enjoy the variety in clients and industries. And that’s a valid concern. You have to make sure you enjoy what you do. At the same time, Bronwyn admits, because they are a full-service firm, most of the client base is localized within the Canadian market. Niching down positions your agency as an authority in that field. Prospects are more likely to work with an agency that understands their business and its challenges.

Does your agency have to declare a niche to be successful? No. But it will help you focus on the types of clients you attract. It doesn’t mean you can’t work with clients outside of that niche. It just means you identify a specific audience to focus on and market to but it doesn’t mean turning down work outside your niche. It’s actually the best of both worlds 🙂

How to Handle Sales Objections from Agency Prospects

We’ve all faced that challenge where we just can’t get certain clients to sign on. They’ll tell you that they’d love to work with you, but there’s an excuse for why they can’t.  Bronwyn says being a youthful, small, and mostly female agency has advantages, but sometimes it’s a hard sell.

The best way to overcome these difficulties is to lean in. Embrace who you are. If you’re a female-led agency, this may mean targeting female-owned companies and showing them “we get you.” Is your team really young? If potential clients are looking to target a younger demographic, you’re going to understand their needs a lot better than an agency that has more experience but is not as youthful. Discover what makes you different and leverage it as a strength instead of a weakness.

3 Ways to Build Relationships

Despite what you hear on the podcast and see in my videos, I’m an introvert. I would rather listen than start a conversation. Bronwyn says she’s the same way. As an agency, relationships are critical to your success. So what’s an introvert to do?

  • Know what you’re good at. Clients work with you for a reason. They need you to provide a service and solve a challenge they cannot solve on their own. If you own an agency, chances are, you’re good at what you do. When you acknowledge what you’re good at and the value you provide, you’ll be more confident when selling to prospects.
  • Make it interesting. What got you interested in what you do? What makes your job exciting? When you’re proud of the work you provide, your confidence will shine through. Bring in personal stories and things you’ve learned to make it interesting.
  • Fake it until you make it. Let’s be honest, whether you’re an introvert or an extrovert, sometimes you’re just not feeling it. Remember, it’s okay to fake it to push through. Sometimes all you have to do is make that first connection and the rest will come.

As much as anyone can say, “You should do this, or you should do that,” there is no right way or wrong way to run an agency. Often focusing on what makes you happy is the best way to find success.

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