Let’s get straight to the point: If you don’t know how to position your agency, you’re playing the marketing game blindfolded. The truth is, without a clear positioning statement, your digital agency is like a ship without a compass—lost in a sea of competitors.
So, how do you fix that? You craft a killer positioning statement that sets your agency apart from the crowd. In this blog, I’m breaking down the exact steps you need to follow to create a positioning statement that not only captures attention but keeps you top-of-mind when potential clients are looking for local SEO experts.
What is a Positioning Statement?
A positioning statement is a short, punchy description that defines what your agency does, who you serve, and how you’re different. It’s not some marketing fluff—it's the foundation of every conversation you’re going to have with potential clients.
Here’s the kicker: If you don’t clearly define how you’re different, your clients won’t either. You’ll end up competing on price instead of value. And trust me, you don’t want to get into a price war with agencies who live on cheap, cookie-cutter solutions.
Step 1: Define Your Audience
You’ve probably heard this a million times: "Know your audience." But I’m going to make it simple. Start by thinking about the types of businesses you want to work with.
Small local businesses looking to dominate their neighborhood?
Law firms that need consistent leads?
Multi-location restaurants that require a unified online presence?
Get super specific about who you want to help. Because if you’re trying to be everything to everyone, you're setting yourself up for failure.
Step 2: Clarify Your Service Offering
This one’s easy, right? You’re the expert in local SEO, spam-fighting, or GMB management—so why complicate it? List out exactly what you do and stick to it.
For example:
GMB Management Service
Local SEO Audits
Content Strategy & Writing
Once you’ve nailed this down, it’s easier to communicate it clearly. No jargon, no endless feature lists—just straight talk about what you deliver.
Step 3: What Problem Are You Solving?
Clients don’t care about your service—they care about the problem you solve. Are they struggling to get local visibility? Are they tired of spam clogging up their GMB listings?
Position your service as the solution to their pain points.
For example, if you specialize in local SEO audits, your positioning statement could focus on how your audit uncovers visibility gaps that lead to more foot traffic and conversions.
“The number one mistake agencies make is talking about what they do, instead of talking about what they solve for the client.” — Sam Parr
Step 4: Differentiate Yourself from the Competition
Here’s where most agencies get stuck. They think offering “better service” or “more experience” is enough to differentiate them. But in the crowded SEO space, that’s weak.
You need to zoom in on what really sets you apart.
Do you personally handle every aspect of the service instead of outsourcing it?
Do you offer custom solutions instead of one-size-fits-all packages?
Do you provide a collaborative, upskilling approach to clients?
Think about it like this: What can you say that your competitors can’t?
Example Positioning Statement Template
Here’s a template you can start with:
“We help [target audience] by providing [services], allowing them to [key benefit] while ensuring [unique differentiation]. Unlike [competitor], we [what makes you different].”
Example:“We help small, local businesses rank higher in Google search results by providing targeted local SEO audits and content strategies, allowing them to increase visibility and drive more foot traffic. Unlike other agencies, we don’t just deliver reports—we offer actionable insights and a collaborative approach to implementation.”
Step 5: Keep it Flexible
Your positioning statement is a living, breathing part of your business. It’s going to evolve as your agency grows. Don’t be afraid to tweak it as you discover new strengths or hone in on a more specific niche.
In the wise words of Sam Parr: “Test, tweak, and evolve.”
Final Thoughts
Look, crafting the perfect positioning statement isn’t rocket science, but it’s a step you can’t skip if you want to stand out in a competitive market. Take the time to nail down your audience, service offering, and unique differentiators.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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