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HubSpot Agency Certification (Positioning (Steps (Assess your current…
HubSpot Agency Certification
Positioning
Notes
Get the right people involved
Document your positioning strategy
Pick a position
Everything you do with inbound marketing agency should tie back to your positioning
Steps
Assess your current positioning
Mission statement
Objectives
How are we different?
What is the DyVal?
Go for the uncharted waters
What makes us unique?
How do we communicate that on social, on our website, with clients, and content
Write down in one or two sentences what you stand for and what makes us different
Define your agency's purpose
Why does our company exist?
Why do you go to work every day?
Why do your team members continue to come to work?
Why do your clients want to work with you?
What problems do we solve?
Identify your agency's best client
72% of businesses are more likely to buy from thought leaders, people or businesses that are recognized as an expert in their marketplace
Specific industry
Positioning with
WHO
Specific audience
Questions to ask
What type of clients have you been most successful with in the past?
What traits do they have in common?
Which industries, business categories or market segments do you know best and excel
at?
What type of companies do you enjoy working most with?
And, what type of clients do you NOT want to do business with?
What type of businesses do you not want to work with?
Identify your agency's core competencies
Questions to ask
What do you do particularly well, better, or more efficiently than other agencies?
Which of your capabilities and services provide the most value to your clients?
If you could only provide one service, what would that be? What services would you give
up to have that focus?
What are the things that your clients can’t do on their own if they chose to invest
internally?
Where does HubSpot and inbound fit in here? Do you call yourself an inbound marketing
agency or do you offer inbound as one of your services?
Define your agency's culture
The culture of your agency is your company's way of life
Values and beliefs
Questions to ask
What are the philosophies and methods you follow to service clients?
Do you have a unique way of thinking or working processes?
What is the one thing that you would never change about your agency?
Will you say "no" to a prospective client because of your values and culture? If so, what are
some of the reasons that would cause you to say “no”?
Regardless of role, what does it take for someone to truly succeed at your agency?
Create your positioning statement
Positioning template
We
provide this service/value/outcome
for
this type of company/industry/market
by
using this kind of approach
because
why
How does it impact your marketing?
Packaging & Pricing
Inbound retainers
Why?
Stability
Predictable cash flow
Consistency
Revenue forecasting simplified
Easier prediction
Easier to say no
Prevents scope creep
You can keep from overpromising
How?
Service offerings
Sterps
Identify and package services
Can you determine where your mainstay service offerings fit into the inbound
methodology?
Once you know that, can you identify and package further services to compliment your
established offering?
Can you calculate the time and cost required for the two points above?
Determine services
Divide services into three seperate packages
Set the retainers service offering schedule
Calculate cost to execute