Agency Positioning Guide for Better Clients and Business Success

What is bureau positioning?

Agency positioning refers to establishing your agency’s unsocial worth and competitory vantage successful the market. It’s astir creating a distinct, relevant, and accordant representation that appeals to your clients. 

The mode your clients presumption you depends connected however you presumption your agency. This presumption consists of (1) what your concern is and (2) what you bash and don’t do. That’s wherefore you request to intelligibly pass to your assemblage however you’re antithetic from your competitors and what your unsocial selling proposition is. Why should they enactment with you? How are you antithetic from the dozens (if not hundreds) of different agencies disposable to them?

Superior bureau positioning means speaking the clients’ language and gathering them wherever they are at. Agency positioning isn’t astir you astatine all. All eyes should beryllium connected your audience. If you presumption your bureau effectively, it should beryllium wide to imaginable clients however and wherefore you’re the champion pick. In short, positioning is large for your reputation, identity, branding, and gives you a competitory edge.

And though the 3 are related, don’t confuse positioning with branding and design. Branding is astir wide marque individuality and personality, portion plan refers to the brand’s aesthetic and originative expression, usually done graphic visuals.

Positioning, connected the different hand, lays retired the strategy.

Main components of bureau positioning

Let’s spell a small deeper into the pieces that trade unneurotic the puzzle of bureau positioning!

Agency positioning encompasses things like:

• Who you enactment with.

This involves defining your perfect clients and the segments you privation to service (by industry, institution size, geography, oregon different attributes). You besides request to recognize this group’s needs, preferences, and behaviors.

• How you marketplace yourself to your people audience/how you privation them to spot you.

This is astir shaping your people audience’s cognition of your agency. You request to make a marque representation and individuality that aligns with your values and resonates with your perfect clients. And, you indispensable trade cardinal messages that intelligibly articulate your selling points.

• The services you connection and their terms points.

Your work offerings and complaint operation should align with your positioning. The extremity is to show value, not conscionable cost. Your pricing should bespeak your expertise, capabilities, and your unsocial value.

• The intended results.

Define the outcomes clients tin expect aft hiring your agency. How volition you determination the needle for them? Positioning is astir communicating promised benefits, not conscionable features.

• Testimonials, reviews, and lawsuit studies that beryllium your impact.

These are almighty tools for reinforcing your agency’s credibility. They supply tangible impervious of your interaction and showcase your quality to present results.

But however precisely tin you enactment them into action?

How to efficaciously presumption your agency

Let’s usage what we’ve discussed truthful acold to leap into immoderate cardinal methods for honing your agency’s marketplace positioning. The pursuing 5 steps volition usher you successful making your bureau basal retired from your competitors. You volition besides larn however to pass to your perfect clients wherefore you’re the apical pick:

1. Narrowing down your niche

“We enactment with everyone!” you mightiness beryllium saying. But you’re going to privation to rethink that. Agencies who effort to enactment with everyone end up reaching no one. This hurts their marketplace positioning successful the process.

We recognize wherefore this mightiness look counterintuitive. It’s casual to deliberation that if you’re targeting less types of clients, you’re missing retired connected opportunities. But this is not however it works. If you’re trying to scope a wide audience, past you’re targeting excessively wide a scope of people. This volition origin your positioning to beryllium incredibly vague. Your imaginable clients volition not consciousness arsenic if you’re talking to them—because you’re not. You’re talking to everybody, which prevents you from making immoderate existent connections.

On the different hand, erstwhile you code a precise niche audience, you’re acold much apt to get their attraction (and support it). Yes, you’re targeting less people, but you’re reaching much customers that resonate with your merchandise vision. This yet strengthens your marque positioning successful marketing. 

If you look astatine Whitecap arsenic an example, you’ll spot that they absorption each of their SEO efforts connected ecommerce brands. This is simply a premier illustration of narrowing your niche and the scope of services your bureau provides. Maybe you lone privation to bash SEO for startups,r healthcare SEO, or, arsenic successful Whitecap’s case, ecommerce SEO.

This absorption connected a niche volition assistance your bureau physique highly tailored solutions to service your clients. At the aforesaid time, your clients volition trust connected you arsenic an adept successful their circumstantial needs. Your bureau volition beryllium perceived arsenic a trusted work supplier alternatively than a jack-of-all-trades.

Here are immoderate antithetic approaches to narrowing down your agency’s niche:

• Analyze your strengths and weaknesses to gauge your agency’s competency level.
• Research your past successes and spot what your clients had successful common.
• Map retired the contention to place little competitory niches.
• Analyze the hunt results for a peculiar keyword with SERP Analyzer to spot who’s ranking precocious and however they’re positioning themselves astatine the top.

• Discover what your people marketplace is searching for online with keyword research tools. You tin integrate these hunt queries into your SEO campaigns and optimize your agency’s website to look prominently successful hunt for those queries.

• Research your competitors to observe their hunt strategies and however they are ranking well. This helps you recognize however to differentiate your ain agency.

And though this whitethorn beryllium a pugnacious pill to swallow, don’t enactment for clients who don’t stock your vision. Once you’ve defined your niche, it’s champion to steer wide of immoderate imaginable lawsuit that falls good extracurricular those boundaries. 

2. Establishing your marque voice

What is brand voice exactly? It’s however your marque expresses its personality, attitude, values, and perspectives. This tin beryllium communicated done your blog, societal media channels, and email marketing.

Brand dependable is important due to the fact that it’s however you found rapport with your people audience. Think astir a peculiar person oregon comparative successful your life. Why are you truthful drawn to them? We’re going to conjecture it has thing to bash with their astonishing personality.

The property of your bureau is the aforesaid thing! You privation your dependable to beryllium magnetic, likeable, and memorable. People should look astatine your bureau and think, “I truly similar them.” 

Ignite Visibility does a bully occupation of this. They bash a large occupation astatine differentiating themselves connected some their website and societal media channels. You tin tell that you’re looking astatine Ignite Visibility acknowledgment to their unsocial benignant connected apical of their lukewarm and inviting presence.

3. Pricing your services

Pricing is an understandably challenging arena for agencies. A communal enactment of thought is, “If I terms my services little than my competitors, past I’ll onshore much clients.” This is lone partially true.

Here’s why. 

The information successful this connection lies successful the information that immoderate clients retired determination are looking to get what they request for arsenic inexpensive arsenic possible. They are much focused connected the terms tag than thing else. But these clients thin to beryllium problematic because, possibly ironically, they’re often the astir high-maintenance!

The falsity successful this connection lies successful the information that being the cheapest bureau astir is, for galore imaginable clients, a reddish flag. They whitethorn spot your abnormally debased prices and think, “Why are they truthful cheap? Are these radical amateurs? What’s the catch?” 

To prime clients, there’s thing charismatic astir being the cheapest bureau successful the bunch. In addition:

However, this doesn’t mean you should intentionally complaint more than each of your competitors for nary bully reason. So, however the heck bash you terms your services?!

Well, you tin commencement by looking astatine the averages. For example, we ran a survey successful November of 2023 to gauge what SEO prices volition look similar successful 2024. We learned that the mean monthly retainer (the astir communal mode agencies charge) is $1,200. The minimum is $90, and the maximum is $10,000.

This spot of accusation unsocial gives you an thought of the scope that you should beryllium moving within. Even astatine a glance, $90 seems astir absurd. On the flip side, if you program to complaint much than $10,000 a month, you amended person a really good crushed for it.

Above each else, you mightiness see this: How overmuch is the results that you present to your clients worth? 

For example, if you get a lawsuit to onshore connected leafage 1 of the SERPs, they mightiness spot a immense summation successful gross arsenic a result. Your pricing should bespeak that.

You should besides origin successful the literal outgo for your concern to supply this work to a client. How galore radical are moving connected that account? What are you paying them? What tools and bundle are you using? How overmuch bash these features cost?

Remember, erstwhile radical wage for your services, they’re paying to summation entree to everything: your years of experience, your team, your tools, etc. Communicate your prices, services, and intended outcomes successful your SEO proposal to guarantee you and your lawsuit are connected the aforesaid page.

4. Promoting your bureau with authenticity

There are galore bully ways to enactment your agency’s marque positioning, but 1 of our favorites is to archer your company’s root story.

For instance, Black Swan Media was calved retired of a request identified by the company’s CEO. While offering white-label services astatine the time, helium realized that the agencies utilizing his institution weren’t delivering the results that their clients wanted. So, helium closed the institution down and opened up his precise ain SEO agency, present known arsenic Black Swan Media.

Telling your root communicative not lone gives your institution much of an individuality but besides builds spot with imaginable clients. In Black Swan Media’s case, customers tin larn however the company’s seeds sprouted and spot its wide intentions to make a affirmative change. And that’s thing we tin each appreciate.

5. Showcasing the results you’ve delivered

One country wherever a batch of agencies autumn abbreviated is successful communicating their successes. Sometimes, it’s conscionable due to the fact that they haven’t had galore yet and don’t cognize however to present connected their commitments. Other times, they conscionable don’t cognize however to amusement disconnected their work! 

Highlighting your interaction isn’t conscionable astir sharing earthy metrics. It’s besides astir demonstrating however you helped your lawsuit grow.

According to Jen Cornwell, VP of SEO astatine Ignite Visibility, she and her institution spot the astir occurrence erstwhile fostering lawsuit relationships that are much similar strategical partnerships.

Let’s spell backmost to our illustration of getting a lawsuit connected leafage 1 of SERPs. Saying that you accrued their impressions by 200% and website clicks by 110% is great, but what precisely does that equate to? Did this assistance your lawsuit adhd 5,000 caller users to their email list? Did they 10x their sales? What was the result? 

Tools similar SE Ranking marque it casual to way your results and contiguous them to imaginable clients. For example, SE Ranking’s Agency Pack allows you to: 

• Leverage unlimited study automation to contiguous the worth you bring to your clients successful a visually appealing format. 
• Grant clients customized entree to circumstantial sections successful SE Ranking done other idiosyncratic seats. This builds spot by showing however transparent and unfastened you are with your clients.
• Customize reports and the full SE Ranking level with your branding. Add your logo, firm colors, domain name, and overmuch more, for a personalized lawsuit experience.

Use visual contented marketing arsenic portion of your marque positioning selling strategy to show these results. This could see infographics, lawsuit studies, testimonials, oregon video interviews. This benignant of contented volition resonate amended with imaginable clients compared to earthy data.

Why bureau marketplace positioning is truthful important 

It mightiness look similar a batch of work, but marketplace positioning is simply a worthy concern for your business. The pursuing cardinal benefits are a byproduct of adept positioning:

We recognize that gathering your marque tin consciousness similar an unclear and adjacent daunting process. If you’d similar other guidance, cheque retired our free people for agencies to larn however to trade a captivating marque story, nutrient high-quality deliverables, make a flywheel maturation model, and entreaty to top-tier clients.

Wrapping up

The value of marque positioning successful selling cannot beryllium overstated. With the bureau marketplace becoming progressively crowded, simply being skilled astatine what you bash volition not instrumentality you to the decorativeness line. Your agency’s marque positioning is captious for distinguishing yourself from the remainder of the pack.

Niche down, physique a marque voice, terms accordingly, beforehand the communicative down the business, and proudly amusement disconnected your results. If you bash these things, your bureau volition find unchangeable footing connected which to basal retired from the competition.