Specialized or Full-Service Agencies, What Should You Build?
In the early day, agencies’ founders end up facing this question:
Should we go full service or keep it to consulting?
When it comes to outlining your agency’s core, a common doubt is whether you should offer a full range of services or just consulting services in a maximum of two segments.
Any misstep, especially during the phases of planning and definition of identity, can make your newborn agency fall apart before attracting the first customer.
If this is what’s keeping you up at night, keep reading.
In this post, we’ll show you some of the many possibilities for your new agency, as well as the kind of services you can offer in an increasingly competitive market.
Pros and Cons of Specialized Agencies
If your agency has technology in its DNA, then your business prospects are diverse and dynamic. Building websites, setting up blogs, creating e-commerces, and developing apps are just a few of the trends in which you can invest.
E-commerces, for instance, are one of the few verticals that made good profits last year, in the midst of a crisis.
Last Black Friday hit the record of online shops, which generated more than $ 1.5 billion in combined sales.
The term “inside sales” is gaining relevance as a business model.
Inside sales facilitate the reduction of costs with the dislocation of sales agents since they use software like Skype and Google for Work’s Hangout or even make phone calls to communicate with the customer.
For that reason, in-house sales consultancies are being sought after by companies that want to reduce costs and optimize personnel management as a whole.
Content Marketing, Inbound Marketing, SEO Optimization (Search Engine Optimization), Email Marketing, YouTube Video Production, Social Media Management, Strategy Creation, Ads Campaigns (Facebook Ads, Google Adwords).
Agencies specialized in digital marketing are on the rise.
Thanks to their cost-effectiveness, much higher than traditional marketing, as well as the ability to measure each and every result, something much more difficult in massive radio and TV campaigns, for example.
Inbound Marketing strategies, which basically consist of gaining the attention of prospects, have been growing due to the possibility of generating traffic, attracting leads, and constituting assets in a short period of time.
If design is the core of your business, you’ll want to look at building design marketing agencies: UX Design, templates for e-books and whitepapers, layouts, etc.
One of the main things about investing in this niche is that, with most of the web accesses coming from mobile platforms, companies are increasingly investing in teams of designers to create responsive websites and blogs.
This means there is a need to adapt to all screens sizes, from smartphones to laptops.
It’s important to notice that two or more consultancy agencies can work together.
That means they can focus on a certain area of the client’s strategy, delivering much more in-depth results in an often more agile time.
Also, this helps them take advantage of the increasing degree of interaction and engagement between companies and the public through social media.
At the height of the information age, any brand can benefit from the tuning of two or more agencies engaged in campaign performance.
On the other hand, once a client accepts more than one company taking care of different parts of its strategy, they should be aware of risks they might be facing in case of unclear responsibilities of each agency and communication problems. This can cause a generalized loss that tends to compromise their goals in a short period of time.
Full-Service Agencies: Advantages and Disadvantages
If you’re interested in becoming competitive with full-service agencies and offer your customers integrated solutions, there are also some advantages:
- There’s the possibility of negotiating prices directly with the client.
- You have more agility to solve any kind of problem, including those of strategic origin.
- It’s easier to monitor all channels involved in the same strategy.
- Concentrating contracts.
- Closer relationship with clients, more aligned communication.
But there are also some disadvantages:
- Full responsibility for any mistake, whether it comes from the strategy or not.
- Lack of expertise to claim equal competence on all points of the contract.
- Fragmented focus: full-service agencies do a bit of everything, not focusing on anything specific
- High volumes of tasks might compromise the commitment to the strategy.
- Less contact with other collaborating agencies, which reduces the benefits of partnerships.
Now that you know the advantages and disadvantages of each type of agency templates, we can tell you one more thing that is even more important than defining the company name: knowing your target audience.
Local clients of small and medium-sized businesses, for example, tend to feel more comfortable centralizing all problems in a single agency, including communication, sales, advertising, and strategy.
On the other hand, clients coming from, say, robust accounts often don’t mind hiring various consultancies to reach their goal.
This way they can aim further and focus on better results in the long run.
So, as you can see, you need to decipher the desires of the clients that you want to reach and, at the same time, determine your type of agency.
So, was this article helpful to you? Do you still have questions about which type of agency to choose? Tell us and leave your suggestions in the comments below.
Originally published at https://blog.contentools.com on December 22, 2016.
Specialized or Full-Service Agencies, What Should You Build? was originally published in Growth Hackers on Medium, where people are continuing the conversation by highlighting and responding to this story.