Why Businesses Outgrow Generalist Digital Marketing Agencies

• 16 Feb 2026|
• Digital Marketing|
• Posted by Ed Frater

When you first start looking for a digital marketing agency, a generalist might seem like a safe bet. They work across multiple sectors, they’ve got case studies from different industries, and they promise they can handle anything. For a while, that might work fine.

But if you’re running a business in glass and glazing, building products, construction or manufacturing, there comes a point where a generalist agency stops being an asset and starts holding you back. They don’t understand your supply chain. They can’t speak to your customers properly. And you’re spending more time explaining your business than actually growing it. You end up paying to educate them.

We’ve written this piece to explore generalist vs specialist marketing and ask which is right for your business.

Generalist vs Specialist: What’s the Real Difference?

A generalist digital marketing agency works across multiple sectors. One month, they’re running email campaigns for a coffee shop, the next, they’re doing social media management for a solicitor’s firm. They are likely to be good at the mechanics of marketing, they know how to run ad campaigns, write blog posts, and manage social platforms. But they don’t know your industry.

A specialist agency, on the other hand, works exclusively in one sector. At Purplex, we have 20+ years of experience working with installers, fabricators, and suppliers in construction, building products and glass & glazing. We understand routes to market, we know the terminology, the major players, the products, and we’ve already worked with 100s of businesses like yours.

The difference shows up in everything. A generalist writes generic content that could apply to any business. A specialist writes relevant content that speaks directly to your potential customers because they already know what those customers care about.

A generalist needs a briefing on every campaign. A specialist creates their own campaigns for you. They already know your competitors, your challenges, and what’s happening in your market right now.

When Do You Need to Think About a Specialist?

Early on, a generalist might be fine. If you’re a small business just starting out with digital marketing services, you probably need the basics: a website, some social media posts, maybe a few email marketing campaigns. A generalist can handle that.

But there are clear signs that you’ve outgrown them:

• You’re explaining your business more than they’re marketing it. If you’re still having to explain industry terminology or correct copy that doesn’t understand your market, you’re wasting time and money.
• Your competitors look sharper online. If other businesses in your sector have a stronger online presence, better content marketing, or higher brand visibility, there’s a reason.
• You’re not seeing measurable results. Generalists often focus on activity rather than outcomes. Lots of social media management and blog posts, but no real improvement in lead generation or conversion rates.
• You’ve hit a growth ceiling. If your marketing efforts aren’t translating into business growth, it’s usually because your digital marketing strategy isn’t aligned with your market.

At these points, staying with a generalist is inefficient and expensive.

Five Ways a Specialist Beats a Generalist

1. They Already Know Your Customers

A specialist agency has worked with dozens of businesses in your sector. They know who your potential customers are, what drives their decisions, and how to reach them at the right time through the right digital channels.

2. Faster, Better Content Creation

When your agency understands your industry, content creation is quicker and more relevant. They’re not Googling terminology or guessing at pain points. They already know what works because they’ve tested it across multiple clients in your market.

3. Strategic Thinking, Not Just Execution

Generalists are good at delivering digital marketing agency services like managing ad campaigns, posting on social media platforms, and sending email campaigns. Specialists do that too, but they also bring strategic insight. They know which digital strategies drive results in your sector and which ones are a waste of budget.

4. Better ROI on Marketing Spend

Because specialists understand your market, they make smarter decisions about where to invest. They know which online marketing campaigns will reach the right people, which social platforms your customers actually use, and how to structure campaigns for better conversion rates.

5. You’re Not Teaching Them Your Business

This one’s simple but significant. With a specialist, you’re not spending half your time explaining how your industry works. They already know. That frees you up to focus on business goals instead of educating your marketing team.

Why Purplex Works Differently

At Purplex, we work in construction, building products, glazing, and manufacturing and have been for over 20 years. We’ve built a team of specialists who understand these markets inside out.

Our CEO, Andrew Scott, hasn’t just worked in marketing, he’s bought, scaled and sold businesses. He knows what it takes to grow a business because he’s done it himself.

That experience runs through everything we do. Whether it’s video production, social media management, or design and branding, we approach it from a position of knowledge. We understand your supply chain, your customers, and what drives growth in your sector.

We’re also a full-service agency, which means you get all the digital marketing services you need under one roof, from content marketing and lead generation to brand awareness campaigns and every step of the way support with your digital marketing strategy.

Take the Next Step

Choosing the right agency matters. If you’re a business looking for better results from your marketing efforts, you’ll want a specialist. You might not feel like you need it right now, you might even be happy with your agency’s marketing efforts, but eventually, to really grow, you’ll need that industry knowledge behind you.

At Purplex, we work with ambitious businesses that want to grow, and we bring two decades of sector-specific knowledge to every project. Whether you need help with your online presence, lead generation, or a complete digital marketing strategy, we’re here to deliver better results.

For more information or to arrange a marketing audit, you can:

• Call us on 020 3137 9319
• Email us at grow@purplexmarketing.com
• Use our online contact form

Frequently Asked Questions

When should I switch from a generalist to a specialist agency?

If you’re spending more time explaining your industry than your agency is spending marketing your business, it’s time to switch. Other signs include stagnant growth, weak content that doesn’t resonate with your market, or feeling like your competitors have a better digital presence.

Are specialist agencies more expensive?

Not necessarily. While fees might be similar, specialists deliver better ROI because they don’t waste time learning your industry. They work faster, make smarter decisions, and produce campaigns that actually convert. That usually means lower cost per lead and better campaign performance overall.

What if my business operates in multiple sectors?

If construction, building products, or home improvements are your core business, a specialist will still serve you better. At Purplex, many of our clients have diverse operations, but because their main market is glass & glazing, construction, or building products, our expertise gives them an advantage across the board.

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About the Author, Ed Frater

I’m a Growth Partner at Purplex Marketing, working with leadership teams across the home improvement, construction, fenestration, and building products sectors to design and deliver strategic marketing programmes that drive sustainable revenue growth. If you’re looking for a Growth Partner who understands your industry, your people, and what it takes to grow, that’s where I add value.

Connect with me on LinkedIn or read more of my articles: Ed Frater.

 

This entry was posted in Digital Marketing, News