By Jason Swenk
4.8
123123 ratings
The podcast currently has 872 episodes available.
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Are you trapped in the exhausting cycle of "monthly chases," constantly pursuing short-term goals at the expense of long-term vision? Today’s featured guest stood on the brink of giving up, worn down by the relentless pursuit of monthly numbers. He decided to shift focus with a ten-year plan to start building an agency that could run without him. This way, he has been able to focus on different ways to grow the agency, like launching proprietary technology that turned into a fantastic foot-in-the-door and starting a podcast that has given him the opportunity to get in front of his target audience on a weekly basis. Tune in to hear Jim's inspiring story and insights on entrepreneurship and marketing.
Jim Matuga is the president and founder of InnerAction Media, a marketing agency that works with small startups and non-profits. Jim shares his journey from aspiring copywriter to starting his own agency in 2011, discusses the pivotal moments that led him to take the leap, how he broke free from the monthly chase, and the credibility that comes from developing proprietary technology.
In this episode, we’ll discuss:
Breaking free from chasing monthly numbers.
Turning AI adoption into agency innovation.
Getting in front of your target audience with a podcast.
Apple | 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.
Starting an Agency at Life's CrossroadsIn a departure from most agency owner stories, Jim had wanted to start an agency from very early on in his career. Armed with an advertising degree and visions of becoming a Madison Avenue copywriter, he seemed destined for the agency world. However, things didn’t go as planned and he ended up working in radio and local newspapers for fourteen years.
Instead of crafting campaigns in a Manhattan high-rise, Jim found himself building a career in radio and local newspapers. For fourteen years, he climbed the corporate ladder, but each promotion felt like a step away from his true ambition.
Finally, 2011 became Jim's year of transformation. In the midst of a difficult year he figured it was now or never. It seemed like the right time to jump into business as he was starting over after losing everything. After many years as a dream, his agency started on a random Tuesday from his kitchen table working from a used Mac he bought off Craigslist.
Breaking Free From the Monthly GrindAll agency owners go through a stage where it seems they’re doing everything and the agency itself is going through constant ups and downs. For Jim, it was right after the pandemic. During a session with his business coach, Jim voiced what many agency owners feel but few act upon: he was tired of the monthly scramble and ready for fundamental change.
Basically, Jim wanted a business that didn’t depend on him to run successfully. Rather than being defined by the numbers on a monthly report, he envisioned a future where the agency could operate seamlessly, even in his absence.
The breakthrough came through a crucial decision: bringing a longtime team member into the financial heart of the business. This wasn't just about delegating tasks—it was about sharing:
Complete financial transparency
Decision-making processes
Strategic planning responsibilities
Ownership of outcomes
With this collaborative approach, Jim was able to help this employee understand the part of the business he most disliked: sales. By working together, he was able to adapt his own personality and values to the sales process, resulting in innovative strategies and business development that Jim had not previously imagined. Such empowerment fosters a culture of trust and accountability, where team members feel valued and motivated to contribute to the agency's success.
Building a Strong Team Beyond the Solo VisionaryAfter fifteen years of growing his agency, perhaps the most valuable lesson for Jim has been that even the most brilliant vision needs a strong team to bring it to life. While his creativity and entrepreneurial drive launched the agency, its sustained success would depend on something more—the collective talent of a well-developed team.
Building a team that really understands their roles in the agency’s overall goals requires patience. You’ll need to give them time to develop into their roles, and give them opportunities and path forward with a clear vision of what the agency could be and what it should be.
This approach to leadership—rooted in patience and understanding—yields more than just a capable team. It creates an environment where innovation flourishes, resilience builds naturally, and team members feel empowered to contribute their best work.
The Difference Between Success and SignificanceJim’s new perspective on looking ahead with his ten-year plan instead of chasing monthly numbers helped him discover something profound: the difference between success and significance.
Most agency owners live or die by the numbers and are constantly focusing on what’s next, with success defined by tangible metrics: revenue, client acquisition, and market dominance. Yet, these markers, while important, can lead to a hollow victory if they do not align with a greater purpose.
In contrast, significance is about creating value that transcends profit margins. It involves making a difference in people's lives, whether through innovative solutions, community engagement, or fostering personal growth within a team.
Once an agency owners start creating value, success is not that important anymore, leading to a deeper sense of fulfillment and purpose.
Turning AI Adoption into Agency InnovationComing from a background in printed media, Jim’s original dreams about running an advertising agency focused on a print-oriented traditional agency. However, just a week into starting his business he realized everyone wanted video and web. Luckily, he adapted quickly and embraced the new technologies. In fact, Jim believes technology is a blessing for agencies.
At the time, he didn’t realize how these new technologies would play a role into the intricacies of owning a business. As businesses strive to capture attention in an increasingly crowded marketplace, the integration of artificial intelligence (AI) into marketing strategies has emerged as a game-changer.
Jim jumped to the opportunity of adapting new trends, as he most recently did with AI. In fact, his agency launched StoryMaker, a SaaS application that aims to demonstrate how AI can enhance storytelling and streamline content creation, ultimately empowering businesses to connect with their audiences more effectively.
The adoption of AI-driven marketing solutions can serve as a powerful retention strategy for agencies. In his case, Jim not only embraced the new technology, he now sells subscriptions across the country for this application and uses is as a foot-in-the-door, where every client gets a complimentary subscription to the app and a marketing blueprint he used to give away for free.
The credibility that comes from developing proprietary software further strengthens an agency's position in the market. As clients recognize the expertise and innovation behind tools like StoryMaker, it enhances the agency's reputation as a thought leader in the industry. This visibility can lead to new opportunities, such as speaking engagements and partnerships, which can further amplify the agency's reach and influence.
Creating Hundreds of Opportunities to Get in Front of Your Target Audience WeeklyAs a big fan of podcasts and the power they have to help grow a brand, Jim created Positively West Virginia, a podcast dedicated to sharing the entrepreneurial journeys of small businesses and nonprofits in West Virginia.
With one episode a week posted since 2017, the podcast has brought Jim hundreds of opportunities to talk to small business owners, who are also his prospective clients. In the years since, Positively West Virginia has provided opportunities for visibility and building credibility, it has also helped him create value and create a platform for authentic narratives that resonate with his audience. This is especially true for small business owners, who often have compelling stories that can inspire and engage listeners.
Any business owner can take advantage of the way that podcasts can serve as a vital tool to share their journeys, connect with audiences, and inspire others. The ability to reach thousands of listeners with motivating narratives not only uplifts individual entrepreneurs but also strengthens the fabric of local communities. As the podcasting landscape continues to grow, small businesses that embrace this medium will find themselves well-positioned to thrive in an increasingly competitive 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.
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
What happens when your entire industry comes to a sudden halt? Are you positioned for adaptability in the face of challenge? As an events agency owner, today’s featured guest watched his business model crumble in just one week when the pandemic struck and nearly devastate the entire events industry. It seemed the events industry survive however by embracing technology, his agency successfully transitioned client events to the digital space. They created innovative virtual experiences that kept the business alive during the lockdown.
Now, as in-person gatherings return, he's navigating yet another evolution: the emergence of hybrid events, as he tries to warm his clients up to this concept. Learn the most common pitfalls in event organization and his vision for the future of events in a post-pandemic world.
Mark Testa is the founder of the Mark Stephen Experiential Agency, an agency that specializes in creating memorable consumer experiences that help their clients stand out at major events. With over 20 years of experience, Mark discusses his journey from aspiring set designer to leading an agency that integrates live experiences with digital elements to help brands stand out, and how the pandemic almost ended his business.
In this episode, we’ll discuss:
Key elements of a successful event.
Learning to pivot in the face of change and adversity.
Integrating AI to create successful hybrid events.
Apple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.
Threading a Path From Set Design to Experiential MarketingMark's journey into the experiential marketing industry began with a different dream altogether. Originally aspiring to become a set designer in New York City, he took what he thought would be a temporary detour into designing window displays to support himself. This seemingly modest compromise eventually led him down an unexpected but rewarding path.
As his work evolved from window displays to product launches, Mark found himself increasingly drawn to the creative challenges of his new role. Even when he attempted to return to NYU to pursue his original dream of set design, financial constraints led him back to visual merchandising at Macy's and working with sponsors during Fashion Week.
This experience with sponsors naturally evolved into a consulting business, where Mark helped brands create impactful environments that achieved their marketing objectives. A subsequent position managing events for a magazine further expanded his horizons, allowing him to travel and develop a passion for event production that eventually eclipsed his theatrical ambitions.
After eight years in the industry, Mark transitioned to freelance work, which organically grew into his own business venture. Though he initially didn't define his company's identity too rigidly, the increasing competition from full-service event companies prompted him to formally establish himself as an experiential agency.
3 Key Elements of a Successful Event that People Often Get WrongOverall objectives: One of the most crucial elements in planning an event is understanding the underlying objectives. It’s one of the first things Mark tried to define with clients. Are they looking to build a new business? Build brand awareness? Data collection? That needs to be clear before moving forward with planning.
Time: Next, the client should be aware that planning an event will require a lot of time, to the point you’ll need to treat it as a job. Time is an element people usually don’t understand and they figure an event can come together in a matter of a few weeks. As a rule, Mark and his team don’t take any new gigs that are under six weeks because they won’t be able to execute it to the best of their abilities. The more time you have to prepare the better the event will turn out.
Audience: Who is the audience the event is trying to reach? Realistic and clear about the goals are very important. Maybe you think a large event will make a big impact, but depending on the audience and the goals you can do better with a 40-person event that gets a conversation started with the ideal target audience. Just make sure to have a clear call to action. Don’t just send people off with a “thank you for coming”. Instead, invite them to have a conversation if they liked the event and if it touched on some of the issues they’ve been having with their businesses.
Understanding the hidden costs of event organizing is crucial for successful client relationships, according to Mark. Location, timing, and seasonal factors all significantly impact event costs, yet clients often overlook these variables in their initial planning.
This is why Mark prioritizes budget discussions early in client conversations. He believes in establishing clear financial expectations from the start, rather than dealing with unpleasant surprises later. The budget, after all, serves as the foundation for every event decision and ultimately determines its scope and scale.
For instance, if a client's budget doesn't align with their vision of a 200-person event, Mark advocates for adjusting the scale rather than struggling to make an impossible budget work. A well-executed 40-person event, he argues, is far more successful than an underfunded larger gathering.
The key to managing these potentially difficult conversations lies in transparent communication. When agencies take the time to explain costs thoroughly and provide honest assessments of budgets, they often find that clients appreciate their candor. This transparency, while initially revealing gaps between expectations and reality, ultimately builds trust and elevates the agency's role from simple service provider to trusted advisor.
The Evolution of Events: From Shutdown to Hybrid SuccessThe pandemic dealt a devastating blow to the event industry, bringing it to an abrupt halt within a single week. The sudden shutdown left Mark questioning whether the industry would ever recover to its former glory—a concern that, fortunately, proved unfounded.
During those years, Mark fought not to succumb to despair and leveraged the agency’s existing resources and relationships to pivot towards new solutions.
Innovation emerged from necessity as the agency pivoted to digital technology. They developed immersive virtual experiences that replicated the interactivity of live events, not only helping them retain clients but also discovering new revenue streams with better profit margins than traditional gatherings.
However, the solution was only temporary and as soon as in-person events became viable again, clients began showing resistance to virtual alternatives. Learning from this experience, Mark now advocates for a balanced approach, blending digital and physical experiences. This hybrid approach allows agencies to cater to diverse client needs, ensuring that they remain relevant in a rapidly changing market.
Integrating Technology into Event PlanningThe way that clients embraced the return of in-person events highlights the fundamental need for human connection that transcends time and circumstance. However, technological breakthroughs have changed a lot about how creatives work and it has certainly changed advertising.
Organizations are adapting to this reality by integrating technology in ways that enhance rather than replace human interaction. For instance, the use of AI tools such as MidJourney allows creatives to generate innovative ideas and visuals quickly, streamlining workflows. Of course, Mark acknowledges that while AI can aid in the creative process, it cannot replicate the physical execution and emotional nuances that human designers bring to their work.
The ability to take an imaginative concept and transform it into a tangible reality relies on human skills, intuition, and collaboration, which cannot be automated.
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
Are you frustrated by slow growth? Does client churn keep you from really propelling ahead? Do you put off crucial decisions because you’re afraid of making the wrong choice? Today’s guest’s successful track record wasn’t enough to make him confident in his decisions on hiring or the stress of client turnover. A shift in focus helped him see consistency and adaptability are the key to agency growth. Learn about how he kept going and the strategy that helped him get through decision paralysis. He also shares the content marketing approach that transformed his agency's pipeline and helped them grow.
Curtis Hays is the owner of Collideascope, a digital agency specializing in B2B lead generation services. He shares his early struggles to form an effective hiring strategy, and how a podcast has been just what his agency needed to address self-promotion to build their pipeline.
In this episode, we’ll discuss:
Maintaining momentum when growth feels slow.
The power of podcasting to build the pipeline.
Breaking through decision paralysis.
Embracing mistakes in agency leadership.
Apple | 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.
Converting Corporate Experience into Agency OwnershipCurtis began his career working in corporate right after college, starting with roles at smaller companies before landing an IT position supporting sales and services at a Fortune 500 company. Years later, he decided to relocate with his wife and found himself struggling to find work in his new city until he connected with two agency owners specializing in web development and IT services.
Taking charge of the IT services division, Curtis innovatively transformed the agency’s business model by implementing a retainer-based approach for IT services and went on to run that division for ten years.
His journey into agency ownership began once he figured it was time to start consulting and working on his own. Little by little he brought together a group of agency professionals he met over years in order to complement the services he provides, ultimately building what is now Collideascope.
How to Maintain Momentum When Growth Feels SlowThanks to a solid network, Curtis hasn’t experienced the typical struggles of finding and retaining talent. For most of his time with the agency, people who come work with him end up staying, which has allowed him to maintain a very low turnover rate. He is aware this is not always the case, as his team is frequently called to assist agency teams when they’re experiencing turnover.
On the other hand, marketing has been especially hard for him as he struggles to balance client needs with the demands of marketing his own agency. This is a common dilemma, where the focus on client work can overshadow the necessity of promoting the agency brand.
It seemed like every time he was finally getting ahead by gaining a new client he was losing another one. As a result, even though he has seen growth year-over-year, it’s been slow and never quite where he want s it to be. The resulting emotional toll has tempted Curtis to give up. However, he has learned to cultivate a positive mindset that embraces that growth is not just about the number of clients but also about building resilience and adapting to change.
In his experience, working with clients can help maintain this positive attitude. Instead of always working on the backend of the business, he makes sure to always get some consulting time, which gets him the opportunity to have some wins helping clients solve problems and gets him excited to do his work.
Sometimes it may seem like you’ve tried everything, however, a harder look at your process may reveal a key change that could help improve your results. As Curtis has learned, consistency is about committing to a process of continuous improvement and adaptation. Whether it’s refining service offerings, nurturing client relationships, or engaging in marketing efforts, the consistent application of effort is what drives growth.
Converting Listeners to Clients: The Power of Podcasting for AgenciesWhen traditional content marketing methods like newsletters and blogging weren't delivering the desired results, Curtis changed the strategy to try their luck with a podcast.
The journey wasn't immediate success. The first six months were admittedly challenging, marked by slow growth and a steep learning curve. However, once the team found their rhythm, the podcast began to yield unexpected benefits. Not only did it generate new leads, but it also served as a powerful educational tool for prospects in their pipeline, building the confidence needed to convert listeners into clients.
What started as an experimental marketing channel evolved into a valuable pipeline-building tool. The team discovered that through authentic storytelling and sharing customer experiences, they could forge deeper connections with their audience in ways that written content simply couldn't match. The podcast format allows them to showcase their expertise while maintaining a personal touch that resonates with potential clients.
Pro tip for podcasters: Try to not lose momentum with your listeners. After his first season, Curtis has learned to record episodes ahead of time. In the very beginning, it’s difficult to get listeners for your show. However, when they finally do, they’ll tend to binge several episodes so make sure you have a consistent upload schedule so you don’t lose the interest of new listeners.
Break Through the Overwhelm and Empower Your TeamAs Curtis points out, many agency leaders find themselves overwhelmed with the burden of managing a growing team. On one hand, there’s the significant investment needed in bringing in new people with the right expertise. On the other hand, it’s also difficult to train and coach up people already in the business to transition into those positions.
Finding yourself paralyzed by questions regarding cash flow and profit means you’re not focusing on the most important asset, which is your time. The transition from Owner to CEO requires a shift in mindset, where the focus moves from doing everything yourself to empowering others to carry out the agency’s mission.
The journey to effective delegation begins with a simple but powerful exercise of auditing your time. Here's how to do it:
Take screenshots of your calendar for the past two weeks
Document all activities you've performed
Categorize these activities into two lists: tasks you love or energize you and tasks that drain your energy or you'd rather never do again
With your audit complete, start delegating low-value tasks off your plate. After that, hire at least one of the people you’ll need to start getting high-level tasks you never want to do again. You don’t necessarily have to go out and hire a COO right away when you’re running a twenty-person agency, but you can start by hiring a director of operations.
Prioritize strategic hiring to identify the right individuals with the skills and mindset necessary to contribute to the agency's vision. By carefully selecting team members who align with the agency's goals and values, owners can create a strong foundation for growth.
Learning to Embrace Mistakes in Agency LeadershipA lot the fear of hiring new team members revolves around getting it wrong and regret the decision. This usually leads to hanging on to that person for too long, even though they’re not the right fit, just to avoid going through the hiring process again.
Simply put, mistakes are inevitable as you grow your agency. At some point, you’ll look back at your hiring mistakes or bad clients as lessons. Learn to laugh at the mistakes and craziness that happens in this business and you’ll enjoy the ride much more.
For example, Curtis looks back at how rigid he was with his team when it came to working remote. He knows now that his opposition to it was a big mistake. This experience taught him the importance of embracing adaptability to new practices, tools, and methodologies that provide a significant edge or allowing them to streamline operations and focus on higher-value tasks.
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
Have you ever felt like abandoning your agency? Overwhelmed or insecure about the direction the agency is headed? If so, you're not alone. At some point, we all face moments of doubt and struggle to keep momentum. Today’s guest is an agency owner who built his business over the past ten years. He recently experienced a downturn that led him to question whether he still enjoyed the work. It was a solid business plan and clear vision that helped him get the agency back on track. Learn more about why he needed clarity and communication to get his confidence back and what excites him about the new developments of generative AI and how it’s changing advertising.
Ed East is the founder of influencer marketing agency Billion Dollar Boy. He shares his journey into the agency world, creating a database connecting blogs with brands and agencies. Ed also discusses the low point that made him question his commitment to the agency, the realization that helped him rebuild his confidence, and the new tech that is already revolutionizing advertising and brand-audience connections.
In this episode, we’ll discuss:
How clarity builds new momentum for agency growth.
Leveraging generative AI to elevate the creative process.
How agencies can use creator advertising.
Apple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.
Turning a College Hobby Into a Legitimate AgencyAlthough he’s an accidental agency owner, Ed was always keen on starting a business which is why he took his first entrepreneurial steps during university. Back then, he started a blog with some friends focused on lifestyle, music, and sports that quickly got up to 50,000 views a month. However, they soon realized that page views alone weren't enough to generate an income.
Luckily, with so many views it was just a matter of time before they started to get offers to promote brands on the blog. This development led to a new idea: building a database where agencies and brands could find the right blogs to place their ads. As they worked on that database, YouTube and Instagram started to surge as a new way to advertise content. This changed the plan a bit; it wouldn’t be a database just for blogs but also include social media accounts.
How Clarity Builds New Momentum for Agency GrowthOver the past decade, Ed's journey in the agency world has been a rollercoaster of experiences, teaching him valuable lessons about perseverance and adaptability. Reflecting on his original business plan, he's come to appreciate the importance of balancing a clear vision with the flexibility to navigate unexpected paths.
Interestingly, he has only recently questioned his commitment to the business. Although the thought of giving up has never crossed his mind, Ed did start to question the enjoyment he got from the work he was doing.
The catalyst for this soul-searching was the challenging economic climate, which saw marketing budgets slashed. This has added a lot of pressure to agencies that saw their growth slow down while client expectations rose.
It all took a positive turn once Ed created a well-defined plan and shared it transparently with his team. And even though the agency is not out of the woods yet Ed's renewed sense of purpose and his team's alignment have positioned the agency to face the future with confidence.
When all team members understand the agency’s overarching goals and their roles in achieving them, they are more likely to feel empowered and energized. This newfound confidence can lead to innovative solutions and a more robust pipeline of opportunities. Ultimately, clarity acts as a catalyst for action. Without it, you won’t be able to build a strategy that you’ll follow to success.
Leveraging Generative AI to Elevate the Creative ProcessBeing in influencer marketing, Ed has seen the integration of Generative Artificial Intelligence (Gen AI) emerge as a transformative force. Although very new this use of AI can work very well when done correctly and is reshaping the creative collaboration paradigm. This technology not only streamlines creative processes but also enhances collaboration between brands and creators, leading to innovative and impactful campaigns.
One of the most striking revelations from his experiences is the shift in perception regarding the role of Gen AI in creative campaigns. Traditionally, brands viewed Gen AI as an add-on—a supplementary tool to enhance existing creative strategies. However, Ed sees the response from brands during presentations led by his CMO are markedly different. Brands expressed a desire to leverage Gen AI as a core component of their creative vision, allowing it to drive the lead creative piece of their campaigns. This shift signifies a broader understanding of Gen AI's potential to elevate the creative process rather than merely augment it.
Redefining the Brand-Audience ConnectionThe landscape of advertising is undergoing a profound transformation. Ed believes creator advertising, powered by generative AI, is at the forefront of this revolution. This shift represents more than just a passing trend; it's a fundamental reimagining of how brands connect with their audiences in an increasingly competitive digital marketplace.
Creator advertising places creators at the center of marketing strategies. Traditionally, advertising has been structured around established media channels, such as television and print, where brands dictate the narrative. However, the landscape has shifted dramatically with the rise of social media and digital platforms, where creators wield substantial influence and have cultivated dedicated followings. This shift necessitates a rethinking of how brands engage with their audiences, leading to the adoption of creator-led advertising strategies.
Agencies are now hiring creative strategists and media planners from various backgrounds—especially those with experience in traditional advertising—to work alongside influencer marketing teams. This collaborative approach allows for the repurposing of content across multiple channels, extending the reach and impact of creator-driven campaigns. As we look to the future, the evolution of creator advertising is poised to redefine the marketing 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.
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Has your agency reached a growth plateau? Have you thought about narrowing your focus to enhance your marketing efforts? In this interview, you'll hear from an agency owner who relied on referrals for years until the post-pandemic landscape shifted. While his business thrived during the early pandemic, it faced challenges as larger clients began consolidating. In response, he strategically pivoted to specialize in the biotech sector. Tune in to explore his initial hiring challenges, the transformative effects of niching down, and his ongoing refinement of the sales process to secure more clients.
Daniel Lofaso is the owner of Digital Elevator, a marketing agency focused on helping helps emerging biotech companies with full-circle marketing campaigns. He discusses challenges he found in building the right team, the reason he decided to niche down and the impact it has had on his agency, his approach to selling, and more.
In this episode, we’ll discuss:
Trading short-term profit for long-term success.
Striking a balance between niche marketing and client diversity.
Is honesty a problem in sales? Being Sales-centric vs. Solution-focused
Apple | 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.
From the Skies to the Agency PathThough he earned his pilot's license after college, Daniel realized his heart wasn't in aviation. Instead, a connection with a fellow flight school student who had agency experience sparked a new direction. T together, they launched an SEO agency targeting the legal sector. This was a pioneering move at a time when digital marketing agencies were just beginning to explore the potential of SEO and social media platforms.
Eventually, his entrepreneurial spirit emerged from years of reading his father’s business books which led Daniel to venture on his own. It seemed like the logical move for someone who always knew he just wouldn’t be happy as somebody’s employee. However, he admits it was probably too early and needed support from his parents until he could get his footing, but ultimately the early start proved to be a valuable learning experience.
Fourteen years later he has grown his business to a successful agency that made it past the post pandemic struggles and managed to successfully pivot to a new niche.
Trading Short-Term Profit for Long-Term SuccessLike many agency owners, initially struggled with early hesitation to invest in talent due to the immediate financial implications. He was accustomed to a certain income and the prospect of hiring new talent meant a temporary setback in monthly earnings.
However, a realization changed his perspective: scaling wasn't just about acquiring more clients—it required building a capable team that could deliver exceptional results. Daniel came to understand that strategic investment in talent wasn't merely an expense on the balance sheet, but rather a catalyst for long-term growth and personal freedom. This investment would allow him to step back from day-to-day operations and focus on what truly mattered: strategic planning and nurturing client relationships.
In the end, it’s not just about the money but also about saving time. Agency owners tend to make decisions based on short-term cash flow rather than time, which inevitably leads to burnout and missing important moments with family.
Of course, concerns about maintaining consistent revenue to support employee salaries weighed heavily on his mind. Yet, the decision to invest in human capital ultimately became the defining factor between stagnation and success. By overcoming his initial hesitation and embracing the power of a skilled team, Daniel discovered the key to unlocking his agency's potential. This shift in mindset not only fostered a culture of innovation but paved the way for sustainable growth—proving that sometimes the biggest leaps forward require taking a calculated step back.
Finding the Right Balance Between Niche Marketing & Client DiversityAfter experiencing significant growth during the pandemic, the agency faced a plateau as some big clients were acquired by larger entities post-Covid and no longer required their services.
This setback forced Daniel to pivot and reassess his business strategy, ultimately leading him to specialize in the biotech industry. The agency already had clients in this niche that had historically accounted for a large percentage of their income. This meant they already had experience and the case studies to attract more clients, which made it a great strategic move to redefine the agency’s positioning.
Nonetheless, Daniel also emphasizes the importance of not limiting oneself strictly to the chosen niche. Fortunately, he got the right advice at the time to maintain relationships with existing clients outside of the primary focus area, an approach that can prevent the pitfalls of overspecialization. Many agency owners mistakenly believe that in order to grow, they must eliminate all clients that fall outside their niche. This, according to Daniel, is a significant misstep. By continuing to serve diverse clients while marketing primarily to a niche, agencies can create a more stable revenue stream and mitigate the risks associated with market fluctuations.
Niching down, he learned, was more about making it easier to market the agency. This way, he would be talking to one buyer persona and spend less on ads, avoiding competition with big agencies with many more resources.
Is Honesty a Problem in Sales? Shifting from Sales-Centric vs. Solution-FocusedAt some point, most agency owners choose to build a well-trained sales team and exit operations. This was the case with Daniel, after an expert reviewed his agency’s sales process and found Daniel too honest in setting expectations.
However, being transparent and genuine with clients not only fosters trust but also positions the agency as a reliable partner for problem-solving. Clients don’t want to be sold to; they seek solutions to their problems. This paradigm shift from a sales-centric approach to a service-oriented mindset is crucial for any successful sales team.
Consumers are weary of insincerity. They are often on guard, anticipating a sales pitch that prioritizes profit over their needs. By contrast, when a salesperson approaches a client with genuine intent to help, it changes the dynamic. Clients feel valued and understood, leading to a more open dialogue.
By openly discussing budget constraints and advising potential clients on what they truly need, you can demonstrate that authenticity can disarm skepticism and create a collaborative atmosphere. This approach not only builds trust but also establishes a foundation for long-term relationships.
The Unchanging Pillars of SuccessDaniel’s advice for agency owners is to always look ahead, not just at how things may change some months or years from now, but also at the things that are not going to change.
Clients, regardless of the industry, consistently seek solutions to their problems. They want quick resolutions and cost-effective options. These needs are not fleeting; they are the bedrock of client relationships and the driving force behind business operations. By honing in on these constants, agencies can position themselves as indispensable partners in their clients' journeys, rather than merely service providers chasing after temporary market trends.
Ultimately, success in digital marketing hinges on understanding and meeting the unchanging needs of 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.
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Are you searching for innovative ways to supercharge your agency’s lead generation? What’s your number one source of leads and how can you scale it? Leveraging partnerships is one of the most effective lead generation strategies for agency owners. This is something today’s featured guest understands very well, as someone who understands the powerful role a good partner plays in growing an agency’s business.
His approach goes beyond mere networking—it's about creating a web of mutually beneficial relationships that naturally drive growth. His success stems from a simple yet powerful principle: help others succeed, and your own success will follow. Discover his philosophy on building relationships before asking for favors and how podcasting can enhance professional development and foster meaningful connections in business.
Jeremy Weisz, is a seasoned podcaster, entrepreneur and the co-founder of Rise25, an agency that helps companies launch and run podcasts profitably. Through his podcast Inspired Insider, Jeremy has been amplifying voices and building bridges for small entrepreneurs for over fifteen years. He talks about his work helping businesses launch and manage their own podcasts and reflects on the incredible guests he's interviewed, including notable figures like the co-founder of Pixar and the founder of Atari, highlighting the invaluable insights gained from these conversations.
In this episode, we’ll discuss:
A strategic approach to scaling your agency.
Ensuring mutual benefits and shared values in partnerships.
Building relationships before asking for favors.
Apple | Spotify | iHeart Radio
Sponsors and ResourcesWix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks.
Leveraging Partnerships for Sustainable Agency GrowthAgency growth often begins with referrals, a crucial element in pushing past the first million in revenue. However, referrals alone aren't scalable and typically have limitations. When Jeremy thought about a way to create a predictable referral pipeline the only logical answer seemed to be partnerships.
Business partnerships are collaborative relationships between two or more entities aimed at achieving mutual benefits. These partnerships can take various forms, including joint ventures, strategic alliances, and referral partnerships. The primary goal is to leverage each partner's strengths to create a synergy that enhances value for all parties involved.
To find your ideal partners, Jeremy recommends building a list of the best companies in your industry who share your audience. Who are those organizations and people that could be great referral partners and how could you give as much as possible to them? After all, the best way to get a referral is to give a referral.
Next, think about how you could help them. It could be referring clients, writing a LinkedIn post recommending their services, hosting them on your podcast, or even commenting and sharing their post on social media. This way, you’ll not only be showcasing the partner's expertise but also reinforcing your commitment to supporting their success.
It’s very important for Jeremy that this referrals are given without expecting something in return. If the company holds the same values as you, they’ll also be givers and return the favor, thus solidifying the relationship.
By forming strategic alliances with other businesses, companies can access new markets, share resources, and amplify their reach and adopting a giving-first approach will help you build strong, lasting partnerships that contribute to their overall success and resilience in the marketplace.
Reciprocity in Partnerships: Ensuring Mutual Benefits and Shared ValuesHow do you know when a partner is not the right fit after a while? The giver mentality is commendable but you should be looking to align with partners who share similar values and are equally committed to the relationship.
If a partner consistently takes without reciprocating, it may be time to reevaluate the partnership. Successful collaboration requires a balance of giving and receiving; thus, businesses must remain vigilant in ensuring that their partnerships are mutually beneficial.
Maybe you’ve referred numerous clients to a partner, only to receive little acknowledgment in return. This lack of appreciation can lead to dissatisfaction and, ultimately, the dissolution of partnerships. In contrast, when appreciation is expressed, it fosters goodwill and encourages continued collaboration. A simple thank you can go a long way in reinforcing these connections. Mutual respect and acknowledgment can enhance loyalty and commitment.
Who Are Your Agency’s Ideal Partners?What is your ideal partner profile? Depending on your needs, it may be associations, publications, conferences, technology, other agencies, or even competitors. For Jeremy, the ideal partner it’s someone serving B2B businesses with a high client-lifetime value. For businesses operating in the B2B sector, focusing on high-value partnerships can be a game-changer, driving growth, enhancing credibility, and creating a sustainable competitive advantage.
At the heart of successful B2B partnerships is the concept of high client lifetime value. Businesses that cater to clients with substantial lifetime values are particularly well-suited for referral partnerships.
One effective strategy for identifying potential partners is to explore industry-specific conferences and associations. These events serve as fertile ground for networking and establishing connections with key players in the industry. For instance, a business targeting dentists could benefit immensely from forming relationships with major dental associations or attending relevant conferences. Such interactions can lead to valuable partnerships that amplify visibility and credibility within the niche.
Build Relationships Before Asking FavorsOnce you've compiled your list of ideal partners and identified where to find them, the next step is to initiate relationship-building. The key is to start by "making deposits" before expecting anything in return.
What does this mean? When reaching out to potential partners, always do so from a place of wanting to help rather than seeking out what they can do for you. By offering assistance, insights, or resources without an immediate ask, you will build trust and rapport. This strategy significantly increases the likelihood that partners will reciprocate in the future.
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
Do you need guidance in your agency journey? Could a coach be the game changer your agency needs? Maybe so, but maybe not. Many agency owners naturally turn to a coach for support and growth advice. And, while coaches excel at addressing specific challenges, their impact often plateaus after a few months due to the inherent limitations of single-perspective coaching.
Today’s featured guest is our scale specialist who has closely observed the growth trajectories of numerous mastermind members. Through his unique vantage point, he's witnessed how the most valuable exchanges often occur organically — outside of scheduled meetings — when members freely share experiences and insights. These connections flourish during in-person events, where authentic relationships take root.
He sees the way these relationships foster trust and create a dynamic environment for growth that transcends what any single “business coach” provides.
As Agency Scale Specialist on our team, Darby Copenhaver regularly meets with all our members and connects with them at our in-person events. He sees just how much those events make a difference in the ways which members engages with the community. The live events foster the community element so each member receives guidance and advice for their particular challenges while also having fun and connecting with peers in a way they wouldn’t if stuck in a conference room all day. This conversation highlights the difference between what agency owners think they need and the actual support they might benefit from.
In this episode, we’ll discuss:
The limitations of 1:1 coaching for agency growth.
3 benefits of an agency owner community.
The power of in-person connection for professional growth.
Apple | 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 Coaching Alone Isn't Enough to Scale Your AgencyOne of the challenges of scaling past a certain point is the vision you need to get there often necessitates some outside help. At this point, most agency owners figure they need a “coach” to get them to the next stage of growth.
This is undoubtedly the right approach for many people. However, while coaching can provide valuable insights and strategies, there are inherent limitations that come with relying solely on individual coaches. As many agency owners find out, coaching has a finite perspective. Despite the expertise and experience of a coach, their ability to offer solutions is ultimately constrained by their unique viewpoint.
Darby and Jason agree, coaching has a very important role in addressing specific business challenges. Coaches bring a wealth of experience and knowledge instrumental in helping agency owners navigate obstacles. A coach can provide tailored strategies, accountability, and a sounding board for ideas, — all incredibly beneficial, especially for those who are just starting or facing particular hurdles.
Each coach has their own set of experiences, beliefs, and methodologies that inform their approach. While this individuality can lead to innovative solutions, it also means that the coach's insights are inherently limited to their own understanding of the industry and the challenges faced by agency owners.
In light of these limitations, Darby advises agency owners to seek a more diversified array of resources and perspectives. Relying solely on a single coach creates an echo chamber, where ideas and strategies become repetitive and lack the innovation necessary for sustained growth. Instead, they should consider leveraging a combination of coaching, peer support, and community engagement.
3 Main Benefits of an Agency Owner CommunityAgency owners are always navigating an industry that is both highly competitive and ever-evolving. Often this leads to them feeling isolated in their role as the leaders who set the vision and direction for the agency. In this sense, few things make as much difference as connection among peers to foster a sense of belonging and understanding.
Community: When agency owners come together—whether at events, workshops, or informal gatherings—they create a community that transcends individual experiences. This connection aspect is vital as it allows members to share their stories, challenges, and triumphs, support one another and encourage vulnerability and authenticity. This open exchange of experiences cultivates an environment where each owner feels heard and valued, setting the stage for deeper insights and learning.
Clarity: A natural byproduct of these connections is clarity. When agency owners engage with one another, they can step back from their daily grind and gain fresh perspectives on their challenges. This clarity is not merely about understanding their business metrics; it encompasses a broader awareness of their goals, values, and the strategies needed to achieve them.
Confidence: Along with clarity and insights from community, owners gain a sense of purpose and a plan. While plans may not be foolproof, having a framework—shaped by collective wisdom—significantly increases the likelihood of success: Simply put, camaraderie can embolden individuals to take risks, experiment with new ideas, and ultimately pursue their unique definitions of success.
The importance of in-person connections cannot be overstated. While technology has enabled us to connect with others across vast distances, it is in-person experiences that often lead to deeper bonds and a sense of community, as mastermind members have been able to see during our annual events.
In a mastermind setting, such as Agency Mastery, monthly virtual meetings offer valuable insights through structured calls focused on topics relevant to all members. However, Darby sees the most meaningful connections emerge outside the formal meetings, when members take their conversations offline and share personal stories. These initial bonds then strengthen significantly during our in-person events.
Members consistently highlight the relationship-building aspects of these face-to-face gatherings are what they value most. These events provide a unique space for personalized feedback and collaborative growth among successful agency owners. Rather than being confined to conference rooms, the Agency Mastery team incorporate engaging activities like horseback riding, allowing members to connect authentically while enjoying themselves away from the usual distractions of phones, clients, and daily business challenges.
The success of these events largely stems from our careful approach to group composition. By maintaining small, exclusive groups and setting high standards for both business achievement and cultural fit, Jason and team have created a tight-knit community of professionals who genuinely support each other's growth and 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.
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training
Do you feel along or isolated in your agency leadership journey? Wonder how it feels to have people who ‘get you’ and understand the unique challenges of owning an agency? Today’s featured guest faced numerous insecurities and challenges on her growth journey. Ultimately, the pivotal moment came when she joined a peer community, which encouraged her to adopt a new mindset and explore various solutions and strategies. Discover her unexpected journey into entrepreneurship and how the support of her peer community empowered her to confidently remove misaligned talent and pursue strategic partnerships, alleviating the burdens of ownership.
Andi Graham is the CEO and founder of Big Sea, a marketing agency that began its journey as a web development firm in 2005. She shares her unique educational background, her interest in the intersection of communication and behavior change, and discusses her self-taught journey into graphic design and how realizing her vision was bigger than her skills paved the way for starting to build a team and eventually starting an agency.
In this episode, we’ll discuss:
The role of community in embracing a different approach to agency challenges.
Learning the importance of due diligence in an agency merger.
Lessons on the high price of misaligned talent.
Apple | Spotify | iHeart Radio
Sponsors and ResourcesJoin us in Feb 2025 to ELEVATE YOUR AGENCY! You don’t know what you don’t know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We’re meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot!
Accidental Agency Owners: Embraces Your Strengths and Delegate WeaknessesAlthough Andi graduated with a bachelor's degree in Sociology, her true passion was advertising and understanding the connection between communication and behavior change. She also taught herself design and had fun creating menus for the pizza shop where she was working at the time.
Later on, in her first professional role, she got to dive into other marketing activities like starting the company’s first email newsletter. To enhance her skills, she learned coding to implement more visual modifications than the newsletter platform could offer. Eventually, she started building websites and taking freelance clients and realized she had built something more lucrative than her full-time job.
When the time came to intentionally start growing her business, Andi knew her strengths are copywriting and project organization but lacked in design and web development skills. It was time to start hiring people with expertise in these areas to improve the quality of her services. She recognized she was more of a jack of all trades but lacked the patience to get really good in a particular area. It was the right combination of skills to become a business owner, as running a business requires learning a little bit about every part of the business.
The Importance of Community in Agency LeadershipOne of the most significant challenges Andi faced while launching her own business was the struggle to balance financial realities with her desire to cultivate a positive workplace culture. Yes, she wanted her team to have fun and like her but she also needed to run a profitable business.
However, finding a community of peers who understood the unique difficulties of agency ownership proved to be a game-changer for her. She quickly learned that, although her peers faced the same challenges, they were approaching them with a different mindset. This highlighted the importance of perspective in business and the need for a supportive community that encourages open dialogue and shared learning.
This camaraderie was not just about commiserating over shared challenges; it became a platform for exchanging solutions and strategies and helped Andi appreciate the value of having a “tribe” who not only validate your experiences but also inspire you to adopt new approaches to your work.
The Significance of Due Diligence in an Agency MergerBy 2016, Andi found herself feeling overwhelmed by the demands of running her agency alone and yearned for more quality time with her daughter. She had connected with various agency owners, which enabled her to build relationships with peers whose skills complemented her own. This collaboration led to a partnership that resonated with both her personal and professional goals.
Each partner brought unique strengths to the table, whether in sales, operations, technology, or marketing and creative projects. This division of labor allowed everyone to concentrate on their passions, ultimately enhancing job satisfaction and productivity.
However, the journey was not without its challenges and Andi regrets not conducting thorough due diligence on her partners prior to the merger. As a result, she encountered unexpected friction due to undisclosed ownership stakes that created tension in decision-making processes. Fortunately, there was a positive outcome, with a successful buyout of the problematic partner handled with care and mutual respect.
Collaborative partnerships are not merely transactional; they are rooted in shared values, trust, and open communication. As Andi learned, prioritizing alignment in partnerships is essential for fostering a healthy, productive, and fulfilling business environment.
Lessons on the Hidden Cost of Misaligned TalentAnother significant challenge Andi encountered was the difficulty small agencies face in attracting and retaining talent that not only possesses the necessary skills but also aligns with the team's dynamics and values.
At one point, she struggled to let go of a highly skilled developer whose negative attitude was detrimental to the work environment. This is a common pitfall for agency owners who often become overly reliant on individuals with specialized skills, overlooking the importance of interpersonal dynamics and team cohesion. Recognizing that technical expertise does not automatically translate to a good cultural fit is a vital lesson for leaders.
Ultimately, Andi faced several situations that taught her the importance of recognizing early signs of misalignment and getting over the fear of disruption and the perceived challenge of replacing a key player can lead to prolonged periods of dissatisfaction within the team. She is now much more confident in her team’s potential for resilience and adaptability in the face of personnel changes.
Embracing the Long Game in Agency GrowthHaving run her agency for almost twenty years, Andi has learned the value of patience as it become clear that success is not merely a product of quick actions or rapid changes, but rather the result of sustained effort and the ability to endure challenges over time.
Although agency owners are usually fast-movers and very action-oriented, her recent agency rebrand has taught her the importance of building momentum through consistent actions and understanding that the efforts put forth today will yield results in the future, sometimes months or even years later. This long-term perspective is essential for entrepreneurs who may feel disheartened by the slow pace of progress.
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.
Have you ever questioned your effectiveness as a leader? What steps have you taken to enhance your leadership skills and empower your team to independently address challenges? Today’s featured guest experienced significant growth and had to learn to evolve her leadership skills. She has grown a team of now 110 people and built a business that can run without her, all while maintaining the necessary work-life balance. Hear how she went from executive assistant to paving her way as an agency owner in an unconventional niche.
Lauren Von is the founder and CEO of Quintessa Marketing, a unique agency that connects individuals who have been injured in accidents with personal injury lawyers. She shares her unexpected journey into the world of personal injury law, starting as an executive assistant and evolving into a pivotal role in sales and SEO for a company serving lawyers. She discusses the challenges and insights she gained while working closely with legal professionals and how these experiences laid the groundwork for launching her own business.
In this episode, we’ll discuss:
Hiring for cultural fit.
Becoming the type of leader you wish you’d had.
Team empowerment - building confidence.
Apple | 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.
How Corporate Experience Can Shape Agency SuccessWorking with personal injury lawyers wasn’t exactly Lauren’s dream. She started as an executive assistant working in sales for AT&T, where her skills quickly shone through. One day, she successfully persuaded a hesitant customer to retain his phone instead of returning it, leaving such a lasting impression that he invited her to join his team.
Transitioning into the realm of personal injury law, Lauren honed her sales abilities over six years, ultimately spearheading the development of the company’s SEO division. Her proactive approach led to a significant increase in sales, transforming SEO into a cornerstone of the business. After gaining valuable agency experience, Lauren returned to Oklahoma as a new mother, figuring it was the perfect moment to start her own business.
She credits her time as an executive assistant and her gradual ascent within the company for equipping her with the insights necessary to run her own business. If something’s going wrong in the business, she’s probably seen it happen before at her previous workplace so she appreciates the experience that made her a better owner when the time came.
Scaling Without a Roadmap: A Key to Agency ExpansionOne aspect of ownership that presented the biggest learning curve for Lauren was bringing on outside leadership to help scale and grow her business. Since she built her agency on a relatively new niche, she couldn’t just go to a competitor and pluck out their leadership. There was no blueprint so she needed to figure it out.
There was also a constant battle between allowing her team to make mistakes and giving them time to learn while running a profitable business.
Ultimately, Lauren needed to acknowledge the need to ask for help. No leader has all the answers and a key element of getting beyond a certain point in your growth will be accepting that and having the humility to seek guidance and advice from others.
Aligning Values: Hiring for Agency Culture FitLauren’s hiring strategy relies on hiring individuals who align with her agency’s values. To this effect, she clearly defines her core values and conducts survey assessments that explore candidates' innate characteristics.
These assessments provide insights into candidates' personalities and their suitability for specific roles, particularly in a sales context. For instance, a potential hire might have all the best traits to fill a position, but if they don’t care about the company’s philanthropic values their motivations will not resonate with the agency's mission. This nuanced understanding of individual capabilities allows Lauren to make informed hiring decisions that prioritize long-term success over immediate financial gain.
Becoming the Type of Leader You Wish You’d HadLauren has felt like a bad leader many times during the agency's growth process, but she never stopped striving for improvement. As the business grew, she instated an open-door policy to encourage employees to have open communication with her and the leadership team and make herself more approachable.
As she tried to become the type of leader she’d wanted to have in the past, she realized that she needed to be a different leader for each worker. For instance, she believes the way she leads her accounting team should be different than how she leads her sales team. In this sense, she strives to really understand them to be able to inspire and lead them naturally.
Nowadays, Lauren is proud to say her company continues to thrive and grow, even when she is not physically present. This autonomy is crucial; it demonstrates that the organization is not solely reliant on the founder for direction. Instead, it cultivates a sense of resilience and adaptability, allowing teams to navigate challenges effectively. With this, her role has now evolved to be someone who removes obstacles, solves problems, is a subject-matter expert, and leads their philanthropy mission by investing in the community.
Team Empowerment: Building Confidence for Problem-SolvingWith her team now equipped to address 99% of potential issues in her absence, Lauren is now able to enjoy more time with her family, promote the agency brand on podcasts, and meet clients in person.
For agency owners who have yet to reach this level of operational autonomy but aspire to empower their teams, it's essential to train them in a way that encourages independent problem-solving. This is something you can achieve using the one-three-one approach. Instead of coming to you with a problem and expecting you to provide a solution, have them already come up with three possible solutions of how they would personally solve this problem and why, and ask them which of these three solutions they would recommend. Eventually, they’ll stop coming to you because they have internalized that they are capable of coming up with an effective approach.
Although agency owners usually dream of accomplishing this level of agency autonomy, it can be hard to adapt to not being needed anymore. In these cases, agency owners should remember that they don’t have to let go of the part of the business they truly love doing. If you love being a part of a client’s first call then continue to do that. You don’t have to be part of the entire process. Just stick to the part of the business you truly enjoy and where you can have the biggest impact.
The two-week audit. The easiest way to figure out what you truly want to continue doing in the agency and what you want to delegate is to do a two-week audit. Take a screenshot of the past two weeks in your calendar and highlight each activity in either red – for the activities that drain you, or green – for the ones you truly enjoy. If you do this while being truly honest with yourself, you can start building the business around you.
Mastering the Art of Balance and Reclaiming Your TimeAs a mom of five and an entrepreneur, Lauren manages to balance her personal and professional lives by having clarity and alignment. Together with her husband, she establishes clear goals and daily priorities, which allows them to effectively share responsibilities. She is intentional about her time at home, implementing boundaries that enable her to fully engage in family moments.
This principle extends to her business as well. When entrepreneurs and their teams engage in work that aligns with their core values, they tend to feel more energized and motivated. Such alignment not only boosts productivity but also cultivates a sense of purpose within the organization.
By figuring out how much time you need to focus on your agency to feel fulfilled yet have enough energy to dedicate to your family life, you’ll be able to have the proverbial “balance” entrepreneurial life promises and experience the luxury of buying back your time.
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
Would you like to remove yourself from the day-to-day agency operations? Do you have an effective hiring process to attract top talent for agency roles? In today’s discussion, our featured guest explains how failing to secure the best candidates often stems from a poorly designed hiring process, starting with the job advertisement. She shares essential strategies for crafting an engaging job ad, fostering self-managing teams, and identifying the qualities of an outstanding operations manager. Join us to discover how to effectively find, hire, and train the right operations professional to elevate your agency.
Mandi Ellefson is the founder of Hands Off CEO, a company dedicated to helping busy CEOs drive sustainable growth without sacrificing their lifestyle and family. Mandi shares her journey of building a business that allows for true freedom, discusses the importance of creating an effective hiring funnel to attract the right talent, and provides insights on and crafting job ads that resonate with top candidates. Learn how to effectively delegate responsibilities and build a business that supports your lifestyle.
In this episode, we’ll discuss:
The importance of a compelling job ad.
Cultivating self-managing employees from day one.
Key traits of an exceptional ops manager.
Apple | Spotify | iHeart Radio
Sponsors and ResourcesJoin us in Feb 2025 to ELEVATE YOUR AGENCY! You don’t know what you don’t know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We’re meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot!
Hiring and Training for Success: Build an Agency That Thrives Without YouMandi started Hands Off twelve years ago when she ran into a big problem as she was about to take maternity leave: her business could not run or grow without her. Her search for a solution led her to accidentally start a consulting company to prevent other business owners from getting to the stressful point she found herself in years ago.
Most agency owners are not hands-off and can’t even say they own their agency, more like it owns them. This is why they need strategic hiring practices and methodologies to ensure they recruit individuals who can truly add value to their operations.
The crux of the hiring process lies in identifying candidates who not only possess the requisite skills but also align with the company’s culture and vision. For Mandi, this all hinges on putting together the right hiring funnel, which starts with the right ad that outlines the responsibilities of the role and highlights what makes the agency an attractive workplace.
An ineffective hiring funnel usually leads to:
Hiring a person that is well below the level you need.
Not knowing how to effectively train this person you hire.
Even if you do find someone who is the right fit for the job and your agency, they could end up failing without the right structure to learn how to operate your business.
The Importance of Compelling Job Ad to Attract the Right CandidatesTo create a well-structured hiring process start with a compelling job ad that clearly outlines the responsibilities for the role and resonates with potential candidates. A great ad emphasizes the company culture, growth opportunities, and the impact they can have within the organization.
A strong ad serves as the first filter, ensuring only those who are genuinely interested in the position apply. Add small ‘mousetraps’, like asking them to email you with a specific subject or with the CV attached, and watch as many of the candidates get themselves out of the race just by not following directions.
In terms of experience, Mandi recommends looking for people who not only have relevant operational experience but also possess the ability to adapt and grow within the role. This includes assessing their problem-solving skills, their capacity to manage teams, and their understanding of the agency's specific goals and challenges.
Additionally, Mandi recommends assigning candidates a detailed project plan. This exercise allows them to demonstrate their proficiency with project management software and their grasp of the complexities involved in juggling multiple tasks. By engaging candidates in practical assessments, agency owners can effectively distinguish between those who may be skilled at talking the talk but cannot walk the walk. This method of assessment is crucial for identifying genuine talent and reducing the risk of hiring individuals who may not deliver on their promises.
Finally, it’s normal to find a failure point during the hiring process. It doesn’t necessarily have to be a deal breaker but something that concerns you enough to be unsure about the hire. It could be that they’re too shy or a people-pleaser. If you encounter this type of risk, assess it and find out if it can be retrained.
Cultivating Self-Managing Employees from Day OneOnce the right candidates are onboarded, it is crucial to establish a structured training plan that reinforces their proactive engagement in their roles. Mandi advocates for empowering operations managers to create week-by-week plans that outline their responsibilities and milestones. This approach not only fosters accountability but also encourages managers to take ownership of their projects. Agency owners play a supportive role by regularly checking in on progress, asking questions, and providing assistance as needed.
Agency leaders need to shift from a traditional management style to a more empowering approach where they recognize their role is not to micromanage but to create an environment where team members can thrive independently. You want them to be self-managing. This perspective is crucial; when team members are given the autonomy to take ownership of their work, they become more engaged, motivated, and accountable. Empowering individuals to manage their own tasks not only alleviates the burden on leaders but also cultivates a culture of trust and collaboration.
Eventually, the implementation of key pieces, such as client health scoring, project management, and communication protocols serve as critical tools to exit the agency owner out of account management and operations management and ultimately have a right-hand employee who will be in charge of driving growth.
Key Traits of an Exceptional Ops ManagerWhen it comes to hiring the right Operations Manager you’ll need to be handing off control to someone with a keen eye for detail, who is assertive, and can question decisions.
Impeccable attention to detail and follow-through is not merely a desirable trait; it is essential for ensuring that tasks are completed accurately and efficiently and serves as the foundation for operational excellence.
Additionally, this person is different from the typical Visionary/ CEO. Essentially, they adopt a more structured and perhaps serious approach, which is perfectly acceptable since ops managers operate in a very different way than a CEO does. Just make sure there’s good chemistry with this person and that they are not only skilled but also proactive in seeking efficiencies and cost savings.
This mindset is crucial in an operations role, where the ability to identify and eliminate waste can significantly impact the bottom line. However, the focus should not solely be on minor cost savings; rather, it should be about understanding where the greatest impact can be made.
Delegating Results, Not ProcessesEntrepreneurs often fall into the trap of trying to dictate how tasks should be accomplished, which can stifle creativity and initiative. Instead, a true leader should clearly articulate their desired outcomes—such as improved profitability or streamlined operations—and empower their teams to devise the methods for achieving these goals. This shift in mindset allows team members to take ownership of their work, fostering a sense of responsibility and encouraging innovative problem-solving.
When your operations staff is empowered to take the lead in optimizing systems and processes, you’ll be able to redirect your energy toward strategic initiatives, such as sales and market expansion. This delegation not only enhances productivity but also maximizes the return on investment for your business.
First and foremost, effective leadership in operations starts with providing a clear strategic direction. CEOs must articulate the organization's vision and objectives to their operations leaders instead of merely assigning tasks and expecting results. This clarity allows operations leaders to align their efforts with the broader goals of the organization.
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.
The podcast currently has 872 episodes available.
3,446 Listeners
1,434 Listeners
228 Listeners
16,647 Listeners
743 Listeners
272 Listeners
1,925 Listeners
1,215 Listeners
240 Listeners
253 Listeners
4,041 Listeners
768 Listeners
2,576 Listeners
277 Listeners
350 Listeners