The topmost attractive traits in humanity, regardless of culture, is Confidence, Passion, Vision and being in Massive Action.
It is no wonder that these are the same traits of the most successful digital marketing agencies on the planet. When you niche, it is usually in an area you have unlimited energy and joy for. Let us begin.
What is an Authority
To be an authority is not usually something someone sets out to do unless you are a fascist with autocratic tendencies or if you are Brain of the bumbling Pinky and the Brain duo. What we are really referring to is being known for giving the best value in what you are passionate about. It is similar to the High School talent contest where everyone did their ‘thing.’
Many agencies, to their detriment, attempt to provide digital services for all manner of business. They are whores to whoever will say #yes. This doesn’t work in personal relationships so why would it work in business. Instead, the really great digital companies niche and drill down deep. They are ultra curious about how to give more to the specific aspects of the industry they love.
Where to Niche
There are more than 7 billion people on the planet and counting. In quantum, that is more opportunity than you can count with the 10% of your brain that is operational. It is disingenuous for your business or any other to try to be all things to all people. That is similar to trying to marry the entire girls cheerleading squad. It is a nice idea and most likely never happen. Instead, look at all aspects of your life where there is significant #passion and ease. You will notice a pattern. If you have challenges articulating it, ask those close to you. What can they count on you for? What are you most known for? What is your superpower? That will give you insight into focusing on an area that takes no effort. This is where your niche is! Did you know the Health and Fitness industry is expected to be $22 Trillion by the year 2020? Why do so few retail digital agencies niche in that industry (hint, hint, wink, wink).
Who’s Game are you Playing to Win
In business, there is always a lot of talk about competitors and ‘blowing them out of the water’ or ‘leaving them in the dust.’ That game is the game of scarcity which suggests there is only so much and I should get mine otherwise there will be none left. There are winners and losers. Some have and some do not. I submit to you there is another way. If you play that game, you will perpetuate the problems humanity is desperate to evolve from. If you do not have enough of the right clients, I promise it is because you have another conversation driving your ship away from what you ‘say' you want and will need to transform it before you can ‘get more.' You get what you are.
Instead, take some notes from the Tesla playbook. They are one of the smaller auto manufacturers, yet one of the most profitable and their game is to be good stewards of the planet. Tesla wants to eliminate the planet’s dependency on fossil fuels. They give away their intellectual property! What if your agency played the game of causing your clients to increase their revenue by 25% every quarter or you took on projects that were in alignment with your highest values? When you contribute 100% to your passions and allow yourself to be overtaken by them, something magical happens called flow. Play your game. Play a game where you have created the rules and winning is because you make a difference to an idea that is bigger than ‘self.’
Metrics and Networking
If you set out on a vessel from Sydney harbour intent on sailing to several exotic destinations without GPS, other guidance tools, or experience in navigating or a map, it is fairly clear, you will not be arriving. It takes more than a wish to get to your destination. You will want to plan your voyage with experts and get advice that is congruent with your values and the outcome. If you have a digital agency and you have not mastered online business #automation systems, design, implementation and management, you are not a digital agency. You’re a group of under 6-year-olds playing soccer. They all go for the ball at once. To be a professional team, you will need mastery in organising systems for yourself and your clients. Personally, I am a huge fan of Agile CRM because of the value, intuitive ease of use, it’s feature rich and has excellent support. It is exceptionally affordable and is appropriate for small business and enterprise use. When you pair Agile CRM with an AI bot, such as exceed.io, you have an automated juggernaut of an inbound and outbound marketing system.
The point is, to be an authority, you need to know where you have been, where you are in order to forecast where you are going. Master this for your agency and offer it as a service to your clients if you are not doing so already. It is a value proposition your clients do not always know they need. By interviewing them and looking for opportunities to support them, it is the most effective networking around. Instead of looking for what you can get, look for and deliver what you can give reliably.
The leader of all must first become a masterful servant.
Tapping into the joy of contribution is one of the most effective ways authority for your niche can be mastered.
Are you ready to extend and deepen the level of service your digital agency provides?
Call me for a discussion on what is possible.