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You’ve decided to give up on being a generalist marketing agency.

You’ve seen that generalist agencies have a hard time differentiating themselves in a competitive market.

And you’re ready to stand out with your specialties, attract more quality clients, and increase revenue for your business.

Now, you’re left with one big question.

What digital marketing services should your business focus on?

There are a few ways to approach this question.

You could choose to focus on services that offer higher profit margins or jump on the latest trends and prioritize services that have a sudden boom in popularity.

Maybe you think you should focus on essential services like web design, email marketing, or SEO, which are always in demand.

It all comes down to your skill set.

Earlier this year, we got some excellent advice from Ann Handley of MarketingProfs:

Do less of things that feel like you ‘should’ do them, but your heart (or your audience) isn’t in it. And double-down on the things that connect to your strategy, tell your bigger story, and grow your audience.

Let these words guide your strategy as you start prioritizing your services. Find the sweet spot between your interests and your clients’ interests to identify the services that matter most to your business.

Here are some additional tips to keep in mind:

  • Start with your core services

Identify one to three core services that are in constant demand. These are tried and true channels that both you and your clients are interested in, like web design, email marketing, SEO, and PPC.

  • Look to layer your services

Once you identify your core services, look for natural ways to build on your core services with logical adjacent services.

For example, if you offer web design services, the next step could be to offer services that will boost website traffic for your clients — like email marketing, SEO, or PPC.

By layering services, and weaving them into a singular story, you can offer multiple services without diluting your brand specialty.

  • Lead with your most profitable services

Many marketing agencies do excellent marketing for their clients, then skimp on marketing their own businesses.

Make sure you’re regularly reviewing which services generating the most revenue and that you’re promoting these services throughout your own channels.

Which services will you prioritize?

Don’t try to do everything all at once. Start with the core services that interest both you and your clients and review your numbers to make sure you’re on the right track.

You can always tweak your priorities once you have some data on what’s working best for your business.