Mon, 31 August 2020
Have you ever stopped to really think about what is really driving growth? What inspires you to keep doing what you do? Do you know your agency's purpose? Are you driven by something more than just profit? Research shows businesses with a purpose often fair better than those that don't.
In today's episode, we'll cover:
Today I talked with Brian Powell, managing partner at Matchfire, a brand design and digital agency. Matchfire focuses on purpose-driven marketing and helping brands embrace who they are. Brian's here today to discuss why all agencies should have a purpose and how your agency can find its own.
How to Determine Your Agency's Purpose
Open up a book or turn on the TV and chances are, you'll find something about purpose. There's a growing movement to do everything with intention and create with meaning. From an agency standpoint, having a purpose doesn't just help your clients understand who you are, it helps you and your team be better at what you do. When you understand the why, it's easier to come up with the how.
For me, my purpose to create a resource I wish I had when I was running an agency. If you don't know your agency's purpose, consider these questions:
Talk to your partners and stakeholders and really dig deep. Why do you do what you do? When you can answer this, a whole new world will open up.
The Value of Authenticity
For some, the word authentic may come across as hippy-dippy as the word purpose. But trust me, consumers can spot phony a mile away. When you choose your agency's purpose, it has to be authentic. Authentic, purpose-driven marketing can drive business and social impact.
Along the lines of authenticity, it's important to know what you're good at. When you know your areas of strength, you can specialize and be the best at one thing. Specializing doesn't have to mean exclusivity but allows you the ability to say no. You can't be all things to all people.
When you take a step back and say, "This isn't where I excel," or "Let me recommend you to someone who can help," referrals, goodwill, and word of mouth will come back to you tenfold. Don't try to pretend you're something you're not just to win over a client. When you're honest, you'll earn the client's trust and they'll be more likely to call you when something else comes up.
2 Tips to Become a Trusted Partner
As an agency, the worst thing you can be is an order taker. You don't want to be treated like a commodity. The ultimate goal is for clients to view you as a trusted authority and an expert in your field. Purpose and authenticity will take you a long way in earning a client's trust, but there are two things to really focus on if you want to be a go-to resource:
What is it that separates you from everyone else? Why should clients see you as more than just a "me too" agency? Answer these questions and be true to who you are and both you and your clients will reap the benefits.