Agency Owners' Guide to Operationalizing Strategy

Think of this agency positioning series (see part 1 here)  like your favorite cookbook. We've gone through the ingredients and the prep; now, it's time to cook. But this is important, the recipe I'm sharing isn't set in stone. What works for you might not work for another agency, and that's perfectly fine.

Let's explore how you can bring your agency's positioning to life in a way that feels right for you.

AGENCY MARKETING

Thought Leadership

Positioning your agency as a thought leader is a powerful way to communicate your unique positioning. By sharing your perspective, you reinforce your expertise and add value to your target audience. Whether through writing insightful articles on your website (like this one), speaking at industry events, or contributing articles to notable publications, thought leadership is about showing, not just telling, why you are the go-to agency for prospective clients.

Client Testimonials

Truth be told, some things just hit differently when someone else sings your praises. I remember being at a holiday party a few months back, casually chatting about my work. Later in the evening, I bumped into a client and asked her to share her perspective on how my work impacted her business. Our messages were quite similar, but hearing it from her just had a different impact. That's the power of client testimonials. They're undeniable proof that your agency walks the walk. While you can't always have a client on standby to tout your brilliance, showcasing their testimonials can work wonders. Whether it's displaying them on your website, including them in your pitch decks, or sharing them all over your social media, endorsements help communicate your agency's credibility and unique appeal.

Case Studies

Think of case studies as your highlight reel, but with depth. They narrate how you've leveraged your strengths to achieve successful outcomes for your clients. Leverage case studies to spotlight your wins and make your brand more relatable to potential clients.

OPERATIONALIZE YOUR POSITIONING

It's not just about talking the talk in your marketing; you've got to walk the walk inside your agency.

Service Design

Begin with an audit of your current services. For each service, ask yourself—Does this support our agency's positioning? For instance, if your agency positions itself as a specialist in digital transformation for retail businesses, are all your services geared towards achieving this goal? If the answer is no, then you'll want to start thinking about phasing out the services that don't align with your specialization. This doesn't mean you immediately drop what a paying client loves. Instead, it means gradually removing misaligned services from your sales pitch, and maybe, just maybe, introducing new services that solve problems your clients are currently experiencing.

Client Selection

Use your positioning statement as a filter for potential clients and projects. As a reminder from previous articles, your positioning statement might look like this: "What you do and who you do it for." So, you might say something like this: "We develop user-friendly e-commerce platforms for independent retailers." In this example, you would use your positioning statement to filter out anyone who isn't an independent retailer.

Closing Thoughts

And there we have it—the end of our journey together through the world of agency positioning. But really, this is just the beginning for you. Implementing your positioning is an ongoing process, one that requires buy-in from every part of your organization. Stick with it, and you'll see your agency not just promising but truly delivering on its unique value proposition. 

Let's keep this conversation alive. I'd love to hear about your steps, stumbles, and successes as you bring these ideas to life.