Each new year presents new opportunities and new challenges, and it’s no different in the world of marketing. This year, marketing agencies are especially faced with the issue of standing out. They were already competing against one another, but now, in 2019, agencies have to compete with the idea of in-house agencies, as more businesses are beginning to develop internal agencies.
As marketing, specifically digital marketing, has evolved as an industry, more and more agencies have opened their doors and offered their services. With so many businesses competing for clients, it’s hard to maintain visibility and then, once the prospect does notice you, to stand out. Yes, you claim to deliver more traffic and higher sales. So does every other agency.
In order to differentiate yourself, it’s important to identify your core strengths and to hone in on them, or to offer a unique business model. For example, if you as an agency owner are really good at search engine optimization, then maybe that becomes the primary focus of your business. Your agency suddenly becomes the best agency at SEO.
Once you have carved your place in the market, it is all about promoting yourself. One of the biggest ironies of marketing agencies is that they often forget to market themselves. You are also your client! Create content for yourself, schedule social media posts, send email campaigns, write blog posts. Be your biggest cheerleader!
Aside from differentiating yourself from other standalone companies, marketing agencies will find themselves largely competing in 2019 with internal agencies. A report from Ad Age reveals that 78% of Association of National Advertisers (ANA) members have, to some extent, developed an in-house agency. This is up 58% from five years ago. To put this even more into perspective, of the 22% of ANA members that did not have their own agency, 8% said they were considering the possibility of expanding with an in-house agency.
The reason for this is that as content marketing becomes more vital to a company’s process, it only makes sense to the company to streamline the process and make it an extension of the existing business.
However, what these companies are discovering, though, is that it is not always the most cost-effective to run everything in-house, and it is hard to find the same level of talent that exists at most marketing agencies.
Vaquero Advertising has found its niche in Hispanic advertising, offering your business a wide array of services towards a primarily untapped market. We offer services such as research and analytics, Hispanic branding guidance, and multicultural strategy, all at a reasonable cost. Contact us today to find out how we can help you!