The Problem with Niche Marketing Firms
OK. Full disclosure. My marketing agency does not have a niche unless you consider small to medium size businesses a niche. For the last two years it has suggested on multiple occasions that I should steer my company into a specific niche or vertical. For example we should work exclusively with personal injury law firms or chiropractors. Yes, both of those very specific verticals were suggested several times.
5 Reasons Your Business Should Not Work With a Niche Marketing Agency
Here’s the problem…creativity is stymied by working with dozens of the same type of business. Here are 5 reasons your business should not work with a marketing agency that specializes in your type of business.
- No Original Content: Every digital marketer knows that in order to feed the Google beast, and to bring people back to your website, you need to consistently create content. The problem with niche marketing agencies is they create the same content for all of their clients. A dentist in Fresno will have the same blog post as a dentist in Miami. There’s no creativity or originality in sharing a blog post to dozens of dentist’s websites.
I have personally witnessed this happen with a chiropractor who hired me to clean up their site. Their site was actually built on a sub-domain of the niche marketing agency’s top level domain. The agency then forwarded the chiropractor’s domain to the sub-domain. Blog posts were all short (less than 300 words in most cases) and duplicated over multiple chiropractor websites.
- No Time Spent Understanding the Client: Your business has just been lumped into a bucket with probably dozens of other similar businesses. The agency will not spend time understanding your business, your personality and your brand. Yes they will probably not work with another similar business within a certain radius of your business but they will likely still work with others in your state.
It’s impossible to properly market a business with the same level of success if the marketing agency does not understand the business and the personality behind it. A good marketing agency will insist on getting to know the business owner(s) before beginning any work.
- No Time Explaining Results: Yes you will get reports that look pretty and are properly branded but will you understand them or have time to try to figure them out. I can send an invoice but that doesn’t make me an accountant.
Marketing agencies should take the time to not only explain the results but analyze the results. What worked? What didn’t work? What needs to be changed? Why?
- No Flexibility: You’re going to get the same cookie cutter marketing plan that the eye doctor on the other side of the state also gets, and at a premium price. Yes they may understand how an ophthalmologist’s practice runs but no two eye doctors are the same. What might work for one practice in the location they are in may not work for another, for a variety of reasons.
- Not Everything Works: The niche marketing firms are likely going to suggest TV or Radio commercials, or even newspaper ads. While we wouldn’t discourage using traditional marketing or advertising channels it’s not for every business. These marketing/advertising channels can be very expensive and difficult (but not impossible) to measure the ROI.Furthermore they don’t always identify where your ideal clients are. What social platform are they one? What does their buying decision look like? Where does your ideal client get information? So many other questions that need to be asked and analyzed.
At the end of the day it is up to you which marketing agency you decide to work with but make sure you practice due diligence in making your decision. If you’re not sure what you should be looking for give us a call and we’ll help you understand what a good agency should be doing for you.