Dig­i­tal agen­cies that spe­cial­ize in one or two ser­vices often fall into a kind of tun­nel-vision, becom­ing too fix­at­ed on their ser­vices that they for­get what their clients fun­da­men­tal­ly need from them: To estab­lish an online pres­ence for their brand that can real­ize their mar­ket­ing and busi­ness objec­tives. And their clients are slow­ly real­iz­ing that this need can’t be met by just one or two ser­vices.

In a recent sur­vey con­duct­ed by Econ­sul­tan­cy com­mis­sioned by Adobe, client-side mar­keters were asked “Which touch­points [their] orga­ni­za­tion treat[s] as a cen­tral part of the cus­tomer expe­ri­ence (CX)”. Among those cit­ed were Dig­i­tal Chan­nels such as Web­site, Email, Dig­i­tal Adver­tis­ing and Social Media.

Customer Experience Touchpoints

Clear­ly, many of your clients con­sid­er each Dig­i­tal Channel–and the var­i­ous ser­vices asso­ci­at­ed with them–as a key focus in the next few years. But more sig­nif­i­cant­ly, most of these clients see all of them togeth­er as cen­tral to their brand expe­ri­ence. The more recent study by Econ­sul­tan­cy affirms this. 70% of respon­dents con­sid­er “Opti­miz­ing the cus­tomer jour­ney across mul­ti­ple touch­points” very impor­tant for their dig­i­tal mar­ket­ing in the next few years. More and more of your clients want an agency that can offer mul­ti­ple ser­vices, and can cov­er most if not all of these dig­i­tal chan­nels.

In oth­er words, rather than indi­vid­ual ser­vices, your clients require solu­tions—holis­tic and com­pre­hen­sive strate­gies tai­lored to their spe­cif­ic busi­ness chal­lenges. This means that for agen­cies to stay com­pet­i­tive, they must begin redefin­ing them­selves from Ser­vice-Providers to Solu­tion-Providers, if they haven’t done so already.

Where­as Ser­vice-Providers focus on their clients’ appar­ent needs (a web­site, SEO, PPC, etc.) to sell to them, Solu­tions-Providers under­stand the deep­er need to be addressed, even when—especially when—the clients them­selves do not. Solu­tions-providers then craft a strat­e­gy for their client com­prised of dif­fer­ent ser­vices work­ing in con­cert to solve the prob­lem.

How Offering Multiple Services Benefits Your Digital Business

Tran­si­tion­ing from a Ser­vice-Provider to a Solu­tion-Provider isn’t easy. It requires that an agency become more cus­tomer-cen­tric to iden­ti­fy an appro­pri­ate strat­e­gy, and have mul­ti­ple ser­vices on offer that can make up the pro­posed solu­tion.

But it’s well worth it, because Mul­ti­ple Ser­vice agen­cies have a clear advan­tage in the play­ing field. In the same way a solu­tion is more than the sum of its parts, a solu­tions-provider presents sev­er­al val­ue propo­si­tions to their clients that their more spe­cial­ized peers don’t.

More Clients

Future Proof Your Agency with Multiple Services - SEOReseller.comThe first advan­tage that Mul­ti­ple Ser­vice agen­cies have is the promise of con­ve­nience to their clients. Rather than hav­ing to find, advise, and coor­di­nate with sev­er­al agen­cies for var­i­ous Dig­i­tal Mar­ket­ing Ser­vices and Chan­nels, clients can save time and ener­gy by hir­ing a Mul­ti­ple Ser­vice agency instead. This is an espe­cial­ly strong sell­ing point to Small Busi­ness­es, who typ­i­cal­ly have few­er staff and find time and ener­gy in short sup­ply.

For the same rea­son, the promise of a coher­ent brand expe­ri­ence is anoth­er sell­ing point Mul­ti­ple Ser­vice agen­cies have over Spe­cial­ized agen­cies. In the same study by Econ­sul­tan­cy, 66% of respon­dents cit­ed “Ensur­ing con­sis­ten­cy of mes­sage across chan­nels” as very impor­tant for their dig­i­tal mar­ket­ing, sec­ond only to “Opti­miz­ing the cus­tomer jour­ney across mul­ti­ple touch­points”.

Not only does hir­ing sev­er­al agen­cies present a logis­ti­cal headache for clients, the vari­ety of ideas and per­spec­tives also makes it dif­fi­cult to ensure con­sis­tent brand­ing across all the dig­i­tal mar­ket­ing chan­nels. Because Mul­ti­ple Ser­vice agen­cies see the big­ger pic­ture, they can align all online mar­ket­ing efforts under one vision, and as a result are more effec­tive.

More Sales Opportunities

More Sales OpportunitiesSell­ing solu­tions requires a more con­sul­ta­tive sell­ing process than prod­uct or ser­vice ori­ent­ed ones. Con­se­quent­ly, Mul­ti­ple Ser­vice agen­cies have more sales tac­tics avail­able to them when pitch­ing their solu­tions to clients, and are able to cap­i­tal­ize on their exist­ing client base.

This hap­pens ear­ly on in the sales process. Typ­i­cal­ly, a client will want to hire an agency for some­thing spe­cif­ic, and Ser­vice-provider ori­ent­ed agen­cies sim­ply give them what they can offer.

Mul­ti­ple Ser­vice agen­cies, on the oth­er hand, are already in a prime posi­tion to offer relat­ed ser­vices that clients may not know are able to address their need. A client that wants a web­site to pro­mote their local busi­ness may ask for a web­site, but they may not be aware of the ser­vices that can dri­ve traf­fic to it like an SEO and PPC cam­paign that focus­es on local search, or Social Media adver­tis­ing that can dri­ve traf­fic to their web­site and their store.

Hav­ing mul­ti­ple ser­vices also gives agen­cies the option to bun­dle them togeth­er to cre­ate a pack­age that appeals to spe­cif­ic mar­ket seg­ments, giv­ing them the edge to win clients from their com­peti­tors. If on the oth­er hand a prospect already has an exist­ing solu­tion for a ser­vice you’re pitch­ing, you can quick­ly shift to sell­ing a ser­vice that enhances it.

This is also an incen­tive for spe­cial­ized agen­cies to expand to oth­er ser­vices. By sell­ing relat­ed ser­vices to clients, e.g. Web Main­te­nance to go with Web Design ser­vices, agen­cies can extract more val­ue from their exist­ing client base. And even when clients don’t hire you or only take you up on a few ser­vices, as a Mul­ti­ple Ser­vice agency you’re plant­i­ng the seeds for future busi­ness. They’ll remem­ber that you also offer oth­er ser­vices, and may take you up on them in the future.

More Revenue

More RevenueFrom a busi­ness stand­point, hav­ing mul­ti­ple ser­vices also offers agen­cies a strate­gic advan­tage: they have access to mul­ti­ple rev­enue streams, each with their own dis­tinct advan­tages and means of cap­tur­ing val­ue. Where­as an agency focused on Web Design ser­vices would have to ded­i­cate more time and effort look­ing for new clients and cre­at­ing web­sites for their clients to stay afloat, Mul­ti­ple Ser­vice agen­cies have a more sta­ble and pre­dictable income because they have ser­vices they can rely on for rev­enue.

This is not to say that Mul­ti­ple Ser­vice agen­cies typ­i­cal­ly shy away from Web Design. On the con­trary, they’re more able to make use of it then their Ser­vice-Provider coun­ter­parts. Web Design can be used as a foot-in-the-door for oth­er ser­vices that can gen­er­ate month­ly recur­ring rev­enue, such as Web Main­te­nance ser­vices or SEO, and can also earn new rev­enue from these and oth­er exist­ing clients with PPC or Social Media Adver­tis­ing Ser­vices.

Mul­ti­ple Ser­vice agen­cies that are entrust­ed with more than one facet of their client’s online pres­ence have the advan­tage of see­ing more of the cus­tomer jour­ney and can pro­pose addi­tion­al solu­tions based on the insights they glean. An agency tasked with man­ag­ing a client’s social media pres­ence, for instance, would be able to see the imme­di­ate feed­back on a cam­paign they’ve run. This abil­i­ty to advise clients on oppor­tu­ni­ties and sug­gest pos­si­ble cours­es of action is an indi­ca­tor of a fun­da­men­tal­ly dif­fer­ent client-agency rela­tion­ship.

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More Valued

More ValuedFrom attract­ing more clients, hav­ing more sales approach­es, to hav­ing more sources of rev­enue, the ben­e­fits of being a Mul­ti­ple Ser­vices agency are too big to ignore. But there’s a final impor­tant ben­e­fit that sets Mul­ti­ple Ser­vice agen­cies apart from their peers–they’re more able to build their own brands.

Agen­cies who con­tin­ue to focus on the val­ue of their ser­vices risk being per­ceived as mere ven­dors. The 2016 RSW/US New Year Out­look Report on Adver­tis­ing and Mar­ket­ing shows agen­cies are increas­ing­ly anx­ious about this “trou­bling Trend,” and sug­gests a way for­ward for agen­cies:

“Despite pres­sures that stress Marketer/Agency rela­tion­ships, Mar­keters have great need for a com­mit­ted strate­gic part­ner in their Agency. Agen­cies that are anx­ious about their tal­ents and ser­vices becom­ing ‘com­modi­tized’ […] can avoid that per­cep­tion by approach­ing their clients’ busi­ness as a strate­gic part­ner rather than with a ven­dor men­tal­i­ty.” — 2016 RSW/US New Year Out­look Sur­vey

Sell your clients a ser­vice, and they learn to val­ue the ser­vice. Sell them a solu­tion, and they learn to val­ue your brand. Not only do Mul­ti­ple Ser­vice agen­cies find it eas­i­er to gain new clients, they’re also bet­ter at keep­ing the ones they already have. By diver­si­fy­ing the ser­vices your agency offers, clients both present and prospec­tive will regard you as a valu­able part­ner for years to come.

We’ve devel­oped var­i­ous turnkey ser­vices to pro­vide to our part­ners, so that they can focus on craft­ing solu­tions for their clients. Sched­ule a walk­through, or call our toll-free num­ber at at 1−800−250−6106 to learn more about the SEO­Re­seller white label plat­form.

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