I talk a lot about differentiation and so I though I should present a list of ways you could differentiate, in no particular order, and based on a list from Hinge. So, here goes:
- Specialise in an industry: healthcare
- Specialise in a niche: dentists
- Specialise in a niche within a niche: cosmetic dentists
- Specialise in a particular service: performance PPC
- Specialise in a unique technology or process: Sitecore
— - Specialise in a particular target customer for you: IT Director
- Specialise in a particular target audience for your client: Head Chefs
- Specialise in serving clients of a certain size: >£10m turnover
- Specialise in targeting a specific audience of a certain size for your clients: 5-50 staff
- Specialise in a shared cultural norm in the agency: everyone comes from outside the UK
— - Specialise in clients that share a common characteristic: expatriate business owners
- Specialise in a specific business challenge: becoming GDPR compliant
- Specialise in a unique business model: payment by results only
- Specialise in a specific geography: within the M25
- Specialise in unique service level: Five Star hotel equivalent customer service for all clients
— - Specialise in a unique set of clients: celebrity business owners
- Specialise in being a size of agency: the best 20-person agency
- Specialise in a relationship with a Mother ship: part of the ABC group of companies
- Focus on an achievement: winner of more awards than any other agency
- Specialise in producing a unique result: ROI of 100% guaranteed
— - Specialise in offering money-back guarantees
- Specialise in being different from the competition: be the disruptor
Don’t differentiate unless it offers you a competitive advantage. However, when you differentiate your offer you will find it easier attract the customers you want to attract.