5 Problems With Niche Marketing Agencies

The Problem with Niche Marketing Firms

5 Reasons to avoid niche marketing agenciesOK. Full disclosure. My marketing agency does not have a niche unless you consider small to medium size businesses a niche.  For the last two years it has suggested on multiple occasions that I should steer my company into a specific niche or vertical.  For example we should work exclusively with personal injury law firms or chiropractors.  Yes, both of those very specific verticals were suggested several times.

5 Reasons Your Business Should Not Work With a Niche Marketing Agency

Here’s the problem…creativity is stymied by working with dozens of the same type of business.  Here are 5 reasons your business should not work with a marketing agency that specializes in your type of business.

  1. No Original Content: Every digital marketer knows that in order to feed the Google beast, and to bring people back to your website, you need to consistently create content.   The problem with niche marketing agencies is they create the same content for all of their clients.  A dentist in Fresno will have the same blog post as a dentist in Miami.  There’s no creativity or originality in sharing a blog post to dozens of dentist’s websites.

    I have personally witnessed this happen with a chiropractor who hired me to clean up their site.  Their site was actually built on a sub-domain of the niche marketing agency’s top level domain.  The agency then forwarded the chiropractor’s domain to the sub-domain.  Blog posts were all short (less than 300 words in most cases) and duplicated over multiple chiropractor websites.

  2. No Time Spent Understanding the Client: Your business has just been lumped into a bucket with probably dozens of other similar businesses.  The agency will not spend time understanding your business, your personality and your brand.  Yes they will probably not work with another similar business within a certain radius of your business but they will likely still work with others in your state.

    It’s impossible to properly market a business with the same level of success if the marketing agency does not understand the business and the personality behind it.  A good marketing agency will insist on getting to know the business owner(s) before beginning any work.

  3. No Time Explaining Results: Yes you will get reports that look pretty and are properly branded but will you understand them or have time to try to figure them out.  I can send an invoice but that doesn’t make me an accountant.

    Marketing agencies should take the time to not only explain the results but analyze the results.  What worked?  What didn’t work?  What needs to be changed?  Why?

  4. Creative Marketing AgencyNo Flexibility: You’re going to get the same cookie cutter marketing plan that the eye doctor on the other side of the state also gets, and at a premium price.  Yes they may understand how an ophthalmologist’s practice runs but no two eye doctors are the same. What might work for one practice in the location they are in may not work for another, for a variety of reasons.
  5. Not Everything Works: The niche marketing firms are likely going to suggest TV or Radio commercials, or even newspaper ads. While we wouldn’t discourage using traditional marketing or advertising channels it’s not for every business. These marketing/advertising channels can be very expensive and difficult (but not impossible) to measure the ROI.Furthermore they don’t always identify where your ideal clients are.  What social platform are they one?  What does their buying decision look like?  Where does your ideal client get information?  So many other questions that need to be asked and analyzed.

At the end of the day it is up to you which marketing agency you decide to work with but make sure you practice due diligence in making your decision.  If you’re not sure what you should be looking for give us a call and we’ll help you understand what a good agency should be doing for you.

10 Questions to Identify Your Ideal Client

Buyer Personas –The What, Why and Who

Developing a Buyer Persona by Scott GombarWho are your ideal clients?  Seems like a fairly straightforward questions right? I bet most of the people that read this don’t know the answer.  Most businesses take the client no matter what but is the client ideal for your business growth and success?

Now I am not suggesting if you own a restaurant that you throw someone out because they’re not what you envisioned a client to be.  This isn’t really meant for brick and mortar shops that rely heavily on foot traffic.  What I am suggesting is if you’re in a service business, or you are using digital marketing in some shape or form, that you need to identify who it is you want to target.

Here’s an example to help you understand what I mean.  I was asked to create a proposal for a potential client.  The client had very specific requests when it came to marketing channels and methods.  After some research, I came back with a plan and a quote.   The gentlemen balked at the quote so I asked what he would be comfortable with as far as a monthly marketing campaign fee suggesting that maybe we could streamline the approach to fit his budget.  His suggestion was 5% of my original quote.  This client is not my ideal client.

Now, this potential client was given my card at a networking event and ended up calling me months later to get some information and eventually ask for a proposal.  I did not use my own marketing efforts to target him.  You will find that you get calls for information and even potential clients but you will have to turn them away because they will not be worth the effort in the long run.

Another business I worked with for a very short period of time wanted the world on a shoestring budget.  After unrealistic demands and realizing the owner was missing out on opportunities by not answer the phone or emails, I fired the client.  Not my ideal client…lesson learned.

That’s where a Buyer Persona comes in.  A buyer persona will help you determine who your ideal client is.  Developing your business’ buyer persona means you are following the 80/20 rule.

How Do I Develop a Buyer Persona?

Create a Buyer Persona

The questions you need to ask yourself to identify your ideal clients are as follows:

  • What is your ideal clients background including job, career path and family
  • What are their demographics (age, gender, location, income)
  • Key Identifiers like demeanor or communication preferences
  • What are their primary goals
  • What are some of the challenges they have to deal with, especially if there’s one you can help with
  • What can you do to help them achieve their goals or resolve their challenges
  • Any quotes from current clients or potential clients about their goals and challenges
  • Some of the most common objectives from potential clients. Why wouldn’t they commit to your product or service
  • Your marketing message. How would you describe your solution to your persona
  • Your elevator pitchYour Buyer Persona is important to your businesses success by Scott Gombar

I have given ideas and proposals to potential clients only to have them decided to go elsewhere.  I don’t know if the decision was based on price or something else (but I intend on finding out) but a few of them have come to me after months of working with another marketing agency because the other agency did not take the time to understand what it was the business was looking to accomplish and who their ideal client (buyer persona) is.
They didn’t do the research and due diligence.

You can do the research yourself and be prepared to speak with a marketing agency ahead of time.  Answer the above questions and take a look at your past clients (find your 6 best clients) to determine who you want your company to target as a client.

If you have questions or suggestions email me.