Does your agency need to find a niche?

Many agency experts advocate the idea of “niching down” to accelerate business growth.

In this episode of the Agency Leadership Podcast, Chip and Gini explore the benefits of specializing and finding a focus.

At the same time, the co-hosts emphasize that being focused doesn’t necessarily mean limiting yourself to 1 or 2 industries. There are many ways to express your specialization and target a narrower set of ideal clients.

Key takeaways

Chip Griffin: “Most agencies that I work with, even if they don’t think that they’re specializing, they are, they just don’t realize it.”

Gini Dietrich: “It made my life significantly easier when we started to specialize.”

Chip Griffin: “I guarantee you, if you find that focus that works for you, it will help you generate the kind of business that you need in order to scale, and it will make you happy to be running your business every day.”

Gini Dietrich: “Run the business you want, make the money you want, do what you want, and build the business around that. If you’re doing work you don’t enjoy it sort of defeats the purpose.”

View Transcript

The following is a computer-generated transcript. Please listen to the audio to confirm accuracy.

Chip Griffin: Hello, and welcome to another episode of the Agency Leadership Podcast. I’m Chip Griffin.

Gini Dietrich: And I’m Gini Dietrich.

Chip Griffin: And today we’re going to talk about niching. Niche or niching. Niche.

Gini Dietrich: Niche. Well, if you’re from Canada, it’s definitely niche.

Chip Griffin: Which is it niche or niche or niche? On that note, right after this.

I feel like I’m losing my touch on these intros. I’m gonna have to step up my game next week. It was just, that was another lame opening.

Gini Dietrich: Although I will say that I was at a conference, I want to say it was Social Media Marketing World. And I was standing in the back of the room with Mitch Joel.

And I can’t remember who was speaking, but whoever was speaking, there was a panel and they said niche and he leaned over to me and he said, niche.

Chip Griffin: Yeah. I mean, look, whatever you want to say, everybody understands what you’re saying, or at least they understand the word that you’re saying, whether or not they understand the concept is another thing, but that’s what part of this episode will be about. So we, we can talk about whether niching down is a good idea.

And if so, how do you choose your niche?

Gini Dietrich: Yeah. So, should agencies choose a specific niche industry to service, and if so, what are some best practices to determining which industry to choose?

Chip Griffin: And this is a question that I get a lot, because I mean, I’m pretty, as I’m sure you see it as well. There are lots of agencies out there who seem to be full service agencies for anyone who can pay. Yes. So they say, geez, you know, I, I listened to this podcast or I read this book or I saw this YouTube video that told me I should. And first of all, I say, timeout, stop.

Gini Dietrich: Hang on a sec.

Chip Griffin: We’ve already, you can go back a number of episodes, listen to how you shouldn’t listen to experts, including us.

Take what we say as some input,