Tyler Samani-Sprunk from Simple Strat shares their agency's journey from generalist to specialist by defining their niche in content marketing for HubSpot. They discuss the importance of specializing, creating cornerstone content, and evolving their YouTube channel to attract the right-fit clients. The podcast emphasizes the benefits of niche specialization and provides practical tips for agencies looking to define their niche.
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question_answer ANECDOTE
Three Phases Of Their Niching Journey
Tyler Samani-Sprunk describes three distinct phases in their niching journey: tentative experiments, a focused B2B content push, then HubSpot specialization.
Each phase taught different lessons and led to the eventual inbound success of HubSpot-focused work.
volunteer_activism ADVICE
Start With Your Existing Clients
Look at your existing client roster to find commonalities and potential niche angles.
Use real client work as the foundation for early niche experiments and content topics.
question_answer ANECDOTE
Chose 'CMO' To Force Internal Marketing
Tyler deliberately took the CMO title to force himself to lead the agency's marketing efforts.
He used the title as a daily reminder to 'drink their own Kool-Aid' and prioritize internal marketing.
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Agency owners like to think they can do it all, but the real gold is in finding and defining your agency niche. To demonstrate, I spoke to Tyler Samani-Sprunk of Simple Strat to get into the head of an agency that learned this lesson the hard way but still did it very well — once they finally committed.
Tyler shares the false starts and missteps early on as Simple Strat tried half-heartedly to pick a niche without fully committing. He explained how feedback from prospects asking, “What are you really good at?” motivated them to double down on specializing in content marketing for a while before their YouTube channel HubSpot Hacks really gained traction.
This episode is your sign to finally work on nailing down your niche if you’ve been going back and forth about it for ages. It might seem like you’re limiting your scope, but in reality, you’re opening yourself up to a whole funnel of right-fit clients who need your expertise.
A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.
What You Will Learn in This Episode:
What motivated Simple Strat to start specializing
The 3 phases of trying to find their agency niche
Why they chose video and HubSpot as their niche
Treating cornerstone content as a client in your day-to-day operations
When they knew it was working for them
How their sales cycle transformed when shifting to thought leadership marketing
How content marketing plays a role in content strategy with clients
People want to hear from people, not brands
Weaving personality into professional content
Simple Strat’s biggest mistakes and best decisions in the niching process
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