If an outside observer remarked that your agency team appear “as busy as bees”, that could be a good thing.
Particularly, if they are busy on the right things – things that matter for moving your clients and your own firm forward.
However, that’s not what is most important about the Honey Bee when it comes to future-proofing your agency.
Our Infographic, 8 Animal Traits You Need to Future Proof your Agency, calls out that 88% of Marketers say it is important for their agency partner to have strong expertise in their industry.
The trait of the Honey Bee that is REALLY important to the Agency of the Future is all about specialization. Those “busy bees” are not all out foraging, collecting pollen and nectar.
Only worker bees have that responsibility. Other bees are drones. Queen bees are rare, usually only one in a healthy hive.
THAT’s specialization! Is your agency THAT focused?
Actually, as important as deep experience in their industry is to marketers, they tell us exclusive specialization is not a requirement.
To be considered “specialized”, 45% of marketers say that agencies doing over half of their work in their industry would have the needed expertise.
Another important aspect around agency specialization is ARTICULATING it.
Marketers do not want to hear agencies say they “can do anything”.
Know your strengths and expertise. Continuously develop your area of specialization.
Promote your strengths, specialization and expertise to differentiate yourself.
For future-proofing your agency, remember:
- “Busy” may be good, but
- SPECIALIZED is critical.
- Exclusivity is not mandatory.
- Actively, express and promote your specialized expertise.
BE THE HONEY BEE.