Hear me out. I’m a huge advocate for niching, but it’s not right for every agency.

Pivoting into a sector or service niche, as a medium or large agency is going to be tough. 

You’ll end up with disappointed existing clients, team and board unrest unless you have a bloody good business case for doing it, not to mention a pipeline that looks like the sahara desert. 

Roland Gurney wrote an excellent article on this topic, unpicking the challenges agencies potentially face and a different way to approach positioning. 

But niching is great if you make the strategic decision earlier. And if you’re still worried about going all in then, approach it as a series of micro campaigns.

You have the opportunity to test the offer, build your pipeline of ideal projects, raise awareness of your agency and really own that space, without huge upheaval further down the line.

You’ll make marketing a breeze and build long term sustainable growth at the same time.

The key to this is:

✅ Discovering the niche where you deliver your best work (and can afford you)

✅ Defining your proposition clearly

✅ Identifying the opportunities

✅ Positioning yourself at the heart of the sector or service

Ready to work through these steps?

Most agencies I’m speaking to are into their 2nd year. They know they have to stop being everything to everyone, but need support and guidance to do it.

Book a call with me if you want to become the leading voice in your chosen niche.