Digital Is Crowdy [The Search for Differentiation] (409)
Jan 5, 2024
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This episode discusses topics such as copyright protection for Disney's Mickey Mouse, horror influence in pop culture, Elon Musk's company valuation, Time's appointment of a Chief Events Officer, and strategic decision-making for content creators.
When transitioning to larger clients, shift marketing and positioning to appeal to the enterprise market.
Focus content marketing efforts on targeting enterprise clients and engage with industry experts.
Differentiate your agency based on factors other than size and project an image of sophistication and value.
Deep dives
Moving Up to Larger Clients
When transitioning from small business clients to larger clients with bigger budgets, it's important to shift your marketing and positioning to appeal to the enterprise market. Market where you want to go, not where you are. Make your agency look bigger and more sophisticated by creating content, case studies, and testimonials that target the enterprise audience. Communicate the value you can provide to larger clients and don't differentiate yourself based on size. Instead, find other ways to differentiate, such as by specializing in an industry or technology. Act and charge like an enterprise-level agency, and be patient as it may take time to establish credibility and attract larger clients.
Content Marketing Approach
Focus your content marketing efforts on targeting enterprise clients, even if you don't have case studies or testimonials yet. Engage with enterprise marketers by featuring them in your content, such as podcasts and newsletters. Recruit these industry experts to share their stories and insights, which will help position your agency as knowledgeable and experienced in serving the enterprise market. This approach may take several months to yield results, but it will create a foundation of credibility and attract the attention of larger clients.
Differentiate and Act the Part
Differentiate your agency based on factors other than size. Specialize in specific industries or technologies to stand out from the competition. Act like an enterprise-level agency in everything you do, from your marketing messaging to your pricing. Avoid making enterprise clients feel like they are settling when choosing your agency. Instead, make them feel like they are getting a sophisticated and valuable solution that meets their needs. Remember, it's about projecting the image and value that aligns with the type of clients you want to attract.
Content Creators Embrace Right-Sizing in 2024
Many content creators are reevaluating their strategies and opting for right-sizing instead of rapid expansion. They are focusing on the key revenue streams that bring success and cutting back on unnecessary overhead costs. This approach allows them to maintain quality content creation while maximizing their resources.
Advertisers Address Clickbait Issues with Programmatic Advertising
Marketers are grappling with the challenge of MFA (Major Advertising Site) websites that generate clickbait content and receive a significant portion of programmatic ad spend. With 15% of programmatic open web advertising going to MFA sites, advertisers are striving to combat this issue. Attention metrics and manual media buys are emerging as effective strategies to ensure ads are placed in reputable publications, reduce programmatic ad waste, and improve overall ad viewability.
