In the world of professional services, specializing is all the rage right now, but many agencies are still resistant to it. Why is it so powerful to build a track record on specialized knowledge and not implementation? Why should we never underestimate the value of branding? What is the shift in competitive advantage in marketing? On this episode, Gravity Digital founder, Casey O’Quinn shares on the benefits of specialization.
"Reaching people before they need your service is big and very underrated." -Casey O’Quinn
3 Things We Learned
The benefits of specialization
We don’t want clients to pick a task for us, we want to get paid for the proven knowledge and strategy we bring to the table. Our goal should be to build a track record in that one thing because not only can you can charge more, but we become someone they trust and can listen to.
In a highly competitive world, branding becomes more crucial
With so many marketing agencies focused heavily on tactics, no one is going to stand out based on those tactics. If we’re in that field, branding is key because it’s the only way to differentiate yourself.
Niching down makes running an agency easier
As an agency efficiency is huge, and if we don’t specialize, we’ll get really tired trying to learn all these different industries. It’s even more inefficient because the details in each industry don’t transfer over.
The globalization of training and the gig economy has reduced the value of implementation, and for agencies, that means that the opportunity has shifted to strategy and training. The right kind of strategy is niched down and specialized, it allows us to command more and truly become identified as an expert. In order to stand out in a sea of tacticians and strategists, it’s key to be able to identify and connect with an audience, even before they want to work with us. Contrary to popular belief, branding is still necessary in having a competitive advantage.
Casey is the founder of Gravity Digital, an award winning, digital marketing agency for healthcare. For more information, go to https://gravitydigital.com/, connect with him on LinkedIn https://www.linkedin.com/in/caseyoquinn/, and follow @caseyoquinn on Twitter.