If you want to see your marketing agency grow measurably, you need to be able to answer the following question: why would a client choose you over your competitors?
If you’re struggling to answer, you can’t reasonably expect your agency to be competitive. If you do not stand out, your agency will not only stagnate. It will fail.
Nobody ever said that running a successful agency was going to be easy. If it was, everyone would be doing it.
Believe it or not, helping your agency mature and grow is even more difficult than getting it off the ground. Not only do you need to track down the right clients and secure business with them, but you also have to do so in a field that is constantly evolving and changing.
With so many variables and so much competition, how do successful agencies get to where they are? More importantly, can your small or midsized agency take any lessons from what larger agencies have done to grow?
If you want your marketing agency to develop, pay attention to the following ten agency growth secrets.
1. Focus on Building Your Brand
When it comes to marketing strategies to build an agency, nothing replaces branding.
In a competitive market, your business must be memorable if you want to see it grow. To make your agency memorable, you have to focus on branding.
To secure new clients and their business, develop a brand that stands out. What’s to stop potential clients from going to your competitors if your business seems like another generic, cookie-cutter agency?
Do not ignore the power of branding. Make sure your agency stands out from the crowd and is easily recognizable.
2. Focus on Building Client Relationships
When marketing a service, you need to build relationships with your clients. A one-time sale is not going to help your agency grow.
A satisfied client wants to work with you again and returning business helps growth in two ways. First, a clients happy client will use your agency’s services again in the future, which saves you time and money finding new leads.
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Second, a customer you form a relationship with is more likely to refer new business your way. Referrals are a good source of new leads.
Focus on keeping your clients satisfied. Their loyalty will pay off and help your agency grow in the future.
3. Narrow Down Your Specialization
Successful agencies almost always focus on one field.
If you focus on one type of client, you easily stand out in a crowded marketing space.
Don’t allow your agency to appear vague in what it offers. By narrowing down a specialization, you make sure your content is more relevant and focused. Find your target audience and create ads and content to bring them onboard.
If you want to corner a certain niche and continue to grow, you need to stand out as a specialist in the industry.
4. Gain Exposure for Your Agency
Publishing content on your own website and social media is useful but if you want to see your agency grow, you should have a presence elsewhere.
Advertise your agency. Paid advertisements are one of the most effective ways to get noticed.
That said, advertisements are not the only way. You should also contribute content to third party websites. Think of guest blog posts. The more you put your agency out there, the more likely it is to be seen.
5. Hire the Right People
Hire full-time employees with the right fit for your agency.
Scanning resumes and shortlisting candidates based on their past work experience alone is an outdated practice. You need to adapt if you want your agency to grow. This means looking beyond the qualifications listed on their resume.
Will the people you hire represent your agency well? Can they adapt in an ever-changing industry? Identify the culture of your agency and seek out people who will serve it well.
6. Let Ineffective Employees Go
You cannot afford to keep unproductive and uncreative employees. If you want your agency to grow, you not only need to hire the right people, but you also need to move past those that do not work out.
A bad hire not only costs you money, but it can also make your agency stagnate. There is no room at your agency for sentimentality if your aim is growth.
7. Be Upfront With Clients
Let your clients know exactly what they are being billed for and what rates they can expect. Nothing sours a relationship with a client like being surprised with an unexplained bill.
You want clients to not only be satisfied with your agency’s services but also to feel that they were treated fairly.
Clients are more willing to accept higher fees if they are expected. Stop losing business by hiding fees for short-term gains.
8. Be Transparent With Employees
Share your vision with your employees. If they don’t know your long and short-term goals, they’re not on the same page.
Ultimately, your agency’s growth depends on the work of your employees. Make sure your goals are their goals.
9. Be Selective With Who You Work With
Don’t get into the habit of taking on every client that reaches out to you.
To grow, you have to be selective. Only take on work that you can deliver on. Taking on difficult clients that are not a good fit for your agency eats up your time. Taking on every task that comes your way because you are afraid to lose any business is short-term thinking.
Turning down a client because you are not equipped to handle their project allows you to direct your focus where it is more productive.
10. Allow Yourself to Grow
Marketing is constantly changing and this becomes even more clear as your agency grows and you’re dealing with larger budgets and bigger clients.
Don’t allow your growth strategies or skills to stagnate. Adapt as your agency grows or that growth will stop. Never stop educating yourself and keep an eye on changing practices and trends in the industry.