I've worked in social media, SEO, PPC and e-mail campaigns.
I'm now starting my freelance marketing service. Would it be better for me to pick one topic to specialize in, say Instagram Marketing, so its easier for me to focus?
Or is it better to just offer everything I know under a "Digital Marketing Services" umbrella?
Will one strategy gain me more traction than the other?
It's always better to be great at 1 thing, then average at everything.
You can still offer multiple services, but you REALLY want to push 1 as what you are best at. There are a couple factors that go into which one specifically you should choose. Message me if you want to go into more detail.
You should specialise in getting results for your clients. What are their problems that they are coming to you with?
Digital Marketing Services is something that clients understand now and it covers many topics that from blogging to SEO as you know.
What are their goals? Who are their buyers? If they have a B2B product or service then Instagram will not make sense. Focus on the client, their buyer persona, their issues, their sales results and tailor a plan to resolve each problem step by step as it lines up in a complete Digital Marketing Strategy.
Let me know if this helps or if you have any more questions.
If you look to big companies, you will find that all of them are specialized in one or many services or products, but proposes lots others too.
If you want to minimise the risks of the market and maximise your benefits, I advise you to be known as an expert in one service/product but to propose many services/products related to that one.
There are two different ways for you to stand out:
(1) Focus on a particular service at which you excel and where the value you provide and the results you produce are significantly better than others' results in your field.
(2) Focus on a set of services which you provide under a conceptual umbrella. This requires your abstracting from different concrete services a particular aspect which all those services share and at which you excel. For example, if you know more about social media, SEO, PPC, email and other forms of marketing for auto dealerships, then you could be the Digital Marketing Guru for Auto Dealerships. That's a point of difference. Or you might be the only person who knows how to properly budget for and allocate spend among social media, SEO, PPC and email -- because of special analytical abilities you have (or applications you've developed).
Either of these approaches can work. What will absolutely NOT work, however, is your marketing yourself as a "provider of digital marketing services." That's generic, indistinguishable from anyone else, and lacking a "reason to believe."
In sum, you most powerfully differentiate yourself. Whether you do that based on a particular service you provide or a set of services under an umbrella depends on your abilities and expertise.
Should you like to explore this further and develop a powerful, differentiating message based on your authentic abilities, message me.