{"id":114234,"date":"2017-05-18T12:30:45","date_gmt":"2017-05-18T16:30:45","guid":{"rendered":"https:\/\/www.constantcontact.com\/blog\/?p=114234"},"modified":"2025-01-29T13:40:14","modified_gmt":"2025-01-29T18:40:14","slug":"marketing-agency-pitfalls","status":"publish","type":"post","link":"https:\/\/www.constantcontact.com\/blog\/marketing-agency-pitfalls\/","title":{"rendered":"The Biggest Pitfall of Being a Generalist Marketing Agency"},"content":{"rendered":"\n

When you start a marketing agency<\/a>, your first impulse might be to keep your focus general.<\/p>\n\n\n\n

After all, staying general will open you up to a broad range of clients, right?<\/p>\n\n\n\n

Getting too specialized might turn people away.<\/p>\n\n\n\n

But let’s be honest with ourselves for a moment. <\/strong><\/h2>\n\n\n\n

It’s nearly impossible<\/em> for a small agency or lone consultant to be an expert in all areas of digital marketing<\/a>.<\/p>\n\n\n\n

Staying on top of the latest marketing trends is not easy, and you risk spreading yourself too thin — which can lower the quality of service you’re providing to your clients.<\/p>\n\n\n\n

Why should you consider specializing instead? <\/strong><\/h2>\n\n\n\n

While offering a wide variety of services is tempting, knowing your strengths helps you stand out from the competition.<\/p>\n\n\n\n

Specializing gives you a better chance of becoming an expert in your field and allows you to focus your time. Which ultimately allows you to charge higher fees and attract better clients.<\/p>\n\n\n\n

What if one of your clients wants a service you don’t offer? <\/strong><\/h2>\n\n\n\n

Think about why your clients come to you. They come to you because they want to outsource to an expert.<\/p>\n\n\n\n

Take a page out of their book. If your clients are looking for a service you don’t specialize in, outsource or partner with an agency that does.<\/p>\n\n\n\n

Finding partners might be challenging at first, so look for agencies that are part of your network who you know will offer the same level of quality service.<\/p>\n\n\n\n

Is there a baseline of services that you should offer? <\/strong><\/h2>\n\n\n\n

Most marketing agencies tend to focus on a core set of services — such as web design, SEO, email marketing<\/a>, social media marketing<\/a>, and digital advertising.<\/p>\n\n\n\n

A good rule of thumb is to focus your brand identity on a couple of services that you enjoy the most and then offer a couple of supplemental services if they fit in well with your expertise.<\/p>\n\n\n\n

Constant Contact Solution Provider, Vee Smith<\/a>, explains “I lead with website and email marketing, because they’re my favorites and what I prefer to do, and that usually leads on to other projects<\/em>.”<\/p>\n\n\n\n

\"How<\/a>
Download this free guide to learn more about how your agency can benefit from partnering with Constant Contact. Image Source: Constant Contact<\/a><\/figcaption><\/figure>\n\n\n\n

Having a specialty doesn’t mean your business stops evolving   <\/strong><\/h2>\n\n\n\n

Once you decide to pursue a certain specialty, keep yourself open to new developments in your industry. Staying stagnant won’t do your business any good.<\/p>\n\n\n\n

For example, if your focus is email marketing, it’s likely you’re focusing a lot more on mobile-responsive templates<\/a> than you were a few years ago.<\/p>\n\n\n\n

Stay up-to-date on best practices<\/a> and shift your focus slightly when necessary.<\/p>\n\n\n\n

Avoid the pitfall of generalist marketing agencies<\/strong><\/h2>\n\n\n\n

As counterintuitive as it seems, speaking to a broad audience won’t bring you the business you’re looking for.<\/p>\n\n\n\n

Your prospective clients want to work with an agency that understands their specific challenges and has plenty of expertise in that area.<\/p>\n\n\n\n

Embrace your niche and start attracting more of the right types of clients.<\/p>\n\n\n\n

Looking for ways to get more clients for your marketing agency? <\/strong>At Constant Contact<\/a>, we help marketing agencies get in front of new clients and increase their revenue. You’ll get a dedicated Account Manager, access to professional marketing tools and training, and increased exposure for your agency. Learn more about our Solution Provider Program here.<\/em><\/strong><\/a><\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"

When you start a marketing agency, your first impulse might be to keep your focus general. After all, staying general will open you up to a broad range of clients, right? Getting too specialized might turn people away. But let’s be honest with ourselves for a moment. It’s nearly impossible for a small agency or […]<\/p>\n","protected":false},"author":196,"featured_media":129910,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1494],"tags":[8923,8908,8907,8776],"content_type":[1462],"industry":[8504],"feature":[],"article_type":[],"coauthors":[20],"class_list":["post-114234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-small-biz-marketing","tag-agency","tag-marketing-agencies","tag-marketing-agency","tag-strategy","content_type-blog-article","industry-consulting"],"acf":{"ctct_related_features":false,"article_thumbnail":{"ID":129912,"id":129912,"title":"Thumbnail","filename":"Thumbnail.png","filesize":184472,"url":"https:\/\/www.constantcontact.com\/blog\/wp-content\/uploads\/2017\/05\/Thumbnail.png","link":"https:\/\/www.constantcontact.com\/blog\/marketing-agency-pitfalls\/thumbnail-264\/","alt":"","author":"616","description":"","caption":"","name":"thumbnail-264","status":"inherit","uploaded_to":114234,"date":"2020-11-02 19:28:35","modified":"2020-11-02 19:28:35","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.constantcontact.com\/blog\/wp-includes\/images\/media\/default.png","width":335,"height":335,"sizes":[]},"show_last_modified_date":true,"show_trial_cta":false,"show_prefooter_cta":false,"homepage_featured":false},"yoast_head":"\nThe Biggest Pitfall of Being a Generalist Marketing Agency<\/title>\n<meta name=\"description\" content=\"What are the benefits of being a marketing generalist vs. specialist agency? 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