What is agency positioning, and why does it matter for winning new business?

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by rob

With so many agencies vying with each other for new business, why should a client pick you?  This is what agency positioning is all about.

It’s basically a question of knowing how to get yourself noticed by creating a unique value proposition that makes you stand out from the crowd.

What is agency positioning

Agency positioning is a matter of building a distinct, relevant, and consistent image for yourself that doesn’t just set you apart from your competitors, but also appeals directly to the kind of clients you want to attract, and gives them a reason for wanting to work with you.

Successful agency positioning tells prospective clients what your business is and what you do, why they should work with you, and how you’re different from every other agency they could choose.

It identifies the target audience, industry, company size or demographic your agency specialises in, how you go about producing work with a unique value, and your core philosophy.

Why is agency positioning so important

In a nutshell, it gives potential clients a picture of you as the best pick.

It defines your agency as a must-have partner, rather than merely just someone who is trying to get their business.  

It attracts the kind of clients who will be a better fit with your agency. And it enables premium pricing as a recognised expert in your carefully defined field.

How agency positioning can help you win new business

An important first step in standing out from the crowd is to narrow your focus by defining what you stand for, your vision, mission and values, and getting your team united behind these.

By focusing on a smaller and more clearly defined audience, rather than trying to appeal to everyone, you’re most likely to attract clients that identify with, and are looking for, the high quality, specialist niche agency image you’re projecting.

A valuable element in helping to shape your target audience’s perception of your agency is to showcase the results you’ve delivered that helped your clients to grow. 

In the form of testimonials, reviews, and case studies, these demonstrate your ability to deliver results.

Agency positioning with Alchemis

Working with a wide range of agency clients and speaking to hundreds of marketing decision makers each day, we know just how vital agency positioning is.

After developing thousands of valuable new business relationships by identifying and delivering real opportunities, we have insights into what resonates and how to adapt a proposition and story to create impact in today’s changing market.

As a result we are able to provide our clients with a competitive advantage when it comes to new business generation. We know what works and gets cut-through.