Establishing your agency as a thought leader is a critical component of ensuring that your clients and prospects see your expertise as an indispensable asset to their organizations.
But simply labeling your agency as a thought leader isn’t enough. Our industry is rife with so-called experts sharing the same tired ideas — more thought regurgitation than thought leadership.
Decision-makers want new, helpful information. They want something they haven’t seen, heard, or read a dozen times before — something that can give them new ideas and practical approaches for their own organizations. (We know — because we’ve done the research.)
Original research is an incredibly effective way to have something new to say. And attitudinal segmentation research stands apart as a uniquely fresh perspective on the needs, concerns, and goals of the audiences your ideal prospects care about.
Buyers are looking for solutions — answers to problems they’re struggling with.
Your clients can be solving big problems, like helping small businesses thrive or reaching cancer patients with a new treatment.
Or they can be solving problems that may seem small, but really bother those struggling with them — like keeping track of your reading glasses or finding a safe place to park at the airport.
Your clients serve buyers who all have a problem they’re seeking help with. And today, buyers expect organizations to understand them and the problems they’re trying to solve.
For agencies, this means that — more than ever — we need to understand not just who our clients’ buyers are, and what they want, but WHY — and why they haven’t solved their problems already. This allows us to craft marketing solutions that build our clients’ sales, their brand equity, and their bottom line — and that’s what makes them stick with their agencies year after year.