Small But Mighty Agency: How to Grow Your Agency

Specializing is scary. But focusing on one high-growth niche can take your agency to multiple seven figures without working harder.

If committing to one niche feels risky, Erica’s story will show you what’s possible on the other side.

This week, I’m joined by Erica Hakonson, CEO of Maven Collective Marketing, an agency that went all in on one niche: Microsoft Partners.

And here’s the wild thing…

Once they declared that focus, clients didn’t hesitate, they started saying:
 “How have we not heard of you yet?”

This episode is packed with real talk about what it takes to go narrow, go deep, and build trust that actually compounds. Erica shares how they became the go-to marketing partner in the Microsoft Partner ecosystem, and how research, relationships, and restraint have fueled their growth.

Here’s what we cover:

• Why declaring a single niche was the turning point
  How proprietary research changed the game
• What it takes to deeply onboard and upskill a team
• The upside of saying no to wrong-fit clients and hiring before you feel ready

If you’re wrestling with whether going all in on a niche is “too limiting,” this episode will shine light. 

🎧 Listen in, and then share it with a fellow agency owner who needs to hear it.

Resources mentioned:

• Maven Collective Website: https://mavencollectivemarketing.com
• LinkedIn: Erika Hakonson 
• Youtube: Maven Collective

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep133

Podcast Edits by Lindsay Curtis

A lot of agency owners want deeper community but quietly assume it doesn’t really exist.

They’ve been in rooms where everyone’s guarded. Where conversations stay surface-level. Where “collaboration” is just a buzzword.

That quiet belief—“it would be nice, but that kind of network probably isn’t out there”—can keep you stuck, going it alone.

But I’ve seen what happens when the right people show up. And that’s exactly what this episode explores.

In this episode of the Small But Mighty Agency podcast, I’m pulling back the curtain on what happens inside Agency Together, a curated referral network built on clarity, connection, and trust.

These are the kinds of wins that don’t happen by accident.
They happen in the right room, with people who actually show up for each other.

🎧 Inside the episode, you’ll hear:
 → The referral ripple that turned a values-aligned intro into a five-figure client
 → A collaborative project that united multiple agencies to expand niche visibility
 → How one operational insight helped uplevel a team and increase retention
 → Why one agency’s clarity and strategy led to a fully booked quarter
 → And how generosity around AI and systems created real time-saving results for others

If you’ve been skimming the surface but craving strategic, supportive relationships to grow your agency, this episode is your invitation.

Real wins happen when people stop “just” networking and start building together.

💡 Tune in now to hear what’s possible.
 👥 Already know you’re ready for more community, more generosity, and less guarded growth?
 Join us at agencytogether.com

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep131

Podcast Edits by Lindsay Curtis

You probably don’t need more leads.

That might sound counterintuitive,  especially when every sales post says the opposite.

But what looks like a lead problem is usually something else:
 → A relationship problem
 → A misaligned positioning problem
 → A missing structure for managing trust

You’ve got people in your orbit—clients, collaborators, past leads, curious followers.
But if you’re not engaging those relationships intentionally?
Your growth stays inconsistent. Your pipeline stays unpredictable.

We’ve all heard it: “Your network is your net worth.”
But here’s what that really means for Small But Mighty agencies:

Your network isn’t just a list of contacts. It’s your relationship management system.
And managing that network isn’t marketing—it’s sales.
Sales built on trust.

To make that work, you need clarity:
 ✔ Who are the people that actually grow your business?
 ✔ What role do they play in your network?
 ✔ How are you staying connected to them consistently?

That’s what we’re unpacking in this episode.

Inside, you’ll learn:

• Why “more leads” isn’t always the answer (and what is)
• The 3 relationship roles every agency needs to grow: Referrers, Collaborators, Amplifiers
• How to shift from chasing connections to curating a high-trust network
• Why relationship management is your most underutilized sales strategy

Because when you stop networking randomly and start building relationships on purpose?
That’s when growth starts to feel lighter and less of a hamster wheel. 

Resources & Links:

• Join the next Agency Together Strategic Partnership Mixer
• Connect with Audrey on LinkedIn → linkedin.com/in/kwanaudrey

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep131

Podcast Edits by Lindsay Curtis

Too many agency owners are building alone. But small doesn’t mean solo and solo isn’t sustainable.

Small but mighty agencies weren’t built to go it alone. Yet so many agency owners are trying to do everything themselves: holding the vision, leading the team, delivering the work, and pushing for growth in a vacuum.

That’s what “going solo” really looks like—juggling it all without strategic support, trusted peers, or collaborative momentum. And while it might feel efficient, it’s actually the slowest and hardest way to grow.

In this episode, I unpack why isolation is your real bottleneck and why Agency Together was built to change that.

You’ll learn:

• Why doing it alone is stalling your agency’s growth
• How strategic collaboration builds visibility, trust, and momentum
• Why competition is outdated and what to do instead
• How Agency Together curates relationships that fuel sustainable growth
• What to expect at our free Strategic Partnership Mixer

🎧 Listen in and if you’re ready to stop growing alone, come join us: agencytogether.com/mixer

Resources & Links:

• Join the next Agency Together Mixer
• Listen to “Why Less Experience Is Winning at Higher Prices”

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep130

Podcast Edits by Lindsay Curtis

Being full-service almost broke her. Specializing gave her agency new life.

For over 16 years, Arleigh Vasconcellos said yes.
Yes to growth.
Yes to more services.
Yes to building a full-service agency that could handle it all.

She grew her team, expanded her client base, and became known for delivering results across everything from PR to websites to events.

But behind the scenes, she was on a treadmill she couldn’t get off.
Burnout crept in. Boundaries blurred. And the joy that once fueled her work? Gone.

In this powerful conversation, Arleigh shares how she unraveled the full-service model she built and why specializing in demand generation PR wasn’t just a strategic move, but a personal lifeline.

We talk about:

• The moment she realized she was “a victim of her own success”
• The emotional and operational cost of scaling without intention
• Why letting go of services, clients, and even team members was necessary
• The internal shifts that helped her reclaim her spark and build a business aligned with who she is today

Whether you're at a pivot point or simply questioning if the agency you built is the one you still want , his episode offers clarity, courage, and a path to realignment.

🎧 Tune in and hear how Arleigh rebuilt her agency for clarity, joy, and impact.

Resources & Links:

• Connect with Arleigh: Arleigh Vasconcellos on LinkedIn
• Roar & Whisper (Arleigh’s agency): roarwhisper.com
• Agency Together – The trusted community for Small But Mighty Agency owners. Arleigh is a member, and this episode includes insights from inside our sneak peek strategy sessions.
   👉 Join Agency Together or learn more here

Want to Build an Agency That Attracts the Right Clients Before the Pitch?
Smart agencies don’t chase leads—they build trust that attracts them

👉 Get the free Trust Equity Mini-Course
Learn the 4 trust-building systems that help Small But Mighty Agencies grow through authority, referrals, and strategic partnerships—so you can get chosen before the sales call even happens.

Hey thank for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep129

Podcast Edits by Lindsay Curtis

Curious about adding a course to your agency model—but not sure if it’s worth it?

As agency owners, we’re always looking for smarter ways to scale.
Products. Templates. Digital assets.

The idea is simple: take what you know, turn it into something scalable, and earn while you sleep.

But here’s the nuance we don’t talk about enough:

Courses don’t remove complexity.
They shift it—from service delivery to audience building, funnel building, and volume marketing.

That’s what I explored with Kwadwo Sampany-Kessie,—agency owner, course creator, and host of the popular Art of Online Business podcast on this week’s Small But Mighty Agency podcast.

We unpack:

• Why he created a course for an audience his agency couldn’t serve
• How he validated the offer before building it
• The honest truth about course revenue and time savings
• Why low-ticket offers need high-volume marketing
• The double-strategy it takes to grow two different offers
  
  

🎧 Tune in if you're considering a digital product—and want the full picture of what it takes to do it well.

Resources & Links:

• Follow Kwadwo (pronounced QUĀY.jo) on Instagram: @quayjo
• Listen to The Art of Online Business podcast

Want to Build an Agency That Attracts the Right Clients Before the Pitch?
Smart agencies don’t chase leads—they build trust that attracts them

👉 Get the free Trust Equity Mini-Course
Learn the 4 trust-building systems that help Small But Mighty Agencies grow through authority, referrals, and strategic partnerships—so you can get chosen before the sales call even happens.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep128

Podcast Edits by Lindsay Curtis

If you’ve ever wondered whether building your personal brand is worth the time or struggled to show up online in a way that feels real and strategic—this episode is for you.

In this episode of the Small But Mighty Agency, I sit down with Lauren Shirreffs, founder of Two Social and social media strategist to 250+ brands, to help you rethink how you show up online. 

Lauren’s personal brand has become a magnet for opportunities, and today, she’s sharing how you can build one that attracts right-fit clients, top talent, and powerful collaborations.

You’ll hear what’s working for her personal brand on social media, how to take creative risks without losing your voice, and what it really takes to build a personal brand that grows your agency.

Here’s what you’ll discover: 

• Why your personal voice matters more than your agency page
• What kind of content is resonating right now
• How to build trust by sharing not just wins—but lessons from mistakes
• Why your team’s presence online can boost your brand more than you think
• How to define your boundaries so showing up feels aligned, not performative

Whether you’re just getting started or refining what’s already working, this episode will help you show up more confidently and consistently.

Resource and Links: 

-Instagram: @laurenmarias

-Agency IG: @2_social

-LinkedIn: Lauren Shirreffs

Want to Build an Agency That Attracts the Right Clients Before the Pitch?
Smart agencies don’t chase leads—they build trust that attracts them

👉 Get the free Trust Equity Mini-Course
Learn the 4 trust-building systems that help Small But Mighty Agencies grow through authority, referrals, and strategic partnerships—so you can get chosen before the sales call even happens.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep127

Podcast Edits by Lindsay Curtis

If you’re stuck in execution mode—constantly delivering but not getting paid for the strategic value you bring —it might be time to rethink how your agency is positioned.

In this episode of Small But Mighty Agency, I’m joined by Sara Nay, CEO of Duct Tape Marketing, to talk about how agencies can shift from being seen as vendors to being valued as strategic partners who lead the marketing—not just execute it.

We dig into what it really looks like to lead with strategy, how to price and package that value, and how to start getting paid for the thinking you’re already doing.

Here’s what you’ll take away from the conversation:

• Why strategy is your agency’s biggest growth lever
• How to position strategic services so clients understand (and pay for) the value
• The signs it’s time to add Fractional CMO services to your model
• What to do if you're worried about falling into another time-for-money trap
• How to structure your team to scale strategy without burning out

This conversation will help you build a business model rooted in long-term relationships, recurring revenue, and sustainable growth—all while keeping your execution services in play.

Resources & Links:

Explore Duct Tape Marketing: ducttapemarketing.com
Connect with Sara Nay: Sara Nay on LinkedIn

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep126

Podcast Edits by Lindsay Curtis

Let’s talk about referrals—not as a bonus, but as a strategy.

If you’ve been growing your agency through great work and word of mouth, but you’re starting to realize that waiting for referrals isn’t the same as designing for them… this episode is for you.

Because the most successful Small But Mighty agencies don’t leave referrals to chance. They build referral-ready relationships and strategic partnerships—on purpose.

Today, I’m breaking down what trust really looks like in action—and how certain behaviors, often overlooked, are what turn casual connections into consistent opportunities.

In this episode, you’ll learn:

• Why referrals are a strategy—not something to leave to luck
• The 8 real-world habits of referral-ready agency owners
• How clarity in your niche makes you more referable
• What real trust looks like in referral-ready relationships
• How strategic partnerships can grow your agency without cold outreach

It’s not just a mindset—it’s a method. These habits make you easy to refer, easy to collaborate with, and easy to trust.

And I’ll share real examples from inside Agency Together where agency owners are doing exactly this—building a system for generosity, connection, and strategic growth.

Resources & Links:

Agency Together – The referral-ready membership community for Small But Mighty agency owners, learn more here. 

Strategic Partnership Mixer –  Join us at the next free Agency Together Strategic Partnership Mixer, RSVP here. 

Hey thank for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. ANd I’ll See you on the next one.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep125

Podcast Edits by Lindsay Curtis

When I helped sell and exit a niche agency in the orthodontic space, one thing became crystal clear: we didn’t grow by chasing everything.

We grew by staying focused, building trust, and saying no to the wrong opportunities — even when it felt risky.

It wasn’t loud, but it was strategic, and it worked.

And that approach?

It’s not just relevant — it’s exactly what works in today’s skeptical market.

Clients are more cautious. Referral partners are more selective. And hustle-heavy growth tactics? They’re falling flat.

What I’m seeing across the agencies I work with — and inside Agency Together — is a shift:

🚫 Less “do more.”
✅ More “do what matters”

In this episode of the Small But Mighty Agency Podcast, I’m breaking down five growth habits that help small agencies scale without the grind while still building serious momentum.

Here’s what I cover:

• How saying no creates space for stronger positioning
• The most underused (and most profitable) part of your growth strategy
• Why your so-called “competitors” might be your best growth partners
• Content alone isn’t cutting it — here’s what to build instead
• The power of staying small, agile, and wildly efficient

If staying relevant without selling your soul is your priority, this episode is for you

Resources & Links:

Get the Trust Equity Scorecard – My free tool to help you measure how well your agency is building trust at scale — and where to focus next to grow through retainment, referrals, partnerships, and positioning.

Connect with me on LinkedIn 

Don’t forget the free Agency Together Newsletter and access our free mini-course on building Trust Equity to help you be a thought leader agency. 

Hey thank for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. ANd I’ll See you on the next one.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep124

Podcast Edits by Lindsay Curtis