I read an article today that said more and more clients will be leaving traditional agencies this year and in the coming years. There are a variety of reasons for this but it was interesting to learn that according to this study

“the main reasons clients left agencies were lack of fresh ideas (73%) and the need to cut costs (44%)…”

.The cutting costs is a no brainer, especially in this economy, but amazingly almost double the clients have left or will leave traditional agencies because of a lack of fresh ideas.

What does this mean for you? Well, the solution to securing more business might be more than just being the cheapest option on the block. In recent days the current economic situation has positioned many freelancers and smaller businesses to be able to win business from the more traditional / large agencies primarily because freelancers and small businesses are usually cheaper. But this study shows that as a freelancer or small business you may want to extend your focus on more than the bottom line.

Many clients are certainly looking for ways to save money, but the current economy also brings another element into play – it’s more important than ever to focus on your brand positioning. What makes you different, what makes you relevant? This matters more than ever because the markets have been shaken to their cores and customers are rethinking their habits. So clients are looking for ways not only to save money, but also to reposition themselves to capitalize on this shift in consumer behavior.

So as a freelancer or small business that wants to woo these hungry clients, that begs the question:

What insights, ideas, creative solutions do you bring to your clients that others don’t or can’t?

As the results show, if an agency can’t come up with creative, innovative solutions for their clients and instead provide that standard run-of-the-mill recommendations, clients will leave. Don’t let the same thing happen to you. Find your niche, focus on your brand positioning, and align yourself to be able to offer new and innovative solutions to your clients’ problems.

Freelancers and small businesses have an unbelievable opportunity in today’s market – the traditional core of the industry is literally being shaken, and clients are no longer walking down the same road as everyone else. But in order to capitalize on this shift you’ve got to bring something to the table. Clients aren’t just going to flock to you because your smaller, cost less, and are more available than the traditional agency. You’ve got to be better than the traditional agency – this means better service, better ideas, and better solutions.

The work is out there – businesses need your expertise. So position yourself to grow, become an expert in your field, and be ready to offer unique and innovative solutions to those who come looking. How do you do this? I’ll offer three simple tips to discover how you can bring unique insights and ideas to your clients that others can’t.

1. Find a niche – don’t try to be the end-all be-all expert. That’s the traditional agency way. That’s what clients are shying away from. If you’re an expert in user experience design be a user experience designer. Don’t try to be that plus a copywriter plus a social media guru. Clients want results and if you can offer real results in the areas you’re best at, you’ll succeed.

2. Showcase your expertise – whether it’s through a portfolio, blog, twitter feed or e-book, find a way to market your expertise. If you’re good at something, talk about it. Market it. Showcase it. Determine the types of clients you want to go after and position yourself to offer what they want.

3. Don’t second guess or sell yourself short – It may not happen overnight. It may rain, it may pour, or you may find yourself in a drought. But continue to pump out quality content, and showcase your work in the areas you’re best in. The old adage “if you build it they will come” doesn’t always ring true for freelancers and small businesses. It’s more like “if you can build it, and you market the fact that you can build it, and you’re consistently networking and connecting with people who you’d like to build it for, they will come”. So stay the course.

Freelancers and small businesses have a great opportunity to build something new in this market – with these strategies and good ol’ fashioned hard work, you’ll see success.

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