Afleveringen
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Ever build a business that âlookedâ successfulâbut left you feeling empty? Jeff Hilimire sure did and then he did something about it.
In this episode, we unpack how he turned a successful agency career into a mission-driven movementâbuilding purpose-led businesses, launching a global volunteer initiative, and writing books that challenge how we think about impact.Todayâs featured guest always genuinely enjoyed agency lifeâsomething he quickly realized was the exception, not the norm. That realization led him to a mission: helping others discover greater meaning in their business journey. Whether itâs through his books, his leadership, or his venture that unites developers to build websites for nonprofits in just 24 hours, he is all about turning intention into action.
We have the pleasure of welcoming back Jeff Hilimire, the podcast's very first guest, nearly eleven years ago. He shares what drives him to help business owners build purpose-driven companies, why he started writing books, and how he carved his own path in the publishing world. Youâll also hear about his latest work with Purpose Group, his thoughts on operationalizing purpose, and how to lead with clarity through times of crisis.
In this episode, weâll discuss:
Why he made it his mission to help entrepreneurs build purpose-driven businesses.
Using the concept of âDream Smallâ to build a network of volunteers to help non-profits.
How he embedded his books with his unique vision.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
From Joke Websites to Purpose-Driven Business EmpireJeff's journey in the agency world began with simple curiosity in 1996 when, as a college student, he built joke websites with a friend. Eventually, they figured if they made it a business, they could keep doing what they loved, which led to building several sites for free and a humble start with their first paying client, Jeffâs aunt, who paid them $250 to build her businessâ website.
Jeff has done a lot since being on the podcastâs first episode talking about that first agency. Heâs been founding, growing, and selling businesses over the last 25 years. He has also been a board member of several initiatives and written six books just since 2019.
His latest venture is the Purpose Group, where he and his team acquire and reinvigorate small businesses by training more inspired and engaged employees through their Purpose Playbookâą methodology â which is very much linked to the knowledge Jeff has been sharing through his books, teaching entrepreneurs to build purpose-driven businesses, and helping them find that same joy heâs always found in his different businesses.
Start with One: How Dreaming Small Can Change EverythingIn Jeffâs experience, many people never go after their dream projects because it feels too big and daunting to start. Instead, he believes itâs best to start small and give that first step. If your goal is to help people, then help at least one person.
This is the premise behind Jeffâs book Dream Small, which helped him grow his venture 48in48, an initiative born out of the idea of getting his team to help non-profits build websites. It would give them the satisfaction of helping someone while giving two selected non-profits a functional website in 48 hours. The plan gradually grew to include thousands of volunteers who offered time and expertise to help these non-profits for one weekend. Since developing this idea, Jeff has held 35 events with 7,500 volunteers around the world pitching in to help build 1,300 websites for non-profits. And while these numbers are great, he knows that had he started with that in mind, the project wouldâve probably never taken off. People needed to see it was possible at a small scale before committing to do more.
Tired of Boring Business Books? So Was JeffBack when Jeff wrote his first book, he wanted to bridge the gap between traditional business thinking and entrepreneurial mindset. Having repeatedly encountered CMOs who resisted innovation with claims that they "couldn't take that chance," Jeff wanted to share his conviction that business was all about taking risks.
Initially, he intended to deliver a straightforward business manual and approached the writing process as such. However, he has personally never enjoyed those books, which became apparent as he navigated through the content and found that the rigidity of a traditional format stifled his creativity. Hence, he tried a different approach and embraced storytellingâcreating characters and scenarios that embodied the entrepreneurial spirit. This is when Jeff found joy in the writing process and heâs continued developing stories within the same fictional universe.
Furthermore, after facing multiple rejections from traditional publishers, Jeff applied his risk-taking philosophy to launch his own small publishing house. Today, this venture works with approximately 25 authors and actively seeks innovative approaches to business storytelling.
Becoming a Better Leader by Setting a Purpose Beyond ProfitIn his case, Jeff started out as the programmer in his partnership and oversaw that aspect of his agencyâs operations for some time. The moment he hired someone else to help him with that task, he immediately recognized there were much better-qualified developers and that his own time would be better spent growing the agency.
In fact, he believes agency owners who have limited capacities and require help from the start can actually scale faster since they wonât get caught up working in the agency and can focus on growth. When founders recognize their limitations and delegate from the beginning, they avoid becoming trapped in day-to-day operations to focus exclusively on strategic growth opportunities.
Despite this operational insight, Jeff initially lacked a sophisticated vision beyond the vague goal of "eventually selling." It took time and experience for him to develop a more nuanced understanding of valuations and how different exit timings would affect the agency's ultimate value. His strategic thinking evolved only after navigating through multiple mergers and sales.
The most profound transformation in Jeff's approach came years into his business journey when he began thinking about purpose beyond profit. While he had always wanted to create a workplace where people enjoyed their work and developed professionally, he eventually expanded this intuition into a deliberate focus on organizational culture and consciously building values into the business foundation.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Are you doing great work but still feel like your agencyâs stuck in neutral? The truth is, talent alone doesnât scale a business. In this episode our guest, Stephen Woessnerâauthor, agency growth strategist, and founder of Predictive ROIâreveals why most agencies hit a ceiling... and how to break through with a smarter, more strategic approach.
From developing a true methodology to showing up with content that teaches, we dive into whatâs working now (and whatâs not) when it comes to agency growth, client expectations, and scaling with intention. If youâve ever relied a little too heavily on referrals, be unsure of your niche, or found yourself winging it without a real systemâthis one's for you. Tune in to learn how to enhance your agency's approach to attracting clients and scaling your business!
Stephen Woessner is the founder of Predictive ROI, an agency that helps clients build predictable and repeatable ROI so they can focus on doing the work they love alongside clients they choose. With over 30 years of experience, including a six-year stint in academia, Stephen discusses whatâs working right now to get more leads, why getting specific is vital for agencies, and why the journey to scaling your journey requires patience, as well as methodology.
Stephen also hosts the "Onward Nation" and "Sell with Authority" podcasts and is the bestselling author of five books, including his latest, âSell With Authority".
In this episode, weâll discuss:
Why you should be ridiculously specific.
Developing a true methodology to showcase your process.
How a softer approach can lead to bigger wins.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
The Power of Specificity (and Content That Teaches)Stephen has had a long career in the agency world, starting thirty years ago, before ROI was a thing, and working alongside agencies and consultants â teaching them how to build their authority within the markets they serve. He worked six-years in academia while also sharing his knowledge in his first books on Viral Social Networking and SEO. The expertise shared in these books got him requests to work as a consultant for different businesses, which led to him starting his own agency in 2009.
At his agency, Stephen commonly works with agencies and consultants that are going about sales and new business development in the least effective, most painful way possible. In fifteen years, heâs seen a lot in the business and now brings his own perspective on whatâs currently working in the agency space.
According to him, success comes from being ridiculously specificâabout who you serve, what you offer, and how you market it. Itâs not about flashy gimmicks or one-size-fits-all strategies. Agencies that clearly communicate their expertise and share their knowledge generously (even for free!) are the ones building long-term trust.
With the many AI tools available for marketers nowadays, there just isnât a valid excuse for not putting your own content out there to attract clients with valuable tips that show your expertise. These should be small, actionable pieces that solve real problems. That kind of generosity leads to high-quality leads who already trust you by the time they reach out.
While the tools might not be polished yet, they show just how easy it is now to create content and show up consistently. The key is that agencies need to be intentional, have a point of view, know their clientsâ real pain points and speak to them clearly.
Raise the Bar or Get Left BehindTodayâs clients are smart. Theyâre looking for specialized, strategic partnersânot generalists who throw spaghetti at the wall. Agencies that develop a true methodology, a real system for delivering results, stand out. Itâs not just about the workâitâs about the process behind it.
Simply put, a solid methodology builds trust. It shows prospects that you know what youâre doing and that youâve done it before. And yes, it's a big part of what makes an agency sellable down the road.
If youâre familiar with games like âAge of Empires,â the process of building your methodology will be a lot like starting scrappy in the stone ageâjust you, maybe a freelancer or two. But as you gather resources (aka leads, a team, and tools) and build systems (onboarding, sales, and delivery processes), you level up. The methodology evolves as you growâand mastering each stage is what gets you to the next one.
The path to growth requires structure, clarity, and an intentional approach. If youâre still winging it with no repeatable system in place it might be time to rethink the game plan.
How a Softer Approach Can Lead to Bigger WinsOther than a methodology, the journey to the top will also require patience. Scaling an agency is rarely instantaneous and each stage of development comes with its own challenges and learning experiences.
Agencies at various levels of growth face unique challenges, and the aspiration to leap from a level two to level thirty-sevenâis just unrealistic. You need to experience the wins and losses that truly gives you the expertise to sustain growth and learn to appreciate that theyâve prepared you for the next challenges and goals.
Jason was actually confronted with this lesson while preparing for his latest event, which although did eventually sell out, but did so much more slowly than he wouldâve liked. In the end, the team made the decision to stop being pushy about promoting the event and instead try to be more inviting.
A pushy attitude will likely be met with resistance. Instead, a gentle nudge or an invitation to explore creates a sense of curiosity and openness. By reframing the conversation from one of pressure to one of invitation, he was able to build trust and rapport. People are more likely to engage when they feel they have the autonomy to make choices without feeling coerced.
This is the same principle that drives successful business generation. Instead of being pushy, make sure youâre sharing case studies, insights, or even hosting webinars that allow prospects to learn and engage with the agency's expertise. Trust that youâre offering great value that resonates with the target audience, encouraging your audience to lean in and explore further, rather than overwhelming them with hard sells.
Creating Content That Draws the Right Clients InSo what is the type of content agencies should be creating to get prospects to lean in? The first thing that may make you feel like youâre screaming into the void is trying to attract just any client who can sign a check.
Successful companies have shown that focusing on a select group of high-performing clients can lead to tremendous success. This does not mean that if you start to work with plumbers youâll have to work with that niche in perpetuity. A niche can also be a specific problem you solve or an area you serve, not just an industry.
When you focus on "right fit" clients, you'll attract people you genuinely enjoy working with who choose to stay with your business long-term. When agency owners narrow their focus, they can tailor their offerings to meet the unique needs of their chosen niche. This not only enhances the quality of service but also simplifies the content creation process. Once the target audience is identified, agencies can generate relevant and engaging content that addresses the specific problems and pain points of their clients.
At this point, you can focus on sharing content that makes a lasting impression. By providing valuable information upfront, youâll no doubt capture the attention of potential clients and build credibility.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Zijn er afleveringen die ontbreken?
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Iâve been paying an agency to run our Meta ads and for some time Meta itself has been reaching out to take over the account. Let that sink in. The same platform your agency relies on is actively trying to cut you out of the picture.
The worst part? This is just one example of a much bigger shift. Big tech is building tools that create entire campaignsâcopy, design, video, testingâwithout a human in sight. Your strategist? Replaced. Designer? Replaced. Copywriter? Gone.
I get it. Itâs a hard pill to swallow, but it isnât necessarily the end of agencies. Itâs just the end of the ones that built their model on tasks.
So whatâs the future for agencies?
Agencies Built on Tasks Are Already Obsolete
Letâs get real: if youâre still selling deliverables, your agencyâs already falling behind. What AI canât replicate is leadership. At the end of the day clients want results and direction. Smart agencies are not selling tasks anymore. They're selling thinking.
Hereâs how theyâre staying ahead:
1. Productize the Thinking, Not the TaskMost agencies sell what they do â SEO, ad management â Clients donât care that you ârun Facebook ads.â They want results. Instead of saying âWe run ads for local businesses,â say
âWe help local gyms get 100 leads in 30 days with a proven 3-step system.â
You just went from vendor to strategic partner that sell a system that scales. Productizing your thinking means turning your knowledge into a framework.
When you package your thinking and your strategy as something like âThe 30-Day Lead Domination Systemâ or âThe 5-Step Authority Engineâ your expertise becomes a product. Thatâs what scales.
2. Sell Speed and CertaintySpeed is an agency superpower. Most clients arenât losing to competitorsâtheyâre drowning in indecision. They donât need more optionsâthey need momentum.
So skip the six-week strategy plan. Instead of saying âWeâll optimize your funnel,â offer quick wins:
âWeâll launch your highest-converting offer by Friday.â
Certainty is what closes deals. Clarity is what makes them stick.
3. Own Your NicheGeneric is dead. The riches are still in the niches. Solve a very specific problem for a very specific group of people. The more specific your promise, the more profitable your agency will become.
4. Use AIâBut Donât Compete With ItDonât just talk about AIâimplement it. Show your clients how to use AI to streamline workflows, automate leads, and improve reporting. Become the AI Sherpa, not the tool.
If youâre not guiding your clients through AI, someone else will.
5. Build Client CommunityWant to be irreplaceable? Connect your clients to each other.
Host virtual meetups. Build a mastermind. Facilitate introductions. Create spaces for idea-sharing. AI will never replace real human connectionâand your clients are craving it.
Weâve seen this firsthand with the agency mastermind: community is the real secret weapon.
6. Be the Guide, Not the GunExecution is cheap. Clarity is priceless.
AI will never replace someone who can build leads. Be the one who filters the noise. Be the coach. Once you step into that role, I can promise you your value will skyrocket.
So, Did Zuck Kill the Agency Model? Not Even Close.
He didnât kill itâhe evolved it. The agencies that lead, think, and adapt will be the ones that thrive. Those that keep selling tasks will get replaced.
Agency MastermindStill feel like youâre winging it? You're not alone. Most agency owners hit a plateau because they're stuck in the business, buried in decisions, and disconnected from people who get it. The agencies killing it and scaling faster found out they needed to be in the right room. Go to https://www.agencymastery360.com/agency-mastery and get access to a community of agency owners sharing their data, deals, strategies, and mindset shifts.
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AI isnât coming for your agencyâitâs already here. And if you havenât set clear guidelines for how your team (and your clients) engage with it, youâre already behind. In this episode, one agency founder shares how he went from AI skeptic to strategic adopterârewriting his workflows, client communications, and pricing strategy to future-proof his business.
Join us as we explore how to move beyond simply offering AI-enhanced servicesâand start leveraging AI to boost profitability, streamline operations, and establish your agency as a leader in this new era.
Paolo Vidali is the founder of Hidden Gears, an agency specializing in e-commerce and Shopify. With over a decade of experience in design, development, and digital marketing, Paolo shares his journey into agency ownership and discusses the challenges and rewards of building a small, distributed team across the US and Europe, as well as the factors that are informing his evolving policies on AI use.
In this episode, weâll discuss:
Why expertise will still set you apart in the era of AI.
How Paolo went from AI skeptic to viewing it as mission-critical.
How you can change your agencyâs game by integrating AI into your operations.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
Making a Low-Risk Jump to EntrepreneurshipPaolo sees his road to owning an agency as accidental, in the sense that it was never the plan to do it full time. Initially working for a digital marketing agency focused on B2B and lead generation, he began freelancing on the side. A couple of years into this, however, he realized the work he was doing on the nights and weekends was scalable and something he could ultimately grow.
Back then, the jump to entrepreneurship seemed like a move he could realistically make without risking much of the low-cost lifestyle he led at the time. If anything went wrong, heâd just go back to working for an agency. He ended up building a successful organization he has intentionally kept small to maintain the close client relationships and team cohesion that have become hallmarks of his business model.
How AI Went from âMaybeâ to Mission-CriticalAfter being in the world of e-commerce for over a decade, Paolo has witnessed firsthand the evolution of digital marketing and the rise of platforms like Shopify. And although he initially didnât believe the AI hype, it soon became apparent that the landscape was shifting dramatically. It was time to establish policies that dictated how staff and contractors would interact with this technology, so the agency would always be involved in how they experimented with it.
The team's approach to AI evolved in two parallel tracks: externally, they carefully calibrated AI integration based on individual client preferences, while internally conducting tests to identify operational efficiencies.
Years later, what Paolo originally envisioned as merely a future service offering has instead become fundamental to the agency's internal operations, with AI tools now dramatically reducing time spent on previously labor-intensive tasks like content creation, customer support, and data analysis.
Why Expertise Will Still Set You Apart & How This Can Affect Your PricingPredictably, one of the concerns around AI as its usage spread was around agencies becoming obsolete. In reality, Paolo can clearly see the difference between his team using AI, with many hours dedicated to understanding the technology and using it effectively, and any random person using the same tools. Now the challenge becomes how much value to place on that knowledge when it comes to their overall prices.
Should they charge based on the time saved through automation, or should they consider the expertise required to generate quality outputs? Much like Paoloâs mother can still out-Google him thanks to her deep understanding of information retrieval as a librarian, professionals in the field now possess the knowledge to input data effectively and assess the quality of the results produced by AI.
This is why agencies should be charging on a value-based model instead of hourly rates. The technology certainly aids in finishing the tasks a lot sooner, but itâs the agencyâs knowledge of the tools that helps complete the task efficiently.
ChatGPT Changed the GameâNow Agencies Have to Raise TheirsPaolo's team is conducting systematic A/B testing to evaluate AI's potential impact on their agency workflows, quantifying time savings and process optimizations to determine where technology genuinely enhances value.
To foster innovation while maintaining control, Paolo encourages staff to explore diverse AI tools during personal time and share promising discoveries, while implementing strict data protection protocols. Client information can only be processed in secure, isolated environments that prevent data from being incorporated into learning models, which led to his specific ban on Deepseek.
AI has already found practical applications throughout the agency. Paolo personally leverages it for copywriting and proposal refinement, appreciating how it enhances professionalism and improves success rates. His team is also using AI for drafting content, something clients are notified about and an area where they are aware the AI results will still need to be fact-checked and revised. In his view, the use of AI has to be justified as being something that adds to the process to save time, cut costs, and improve results, rather than simply being a crutch.
Overall, Paolo does think that the way people now shop for and consider content services and content marketing has forever been changed. Heâs already seen a decline in companiesâ investment in SEO, since clients feel thereâs no need if they can just ask ChatGPT to write that content. Despite this shift, he remains confident that agency expertise produces superior results. The challenge facing agency owners now is strategic adaptationâintegrating AI capabilities while demonstrating their distinctive value in an evolving digital landscape.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Is remote agency life really the dream? While many chase the freedom of working from anywhere, the reality is far more complex. In this episode, Lisa Larson-Kelley shares how she built a high-performing remote teamâwithout sacrificing culture, communication, or control.
Todayâs featured guest decided long ago that she prefers the remote option and shares what really makes remote work actually succeed. For her, it comes down to two crucial elements:
Creating a solid structure for clear communication and aligned goals
Hiring people who thrive in self-led, remote environments
Tune in to hear how she built these systems into her agencyâand how she still prioritizes meaningful, in-person connection to strengthen team culture.
Lisa Larson-Kelley is the CEO and founder of Quantious, a marketing enablement agency specializing in B2B tech companies. Her agency has worked with some of the biggest tech companies in the world, starting with Adobe and building relationships that would later take them to work with Google and Meta. Currently, sheâs looking forward to leveraging this experience working with big companies to create lasting relationships with smaller startups and mid-market companies as well.
She talks about the challenges and benefits of running a remote agency, how she finds talent suited for remote work, and how implementing EOS in her agency operations improved her businessâ structure, communications, and employees accountability.
In this episode, weâll discuss:
How EOS gives structure and accountability.
The traits she looks for when hiring remote talent
How she keeps team culture strong with in-person retreats
Why remote work isnât âeasierââbut can be better with the right systems.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
A Pivot Fueled by AdversityLisa began her professional journey as a developer, then transitioned to freelance consulting. Seeing she had a knack for explaining technical processes, she took some writing courses and expanded her abilities into content writing. Lisaâs freelance work soon attracted several major tech companies.
The growing demand for her services prompted her to hire her first intern through Craigslist, initially viewing this expansion as an extension of her freelance business. However, when her husband fell seriously ill, Lisa's need to provide financial stability for her family motivated her to formalize and grow her operation into a proper agency. What had started as individual consulting work had evolved into a full-fledged business born of both opportunity and necessity.
Why Lisaâs Agency Thrives RemotelyâAnd How Yours Can TooSince founding her agency, Lisa has maintained a primarily remote operation. She did try to run the team from an office a little before Covid restrictions came to send everyone home again, but was finding it tedious, with common complaints about peopleâs choice of food or annoying habits. It seemed as though petty distractions disappeared once they returned to remote work.
As the owner of a remote agency, Lisa admits this modality isnât easierâitâs just a different kind of hard. To truly succeed, agency owners who want a remote team must take care to carefully choose people suited for this type of work. Some people really do need the presence of someone keeping them accountable. These people find that on-site work provides them a sense of structure and that the interaction with teammates helps improve their performance.
Lisa looks for workers who are able to self-manage and are results-oriented. Her team always has access to managers through Slack, of course, but they mostly prefer to manage their work and their time to better fit their lifestyles. Remote teams can leverage technology to enhance collaboration and communication, using tools like video conferencing, project management software, and instant messaging platforms allow team members to work together seamlessly, regardless of their geographical location.
Assessing Candidatesâ Adaptability to Remote WorkNot everyone is suited for remote work, so after assessing a candidateâs suitability for the role based on their skills and experience, Lisa also looks to identify whether or not they are suited to work in this modality. If you have struggled finding workers who thrive in a remote setting, try to use assessments and structured interview questions to gauge a candidate's suitability. For instance, asking about their strategies for maintaining accountability can reveal much about their potential success in a remote setting.
Furthermore, candidates who have previously navigated remote roles often have the skills and mindset necessary to thrive in similar environments. This experience can translate into a more seamless integration into a remote team, as these individuals are likely already familiar with the challenges and best practices associated with this working style.
How EOS Can Transform Your Remote Agency OperationsThe Entrepreneurial Operating System (EOS) has helped many agencies create the sense of structure that some remote teams may be missing. In it, every worker has their goals, so they know what theyâre working towards, as well the agencyâs goals for the quarter, so everyone can grow in the same direction.
It wasnât immediately easy or intuitive for Lisa to implement EOS into her agency processes. She read the book and tried to self-implement it unsuccessfully. It wasnât until she was introduced to an implementer who could help her with the process and keep her accountable that she felt she was on the right path with this system.
With expert guidance, structured meetings became the cornerstone of Lisa's agency operations. These non-negotiable, regularly scheduled sessions ensure team alignment and individual accountability. Using Ninety software, Lisa's team conducts highly organized meetings with clear agendas and built-in timers that keep discussions focused on measurable outcomes and actionable tasks. This systematic approach eliminates wasted time while fostering a culture where team members understand their specific responsibilities.
This framework helps Lisa establish high-level objectives aligned with her agency's vision, then break these down into manageable steps by working backward from desired outcomes. For instance, if an agency aims to achieve $20 million in top-line revenue and $10 million in net profit, how does this cascade down to individual team members? This clear linkage between daily activities and long-term objectives helps create a culture of accountability and proactive engagement.
Structuring Professional Growth in Remote AgenciesPart of the changes introduced with the use of EOS was establishing clear pathways for employee growth, something that employees themselves asked for. While tenure still influences senior positions, the agency's COO developed a three-stage framework that provides visual clarity for professional development.
Seed: Your ground-level tasks for any particular role.
Blossom: Demonstrating confident competence and Independence in that role.
Bloom: Preparing for advancement to the next position.
Interestingly, this framework is not necessarily linear recognizing that personal circumstances may cause employees to move between stages. If an employee shifts from "Blossom" back to "Seed," management initiates supportive conversations to discuss their situation and explore potential paths forward based on the employee's choices.
This is an important initiative that all agency owners hoping to scale their agency should consider as it forces you to think about ways to scale your team and locate the leaders that will help take the pressure off you as you start to delegate responsibility to them. Furthermore, youâll be taking action to help your team take ownership of their roles, thus increasing retention as you motivate individuals who could get frustrated if they donât see growth opportunities.
How In-Person Retreats Build Camaraderie in a Distributed WorkforceRunning a remote agency takes a lot of organization, structure, and also an appreciation for in-person connection. Lisa understands that while tech keeps teams connected, it canât replace the depth of real, in-person connection.. Hence, to encourage team bonding, she organizes a team retreat, that most recently took the team to Puerto Rico, for a few days of team building activities, but mostly to just be together in the same space.
This is a great lesson for agency owners who want to run a remote agency. Building camaraderie through in-person connections will also have practical implications for agency growth. In-person retreats and gatherings can serve as platforms for discussing career aspirations, setting goals, and mapping out pathways for professional growth, as well as fostering stronger relationships, enhanced communication, and a more cohesive work environment.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
What if scaling your agency didnât mean more stress, but less? Discover how Devon Hayes and Amanda Joyce turned partnership into freedomâand how you can, too. If youâre an agency owner ready to stop grinding and start growing, this episode is for you.
These two entrepreneurs joined forces as partners specifically to navigate this growth journey togetherâand witnessed how this strategic decision created the growth, impact, and freedom they had always envisioned. Tune in to discover their realization that scaling represented not an additional burden but rather the crucial shift from merely sustaining their businesses to expanding them intentionally and the ongoing challenges they continue to face as they adapt to this exciting new chapter in their entrepreneurial journey.
Devon Hayes and Amanda Joyce arenât just agency ownersâtheyâre proof that collaboration can unlock freedom. With deep experience in PR, construction, and financial services, they share the lessons they learned the hard wayâso you donât have to.
They are co-founders of Elevation Marketing, a company specializing in the home services niche, including roofing, custom home building, and plumbing. They share their journey of coming together after running their own agencies and what inspired them to start their first businesses.
Additionally, theyâll share what drove them to choosing their current niche and the lessons theyâre still learning about building their client pipeline and going beyond being referral-based.
In this episode, weâll discuss:
Joining forces to unlock freedom.
Finding the winning niche.
Why scaling is worth the fear.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
Joining Forces to go From Solo Struggles to Shared SuccessBefore meeting, Devon and Amanda were forging separate paths as agency owners, both yearning for greater freedom and support in their professional lives.
Devon worked some time doing marketing for companies in engineering and construction and moved on to the financial industry thinking the bigger paycheck would be enough to make her happy. However, just nine months later she felt like a prisoner of the corporate world, while her husband â a business owner â enjoy the flexibility to pursue passions like snowboarding. Inspired by his freedom, she leveraged her corporate contacts and industry knowledge to launch her own business, determined to reclaim control of her time.
For her part, Amanda started working for an agency right out of college. Armed with a degree in PR and journalism and zero knowledge about the digital marketing world, she quickly developed expertise and built her own client relationships. As her confidence grew, she realized she didn't want the constraints of office-based work. Since it was the early 2000s, the thought of working remote was unimaginable and something she would have to pursue on her own. Finally, she started her own small niche agency in 2007.
Of course, both women soon discovered that entrepreneurship wasn't the straightforward path to freedom they'd envisioned. Their businesses brought stress, sleepless nights, and the weighty responsibility of delivering results for clients. The service-based nature of their work meant constantly seeking ways to improve outcomes, often making it difficult to maintain focus amid competing priorities.
When Devon and Amanda finally joined forces in 2019, they brought together the valuable lessons each had learned about the industry and business ownershipâcreating a partnership built on shared experience and complementary strengths.
A Collaboration to Unlock Freedom and Have a Higher ImpactEven before joining forces, Devon and Amanda were working together in several projects and found they complemented each other very well. In fact, Amanda felt their projects together were the ones causing her less stress. While working with Devon meant she had someone covering for her while she was on vacation, for instance, the clients from projects she was handling by herself wanted her attention 24/7.
Both women had achieved a level of success that allowed them to pay their bills and maintain a comfortable lifestyle but realized that to truly thrive, they needed to shift their focus from merely sustaining their businesses to scaling them.
More than just a desire for more revenue they understood the benefits that would come from collaboration. Wearing multiple hats and managing every aspect of their businesses was unsustainable. Instead, merging their strengths and resources, would allow them to create a more efficient operation that allowed them to focus on their core competencies.
Furthermore, Amanda liked the idea of having someone to discuss her ideas with, something she missed from her days of corporate work and that can be invaluable for agency owners who constantly feel isolated and burdened by their responsibilities.
The Pivot that Paid Off: Finding Their Winning NicheEven though Devon and Amanda initially targeted the roofing industry, they quickly lost focus and found themselves working with an eclectic mix of clients across dog training, cannabis, IT, and other unrelated sectors. This scattered approach, while diverse, undermined their ability to establish a distinctive brand identity.
Thankfully, they later found their footing through their engagement with the Breakthrough Academy, a contractor coaching group. By connecting with contractors in various trades, including electricians and landscapers, they discovered a niche that aligned with their strengths and expertise. Soon they were delivering exceptional results for clients in plumbing, electrical, and landscaping businesses and â even though they hesitated to make it official â they had a niche.
Furthermore, coming together proved to be the best decision once they realized that the home services market was saturated with subpar providers, and hence scaling their business was also an opportunity to reach a broader audience and amplify their message as credible thought leaders. This mission directly inspired their podcast as a platform to spread their message and positively impact an industry often plagued by questionable practices.
The next challenge they face is expanding beyond referral-based growth to develop a sustainable client acquisition pipeline.
Why Scaling Your Agency Is Worth the FearAlthough Devon and Amanda ultimately decided to scale their business to reach a wider audience, many agency owners initially resist growth, fearing it will only increase their workload and responsibilities.
While expanding and managing a larger team may seem daunting, the ability to focus on the aspects you love while delegating tasks that others could handle more effectively proves tremendously rewarding.
Amanda, for instance, was excited to find people who excelled in areas where she struggled and empowering them to thrive. Once she did, she was able to delegate all the content creation work she had been handling and focus her time on different areas.
This is a step that agency owners will get to enjoy not only when they find the right talent but specifically when they find self-managing professionals who take ownership of their work. Itâs a move that will take you to a remarkable milestone âthe moment when new clients are successfully onboarded without requiring any involvement from the founder.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
How are you adapting to the many changes in the industry and economy? For many agency owners this is a golden era for the business. Of course, not everyone will thriveâsuccess depends largely on your ability to adapt.
In this episode learn how our guest has mastered adaptation through several economic downturns over the years, emerging from each crisis as a more prepared and confident leader. Today, he shares the pivotal moments when his agency could have joined countless others in closing their doors, but instead discovered pathways to emerge stronger than ever.
Tune in to learn how he navigated each crisis, how embracing remote work has enhanced nearly every aspect of his agency's culture and operations, and why he firmly believes that despiteâor perhaps because ofâtoday's challenges, there has never been a better time to be in the agency business.
Dan Kahn is the founder of Kahn Media, an integrated marketing agency specializing in automotive and luxury brands. He shares insights into his journey in the marketing world, starting with public relations and evolving into a diverse agency model.
Dan also looks back at the different ways he handles times of economic downturns in his agency, and how his leadership was shaped by these times of turmoil. Additionally, he introduces his newer venture, TRED, an outdoor recreation-focused agency emphasizing experiential marketing.
In this episode, weâll discuss:
3 ways to weather economic downturns.
Learning to be a better leader for a remote team.
Focus on the media, not the message.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Sometimes Bigger Clients Doesnât Equate to Big SuccessDan grew up watching his father weather the volatile nature of business ownership and promised himself he'd never subject himself to such instability. However, his passion for automobiles guided him along a path from automotive journalism to PR work, and ultimately to founding his own agency.
Hence, his entrepreneurial journey began with a strong foundation in the automotive industry, where he built a solid reputation working with notable clients like Lotus and Maserati, and handling high-profile events such as the SEMA automotive trade show. However, his ability to adapt was truly put to the test during the pandemic.
When the world came to a standstill in 2020, many businesses found themselves grappling with significant revenue declines and uncertainty about the future and his agency was no exception. Dan found that while most of his corporate clients were pulling back, smaller clients like Lotus were easier to innovate with and willing to test new approaches.
This is how he came up with the idea of handling car delivery services directly to journalists. With automotive press fleets locked down and journalists confined to their homes, Dan and his team were gaining lots of attention with this stunt, to the point that they achieved greater media exposure than larger competitors like Porsche.
3 Ways to Face Times of Economic Crisis 1. Grow stronger as a leaderAccording to Dan, he was a different type of leader back when he faced his first economic downturn in 2013 and, as a result, defaulted to putting everything on his shoulders. Having experienced consistent 50% growth for several years, he felt the agency was doing well enough and he could lay back on doing new business development.
Unfortunately, this decision coincided with some critical financial decisions. They had relocate to a more expensive town while taking on higher office rent and lost two big clients in one week.
His world came crushing down, he burned through his savings, and it took a lot to get through that situation. With no delegation strategy in place, Dan shouldered the entire burden of recovery himself. His dreams of reducing his workload vanished as he struggled to lead the team through this crisis. While the agency eventually recovered and emerged stronger than before, the experience took a toll on his health.
2. Innovate and pivot quicklyWhen the global shutdown of 2020 threatened Dan's agency with another economic disasterâparticularly since events accounted for 30% of their revenue were canceled in rapid succession, Dan found himself in a better position to face the situation this time.
He had a good leadership team, excellent client relationships and the agency was overall better prepared to figure out how to stay afloat during lockdowns.
Rather than shouldering the burden individually, Dan and his leadership team collaborated closely with clients to develop innovative alternatives and pivoted quickly to create virtual experiences that maintained audience engagement despite physical restrictions.
3. Execute the highest levels of serviceFinally, the agencyâs latest critical moment happened last year, during economic shifts that hit many industries. Clients were pulling back on expenses as Dan had just launched a second agency, which requires a huge amount of capital. In part, it was the result of normal economic cycles during an election year but Dan admits it was also the result of poor planning on his part.
After spending much of 2023 investing the first agencyâs profits into the launch of the second agency, it hit him in December that clientsâ annual contract renewals werenât going as smoothly as heâd hope. He started to see just how bad Q1 of 2024 could be if he didnât course correct.
Once again, he relied on his team, who were tasked with continuing to execute at the highest level while he focused on business development. He also started focusing more on growing existing clients, after years with a laser focus on new business development, and invested some of his own savings into pulling the agency back up.
Dan was also honest about the agencyâs situation with some key clients, who agreed to pay the year in full with a discount. Finally he put a heavy focus on delivering the best customer experience â aiming to become undeniable â following the teachings of Unreasonable Hospitality, by Will Guidara. The team all read the book and were instructed to apply those principles with each client.
The result? Q1 was still a mess but things turned up by Q2 and by the end of the year they had record revenue and profits.
Choosing Results Over ProximityLike many agencies, Danâs business runs most operations on remote, with only five to six team members coming into the office on a regular basis and some coming in once or twice a week. Although this shift does make it harder to get everyone on the same page and focused on the same target â and it does make training harder â, Dan admits itâs better in almost every other aspect.
Most critically, the remote structure grants access to an elite talent poolâa priority Dan values far above physical proximity. Whether team members work part-time from Alaska or elsewhere, his focus is on results rather than location.
With a leadership philosophy that has changed from micromanaging to inspiring, he understands you need to trust your team to work remote. This comes after a lot of personal development work as he learned to listen more effectively and improve as a leader by taking guidance from his own team. This then led to identifying some necessary changes in the agencyâs culture, including replacing senior staff members who lacked leadership qualities. Now, instead of managing his team and overworking himself, he takes the time to enjoy his life.
Finally, coaching and therapy have also help Dan open his eyes to the importance of diverse personality types within a leadership team. While he used to expect his team to tackle any situation exactly as he would, he now appreciates that this kind of mindset can lead to chaos in the team. Instead, varied perspectives in decision-making processes can lead to much better results.
Why this is a Great Time to be an Agency OwnerWith traditional media on its deathbed, Dan believes this is actually the golden age for agency business, positioning communication professionals at the forefront of media evolution. He sees this as the optimal moment to launch podcasts and establish dominance in emerging media channels.
Not everyone will adapt to these changes, and some agencies are struggling because of this. However, if you can adapt and make the best of this unbelievable moment in time with innovations like AI and much more freedom to be creative and innovative, you stand poised to thrive.
Furthermore, nowadays people are much more willing to work with smaller agencies, relieving agency owners from the expectations of having a huge team or a fancy office. Instead, you get to focus on the ideas and building the best team possible with people from all over the world, which makes it a great time to be in this business.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Do you feel stuck in your agency journey? Are you trying to figure out the next step to grow? Donât know what you donât know but you DO know something is holding you back? These can be hard questions to figure out when you feel you have little to no support to help you identify areas of improvement and make necessary changes. This featured guest felt her agency was doing well with their defined niche, and capabilities. However, something was missing â as an owner, she felt isolated. This all changed when she joined an agency owner community where she could openly share her doubts and struggles while receiving actionable feedback and support.
This pivotal decision transformed not only how she operated her business but also accelerated her personal development as a leader. Discover her experience building a business, the defining moment when she first identified as a true entrepreneur, and the two critical pivots that marked significant milestones in her agency's growth trajectory.
Jennifer McPherson is the owner of Chickenango Marketing Solutions, a specialized marketing agency focusing on public involvement and marketing for engineering, construction, oil and gas utility clients. She shares her journey from spending 27 years in marketing roles within engineering firms to launching her own agency seven years ago.
She discusses the motivation behind her transition and the challenges of building a business from the ground up. Jennifer reflects on the moment she realized her agency had truly become a real business and why the mastermind community has meant so much in the growth and self-improvement sheâs experienced in recent years.
In this episode, weâll discuss:
Community as the solution to agency owner isolation.
Stop relying on project-based work.
Finding fulfillment in the agency journey.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
The Leap from Corporate Marketing to Agency FounderJennifer spent most of her career working on marketing roles within engineering firms, taking the step to venture on her own just seven years ago. Feeling a need for a change in direction, she set out to create an agency that would focus more on the engineering, construction, and oil & gas niche.
Building her business, Jennifer quickly discovered that agency ownership extended far beyond simply practicing her marketing expertise independently. It demanded she master numerous aspects of running a company and navigate countless unexpected challenges. Despite these hurdles, she didn't fully perceive her venture as a legitimate business until she began hiring employees. Suddenly, her agency was no longer just a personal side hustle but an enterprise supporting other people's livelihoods, adding a profound layer of responsibility to her role as founder.
2 Pivots That Changed the Agencyâs Growth TrajectoryIn the years following her agency's launch, Jennifer achieved notable success and growth. Despite her professional achievement, she felt increasingly isolated in her role as an agency owner. Without connections to peers facing similar challenges, she lacked a support network of individuals who truly understood her unique experiences. Looking back, two important shifts got her out of that place:
Community. Discovering Agency Mastery was a complete game changer for Jennifer. (This isnât just a shameless plug â but if not us, then find your people!) In addition to being the support she needed, this agency owner community also completely changed the way she ran her agency. With the mastermindâs support, she went from figuring things out on her own to hiring a Chief Operating Officer, implementing efficient systems, and shifting her focus from being an operator to a true leader. The community also helped Jennifer get over the need to compare her success to others. The inherently competitive nature of the agency world often fosters unhealthy comparisons based on incomplete information about others' successes. Through her mastermind involvement, Jennifer gained insight into fellow owners' challenges, recognizing most face similar obstacles. Sheâs also learned that community, a laser focus, and the right systems are the only things that will help you get by during rough patches.
Predictable Cash Flow. Another pivotal moment was restructuring her business model to reduce dependency on project-based work. Her agency's focus on public involvement had previously meant operating on a project-by-project basis, a very difficult model to sustain since youâre always choosing a next project and not building recurring revenue. With this pivot, her agency can now focus more on growth and building a pipeline to secure recurring revenue. This way, she is finally stepping out of being in the business to working on the business and focusing on its future. She is able to see that the future of her agency is beyond just her involvement.
Finding Fulfillment in the Agency JourneyEntrepreneurs often become fixated on end goalsâwhether itâs selling a business, achieving financial independence, or reaching a certain level of market dominance. However, to make your business journey a truly fulfilling one, youâll need to do more.
The journey of entrepreneurship is not just about hard work and determination. Luck and having the right team and community all play a role in what you enjoy doing and what you come to know as your agencyâs success. Many agency owners may feel frustrated by the daily grind and dream of selling their agency to feel free, but come to miss team work and sense of accomplishment after selling. Recognizing that the journey involves both struggle and triumph allows entrepreneurs to appreciate their efforts and find value in the process.
In her experience, Jennifer loves the relationship building and connections as much as she loves winning. This is why she has come to define success as a journey is rich with learning opportunities, personal growth, and meaningful connections that contribute to a fulfilling entrepreneurial life.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Have you ever turned to freelancers to grow your agencyâs capabilities? What about using fractional support once you realized you couldnât do everything as the founder and face of the agency? What if the key to sustainable growth isnât building a massive in-house team, but leveraging the right fractional support at the right time?
Todayâs guests are two agency owners who turned a modest freelance setup into a thriving multimillion-dollar businessâlargely through referrals and the strength of their personal networks. They share how a flexible team of contractors became their secret weapon, offering the agility to scale without the overhead of a traditional agency structure. Tune in to learn how former competitors found a way to build a successful collaboration and why fractional support was a big part of their operation from the start.
Sydney Mulligan and Lauren Aquilino are the co-founders of Emmie Collective, a for-hire network of elite independent & freelance marketing, sales, and revops consultants with big tech energy. They share their journey of entrepreneurship, reflect on their backgrounds as former competitors in the marketing industry, and the bond that brought them together.
Sydney also recounts her experience of being laid off while on maternity leave, which sparked the idea for Emmie Collective while Lauren discusses her transition from freelancing to building a business as demand for her services grew.
In this episode, weâll discuss:
Why the fractional model was the best option for bootstrapping an agency.
When should the agency owners stop being the face of the agency?
External funding vs. control in agency growth.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
When Competitors Become Co-FoundersBefore forming their partnership, Sydney and Lauren worked at competing agencies while also participating in Marketo's customer champion program. Their paths diverged when both eventually left their respective agenciesâLauren to pursue freelance work, initially planning for just 10 hours weekly during summer to rest after quitting her job. However, her freelance business quickly expanded beyond expectations, growing to 20 hours weekly and requiring additional contractor support.
Meanwhile, Sydney had taken an in-house position but faced an unexpected setback when she was laid off during her maternity leave. As she navigated the job interview process, she began conversations with Lauren, who was contemplating transforming her freelance operation into a formal business. Lauren recognized Sydney as a valuable potential partnerâin fact, the only person she would consider building a business with.
After discussing their business vision, they decided it was time to meet face-to-face. Their first in-person meeting in Florida became what they jokingly refer to as their "speed dating" session. During this three-day encounter, they exchanged ideas and developed business plans while Sydney cared for her six-week-old baby. The meeting proved decisiveâby the time they both landed back home, they had confirmed their mutual desire to build an agency together.
Why the Fractional Model Is Best for Bootstraping an AgencyTheir participation in the customer champion program helped Sydney and Lauren establish strong reputations within a specialized niche market. With this foundation, they were able to launch their agency business with a strong base of referral clients.
One unexpected advantage they discovered was the relative ease of attracting consultants eager to work with their new agency. Anticipating potential staffing challenges typical for startups, they had proactively designed their business model around freelancers and contractors. This strategy allowed them to sidestep the common industry pressure of requiring employees to meet specific billable hour quotas. Instead, freelancers had the flexibility to determine their own workload and schedules.
To this day they continue to work with consultants, firmly believing that fractional support provides clients with optimal access to senior specialized expertise. By leveraging fractional experts, their agency effectively addresses specific client challenges, enhances operational efficiency, and frees internal resources to focus on strategic growth initiatives.
When Should the Founders Stop Being the Face of the Agency? Balancing Growth and Client RelationshipsSydney and Lauren's agency growth eventually confronted them with the challenge of hitting the limit on what they could do by themselves. With the agency growing, more and more clients and consultants coming in, and traveling for events, it just got to be too much.
Sydney recalls a particularly stressful period when she felt overwhelmed, unable to keep track of their growing client base and the myriad responsibilities that came with it. They recognized they could no longer manage everything alone. When an agency owner clings to control it causes issues with bottlenecking, even become an operational issue and their agencyâs biggest profit leak.
For Sydney and Lauren, was time for a change and the first crucial step was hiring a fractional account manager to ensure there was someone else keeping track of every client. This not only alleviated some of the burdens on Sydney but also allowed them to focus on strategic growth rather than getting bogged down in day-to-day operations.
Itâs not an easy shift to make, and quite tricky for Sydney and Lauren, who built the agency on the back of their own networks and therefore are still the face of it. They continue to wrestle with how much to pull back, risking that clients feel they no longer interact with them.
For those facing similar challenges, it's worth noting that even prominent agency leaders like Gary Vaynerchuk maintain their status as organizational figureheads while having minimal involvement in daily operations. This successful transition typically requires thoroughly training team members in core agency values to ensure consistent decision-making and actively promoting team capabilities to clientsâemphasizing that a dedicated team provides superior service compared to founder-only support.
External Funding vs. Control in Agency GrowthAfter bootstrapping their business, Sydney and Lauren now face the question of whether or not to take on funding to continue to scale. While they recognize the potential advantages that investment capital could bringâaccelerated expansion and resources for recruiting top talentâthey also remain cautious about the significant tradeoffs involved.
Most of all, they worry about the fundamental shift from being independent business owners to essentially working for investors since "once you start raising money, you'll always be raising money"âwith a continuous cycle of accountability to external stakeholders.
For the time being, they continue to prioritize maintaining complete control over their growth trajectory, preferring the stability and autonomy of their current approach even if it means potentially slower expansion.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Do you have a sales system in place for showcasing your agencies services at a low-cost price point that creates an easy âyesâ for your prospects? Many agencies are giving away insights in order to land big projects. However, a well-crafted foot-in-the-door offer helps you close clients faster by giving them a taste of what itâs like to work with your agency, but also allows you to qualify whether a prospect is the right fit for your agency and team.
Todayâs featured guest shares how productizing his offer helped streamline his sales process and communicate a clear value proposition. Furthermore, after building his strategic foot-in-the-door offer, heâs been testing different pricing models to make it an easy âyesâ for prospects while still attracting high-quality clients.
Discover practical insights on scaling your agency, improving your sales strategy, and boosting conversion rates with intentional, value-driven offers.
Spencer Powell is the founder of Builder Funnel, a digital marketing agency with roots in direct mail. He shares his journey transforming his family's direct mail business into a digital marketing powerhouse, discusses strategies for converting clients faster and easier, and talks about his recent experience building a foot in the door offer, which he is currently in the process of adapting and testing.
Spencer has been on the show before talking about the game-changing move to get paid for strategy instead of giving away ideas and research for free.
In this episode, weâll discuss:
How a productized offer can revolutionize conversions.
Building a successful foot-in-the-door offer.
How could rethinking the entry-level pricing benefit sales?
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
Three Generations of Marketing Evolution and AdaptabilitySpencer's marketing roots run deep as part of a family legacy. His grandfather established a direct mail company that his father later acquired in the 1990s. Demonstrating entrepreneurial spirit early on, Spencer launched his own social media business as a side hustle immediately after college.
The family business reached a turning point when Spencer's father attended an industry event where he heard direct mail was becoming obsolete. Recognizing the need to evolve, he invited Spencer to help transition the agency into the digital era. Together, they developed the agencyâs brand, realizing that having a niche would be an important to create a competitive advantage. This new direction proved so promising that they eventually sold off the direct mail division to concentrate fully on growing their digital brand. As the final step in this transformation, Spencer ultimately purchased his father's ownership stake and continued driving the business forward.
How a Productized Offer Revolutionized Conversion RatesLike many agency owners, Spencer allowed himself to be in the sales seat for far too long, with an offer that included building custom proposals for all incoming prospects â a time-consuming process with unpredictable returns.
The first step out of this was productizing his offer, which led to the creation of the "Remodeler Marketing Blueprint," a fixed-fee service providing clients with comprehensive one-year marketing strategies. This productized approach served dual purposes: it systematized the sales process while establishing a clear value proposition. Clients were offered to either implement the strategies independently using provided resources or hire the agency for full execution.
By doing so, his agency not only streamlined their sales process but also established a clear value proposition and the agency's conversion rates soared from 15% to 70%. Despite this success, a one-year marketing plan was still a huge undertaking and there was opportunity to develop an even more accessible entry-level offering that could serve as a true foot-in-the-door product.
3-Step Agency Sales System to Build a Foot-In-The-DoorPer Jasonâs suggestion, Spencer and his team borrowed the structure to build a foot in the door strategy and set up a discovery call â ranging from 15-30 minutes â which they use to assess if the prospect is a good fit, in the right industry, and are asking for services that the agency offers.
If this discovery call is a success, the team will move on to selling a marketing framework call, a $497 call where they do an exhaustive run through of their website, look into their SEO and ads, and walk them through their Attract, Convert, and Measure framework. At the end of the call, the client will either take what theyâve learned and implement it themselves, move on to the next step of working with his agency, or ask for their money back.
The framework was a success, with 35.5% of those who participated in the framework call converted into clients last year. Jason emphasized that the initial discovery call should evaluate whether prospects would be good long-term agency partners rather than just qualifying them for the framework call. Following this advice, Spencer encourages his sales team to book as many calls as possible, to get the practice they need to start discerning which prospects would actually move ahead to work with the agency and which never intended to get beyond that call.
Implementing these steps was a real game changer for Spencer, who can now continually tweak, update, and improve it by recording the sales calls and review them with the team to highlight successes and room for improvement.
All in all, the structure of an offering ladder will make it easier for the prospect, the sales team, and overall for the agency to offer value and better qualify clients.
Rethinking Entry-Level PricingNow, Spencer is in the process of reviewing his agencyâs foot-in-the-door pricing, by lowering it from the current $497 to around $197. Why charge less? Spencer finds that prospects often need to consult with higher-ups before committing to the current Price, which either slows down the process or could be the end of that interaction. However, these sorts of instances could indicate theyâre not speaking with a decision-maker, which agencies ideally should be when it comes to selling a foot in the door.
For now, early results indicated a promising trend, with a notable increase in the number of scheduled calls and successful conversions. On one hand, this is a positive development, but it could also mean that the lower price point is also attracting prospects who are not the agencyâs ideal client.
The team is exploring different ways to frame this pricing adjustment, such as positioning it as a limited-time offer or explaining that while the agency barely breaks even at this price point, it serves to identify genuinely interested prospects. They're also careful to clarify that this special rate doesn't reflect their standard hourly billing, which is substantially higher.
Itâs something that Spencer will continue to evaluate with his team. If the lower price helps them acquire more clients monthly, it may prove beneficial in the short term and something they can revise in a couple of months looking, for instance, at client retention and how those relationships ultimately played out.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
-
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
How often and effectively do you communicate with clients? What strategies are you implementing to build trust and develop lasting relationships to retain good clients? We all have blind spots in business, and today's featured guest identified one of the most significant ones for business owners is client communication and how messages succeed or fail to get through effectively.
Heâll share his journey of starting a business with the mission of helping business owners identify and repair communication gaps with clients to forge stronger relationships and discuss how he found his niche. He'll also address common communication blind spots that undermine client relationships and emphasize why agency owners must remember that this is fundamentally a relationship businessâone where building connections should precede any sales pitch. Join us for insights into marketing, communication, and the importance of addressing blind spots in both business and life.
Tim Riddle is the founder of Discover Blind Spots, a marketing agency that specializes in helping financial advisors uncover and address these blind spots in their marketing and messaging. He shares his journey into the marketing agency world, the origin of his agencyâs unique name, and how his exploration of blind spots in life led him to identify communication as a critical area where businesses often struggle.
In this episode, weâll discuss:
Choosing a niche in solving their common blind spots.
2 key elements of client communication.
Letting clients have the spotlight to build trust.
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Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Choosing a Niche and Solving their Common Blind SpotTim's agency name, Discover Blind Spots, originated from a book he had written years before contemplating entrepreneurship. In "Blind Spots: What You Don't See Can Hurt You," he explored various cognitive and perceptual gaps people commonly experience. During his research, he found one theme kept coming up: communication failures.
With entrepreneurial insight, Tim recognized this widespread communication gap as a potential business opportunity. He launched his venture with an ambitious vision of transforming business owners' careers through improved communication. Despite starting with no clients and no immediate prospects, he couldnât let go of the idea without at least trying.
Initially, he started by offering his services for free asking only for positive reviews, aiming to build credibility and visibility. However, the true turning point came unexpectedly during a conversation with a friend who was a financial advisor.
During their conversation, Tim inquired about his friend's client relationship management approach and got the typical answer of meeting with them for lunch every once in a while. When Tim learned his friend had approximately 300 clients but had only arranged a handful of lunches that year, he saw an opportunity to fill that communicational gap and offered a tailored solution that included creating content, both video and written that would reflect the advisor's voice and perspective, to authentically communicate and engage with his clients.
It was a risk to pivot his focus towards financial advisors, a sector he had not originally planned to target, but it was this very risk that led to the establishment of a successful niche for his agency.
Transitioning to Premium Pricing Based on ValueWhile that was his first introduction to what would become his niche going forward, it did not immediately translate into paid work. The relationship with this financial advisor served as a crucial stepping stone rather than a direct revenue source. That milestone came later, as Timâs friend introduced him and recommended him to more potential clients and his opportunities in the sector grew.
Once he saw the opportunity to monetize his services, Tim started by charging a modest $500 per project, a common approach among agency owners. Finally, once he landed his first big client, he was asked to come up with a monthly fee and upgraded to charging $5,000 per month. It was a shift to a value-based pricing model most agency owners take too long to adopt and a starting point to truly start scaling the agency.
2 Key Elements of Top-Notch Client CommunicationWe've all experienced customer service that starts strong during the sales process but deteriorates once the purchase is complete. Poor follow-up communication leaves clients with unanswered questions about their purchase, casting a negative shadow over the entire experience.
Responsiveness: Tim believes silence is the enemy in client relationships. He says there's never a good reason to allow communication gaps that make clients question the relationship. Likewise, he warns against applying a transactional mindset to a relationship-driven business. This only serves to frustrate clients and lead to missed opportunities. Being responsive doesn't mean having immediate answers or dropping everything to find them. Often, a simple acknowledgment that you don't have the information yet but are working to get it promptly can significantly reassure clients.
Adaptability: Another key aspect of Tim's approach is identifying each client's preferred communication channel early in the relationship. People have different preferencesâsome avoid phone calls and find emails to be less intrusive while others prefer them as a quicker way to solve an issue. By adapting to the client's preferred mode of communication, agencies can save considerable time and stress.
Interestingly, if you're attentive, clients often reveal their communication preferences through their behavior without you having to ask directly. For instance, if a client rarely responds to emails but answers calls promptly, they likely prefer handling matters quickly by phone. Taking the extra effort to communicate in a style that resonates with each client leads to faster resolutions and more productive partnerships.
Allowing Clients to Have the Spotlight Leads to Trust & Effective CommunicationTim's efforts to adapt to clients have extended beyond just communication channels to improve the overall client experience, particularly during initial meetings. Traditionally, he would schedule two-hour sessions packed with questions, aiming to leave with a comprehensive 90-day action plan.
More recently, however, he began to start the meeting by asking the client âtell me a little about yourselfâ. This can lead to a 5-minute summary or a 30-minute account of their businessâ history but Tim finds letting the client feel heard helps out them at ease and leads to smoother more amicable meetings.
As an expert, you might quickly identify solutions to a client's problems within minutes of meeting them. However, rushing to provide answers won't help establish the trust necessary for a successful partnership. Building that sense of safety requires patienceâsitting back and truly listening as clients share what they believe is essential information. This approach enables them to feel confident that you have a complete understanding of their situation before developing an action plan.
People have a fundamental desire to be understood. By creating space for clients to share their stories and experiences, businesses can cultivate meaningful trust and rapport that serve as the bedrock for successful long-term relationships.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
What truly makes clients choose one agency over another? What are the essential qualities that elevate an agency from service provider to trusted partner? Today's featured guest brings a rare 360-degree perspective to these crucial questions.
As a fractional CMO with extensive experience on both sides of the relationship, our guest provides unique insights into the dynamics of successful agency-client partnerships. Tune in for actionable insights that will help agencies strengthen their client relationships, refine their service approach, and position themselves as indispensable strategic partners.
Alex Hultgren is a seasoned fractional CMO with extensive experience in both client and agency roles. He shares his journey through the marketing landscape, from starting at Ford Motor Company and leading marketing efforts at Polaris to transitioning to agency life at Hayworth and later starting his own business. Alex discusses the expectations that brands have when working with agencies, what he used to look for in an ideal agency partner, and the reason he kept his business boutique and has chose to work with contractors.
In this episode, weâll discuss:
Learning to forge deep agency partnerships in corporate marketing.
Elements of effective agency relationships.
Why he chose to prioritize autonomy over growth.
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Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
Forging Deep Agency Partnerships in Corporate MarketingAlexâs professional trajectory spanned both corporate and agency environments before culminating in entrepreneurship. He started his career working at Ford Motor Company, as part of their marketing leadership program for fourteen years, and then running marketing for Victory Motorcycle as part of Polaris. He then went on to work on the agency side as one of the three leads of Walmartâs media accounts at Hayworth. In 2021 he decided to take all that experience to build his own business.
During his time at Ford, Alex only ever worked with one agency team, the team at JTW. Although large corporations normally have many agencies working at different projects at a time, Ford preferred to maintain an exclusive agency partnership and, even when digital marketing started to be an important part of their strategy, they only used other agencies as contractors for limited periods.
On one hand, this meant there werenât many options if he didnât like the work, other than asking them to go back to the drawing board. On the other hand, it also meant they formed a deeply integrated partnership, as they were more of an extension of his team than merely external service providers.
By contrast, at Polaris he had a fraction of the budget but found himself coordinating multiple specialized agencies handling different aspects of the business, which proved to be considerable demanding. However, in both cases he always saw agencies as partners and part of his team.
The Foundation of Effective Agency PartnershipsIn choosing agencies, one of the major problems Alex encountered was agencies that promised they could deliver on something when they clearly couldnât. For him, it came down to
Could they be trusted to do the work?
Did they know what they were doing?
Most clients are looking for agencies that can alleviate their burdens by providing solutions without requiring micromanagement. Hence, an ideal agency partner should be able to take a problem, devise a solution, and communicate progress effectively.
However, trust is not enough when communication is lacking and one of the major hurdles Alex faced working on the client side was getting enough clarity from the company on what they wanted from the agency. To bridge this gap, agencies must take the initiative to foster open lines of communication. This includes asking the right questions to extract meaningful feedback from clients and internal stakeholders.
Finally, Alex also believes an agency should be able to take calculated risks because innovative ideas can sometimes face resistance from traditional corporate structures. The ability to push through skepticism and advocate for creative solutions is a testament to the trust that exists within a strong agency-client relationship. To address this client skepticism about design or content choices, Alex suggests AB testing the material and see how customers behave. This approach shifts the conversation from subjective preferences to measurable customer behaviorâthe ultimate metric for evaluating marketing effectiveness.
Prioritizing Autonomy Over GrowthEven after successfully scaling his agency, Alex made a deliberate choice to maintain a lean operation, preferring to collaborate with contractors rather than building a traditional team structure. To him, the more traditional style seemed like an option that would take away the flexibility and freedom he hoped to obtain by building his business. Right now, he has the ultimate authority regarding what work and clients he takes on, and itâs not something he would give up.
While operating as a small agency might seem limiting, Alex is part of a group that provides him with extensive capabilities without sacrificing independence. This federationâcalled the Chameleon Collective, is comprised of 40-50 fractional executives (CMOs, CROs, and CTOs) alongside approximately ninety specialized marketing experts and enables a modular approach to team building.
This model also addresses a problem that plagues big organizations: meeting waste. From his time working at Ford Alex remembers the frustration of back-to-back meetings that yield little value. He sees a need to reevaluate the purpose of meetings, advocating for a shift away from status updates that could be conveyed via email to more focused discussions aimed at problem-solving, as well as scheduling 15-minute meetings instead of defaulting to longer time blocks and empowering team members to opt out of meetings that do not pertain to their roles.
Ultimately, Alex has prioritized an agency model that prioritizes effectiveness, strategic alignment, and adaptabilityâvalues that directly contrast with the rigid structures he experienced in his corporate career.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Are you still relying on basic ChatGPT prompts while your competitors create intelligent systems that work for them around the clock? The gap between basic AI users and strategic implementers is widening rapidlyâand it could determine which agencies thrive in the coming years.
Today's featured guest leads the pack for this AI revolution. Through systematic implementation of advanced automation solutions, she drove an impressive 20% productivity increase across her agency's operations. By strategically integrating AI technologies throughout their processes, she's transformed her agency's capabilities and efficiency. Additionally, sheâs now also helping businesses achieve these same results. Join us as we explore the exciting opportunities AI presents for businesses today and learn about her most successful tool: AI agents.
We welcome back Khushbu Doshi, COO of E2M Solutions, a white label agency partner where she focuses on driving more business and creating a world-class experience for their agency community to help them grow and reach their goals.
With over eight years of experience and having worked with more than 500 agencies, Khushbu dives into her recent journey exploring AI, including a significant productivity boost of 20% through automation. She also talks about AI agents, explaining how they differ from simply using tools like ChatGPT, and highlights their potential to streamline processes and enhance efficiency for agencies.
In this episode, weâll discuss:
Why agents are the next step in AI usage in agencies.
AI-powered onboarding.
Ideas to expand AI application.
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The Next Evolution of AI for Agencies: From Prompt Engineering to AI AgentsMost people think of AI innovation as learning to use ChatGPT and asking the right questions to get the most effective answers. While prompt engineering certainly has value, it represents only the beginning of AI's potential for agency operations. The next evolutionâAI agentsâoffers significantly more sophisticated capabilities that can transform agency workflows.
Agents are a more specialized application of artificial intelligence designed to perform specific tasks based on user-defined parameters. How is this relevant for agencies? Unlike general-purpose AI tools, which provide responses based on a broad range of inputs, AI agents can be customized to understand and execute particular functions. They can be trained to understand particular clients, recall campaign histories, apply agency-specific methodologies, and operate within defined strategic frameworks.
This means that agency teams now have the ability to develop custom AI agents trained to operate according to specific requirements. The resulting tool works much better compared to just a conversation with ChatGPT.
AI-Powered Employee OnboardingFor agency owners interested in exploring AI agents, the process is remarkably accessible. Starting on the ChatGPT platform, users can simply select "create," name their agent, and begin training it with relevant information like branding guidelines, past success stories, and common client challenges.
In her case, Khushbu also uses AI agents for onboarding new new team members dreading the prospect of reading through extensive standard operating procedure (SOP) documents. However, itâs still a vital part of their training, so Khushbu thought of updating the process and making it more dynamic by training an agent to be an SOP expert. She fed it all the SOPs and instructed it to answer only the questions asked to it without searching the internet. This way, the SOPs are the agentâs knowledge base, never defaulting to the web for answers.
After implementing this system, Khushbu conducted a comparative test by providing new team members with both traditional SOP documentation and access to the AI agent.
The new team members were fascinated by the idea of not having to go to a supervisor with their questions and maybe feeling inadequate. Instead, they can ask as many questions as they like without feeling judged. This efficiency not only saves time but also allows team members to focus on more strategic tasks rather than getting bogged down in repetitive information retrieval.
Expanding AI Agent Applications in Agency Operations Quality Assurance AutomationAI agents also excel in quality testing and following precise procedures consistently. You can program an agent to follow detailed checklists, ensuring that all necessary steps in a process are completed efficiently, thereby saving time and resources while maintaining high standards.
Khushbu suggests implementing a fallback strategy for comprehensive quality assessment. When an agent encounters limitations in its testing capability, it should clearly document:
Which items it successfully evaluated
Which items it couldn't assess
Specific reasons for any testing limitations
This strategy delivers substantial efficiency gains even when complete automation isn't possible. If the agent can only check 300 out of a list of 500 points, it has still reduced the amount of work for the assigned employee to do by 200 points.
Creating an AI Agency Within Your AgencyFurthermore, you can program agents to work a specific role within your team and have several agents to communicate with each other. In this sense, you can build an AI social media team, with a CMO, strategist, tester, etc, and automate 90% of the marketing process.
With AI agents generating ideas, testing concepts, producing initial drafts, and evaluating performance metrics, the human team can then focus on selecting optimal approaches, refining creative elements, and adding the distinctive perspective that differentiates the agency's work.
Competitive Intelligence AutomationFinally, itâs also a great way to automate the research needed in your particular industry. If you want to know what your competitors are up to, just program an agent to do that research for you and present a summary of the campaigns theyâre running and youâll be saving a lot of time.
A Wake-Up Call for AI-Reluctant AgenciesRight now it seems every day there are new ways to integrate AI into your agency services and it can be as exciting as it can be overwhelming. Just remember that this technology has the potential to make your life easier in many ways, and thatâs how it should be used.
As organizations explore the potential of AI tools, try to remain open-minded and proactive in seeking out innovative solutions. Khushbu encourages listeners to look beyond the mainstream offerings and discover the myriad of tools that can enhance their operations. By doing so, they can position themselves at the forefront of technological advancements and operational efficiency.
Refusing to use AI nowadays would be like refusing to use the internet back in the late 90s. The technology is already here so thereâs no going back; Itâs only a matter of whether or not youâre willing to adapt and not be left behind.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Is SEO still a viable service offering? If youâre an SEO agency, are you at risk for extinction? With AI taking over many industries at the moment, itâs no wonder people are asking if itâs rise means the death of SEO. Todayâs featured guest is an SEO expert that found her path into the industry after discovering her passion for tech. She discusses how AI is reshaping the SEO industry â not eliminating it, but transforming its execution and potential. The fundamental principles that have always driven search engine optimization continue to matter, though their implementation evolves alongside technological advancement. Tune in to gain insights into how forward-thinking businesses are adapting their SEO strategies to thrive in this new environment, and gain practical insights for navigating this shifting digital terrain.
Lindsay Halsey is the owner of Pathfinder SEO an agency that helps clients grow their recurring revenue by getting the system, tools, and training to add SEO services to their agency. She reflects on the early days of SEO, reminisces about outdated practices, and talks about why the rise of artificial intelligence and âalternative search enginesâ does not mean you should stop investing in SEO.
In this episode, weâll discuss:
3 core principles of SEO that havenât changed.
Did AI kill SEO?
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Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio an
Turning a Love of Digital Technology into an SEO AgencyIn the early days of SEO, when tactics like hiding keywords in same-colored backgrounds were still common practice, Lindsay was finding her footing in a vastly different field working as a ski patroller and mountain guide.
Her dramatic career shift came through a HTML and CSS course at her local community college that developed a consuming passion for technology. As she devoted increasingly more time to computer work, her hobby naturally transitioned into a professional opportunity, leading to her first position as an SEO account manager at a local agency.
After gaining valuable experience during her two-year tenure at the agency, Lindsay took the entrepreneurial leap. Partnering with a colleague and securing their first client, she launched her own business. In retrospect, she knows their initial pricing structure was too conservativeâoffering SEO and Google Ads services for merely $500. Despite this undervaluation, sheâs proud of having prioritized recurring revenue from the start, a lesson she took from her years at the previous agency. Unlike project-based work, which often creates financial unpredictability, a subscription model provides the stable financial foundation necessary for strategic planning and sustainable growth.
Within the first year of launching their agency, they managed to generate enough recurring revenue to pay themselves salaries that surpassed what they earned in their previous jobs, which was an important victory that helped cement their belief in the business.
3 Core Principles of SEO in 2025:The principles of SEO have undergone significant transformations over the 15 years that Lindsay has been in the space. At its core, however, the values that guide the industry remain and now Google has gotten better as measuring and rewarding them:
User experience. You need to have a well-built and secure website that is easy to use and has good design.
Genuine experience and expertise. No more getting away with lame content that just repeats keywords.
External validation. There have to be external signals that validate a brand's expertise. This includes back links from reputable websites, positive Google reviews, and the establishment of authority figures within the organization.
Did AI Kill SEO?The conversation around Search Engine Optimization often oscillates between optimism and skepticism. Lately, it has focused on AI and why its rise means that SEO is dead. Indeed, the rise of AI has also meant a rise of âalternative search enginesâ. Basically, this means that people are starting to move to ask ChatGPT questions they would have previously asked the Google search engine.
The answers provided by AI are rapidly improving, and users will see both advantages and disadvantages in queries answered by AI and answered by Google.
For her part, Lindsay has been seeing this fear surge every couple of years in the industry and isnât worried about the inevitable questions of âshould I invest in SEO? Will it even be around?â Her answer continues to be a resounding YES. There might be some changes and some trends, but thereâs still value of ranking in Google and so it will continue to be a part of a businessâs long-term strategy.
Of course, as owner of an SEO agency, Lindsay continues to monitor this rise of alternative search engines and assess where they fall into the industry. It could very well be that theyâll be part of the strategy moving forward. For now, her agency continues to help clients navigate that transition by creating content that helps them rank in all searches.
Ultimately, SEO is adapting to new technologies and user behaviors, and by understanding and leveraging user behavior, businesses can enhance their SEO efforts, leading to greater visibility and success in the digital marketplace.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Do you have the right team in place to remove yourself from fulfillment and sales? What about a partner that may no longer be aligned with the agencyâs vision or culture? Todayâs featured guest figured out a perfect niche for his abilities in data analytics and went on to create his agency. Along the road, he was met with unexpected challenges, like finding out the right employees are not necessarily the ones with the most expertise, ending partnerships that turned out to be fundamentally misaligned, and the best way to ensure heâs always working with his ideal audience. Learn about the lessons heâs learned with each bump on the road, and the most important lesson about losing clients to a price increase.
Jacob Baadsgaard is the founder of Disruptive Advertising, a performance marketing agency that only works with selected brands to create game-changing magic and help them reach their goals, make a positive impact on the world, and claim the leading edge in their industries.
With over 13 years in the industry, Jake discusses his journey into digital marketing, how he tested his business model leveraging data to benefit smaller businesses, setting up the mechanisms for an amicable partner split, and how he narrowed down the ideal audience his team needed to focus on to improve client relationships.
In this episode, weâll discuss:
How to make a drama-free partner split.
Hiring for the needs of the agency as it grows.
3 key questions to assess lead viability.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Finding a Gap and Turning Expertise into an AgencyArmed with a degree in information systems, Jake started his career by helping large corporations analyze and integrate their backend customer data, identifying the effectiveness of their paid advertising efforts.
Jacob recognized that even industry giants struggled with data integration and saw an opportunity to build a freelance career offering this specialized expertise. Later he expanded offering beyond large corporations by helping small businesses as well.As much as he liked data, implementing it was where the money and the opportunities are at. This is how he went from just analyzing datas to helping clients develop smarter marketing strategies. He shows his clients they donât need to outspend their competition, just outsmart them by spending where it matters most.
Re-Negotiating Price Based on ValueJacob started offering his services for free to test whether or not his methods could really help grow a business. Once he had clear evidence of his value, the experiment was over and it was time for a structured pricing model, initially charging $2,000 per month and later increasing to $5,000.
However, as he was managing marketing budgets worth hundreds of thousands of dollars per month he realized his rates were still a bargain for these companies. Once he brought up the subject of renegotiating his rate, he faced resistance. Rather than compromise his worth, he held firm at the risk of losing clients by maintaining what he knew was his value. Some clients did go to other agencies, and after realizing how much the work was actually worth, came back willing to work out a new deal with him.
Early Planning for a Partner Split Saves Headaches LaterJacob realized he needed help on with fulfillment if he wanted to grow. However, he struggled to find the right talent. Initially, he hired his high school best friend, which could have gone sideways in many ways, but thankfully proved to be an effective working relationship.
On the other hand, he had a different experience with his first partner. Lacking confidence in his independent capabilities, he initially sought a partner to help launch the business. Within months, it became clear the partnership was fundamentally misaligned. One of the biggest lessons for him was that he shouldâve trusted his own ability to start the business by himself, rather than getting into a partnership he wasnât 100% sure of.
Fortunately, Jacob had taken the step to work with an attorney who helped him place a clear exit strategy in case things didnât work out. The pre-agreed terms allowed each partner to retain clients they had originally brought to the business. Thanks to this foresight, the already emotional process of splitting up a partnership ended up not being a logistical nightmare.
Hiring for the Needs of the Agency as it GrowsFor any agency owner, the entrepreneurial journey is marked by distinct "no-man's land" moments that challenge their agency's development. For Jacob, the first one he recalls was growing beyond himself, which he solved by hiring three or four people to help him execute contracts and get to a couple million dollars in revenue.
The next hurdle had to do with sales leadership, as he felt the weight handling that part of the business all by himself. While his team had mastered contract execution, Jacob recognized the need to remove himself from the sales process to continue scaling. Initially, he made some expensive hires based on expertise. However, it didnât yield the results he expected.
The new hires brought with them established methodologies and approaches that may have worked in different contexts but did not align with his agencyâs unique needs and culture. In fact, what really worked later on was hiring a young and hungry sales person without a lot of experience but was eager to learn and take things off his plate.
3 Key Questions to Assess Lead ViabilityThe next challenge Jacob overcame was figuring out his target audience. Without this, his agency was churning as many clients as they were selling on a monthly basis.
As he recalls, the agencyâs experiences with proof-of-concept clients often led to a high rate of employee dissatisfaction and operational headaches. These clients, while potentially promising, frequently lacked the financial stability and established business models necessary for a fruitful partnership.
Ultimately, this led the agency to reassess its client selection criteria and better define their target by training the team to ask three important questions when assessing a lead:
Are they viable? What is the revenue threshold that makes this company able to afford you? For Jakeâs agency, it was three to five million in revenue.
Are they win-win minded? Meaning, do they only care about making money or have they shown they also care about their customers and employees?
Can you show results in 6 months? Jacob knows its important to be impactful right away. For that reason, he asks himself if the team will be able to make a substantial improvement to the prospectâs business in the first 6 months working together.
If the answer to each of these questions is yes, then itâs right for a successful relationship.
Keep the Message Simple When Marketing Your AgencyThereâs a tendency for marketers to complicate their messaging, often in an attempt to convey too much information at once. This approach can confuse potential clients and dilute the core message that needs to be communicated. The point of effective marketing is to attract attention and guide the audience through a clear and structured journey. Jason urges agency owners to have this in mind when doing their own marketing, since this emotional connection can cloud judgment, making it difficult for entrepreneurs to view their marketing strategies objectively.
This mindset shift will be especially necessary when youâre thinking about selling your business, which many business owners can see as selling a part of themselves. Instead of equating your identity with the business, detach your self-worth from their business roles so you can make more rational decisions regarding marketing and business operations that will ultimately lead to better outcomes.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Does your agency do spec creative work for pitches? How do you decide which pitches are worth your time? Do you have criteria for pitches that will positively impact your agency? Pitching is a very condensed and unreal way to work and many times you spin your wheels without producing the best results. Today's featured guest specializes in connecting brands with ideal agency partners, employing a meticulous approach to matchmaking benefitting both parties. The process of selecting a client-agency partnerships is intensive. For agencies looking to stand out, the key lies in demonstrating their unique value proposition and gaining a deeper understanding of what brands are looking for and how to evaluate which pitches would bring more benefits for the business.
Tom Denford is the co-founder and CEO of ID Comms, an advisory and analytics firm dedicated to helping brands optimize their media strategies. With extensive experience in conducting pitches, Tom provides valuable tips on what makes a pitch successful, why agencies should consider whether their capabilities match the project, and other important questions to ask to decide who to pitch for.
In this episode, weâll discuss:
No more spec work: resetting client expectations.
Focusing on big name clients.
4 questions before pitching a client.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
Finding The Best Agency Candidates to Work with BrandsTomâs agency primarily serves marketing and procurement leaders in consumer-facing brands. They help them building internal teams to manage media, finding and contracting pitches, and providing analytics to ensure that every marketing dollar is utilized efficiently.
As he sees it, his services can be summed up as follows:
Finding candidates that meet the clientsâ needs. Once they establish a scope of work or a particular ambition on the part of the brand, they make a list of agencies that have the capabilities to service that scope.
Taking money off the table. Tom and his team donât want the final decision between agencies to come down to price, so they try to be very clear about the media rates they can get and what the terms and conditions will be.
Give the clients space and time. Clients need space and time to fall in love with the people since ultimately, even in global pitches, the relationships are what will matter the most.
No More Spec Work: How to Reset Client ExpectationsFor years, agencies have been strategically working to redefine their approach to client acquisition. The traditional pitch process, which often requires creatives to offer their intellectual property without compensation, has become increasingly problematic. Tom believes itâs not appropriate for brands to expect creatives to give away their ideas, as it is their intellectual property. On the media side, he says, pitches tend to come with conditions, wherein the advertiser will have rights over the work.
Agencies should seek to change the dynamic by offering a paid brainstorm session. The client will have the right to keep any ideas that result from that session and the agency gets paid for their work and has the opportunity to turn that session into a larger agreement. Some clients wonât like the idea of a paid session and thatâs okay. The point is to try to move away from the norm of work without any guarantees.
Working with multi-million dollar companies that canât sit down for a meeting or paid session with several agencies, Tom knows it all comes down to the capabilities first and foremost. Although itâs fair that the customer gets to stress test the agencyâs capabilities, he is very against the idea of treating the selection like a beauty pageant. Hence, he asks his CMOs to write down a brief detailing exactly what they expect from an agency, in terms of capabilities, culture, etc. so they can bring the best candidates to them.
In the end, itâs fair for both brands and agencies can develop their own set of rules regarding how to evaluate a potential relationship.
Should You Focus on Having Big-Name Clients?Many agency owners fall into the trap of equating success with high-profile clients, feeling pressured to impress their peers with a roster of recognized brands. In reality, you donât need to work with the biggest clients to have a successful agency and you donât have to pursue them if you donât want to. You can walk into agency events not having worked with the biggest brands but knowing your business is far more profitable than many there.
Separate your ego from those types of decisions so you can differentiate when a client will actually be good for the business. Having clarity about your goals will allow you to make those decisions. Do you have a clear vision of your goals with the agency? Have you outlined who your ideal client is and the niche you want to focus on? If not, then ask yourself what would you do and who would you be working for if you were paid on performance only?
Lack of clarity is something Tom deals with as reviews proposals from agencies driven more by ego than strategic intent. They want to say they won a very lucrative deal with a big brand but are not thinking whether they have the capabilities to do the work or have a clear idea or how it will positively impact their business. Such approaches are fraught with risk and can ultimately undermine an agency's reputation and financial stability.
4 Questions to Ask When Deciding Whether to PitchTom mostly works with brands looking for agency partners and has useful tips for agency owners and CEOs to assess potential opportunities. He advises agency owners to always ask themselves these four questions when reviewing a pitch brief:
Is it winnable? A lot of pitches are more like clients trying to start a pageant and solicit ideas without the intention of presenting a genuine opportunity. If thereâs a consultant like himself involved, Tom suggests calling them to see what the brand really wants and make decisions based on that.
Do we want to win this? Winning new business can be enticing, but not every opportunity aligns with the agency's vision or long-term goals. So reflect on your strategic priorities because you can do far better pitching three times for the right clients than pitching ten times without a clear understanding of how the opportunity fits into your overall strategy.
Can we win this? This is where you assess your capabilities in relation to the brief. If you truly donât have those capabilities, Tom advises you donât waste your time. Stretching your competencies too thin leads to disappointment and reputational harm.
How can we win this? Do you really understand how the decisions are being made? Tom sees many agencies rush in thinking itâs all about the ideas. Meanwhile, creativity is but a small part of the evaluation criteria. So what is the real criteria? Knowing this is how youâll make an actually informed decision.
If you can say yes to these four questions, then go ahead and make your pitch. This selective approach will not only save agencies time but also allows them to focus their efforts on opportunities that align with their capabilities, culture, and vision.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
What are you doing to win new agency business? Are you showcasing your best work? Do you have a formal pitch process that works well every time? Todayâs guest co-founded his agency after realizing he had contributed significantly to another agency's growth without any ownership. So he took the bold step of starting his own agency without knowing how to convince others to believe in his vision. Tune in to learn how he persevered despite facing constraints from his former employer, skepticism about his new venture, and the need for strategic pivots in client acquisition.
Luke Cope is the co-founder of Bottled Imagination a Manchester-based digital PR agency focused on doing good work using unparalleled creativity to outshine the generic, churned-out, recycled ideas the industry has been saturated with. He shares insights into the rapid growth of his agency, discusses his desire for ownership after helping to grow an agency as an employee, and the way his team started to reframe pitches to great success.
In this episode, weâll discuss:
Why equity matters.
Get people to rally around your vision.
3 ways to change your approach to winning new business.
Should you reframe pitches or stop doing them altogether?
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Why Equity Matters: Turning Frustration into a Thriving AgencyWorking in SEO, Luke got to be part of an agencyâs rapid growth as it went from 15 employees to doing $7 million in revenue. Despite feeling that this success stemmed directly from his and his colleagues' efforts, they had no ownership stake in the company or any claim to the value they had helped createâthey remained simply employees.
Furthermore, Luke considered he could only sustain this level of commitment for someone else's benefit for about two years. Instead of looking for another agency to move on to, he and his now co-founders decided to create something of their own.
At the time, this decision seemed like their only viable path forward. In retrospect, however, it represents a scenario where forward-thinking agency owners might have retained these valuable team members by offering equityâtransforming key employees into shareholders with a genuine stake in the company's success. This way, they keep people who have helped grow the agency since the beginning and donât risk losing clients who would probably follow them to their new venture.
Ultimately, Luke and his co-founders determined launching their own agency was the best option and were validated by getting their first lead the same day their departure was announced. This first client is what really helped set up their agency and helped them reaffirm that they made the best decision for their future.
A Silent Agency Launch Saved by ReferralsEven though they quickly gained some really good clients, the start of Lukeâs agency was marked by an unusual constraint. In accordance to the deal they had with their previous employer, they could begin operations but couldnât publicly launch their business for three months.
It seemed risky to launch their agency amid this uncertainty as they could lose momentum in gaining new clients. How would they advertise their business? The answer came when a couple of referral clients set the agency to a great start, generating about $30,000 in monthly revenue that provided essential financial stability during this vulnerable beginning phase.
Looking back, this period of uncertainty could have spoiled their efforts, but instead, it became a catalyst for creativity and resourcefulness.
How to Get the Right People to Rally Around Your VisionAccording to Luke, one of the benefits of having several founders was that they could start servicing clients immediately. And although it wasnât easy getting workers to sign on to join a nameless agency, they made their first hire and engaged several contractors to handle specific tasks before their official launch.
Nevertheless, six months into operations, Luke still found it was challenging to get talent to join a small, unproven business. This struggle is common among emerging agencies, and overcoming it requires developing a compelling vision and clear values that resonate with potential team members.
Once you do find clarity, you go from desperately selling your agency and pleading with candidates to join your journey to carefully evaluating whether applicants truly align with your team's culture and direction. As a leader, when you demonstrate unwavering confidence in your instincts and articulate a clear vision for the future, you naturally inspire others to embrace your cause, further amplifying the potential for success.
3 Ways to Change Your Approach to Winning New BusinessAfter about six months, Luke and his team changed their approach to new business in three key ways:
Innovative examples. Aware they needed examples of their content creation to attract new clients, they created a fake soccer player, paid influencers to say he was 10 to 1 to make the England World Cup squad in Qatar, and got 5,000 people to click on an offer to place a bet on him. Whoever clicked on that offer got taken to an awareness page with information about the importance of doing proper research before placing a bet. It was a testament to their ability to move people to follow a compelling story and take actions based on it.
Reframing the pitch. They also worked on transforming their pitch process to build trust with potential clients. They introduced a more dynamic pitching process, starting with the simple yet effective idea of asking potential clients what they did not want to hear during a pitch. This tactic served a dual purpose: it allowed the agency to understand the client's preferences better and created an opportunity to surprise them with unexpected ideas.
Anticipating questions. Lukeâs team also proactively addressed potential client concerns by anticipating the questions that might arise about their status as a relatively new agency. This strategy not only enhanced their win rate but also fostered deeper connections with clients, ultimately contributing to the agency's rapid growth.
Should You Reframe Pitches or Do Away With Them?There are, of course, pitfalls to conventional pitching, as agencies frequently surrender their most valuable ideas without receiving compensation or commitment. As they mature, many agencies begin protecting their strategic insights while still delivering value to prospects. One effective approach is implementing a "foot-in-the-door" offerâcharging for your expertise in developing strategic plans, thereby ensuring your creative contributions are appropriately valued.
Most agencies initiate this transition toward paid discovery once they've established their reputation and can afford to be more selective about their clientele. In Luke's case, reframing their approach to pitches has similarly enabled his team to become increasingly selective with potential clients.
Ultimately, whether through paid discovery work, selective pitching, or reframing the pitch process, these approaches all serve the same essential purpose: creating selectivity that preserves agency resources while fostering a more fulfilling and collaborative environment for everyone involved. This strategic selectivity not only protects an agency's most valuable assetâits ideasâbut also establishes more balanced client relationships from the outset.
Are you Willing to Bet on Yourself?When it comes to paths to agency ownership, Jason has heard it all. From people who were raised by entrepreneur parents and always knew that would be their path to, most likely, people who just started a project based on what they knew how to do and suddenly found themselves starting a business and managing a team.
In Lukeâs case, he never thought he would start his own business and only got the drive to do so after realizing he had helped grow something he couldnât claim as his own.
Ultimately, a great predictor of whether or not youâll thrive as an entrepreneur is how willing you are to bet on yourself. Do you believe in yourself and your ability to carry forward and always be able to adapt your business to new circumstances? If you do, youâll eventually figure out a clear vision and inspire people to bet on your dream and join you for the ride.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
What significant challenges have you encountered while growing your agency? Do you have the right team that aligns with your vision and goals? Are you in a situation where you have dream clients that can pay what youâre worth? Today's featured guest brings valuable perspective from five years of growth with his recent venture in SaaS and a previous social media agency venture. Having navigated the common hurdlesagency owners face, he shares the enduring lessons and effective solutions that have propelled his agency forward. Join us to gain practical insights into overcoming these universal agency challenges with proven strategies that deliver results.
Jon Rivers is the co-founder and co-owner of Marketeery, a B2B agency that fills the gap for B2B mid-size high-tech companies in need of marketing content to meet their audience where they are in the customer journey. He shares his journey from starting as a developer to eventually finding his niche in the Microsoft ERP CRM space and discusses the challenges in this journey, including losing key clients, learning to delegate, and learning to say to the wrong clients.
In this episode, weâll discuss:
Understanding that agency growth is not linear.
Escaping the agency owner hamster wheel.
Assembling your agency dream team.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
The Winding Path from Developer to Agency OwnerAlthough Jon initially trained as a developer, he quickly realized this wasn't his calling and transitioned to Help Desk operations and consulting roles. His career path later led him to join a company in the Enterprise Resource Planning (ERP) space. As he learned and grew in this space, the company faced a new hurdle when a key product partner was acquired by Oracle, disrupting their established processes. This challenge ultimately became an opportunity, prompting Jon to develop integrations for the Microsoft ERP ecosystem.
Through his subsequent roles at various companies, Jon began taking on marketing responsibilities fifteen years ago. During this period, he started exploring social media strategies and eventually established his first agency focused on this emerging field. It wasn't until much later, during the Covid pandemic, that Jon partnered with his current collaborator to launch an agency specifically targeting the ERP CRM space, with the explicit goal of business expansion.
A Mindset Shift: When Clients Take Marketing In-HouseThroughout the years, Jon has gone through the various stages of growth that most agencies experience and he has come to know the cyclical nature of success and setbacks. He recalls the initial excitement of acquiring clients and generating revenue, which inevitably leads to a desire for scaling the business. However, this journey is rarely linear. There are periods of growth followed by slowdowns. An ebb and flow is a natural part of any entrepreneurial journey.
One of Jon's first significant learning experiences came when a client who had developed a strong relationship with his agency suddenly decided to bring operations in-house. This common occurrence dramatically alters the client-agency dynamic. When a company hires a new marketing director, for instance, that person often brings existing relationships with other agencies and may show little interest in maintaining the current agency partnership.
After experiencing this scenario multiple times, Jon has reframed his perspective in a more constructive way. He now views a client's decision to internalize services as evidence that his agency has successfully elevated their business to a point where they can sustain these functions internally. Rather than taking these transitions personally, Jon sees them as achievements worth celebratingâtangible proof that his agency has delivered substantial value and helped clients reach important growth milestones.
Getting Off the âAgency Hamster WheelâThinking back to the setbacks in his agency journey, Jon can identify his business was not only too reliant on referrals, he also sees it took him too long to let go some parts of the business that could have been managed by others while he focused on growth.
At the end of the day, an owner that works in the weeds five days a week is not doing enough to create new opportunities for growth. This is what Jason calls the âagency hamster wheelâ, where owners find themselves trapped in a relentless cycle of acquiring clients, delivering services, and then scrambling to market and sell again. The only way agency owners get out of this cycle is by clearly defining their roles as the CEO and start to delegate. For Jon, this meant understanding that he just could not be in the weeds.
A CEO should focus on the vision, strategy, and growth, rather than day-to-day operations. This requires a shift in mindset, where agency leaders must learn to trust their teams and empower them to take on responsibilities. By stepping back, Jon was able to create space for innovation and strategic thinking, ultimately positioning his agency for long-term success.
Assembling Your Agency Dream TeamFor leaders to cultivate and empower their teams, they need to set a clear vision and communicate it consistently. This vision should not be confined to annual retreats or periodic meetings; instead, it should be a living, breathing part of the agency's culture. Furthermore, leaders should actively seek to coach and mentor their team leaders; by doing this, theyâll not only foster an environment where individuals can grow into their roles and take ownership of their responsibilities but also alleviate the burden on themselves.
Jon also points out the need to accept that the people you started the agency with may not be with you for the entire run. This is not necessarily negative and a natural part of the agencyâs evolution. As his business found its niche, not every one of his content creators felt comfortable with the new direction. Jon now sees he held onto these individuals for too long and that the best approach was having an honest conversation. In his case, this led to both parties agreeing to part ways.
Try to view team composition through the lens of building a "dream team." Just as the NBA assembled its legendary "Dream Team" for the Olympics, agency leaders should focus on assembling a group that aligns with the current vision and goals of the organization. By doing this, you wonât have issues seeing when a hire just isnât the right fit.
Saying No to Grow: Strategic Client Selection for Agency SuccessAs Jon grows his agency, managing operational expenses has also emerged as a significant challenge. The accumulation of various tools and services required to maintain efficient operations can become financially burdensome. In these situations, agency owners should critically evaluate their pricing structure and consider whether increases are warranted.
While conducting quarterly assessments of essential versus non-essential services is of course important, many agencies operate on dangerously thin margins. This issue can often be resolved by properly evaluating the value delivered to clients and adjusting prices accordingly. A common answer to this suggestion is âwhat if my clients donât want to pay that amount?â To which Jason counters, maybe theyâre not the right clients.
Reassessing your client relationships is a necessary step in your agencyâs growth. You may lose half your clients once you announce the price raise, but youâll still be creating more space for clients willing to pay the right price for the value your agency brings.
Furthermore, Jon has learned that itâs not just about raising prices and watching the wrong client walk away. Itâs also about saying no to the wrong clients. Early in his career, Jon might have hesitated to walk away from unprofitable clients. However, as he gained experience, he recognized that letting go of clients who do not contribute positively to the business can create space for more aligned opportunities.
Being selective about clients signals a more mature stage of business development. Rather than viewing client selectivity as a luxury afforded only to established agencies, Jon encourages owners to adopt this mindset early in their growth journey. In his assessment, implementing selective practices sooner rather than later will ultimately prove more beneficial for long-term business success.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Are you leveraging video to expand your audience reach and better communicate your services? Video remains the most effective medium for showcasing your brand and conveying authenticity, allowing potential clients to feel connected to you before purchasing your services. Today's featured guest began building his brand through video back in 2009 and has since accumulated millions of views.
He shares strategies for developing your approach to video, current effective practices, and the transformative impact of AI on video production. While AI offers significant benefitsâreducing both production costs and time investmentsâhe acknowledges that fully AI-generated videos often lack the genuine authenticity that resonates with audiences. Where exactly is the balance between efficiency and authenticity? Join us to discover how to effectively harness video's power to enhance both your business performance and personal fulfillment.
Carl Kwan is the owner of Kwan Multimedia, a video marketing agency with over a decade of experience. He shares his journey into the world of video, how a request from Korean Airlines sparked his passion for creating educational content online, and emphasizes the importance of video for businesses seeking to enhance their reach and profitability.
In this episode, weâll discuss:
Where to start your video strategy.
Will AI ruin the results you get with personalized videos?
How video helps validate your expertise.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
Turning a Successful YouTube Channel into a Thriving Video AgencyCarl launched his career creating YouTube videos in 2009 while working as an executive presentations coach in South Korea. When a client requested online coaching videos for their students, he recognized an opportunity to develop this content himself. What began as a solution for a single client evolved into a thriving YouTube channel boasting over 120,000 subscribers and 16 million views.
Drawing on his unique combination of presentation expertise, MBA education, and broadcast TV and radio experience, Carl integrated these diverse skills into his video production work. During a time when internet communication remained predominantly text-based, he recognized video's powerful potential for businesses across all sectors, prompting him to establish a company focused on helping clients leverage video to transform their outreach strategies.
Today, video has become integral to all major platformsâeven professionally-oriented LinkedIn has recently begun prioritizing video content and actively encouraging users to incorporate it into their engagement strategies.
5 Videos You Need to Incorporate Into Your Video StrategyAn Introduction Video: An âAbout meâ short introduction video that outlines who you are, what your business does, and what sets you apart from competitors. This video serves as a personal touchpoint for potential clients, allowing them to connect with the brand on a human level and should be focused on your ideal client and the problems you can solve for them.
FAQs: Make a âfrequently asked questionsâ to ensure you answer your audiences pressing needs about the services and results you provide. Carl also recommends thinking about the questions clients should be asking and arenât.
Client testimonials: If possible, Carl recommends using video for your case studies instead of asking people to write a Google review. Itâll be great social proof for your services and a way to showcase satisfied customers who can speak to the quality of your products or services.
Repurposed content: Start reusing your own text content in video form to get ball rolling and get the hang of this form of communication and storytelling.
Personalized approach: According to Carl, a really successful video thatâs won him a lot of business is one he emails them after a meeting saying âIt was great talking to you, X. I loved hearing about X. I look forward to talk to you again and discuss how I can help your businessâ. It is customized, it takes less than a minute to create, and clients love it because they can see it is personalized.
If you want to get started adding video to you strategy start with these suggestions and youâll build a great foundation to build authority and thought leadership.
Will AI Ruin the Effect of Personalized Videos?The proliferation of AI video creation tools presents a challenge for agencies that invest time in filming personalized client videos. As these AI applications become more widespread, clients may increasingly dismiss even genuine personalized messages as just another automated communication embedded in agency workflows.
While Carl fully embraces AI as a transformative toolârecently using it to create a brand song rather than hiring a professional songwriter, thereby saving money, maintaining greater creative control, and accelerating productionâhe maintains a nuanced perspective on its limitations. Despite acknowledging that AI-generated content will inevitably become normalized, he firmly believes the human element remains irreplaceable for creating authentic content that truly resonates with audiences.
In Carl's assessment, regardless of how sophisticated AI technology becomes, people will always discern genuine human involvement. Moreover, he contends that agency owners with genuine passion for their work won't willingly surrender their creative roles entirely to artificial intelligence.
How AI Tools for Video Can Help You Expand Your Outreach to International AudiencesAI technology has revolutionized the process for creating a podcast. You can now create a professional-sounding podcast by researching your topic, compiling relevant articles into a Google document, using ChatGPT to transform this material into a polished script, and finally employing podcast creation platforms to produce a natural-sounding show in your own voice.
These same technological advancements enhance video content creation beyond just script development. AI tools can effectively correct pronunciation issues or script errors that traditional editing cannot fix.
Perhaps most significantly, AI voice replication technology now enables creators to reach international audiences by reproducing their voice in multiple languages. These sophisticated programs can even adjust your modulation to create the impression that you're naturally speaking the target language.
This technological breakthrough creates unprecedented opportunities for content creators to expand beyond local markets and connect with Spanish, Portuguese, Chinese, and other language-speaking audiences worldwide, dramatically increasing potential reach and influence.
Validating Your Expertise and Building Trust with VideoDrawing from his experiences with agency partners, Carl strongly urges agency owners not to underestimate video's crucial role in brand development. He observed that clients often hesitated to work with his recommended partners after conducting quick online searches that revealed only basic website information. Today's clients seek moreâthey want to see and hear agency owners and team members personally discussing their services and the unique value they deliver.
This reflects the modern decision-making process for professional services. Potential clients prioritize making authentic connections, and video serves as an exceptional medium for conveying your message while demonstrating genuine authenticity and relatability. That is why your agency needs a YouTube channel which is home to content that highlights your expertise. The true value lies not in accumulating subscribers or views, but in establishing a professional presence that validates your capabilities and knowledge. A thoughtful video presence serves as powerful evidence of your competence and approach, often becoming the deciding factor for prospective clients.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Does your digital agency a strong social media presence? Wondering which content types and platforms deliver the best results? Today's featured guest runs a social media agency that focuses on a carefully selected roster of clients. She began her career as a stay-at-home mom with exceptional social media instincts and built a thriving agency in just five years. She views social media as a necessary evil for brands and has successfully guided clients with strategically planned and curated content.
Join us as she shares what's currently working in social media, her proven strategies, valuable advice for agency owners, and why she personally avoids social media in her spare time.
Elizabeth Stone is owner of SociaSavvy, a boutique social media marketing agency who got into the business wanting a challenge and a creative outlet. Now with nearly five years of experience, she reflects on what sheâs learned about social media, whatâs working and whatâs not, and why clientâs shouldnât ask for a monthâs work of content in such a rapidly changing space.
In this episode, weâll discuss:
The power of resilience, determination, and adaptability.
Making cross-platform content.
Delegating tasks to avoid burnout.
SubscribeApple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Todayâs episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters mostâdelivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships.
The Power of Determination, Resilience, and AdaptabilityElizabeth never imagined pursuing marketing or business immediately after college. Instead, she fast-tracked her education and embraced life as a new mom. However, she soon found herself craving both a creative outlet and a way to contribute financially to her household.
Fascinated by social media, she offered to help local businesses build their online presence across various platforms, initially working almost for free to develop her portfolio. Her remarkable results with these early clients enabled her to target her ideal market, and as demand grew beyond what she could handle alone, she began expanding her team.
Throughout her five years running the agency, Elizabeth has discovered success in marketing requires less of a formal education and more determination, resilience in the face of rejection, and adaptability. Her experience has also given her a nuanced perspective on social media. She views it as a "necessary evil" for businesses that can significantly boost brands while recognizing its potentially addictive nature for individuals.
The Rise of âLow-Qualityâ High-Quality ContentWith the ever-changing nature of social media platforms, most of the "social media hacks" we see are typically obsolete by the time you implement them. This is a reality that frustrates businesses hoping to plan ahead. Elizabeth often finds herself explaining to clients why preparing a month's worth of content isn't feasible; in such a fast-moving environment, content created today will likely be irrelevant within a few weeks.
Regarding current effective strategies, Elizabeth confirms that video continues to dominate social platforms. She highlights the rise of "low quality content"âactually high-quality, meticulously planned material deliberately designed to appear candid and spontaneous.
Elizabeth also advises businesses to release their attachment to "vanity numbers." Unlike a few years ago when engagement metrics were relatively consistent, today's social landscape is unpredictableâone post might completely flop while the next becomes an unexpected hit. This volatility makes traditional performance metrics less reliable indicators of overall social media success.
Making Videos that Get Your Audienceâs AttentionRegarding effective strategies, Elizabeth emphasizes that all social media videos should incorporate both voiceover and subtitles to capture different viewer preferences. Some users engage through audio elements while others browse with sound off, relying entirely on subtitles. She recommends using short clips to maintain momentum, acknowledging today's shortened attention spans and the need to sustain viewer interest.
She also prefers videos are prepared and shot by her agency team rather than working with content recorded by the client. In her experience, clients often appear nervous on camera, but with proper coaching from her team, they can focus on their message rather than the recording process
She also advocates for cross-platform posting to reach audiences with varying content preferences. While some users gravitate toward short, fast-paced content, others engage more deeply with longer YouTube videos. The optimal approach depends on understanding where your specific audience consumes content. Interestingly, she notes a current trend returning to longer-form content on both TikTok and Instagram. This constant evolution is precisely what Elizabeth loves about the social media landscapeâits perpetual changes ensure the work never becomes monotonous.
Delegating Tasks to Avoid BurnoutAs the agency owner, one of the things that Elizabeth sought to quickly delegate was keeping up with social media trends. Itâs important for the agency to be always up to speed with any new trends for their content creation. However, it was personally exhausting to be on these platforms scrolling every day. It was mentally taxing and took away from her time with her family.
Her solution was creating a specialized role dedicated to tracking new trends, typically filled by younger team members. This position requirea regular rotation, as even the most enthusiastic employees eventually experience burnout from constant scrolling. Nevertheless, establishing this position proved to be the right decisionâone she's grateful to have removed from her own responsibilities.
For any growing agency, there comes a time when further expansion depends largely on your willingness to delegate and get out your teamâs way as they learn to own their roles. For Elizabeth, it was a surprisingly hard step to take but very much worth it and a key to staying creative as she delegated the tasks that most drained her.
The Key to Success for any Digital AgencyElizabeth launched her business just before Covid-19 hit and successfully navigated the challenges of the pandemic, helping her clients connect with audiences through social media. This early experience taught her to expect ups and downs as a natural part of running a businessâa mindset she encourages other agency owners to adopt.
She firmly believes that, regardless of the political or economic climate, thereâs always an opportunity to pivot and adapt. For her, success is within reach for every agency owner who embraces this resilient and flexible mindset.
Do You Want to Transform Your Agency from a Liability to an Asset?Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.
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