Broad vs. Niche: Why a Broad Agency Could Be Right for Your Business

Choosing the right agency partner can be the difference between surviving and thriving. So many solo marketers and lean marketing teams simply don’t have the time to devote to digital strategy. Or, they lack the specialized knowledge to take advantage of new trends and evolving digital landscapes. Keeping up with Google Ads and AI updates alone can be a full-time job! Which is where the right digital agency comes in. Let’s dig into the different types of digital agencies out there so you can find the right one to help your businesses achieve success.

Broad and Niche Digital Agencies: What’s The Difference?

One of the first decisions you’ll need to make when vetting digital agencies is if you want to work with a broad or niche agency. Both provide digital marketing services like web design and development, SEO, content marketing, email marketing, etc. So what’s the difference?

Broad digital agencies provide digital marketing services across numerous different industries.
Niche digital agencies provide digital marketing services for one specific industry, for example, healthcare.

3 Reasons Broad Agencies Deliver The Best Value

Often, businesses find the best relationships with broad digital agencies. Why? These agencies offer:

Innovative Ideas

A broad approach means an agency can draw strategy and innovation from diverse industry experiences. At inConcert, our work across many industries including manufacturing, construction, healthcare, consultants, and retail means our team brings fresh perspectives to each project. This flexibility helps us create dynamic strategies that adapt to changing market trends and consumer behaviors.

Cross-Industry Knowledge

Working with different industries helps an agency share knowledge and insights across sectors. Teams working in various niches often possess the skills to tackle new challenges and understand marketing needs holistically. At inConcert, this approach enables us to develop customized strategies that resonate with each client’s specific audience, avoiding a ‘one size fits all’ mentality. Frequently, a successful strategy for one client may translate well to another in a different industry.

One Powerful Relationship

A broad agency can truly become an extension of your team. They bring multi-operational skills and can better connect the dots for greater impact. Unlike niche agencies that may rely on templated solutions, making your brand look similar to others in your industry, a broad, full-service agency like inConcert delivers custom strategies and assets. These are tailored to your unique brand from the start, ensuring a cohesive approach that sets you apart from competitors.

How to Determine Which Is Right for Your Brand

Take a moment and think about your business’ current needs, goals, and challenges. Every brand is different, so choose an agency that understands where you are and where you want to go. Think about your:

Current state: Where does your brand currently stand?
Goals and objectives: Do you need help generating leads or increasing brand awareness?
Team resources: What does your internal marketing team have the capacity and skill to contribute? And where do you need help filling in the gaps?
Past experience: When thinking about previous agencies, what did you like or not like about them?

6 Essential Questions to Ask Your Potential Digital Agency

Once you have a solid understanding of your needs, you can start interviewing potential agencies. Use this helpful checklist when talking to prospective partners. Asking these questions will help you identify the best agency, so you can feel confident in their ability to meet your needs.

Pay attention to the agency’s answers and look for transparency, realistic expectations, and a good culture fit. Remember, in marketing, no one can guarantee specific outcomes regardless of their industry experience. Be cautious of any agency that promises guaranteed results, and make sure you fully understand what those guarantees mean. Always review their terms carefully to avoid misunderstandings.

GET THE CHECKLIST

Questions to Ask Prospective Digital Agency Partners

☐ Have you worked with other businesses in our industry or with similar digital marketing needs?

☐ How many companies similar to ours in our area are you currently serving, and how do you ensure each client’s needs are addressed uniquely? Do you offer exclusivity agreements?

☐ What kind of results have you delivered to your clients?

☐ What is your process for developing a strategy to help our brand meet our goals?

☐ Can you provide an example of how you’ve adapted marketing strategies for two clients in the same industry with similar goals? Or do you typically employ the same strategy?

☐ How do you measure success?

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Find the Best Agency for Your Brand

Choosing the right agency isn’t just about ticking boxes—it’s about unlocking your business’s full potential. After all, the right digital agency partner can be the difference between another year of status quo, or achieving game-changing growth. At inConcert, we pride ourselves on being the full-service digital agency that helps you scale, innovate, and thrive regardless of your industry.

Ready to elevate your business? Let’s chat about how inConcert can be the partner you’ve been looking for.

Let’s Get Started