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Having your own business is the dream of many, but no matter which sector will come with a series challenges and difficulties both financial, organizational, recruitment and emotional. Having a marketing agency brings a number of very specific challenges are often very common among many of the companies we spoke every day here at HubSpot.

The 4 largest, and common challenges, with agency owners 

1. Differentiation

The picture agency is incredibly saturated, there are few barriers to entry. Any designer or marketing professional can throw an agency.

Get credibility is a challenge that even very large and established agencies have constantly struggling, especially with new customers who do not have clear what they want or need.

One problem is that too many agencies use the same words to describe: talents that we provide a complete service, an integrated, innovative ideas, superior service, reputation and experience in the business.

If you answer the question about differentiation Agency and the result is the same answer everyone else, the result is that you’re not really making a difference.

I recommend following these seven steps to define the strategy of positioning your agency (in this post you will find more information):

1 evaluates your current position

2 Defines the vocation of your agency or its raison d’etre

3 Selects the best customers for your agency

4 identifies the strengths and core competencies Agency

5 specifies the culture of your agency

6 Create your positioning statement

7 Validate your positioning strategy

With a solid positioning statement, you can differentiate your agency and successfully establish credibility, and thus stand out from other agencies and instill confidence in customers.

2. New business and more sales

Identify a new business strategy is difficult. Decide which consumer segment you want to run requires qualified define your potential opportunities for a segment specific. This can be frightening. Remember, when defining the niche you want to go, no excluirás any potential business that is outside of your niche opportunity.

An additional benefit of defining the profile of your ideal client is that you can easily recognize customers that are not appropriate; those that require much attention, have accounts with very low margins they spend resources, time and energy of your staff. Identifying those who are not good customers you’ll spend more time with qualified sales opportunities and more customers who will actually be profitable for your agency.

To attract or identify opportunities for selling a specific type of business, you need to define a strategy of highly focused sales. To do this you need to follow some key steps:

1 Determine the niche that you’ll go. This can be done by creating a list of all the potential qualities of your ideal segment, service and technology niches. Each combination must qualify on three different areas: profitability, experience and passion. Calculate the total for each combination of potential niches that you dirigirás by making a count of ratings profitability, experience and passion. The combination having the highest total score is the niche that should give top priority.

2. Define the marketing strategy you will use to identify sales opportunities in new business in this niche. Consider using one or combine several of these strategies: get new accounts target, using existing relationships and / or generate new sales opportunities inbound.

3. Create a list of target accounts niche that you dirigirás using information from sales opportunities that are defined in your customized market – oriented strategy.

4. Prioritizes contacts are already in your database using a matrix that defines a good, fair or poor candidate. Each sales opportunity in your list of accounts must be optimal for the type of service you offer, type of business, type of contacts and how they behave online. So you can give priority to the search for the specified accounts.

3. Create service offerings

Now that you have a strategy specific sales that drives you to identify opportunities ideals sale, qualify new business in your niche and you have the confidence to be able to differentiate your agency when you present a proposal that will truly stand out from the competition, What you will be selling the new opportunity to perfect sale? Expand your service offerings to include inbound services is a sure way to inject some life into an old menu of services. With an offer based on retention, you can create a sustainable source of income.

The structure of the inbound methodology defines an evolution in services for the client’s objectives, starting with the desire to reach out to strangers who do not know the customer ‘s business, entice them to become visitors, turning them into sales opportunities , close those leads into customers and ultimately make those customers become repeat customers and customer business promoters. You can adjust your is trategia and services to align with the business objectives of each client.

In my experience, agencies are more successful financially working with clients in more campaigns than in the only services, so consider the talent and technology with which you count on your company to manage and monitor campaigns.

4. Demonstrate ROI

What does an agency if you want to retain and convince existing customers to buy more? While the client-agency relationship is usually wonderful when the contract was just signed, maintain a good relationship and continue to deliver to your customers significant ROI reports can be almost impossible if you let the customer has full control. The best agencies know that if they want customers renew their contracts the agency will have to be very proactive from the first signature.

Having a system of ‘onboarding’ process or adoption / integration with each client will help you:

  •   Establishing appropriate to confirm and validate the shared goals that meet the criteria of SMART objectives to be specific, measurable, realistic, relevant and time limited expectations.
  •   Define a communication process by specifying the time, manner, frequency and channels through which you will communicate with the client.
  •   Establish transparency and internal commitments effort required by both parties.
  •   Establish a relationship based on the exchange of ideas on best practices and inbound marketing by the agency as well as information on business and industry experience for the customer.

Establish appropriate expectations and validate the shared objectives SMART clarify what kind of reports and metrics you offer your customers. The definition of the communication process also will identify when and how the customer will receive reports and future reports. This will build trust between your client and your agency and establish your credibility from day one.

Increase your sales agency marketing this free guide on how to drive new business to your company. Download it here !