The Pitfalls Of Working With An Agency That Specializes In Your Industry

If you’re not already working with a digital marketing agency, the process of choosing the right one can feel simply overwhelming.

For businesses in many industries like finance, health care, and automotive, it can be tempting to choose an agency that specializes in your specific niche. After all, niche agencies market themselves as being the experts in your industry, which would make them the ideal choice, right?

Here’s the problem. Niche agencies often rely on a cookie-cutter approach when it comes to their digital solutions. Instead of customized campaigns tailored to your specific needs, you and your competitor could be doing the exact same marketing (with the same agency!) and putting your message in front of the exact same people.

That may work in the short-term, but your brand will suffer in the long run and you’ll miss out on building genuine connections with your customers.

On the other hand, a non-specialized digital marketing agency can bring fresh ideas, campaigns customized to your specific needs, and strategies that align with your brand goals and ideals. Let’s take a look at what sets a non-specialized agency apart from a niche agency.

NICHE AGENCY DRAWBACKS

We get it, when a niche agency pitches its expertise and ready-made solutions that are specific to your industry, it can be enticing. But the truth is, that approach often comes with significant drawbacks that ultimately harm your brand and stunt your growth.

Cooking-Cutter Campaigns: There’s nothing worse than running a campaign that looks exactly like every other campaign out there. Your message won’t break out of the noise and you’ll be wasting dollars. Niche agencies tend to recycle their strategies, relying on the same templates and messages.

Lack Of Innovation: There’s always a risk that when you’re too familiar with an industry your marketing will get complacent and stale. A niche agency may be unwilling to try a new tactic because it’s easier to “stick with what works.” The result may be a passable campaign, but it’s unlikely that your message will stick out from the crowd.

Conflicts Of Interest: When a marketing agency specializes in a specific field, they’re working with many companies doing the same kind of business as you. They may be working with your competitor in your market. That overlap can create a conflict of interest, and both businesses may fight for customers’ attention with nearly identical messages.

WHY A NON-SPECIALIZED AGENCY IS A BETTER FIT

Agencies that don’t specialize in your industry offer some distinct advantages for your business. By focusing directly on your business’s success — and not what’s considered the “norm” in the industry — you get campaigns that stand out from the competition. Let’s take a look at what sets non-specialized agencies like Federated Digital Solutions apart.

Focus On Your Success: Unlike a niche agency that has preconceived notions about how marketing should work in your industry, a non-specialized agency is invested in what makes your business unique. At FDS, we value the brand uniqueness of each company we partner with.

Tailored Solutions: Each business is unique, requiring a tailored approach to the type of marketing that works best for that company. A personalized approach means that your campaigns are more likely to resonate with your audience and stand out in the crowd.

Fresh Perspectives: While a niche agency has a lot of experience marketing for one industry, a non-specialized agency has the benefit of working with clients across multiple industries and cultivating creativity and innovation in its marketing. The exposure to different industries results in surprising and effective campaigns!

If you’re ready to take your digital marketing to the next level and rise above the noise, FDS is here to help! Our team of talented digital marketing consultants is ready to tailor a plan to your specific needs. Contact us today to learn how we can create a unique digital marketing plan to help you stand out from the crowd!