In this week's episode of the podcast, I'm joined by John Higginson from Higginson Strategy. We're discussing niching - but not just niching - laser focusing your niche and John will share how his agency has niched that has made it so much easier for them to win ideal clients.
We also discuss a unique marketing strategy that they're using that is resulting in them winning more business and why John believes that owner-managed agencies will always perform better than agencies that are sold off.
Time Stamp
[01:01] Why broadening out your niche is a mistake
[01:25] How Higginson found their niche (in the plastic-free market)
[03:01] Concerns about being too niched
[03:39] Working with me gave John the confidence to be niched and win more business!
[04:39] What are the clear benefits of having such a clear niche?
[05:49] What advice would you give to someone who is scared to niche down?
[08:04] Were you able to increase your prices because of your niche?
[09:34] Do you look for staff that have experience in your niche? What are the core attributes you look for?
[10:53] Why did you launch your own magazine?
[14:22] An example of persistence in your marketing to win business
[15:19] The importance of taking a “value-first” approach in your marketing
[15:43] What does the future hold for Higginson Strategy?
[16:30] Why John never wants to sell his agency but rather build his own Self-Running Agency
[18:00] The reality of trying to sell a service-based business
[19:01] Why founder-led agencies are better agencies
[21:46] What advice would John give his younger self, just starting out in business?
Quotations
“Receiving targetted inbound enquiries with clients saying ‘they want to work with you’ is a key benefit of having a clear niche” - John Higginson
“You don’t need to fear losing clients if you niche down (you can still win clients outside of your niche)” - John Higginson
“Everyone’s roadmap is their own roadmap - there is no right or wrong way to grow your agency” - Rob Da Costa
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Useful links mentioned in this episode:
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