On the final day of INBOUND16, Karla Morales-Lee from Hunter & Farmer Ltd took the stage to talk about a market positioning strategy that helps agencies grow. She explained how to identify what makes your agency different, and how to use it for better marketing. In an over-saturated market, knowing how to position your agency for growth becomes essential to standing out from the crowd.
Finally today in West 104, we have @KarlaHuntFarm talking about agency positioning for growth #INBOUND16 pic.twitter.com/dddL367can
— Siobhán McGinty (@Siobbz) November 11, 2016
People in the audience were eager to hear from her:
Learning how agencies can position for growth from @KarlaHuntFarm #INBOUND16 pic.twitter.com/89haZDlhoG
— Get Inbound (@Get_Inbound) November 11, 2016
According to Morales-Lee, the agencies that outperform others behave like brands. These “agency brands” identify a position among the 4 Ps of Marketing (Product, Price, Promotion, Place), and maintain it consistently.
To get to a stronger positioning, agencies should stop talking about what they do, and focus on why they do it instead.
Does your website lead with WHAT you do? Consider leading with WHY you do it instead! @KarlaHuntFarm #INBOUND16
— Jessica Tiede (@tiedejess) November 11, 2016
She then moved on to how brand audits can be useful in helping agencies define their positioning and market themselves more effectively.
She then discussed some of the key lessons in agency positioning, which included several marketing gems, as well as some of our personal favorites:
To be right for everyone is to be right for no one. – @KarlaHuntFarm #inbound16 #createFTW
— Czarina Año (@zanyzac) November 11, 2016
Focusing in on a particular niche means more revenue, fewer competitors and quality clients.
Lead with why. –@KarlaHuntFarm #inbound16 #createFTW
— Czarina Año (@zanyzac) November 11, 2016
Describe the golden thread that connects everything you do. –@KarlaHuntFarm #INBOUND16 #createFTW
— Czarina Año (@zanyzac) November 11, 2016
Sell the outcome, not the output. –@KarlaHuntFarm #INBOUND16 #createFTW #valuecreation
— Czarina Año (@zanyzac) November 11, 2016
Clearly there was so much to learn from this talk!
People were excited to go back and start trying out the stuff they had learned.
@KarlaHuntFarm Great keynote. I'll start the audit tonight! Great to also find someone from #London at #INBOUND16 pic.twitter.com/QopKmYcB2r
— pluto.agency (@plutoagency) November 11, 2016
Check out her presentation understand more about her market positioning strategy.
So start your brand audit today! And do check out the rest of our INBOUND16 coverage here.
