Laser Focusing Your Niche With John Higginson artwork
The Agency Accelerator

Laser Focusing Your Niche With John Higginson

  • S3E122
  • 24:11
  • June 16th 2022

In this week's episode of the podcast, I'm joined by John Higginson from Higginson Strategy. We're discussing niching - but not just niching - laser focusing your niche and John will share how his agency has niched that has made it so much easier for them to win ideal clients.

We also discuss a unique marketing strategy that they're using that is resulting in them winning more business and why John believes that owner-managed agencies will always perform better than agencies that are sold off.

Time Stamp

[01:01] Why broadening out your niche is a mistake

[01:25] How Higginson found their niche (in the plastic-free market)

[03:01] Concerns about being too niched

[03:39] Working with me gave John the confidence to be niched and win more business!

[04:39] What are the clear benefits of having such a clear niche?

[05:49] What advice would you give to someone who is scared to niche down?

[08:04] Were you able to increase your prices because of your niche?

[09:34] Do you look for staff that have experience in your niche? What are the core attributes you look for?

[10:53] Why did you launch your own magazine?

[14:22] An example of persistence in your marketing to win business

[15:19] The importance of taking a “value-first” approach in your marketing

[15:43] What does the future hold for Higginson Strategy?

[16:30] Why John never wants to sell his agency but rather build his own Self-Running Agency

[18:00] The reality of trying to sell a service-based business

[19:01] Why founder-led agencies are better agencies

[21:46] What advice would John give his younger self, just starting out in business?

Quotations

“Receiving targetted inbound enquiries with clients saying ‘they want to work with you’ is a key benefit of having a clear niche” - John Higginson

“You don’t need to fear losing clients if you niche down (you can still win clients outside of your niche)” - John Higginson

“Everyone’s roadmap is their own roadmap - there is no right or wrong way to grow your agency” - Rob Da Costa

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Useful links mentioned in this episode:

The Agency Accelerator

Busy agency owners can have a hard time balancing delivering exceptional work with finding ideal new clients - all the while, ensuring the smooth running of their agency.

Every Thursday, join Rob Da Costa, agency owner and coach, as he explores the key topics that affect you and your agency. I share tools and ideas to aid your profitable growth as well as interview industry expert guests, who share their experiences of working in or with agencies just like yours.

Whether you are just starting out or running an established growing agency, whether you run an online or bricks & mortar agency, this is the podcast for you.

To learn more about Rob, his coaching and training, visit the website