Like many agencies, Engenius started in 2008 doing everything for everyone. After years of niching down, internal conflicts, and external changes in brand positioning, Chris found Engenius’ superpower and shouted it from the rooftops to help as many clients within their target market as possible.
In this episode of RecalibrAgency, Chris and I discuss:
- Trying to do everything for everyone in a new agency
- Differentiating one core service from a target audience
- Leveraging agency partnerships to hone in on a core service
In this episode:
[00:25] Chris Manley introduces himself.
[01:49] How brand confusion started for Chris.
[03:45] A way to refine your brand position and differentiate one core service offering to a target audience.
[06:37] How agency partnerships can be a win-win for everyone.
[08:18] The biggest change in the agency’s sales pipeline after refining their offers.
[09:53] Handling internal conflicts while narrowing down the agency’s target market.
[11:45] Tips for how to handle client contracts and retainers when adjusting a service.
[13:10] Advice Chris would give his past self from 2008.
[17:41] Navigating being an expert in a fast-changing industry.
[19:04] How to price your agency’s services and not undervalue yourself.
[21:09] Thoughts on value-based pricing.
[24:25] The positive domino effects of doing one thing really well and not getting distracted by shiny objects.
Chris shared some really interesting points about the importance of specializing, focusing on your agency’s superpower, and enabling your team to really dive into their specialties and grow in order to better serve clients.
I love and really appreciate Chris’ perspective, that this is an iterative process. You might not ever feel like you’re finished, because we do live in this world that is ever-changing and our industry is ever-changing even more so.
So don’t focus on feeling boxed in. Focus on differentiating yourself and moving forward, and progressing as the times change, as your superpower evolves, as the things that your clients need change as well. Focus on where you can best serve people and then partner with other agencies that have other superpowers.
Focus on scaling down to scale up.
Building a successful marketing agency takes grit, a focus on your value, and sometimes a *loving* kick in the pants.
Needing an ally as you achieve your long-term goals?
I’d be happy to help.