Is It Better To Be A Big Fish In A Small Pond?

One of the biggest benefits of being an agency owner is that you’re able to do business all over the world. If services are delivered digitally, you’re not restricted to your city or state. The possibilities are endless. But with a broader audience comes more competition. If you’re trying to attract customers on a global scale, you’re also competing with agencies all around the world.

In some cases, this doesn’t matter. There is enough business to go around. However, with more competition comes more work. If you’re trying to be a small fish in a big pond, you’re going against the largest agencies in the world to try to get business. If you’re losing out on deals, you’re wasting time and resources.

So, this poses the question: Is it better to be a big fish in a small pond?

What does it mean to be a big fish in a small pond?

As an agency owner, you might feel anxious to grow. As you start to build your business, you might be targeting companies around the world that you’d like to work with. It’s an exciting time!

Unfortunately, when you’re talking with those prospects, they’re also talking with larger agencies that can offer more services or have bigger brands behind them. You could be investing in pitching ideas only to lose out to bigger fish.

Focusing on too big of a pond too quickly can seriously damage your business. If you’re unable to close crucial deals, you can’t invest in your business. You’re trapped in a constant cycle of pitching, losing deals and starting over. However, focusing on becoming a big fish in a small pond can give you better returns.

When you’re targeting customers in a small pond — say, your city or a region of your state — you can focus on local companies that might not be as competitive. While these companies might not have the budgets or brand recognition you’re aiming for long-term with your agency, they’re the perfect first customers to help get your business off the ground.

As you start to build your reputation locally, you can become a well-known agency in your city or region.

Why is it beneficial to be a big fish in a small pond? 

It may seem limiting to only focus on the area your company is located in, but building recognition with companies around you can help improve your credibility and authority. When you become synonymous with great service in your area, more and more companies can reach out to you to hire you — something that can be more challenging when trying to grow globally.

Focusing locally can also allow you to attend networking events and participate in speaking engagements. You can hold in-person meetings with your clients and develop more personal relationships than if you’re just working together digitally.

These kinds of connections can go a long way for building trust and facilitating long-term relationships. Clients can feel more connected to you and your agency and you can work more efficiently, rather than just relying on video conferences and email.

You don’t have to stay in a small pond forever.

Focusing on your local area doesn’t mean you need to be confined to that space forever. As you start to grow within your city or region, your brand recognition will be boosted, and you’ll have high-quality clients able to vouch for your services and quality of work, making it easier to eventually expand to other areas.

When you eventually do make the move to bigger markets, you’ll be a bigger fish, giving you more access to companies and clients who can grow your business even more. With the reputation and connections you’ve developed within your own local area, it will be easier to sell your business to bigger clients.

However, you may find that you don’t want to expand to these bigger markets — and that’s fine too. As a big fish in a smaller pond, you can be an influential resource that shapes the way business is done within your own community.

Whether you’re just starting out with your agency or you’re struggling to grow, look local. Don’t get in over your head trying to compete in markets you’re not ready for yet. Focus on growing long-term, strong connections with clients and industries in your area, and expand from there.