Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Looking for ways to generate more new agency business? Tired of watching your competition grow and want to set your agency apart from the pack? Now is the time to be a front runner with the cutting edge technology of chatbots. You can use chatbots to generate new business and as an add-on service for your clients. It's easier than you might think to build and use a chatbot. Chatbot technology helps you engage with your ideal prospects and keep the conversation going in order to convert them into a client.

In this episode, we'll cover:

• Why chatbots are better than other methods of prospecting.
• #1 mistake agencies make using chatbots.
• Should you add chatbot building as a service?
• 2 easy steps to get start using chatbots.

Today I talked with Andrew Warner, Founder and CEO of Mixergy, a development resource for entrepreneurs. He's also the founder of Bot Academy. Andrew built his first company to over $30 million in sales and sold it. He started Mixergy to help business owners, by interviewing successful entrepreneurs and learning how they built their businesses. After learning about chatbots and eventually becoming an angel investor, he immediately knew chatbots were going to change the way we do business. He shares the potential that comes from using chatbots to generate new agency business.

Why Chatbots Are Better Than Other Methods of Prospecting

Email isn't working like it used to. Inboxes are flooded and we are learning that people love instant messaging or chats instead. People like to engage with communication apps.

Chatbots are the ideal tool to educate, build trust, and nurture a relationship from prospect-stage to client-stage.

For example....

Think about your Contact Page. People can come to it and ask a question... they want to know if you can help them. Then they have to wait for a response and that is it. That's the end of it. With a chatbot, there is potential for further engagement. A potential customer can ask questions while the chatbot is also garnering information. After the chatbot interaction, your agency can also followup and engage. A relationship is formed and can be nurtured over time.

The change can be as simple as moving from a form, which is transactional in nature, to a chatbot that is more of a relationship-builder.

A chatbot allows businesses to connect with their customers. Right now very few agencies are using chatbots, and even fewer are offering chatbot building as a service. Your agency can get in on this early-on.

#1 Mistake Agencies Make Using Chatbots

Don't try to have your chatbot do too much!

While it can be exciting to jump out of the gate with new ideas, remember chatbots are still relatively new to the receiver and you don't want too overwhelm them.

You can test my 'bot here. You'll see I only use the it to qualify the prospect and determine who I'm talking to by asking 2-3 questions. Then a live person jumps in to keep the conversation going.

Should You Add Chatbot Building As A Service?

In addition to using chatbots to generate new agency business, you might consider adding it as a service. Chatbot building might be a service to consider for bringing value-added to your clients.

Andrew says a basic chatbot takes just minutes to make. He suggesting building one to present to your clients and let them play with it.

Start by approaching your agency clients who already do email marketing well and show them how their current content would work with a 'bot. Be sure to do it in person or via video conference, so you can get real-time reactions. Since chatbots are in the early stages, creating this add-on for clients might set your agency apart from the competition.

2 Easy Steps To Get Started Using Chatbots

1. Test out different chatbots.
   • You wouldn't start building a website without doing some research, so approach chatbot building the same way.
   • Check out the chatbot built specifically for this podcast, here.
2. Create a fake chatbot and go from there.
   • Visit botlist.co to find a list of software for chatbot building.
   • Play with different tools to see what works for your agency and it's chatbot purposes.

If you build your chatbot right, your agency will be able to know exactly where the audience is coming from.

Generate leads for your agency by checking out Builtwith, to find out who's using chatbots. Then use an email service, like Mailshake to send out mass emails (that don't actually look like mass emails) as well as follow-ups, to start a chatbot conversation.

Looking for a Payroll and HR Solution for your Agency?

Payroll and benefits are hard. Especially when you're a small business. Gusto is making payroll, benefits and HR easy for small businesses. You no longer have to be a big company to get great technology, great benefits and great service to take care of your team.

For a limited time, Gusto is offering a deal to Smart Agency Master Class listeners. Check out Gusto.com/agency for 3-months FREE once you run your first payroll with them.

When is the right time to bring on freelancers or contractors? How can you stop doing everything yourself so you can grow your agency? If you're overwhelmed at the thought of building your agency team and nervous about how to find the right people, check this out. Great freelancers are out there. You can find and onboard them easier than you think! Learn some suggestions and easy tips to make freelancers work for you, so you can build your team and grow your agency.

In today's episode, we'll cover:

• 2 reasons to bring on freelancers.
• How to find & onboard freelancers.
• #1 biggest mistake to avoid when using freelancers.
• Why it's time to pay attention to the gig economy.

Today I chatted with Nathan Hirsch, founder and CEO of Freeeup.com, an optimized freelance marketplace. Freeeup.com vets and trains all potential candidates, so you don't have to. After running a successful e-commerce business, Nathan quickly felt the frustration of trying to find and hire reliable freelancers. He realized the need for a better way to source freelance help and from there, Freeeup.com was born. On the show today, he shares his expertise on how to hire and onboard freelancers faster in order to ensure mutual success.

2 Reasons To Bring On Freelancers

It is very simple. If your agency work is taking up so much time that every other aspect of your life is suffering... it's probably time to outsource. Here's 2 reasons to look for freelancers:

1. Hire to get your hours back
   • Make a list. Figure out everything you are doing for your agency on a daily, weekly or monthly schedule.
   • Hand over the easiest stuff that doesn't have to be done by you.
2. Turn your weaknesses into strengths.
   • Have a yearly review for yourself and figure out what you are not very good at.
   • Hire a freelancer who is an expert at it. Bring on freelancers who bring something to the table, that you may be lacking.

If you haven't yet, it's time to become self aware of where your hours are spent, and where your skill set lies. You'll see more rapid agency growth when you get really clear on where you're at and where your agency is headed.

How To Find & Onboard Reliable Freelancers

Finding freelancers can be a crap shoot. There are dozens of different platforms out there.

Your agency can try out Nathan's company freeeup.com and receive a $50 credit to try it out.

Nathan recommends creating a living training document... whether it's a video with screen share or step-by-step Word doc. It just need to be something your agency's freelancers can sit within the beginning to learn and ask questions. Be clear on processes and procedures, as well as expectations.

Sure, paying a freelancer for training time will cost your agency some non-billable hours but there are major benefits:

• A training document takes less time away from you and your agency leadership team.
• Questions will be answered before they are asked or before issues arise.
• After training is complete, you can ask the freelancer questions and make sure they will be a good fit.
• Any follow-up, one-on-one training will be easier and quicker, since the freelancer has already read through the training document.

Nathan's training document has grown to over 80 pages, but your agency just needs to start out with a one to two page outline. Appoint someone responsible for updating the document, with input from people in other roles. This will also make adding or replacing people much easier because everything will be living in the document.

#1 Biggest Mistake to Avoid When Using Freelancers

The biggest mistake Nathan sees agencies make is not setting expectations.

Spend the time up-front going through the specifics. Don't assume a project will take a certain amount of time - confirm it. Make sure you're clear on a due date and time (especially when working across different time zones!)

Make sure everything is in writing, so there are no misunderstandings. Follow-up and follow-through is key. So for example, your agency does remote meetings via phone call, then make sure to follow-up with an email reiterating what was discussed as assigning responsibilities. Your agency and your freelancers need to be 100% on the same page.

Here's the other BIG MISTAKES to avoid when working with freelancers.

It's Time To Pay Attention To The Gig Economy

The gig economy is growing fast! Did your know that in the next ten years, it's expected that over 50% of the workforce will be remote? So it's definitely time to start figuring out how your agency can incorporate the remote workforce.

You can get started by checking out a special offer from Nathan and Freeeup.com. He's offering my listeners a $50 credit when they create an account. Why not check out what Freeeup.com has to offer? Check out: https://freeeup.com/jasonswenk/

Want to grow your agency to 8-figure revenue? Thinking of growing your team but worried about the overhead? Hoping for a moment of clarity, where it'll all come together? Then it's time to put your foot on the gas and push through. Acquiring quick agency growth is achievable when you're focused. Find out how one agency owner got to $1 million in under 6 months and 8-figures in under 5 years!

In this episode, we'll cover:

• A different agency structure.
• 2 attributes for quick agency growth.
• #1 thing to achieve constant agency growth.
• The 8-figure revenue a-ha moment.
• Overcoming the small agency hump.

Today I talked with Jake Baadsgaard, founder and CEO of Disruptive Advertising, an agency built on results-based relationships. Jake grew his agency to the $1 million mark, run-rate, in six months and was able to exceed 8-figure revenue in under five years. Today, Disruptive Advertising boasts over 100 employees and continues to grow. He shares some thoughts on agency growth, pivotal moments for his company and advice on how your agency can overcome that plateau and accelerate growth.

A Different Agency Structure

Jake's agency has an interesting structure. Disruptive separate out the account management from the execution. He brings in employee and continues the face-time with the client, to ensure the agency is moving in the right strategic direction for the client. He then provides a list of what needs to get done. This develops into the employee taking over the face-time and owning the relationship as well as the execution.

2 Attributes for Quick Agency Growth

Always be in a hurry. Jake always felt a need to be in a hurry and get things done. He attributes their quick agency growth to two things:

1. Cash
   • Having a physical software that he could sell, Jake started with no debt.
   • Keeping his monthly expenses low, he didn't have to worry about making money the first two years.
   • Having cash on the table allows your agency to focus on growing.
   • Cash on hand can shave 2-3 years off what typical agencies will go through to achieve growth.
2. Hustle
   • Network and get good at bringing in business and selling.
   • Build relationships to help build your agency and attract top talent.

#1 Thing To Achieve Constant Agency Growth

Don't give up ~ push through!

There are always bumps in the road. Jake thought about quitting all the time in the first couple of years, but he didn't. After successfully navigating some difficult relationships and figuring out the direction of the agency, he chose to push through.

There is no magic bullet. Don't quit today, quit tomorrow.

The 8-Figure Revenue "A-Ha Moment"?

There were different things that pointed Jake in the right direction, but his true "a-ha moment" came when he realized he was trying to make decisions before he needed to. This approach creates a lot of unnecessary pressure.

It comes down to this: What is your agency's end game? Do you ultimately want to sell your agency?

Once you establish this decision, then you can build something exciting to come to work on everyday. It's all about clarity, vision and communicating direction.

--> See related articles to sell your agency.

How To Overcome the Small Agency Hump

It can be scary to bring on more overhead, knowing that it will cut into revenue. If your agency has multiple partners, that brings the challenge of keeping everyone satisfied while still having room left to grow the financials.

Here's the thing. Sometimes you have to take a hit on your bottom line, by investing in sales and marketing, to feed the pipeline and encourage growth.

It's important to recognize when it's time to move past founder-based selling. To do that, carve out a percentage of revenue to invest in a sales team and marketing team. That's the best way to grow.

Always be building your agency pipeline... and, don't take your foot off the gas.

Don't forget the value that comes from collaboration with other agencies. Strategic partners can be lead to major growth.

Looking for a Payroll and HR Solution for your Agency?

Payroll and benefits are hard. Especially when you're a small business. Gusto is making payroll, benefits and HR easy for small businesses. You no longer have to be a big company to get great technology, great benefits and great service to take care of your team.

For a limited time, Gusto is offering a deal to Smart Agency Master Class listeners. Check out Gusto.com/agency for 3-months FREE once you run your first payroll with them.

Are you looking for better ways grow your agency? Tired of the status quo? Missing easy targets and low hanging fruit opportunities? Then take some lessons from an agency owner who's doubled revenue every year for five consecutive years and growing at a crazy fast rate!

In today's episode, we'll cover:

• Finding your agency's share of the market.
• What to expect in your agency's first year.
• 4 simple actions to grow your agency.
• 3 easy ways to maintain agency growth.

Today I chatted with Tony Delmercado, co-founder and CEO of Hawke Media. With only five years in business, Hawke Media has grown from a 5 person team to 100+ employees and has doubled it's revenue every year, looking to hit the $18 million mark this year. With that kind of success, I couldn't wait to pick Tony's brain on how he was able to start and maintain growth of his agency. From his start to present day, Tony walks us through some simple tips and strategies he found successful.

Finding Your Agency's Share of the Market

Tony says you need to find a hole in the market and respond to demand.

The catalyst for starting a company, whether you want to grow a brand or do marketing well, you need to either:

• Build a team in-house
  • Multitude of challenges
• Work with an agency
  • cost prohibitive - straight up expensive

Unfortunately there isn't a good intermediate option. So Tony and his business partner turned to qualified friends that checked off necessary boxes. As their clients wanted more things, they built their agency's internal competency and hired more people with the necessary talents and skill sets.

What To Expect Your Agency's First Year

Work, work, work...and more work. Lots of hours and hard work. In the beginning, your agency says "yes" to everything whether it's speaking engagements, meetings, committees, public appearances, anything and everything to get your agency name and brand out there.

Hawke Media, didn't take on investors or debt, they simply bootstrapped on the cash coming in. In that first year, because of this model, they were very judicious with their spending.

Tony says his personal mantra is three-fold:

1. Get shit done.
2. Learn quickly.
3. Be cool.

He and his partner hustled hard that first year, living this mantra every single day. That's why it was easy to realize these needed to be their agency's core values. Since then, they have hired their team around these values.

Your agency NEEDS to nail down and define core values and build a company culture.

One of the best things about being an entrepreneur, is that you get to pick who you want to work with. Your agency needs to make sure that it picks well, that it gets the right people, good people, to keep a good cultural vibe.

As an agency owner, Tony says, "it will never all be done". Your agency to-do list will always and continuously grow. Stop worrying about checking off the last box, instead start prioritizing and allocate time to the important stuff.

Your agency, but also you, will need to learn how to say "no" to those things that aren't necessary or can be better managed by a team member. Get rid of time-sucks, like recurring meetings that aren't necessary.

4 Simple Actions To Grow Your Agency

Growth might not be easy, but it can be made simpler when you model after someone who's doing it the right way....

1. Use a CRM and some form of follow-up or reminder.
   • You don't have to use an expensive service
   • There are cheap options out there.
2. Create some basic email automation
   • Have a form to capture information.
   • Develop a system to drop prospects into funnels for your agency.
3. Use Google retargeting or GDN
   • Don't underestimate the abilities of this service.
   • This is still a powerful tool when done correctly.
4. Pick up the phone.
   • A call back or follow-up phone call, keeps lines of communication open.
   • Build solid personal relationships while your competition is automating everything.

PRO TIP: Don't forget about the low-hanging fruit. These are old or stale leads right at your fingertips. Create a system for routinely checking those out, too!

3 Easy Ways To Maintain Agency Growth

1. Don't become complacent.
2. Always look to do better and to improve.
3. Be aggressive in marketing your agency.

Looking for a Payroll and HR Solution for your Agency?

Payroll and benefits are hard. Especially when you're a small business. Gusto is making payroll, benefits and HR easy for small businesses. You no longer have to be a big company to get great technology, great benefits and great service to take care of your team.

For a limited time, Gusto is offering a deal to Smart Agency Master Class listeners. Check out Gusto.com/agency for 3-months FREE once you run your first payroll with them.

Are you looking to get your agency revenue to the $1 million mark? Already at $1 million and struggle to get beyond it? What got you where you are now, isn't what's going to get your agency to the next level. Have you lost focus or just don't know where to look? Then it's time your agency explored the power of content and started making investments into it's future.

In this episode, we'll cover:

• Growing your agency from the first million to the next million.
• One growth strategy often forgotten.
• 5 simple tips to help scale your agency.
• #1 Technology your agency should be using.
• How to find your agency's focus.
• Know yourself and build a solid team.

Today I got to talk to John Hall, CEO and co-founder of the content marketing agency, Influence & Co. He's also a keynote speaker and author of the best-selling business book, Top of Mind. Considered a content marketing guru, John shares with us tips and tricks he has learned along the way, as he grew his company from just 2 people in 2007 up to 130 employees in 2018. Implementing John's strategies will help scale your agency and position you as a thought leader and influencer in your agency's niche.

Growing Your Agency from the First Million to the Next Million

The biggest challenge your agency will face when scaling is taking on clients and employees you shouldn't.

To avoid this classic pitfall, use these two tips in your agency process:

1. Take time to hire the right person. Having the right people in the right seats will make all the difference.
2. Really look at potential clients and ask "why?". Make sure you are only taking on the right clients for the right reasons.

Having processes in place is important when scaling.

One Growth Strategy Often Forgotten

Simply put -- CONTENT

Content is more than a lead generator or marketing vehicle, content is the core of the company. Content allows your agency to share it's culture, industry trends, leadership, vision, and more.

Your agency wants to generate content in "themes" to outline the environment and to attract people, whether it's employees or clients. You can't just say the words in an interview or pitch, you need to be continually communicating it as a company. This allows potential clients or employees to see what your agency is all about and makes them want to work with you.

Define your agency's core values and live them out.

5 Simple Tips To Help Scale Your Agency

1. Amplify your agency's services on your website with an excellent user experience.
2. Make an investment in what your agency does.
3. Utilize technology that can help your agency scale by saving you time.
4. Create efficient practice that will lead to higher margins.
5. Leverage content across the company by multi-purposing it.

Differentiation can be hard, but it is important. Don't be like the competition - stand apart from them!

#1 Technology Your Agency Should Be Using

Technology needs depend on the agency, but to have the absolute best tech for your agency's needs, you need to create it. Creating your own technology allows customization towards your agency's needs. If there is a problem you're experiencing, and you can create a tech tool as the solution, that's the ultimate benefit.

How To Find Your Agency's Focus

Where is the biggest opportunity for your agency?

It's not about what is most exciting, it's about what is going to drive longterm success. What are the things that your agency can say no to and what are those things that your agency needs to say yes to?

Owners typically jump quickly and this can lead to a loss of respect from your team, as well as opportunity costs. Don't put your agency in a position where it is no longer doing productive work, because you're too busy "chasing butterflies."

Know Yourself And Build A Solid Team

Who you get into business with and how you treat the people around you is key! Your agency needs trust at the core. John and his two partners are in sync with another and he attributes it to total transparency. Although I usually say: "you either know the bad partner or you are the bad partner," I've seen some really successful agency partnerships too. However, having an out clause and operating agreement in place can keep things from getting messy if someone wants out.

And most importantly, your personal brand is important. You are a vehicle to create opportunities for your agency and you need to invest in it and in yourself.

Looking for a Payroll and HR Solution for your Agency?

Payroll and benefits are hard. Especially when you're a small business. Gusto is making payroll, benefits and HR easy for small businesses. You no longer have to be a big company to get great technology, great benefits and great service to take care of your team.

For a limited time, Gusto is offering a deal to Smart Agency Master Class listeners. Check out Gusto.com/agency for 3-months FREE once you run your first payroll with them.

Thinking of vlogging but doesn't know where to start? Don't think you're any good on camera? Afraid you don't have the right equipment? With these simple tips and tricks you'll be able to get started right away. You will become an authority in the marketplace and build trust with your ideal clients so you can win more new agency business.

In this episode, we'll cover:

• #1 reason your agency should be vlogging.
• More benefits of vlogging.
• Why video views and subscriber numbers don't matter.
• How to get started and what equipment you need.

Today I got to talk with Cody Wanner, daily vlogger and co-founder of the video production company CAP Collective. After watching and being inspired by another vlogger, Cody thought about creating his own daily video series. Over a year of thinking about it, he finally decided to just do it and it's been a major game-changer for his video agency. With Cody's simple tips and easy style, he shares how your agency can start vlogging immediately.

#1 Reason Your Agency Should Be Vlogging

It Builds Trust!

Just getting a face in front of people, in front of possible clients and talking to them is building trust. Consistent face time will build trust between your agency and your audience and trust is everything. People buy from people they trust. And, with that trust comes authority.

Trust + authority = more new agency business

More Benefits Of Vlogging

Sharing content via a vlog will help position your agency as an expert in the marketplace. Your audience will look to your agency for answers. There's a serious ROI when you vlog on a consistent basis.

For Cody, his vlog has also become a constant follow-up tool to help keep his agency top of mind. His consistent (daily) video content serves as a reminder to his prospects, and works SO MUCH BETTER than a "checking in" phone call.

Why Video Views And Subscriber Numbers Don't Matter

Cody has a cool movement he's pushing right now, which he's calling No Small Creator #nosmallcreator... he says there is no such thing as a small creator or small subscriber.

He believes anyone who's creating content is a big deal. There's no such thing as insignificant content because you never know who is going to be inspired by something you say or create... your content could be influencing the next Oprah. You never know who your viewers are, who they're sharing with or who they're affecting on a daily basis. Influence them to be great and let the domino affect happen.

How To Get Started and What Equipment You Need

Your agency needs to commit to uploading content every day - even if it's not great. Even if it's downright bad. Once you commit to that, you can trust the process and yourself.

Once you start vlogging, it is in your entrepreneurial nature to make things better. If your agency just starts uploading content, the process will take you to reviewing, analyzing and improving on it because that is what you do.

Perfection is the enemy of good. Your agency's vlogging is probably not going to be perfect at first but upload it anyway. As my friend Ian Garlic says,

What Type Of Equipment Your Agency Needs To Start Vlogging

Check your pocket.

The best equipment is the equipment you already have... meaning, don't let equipment be an excuse that keeps you from vlogging!

If all the video equipment you have is a smart phone - use it. Vlogging on a smart phone can be just as successful as with expensive equipment. As you get more experience and more comfortable you may want to buy other equipment, but it's not a necessity.

And if you really want to know more about equipment, here's a video about what I use now. Just note - I started by using my iPhone and iPad! :)

Vlogging is not about the technical quality of the footage, it's about the story you tell. The way you document growth or change and how your agency is helping others. You can check out my evolution as a vlogger... and seriously, it was pretty rough when I first started. This was my first vlog episode and it's pretty terrible!

Cody and I agree; just start by documenting what your agency is doing and get it out there. Find a main focus and go do it. And be sure to make it your own - modeling other vloggers is ok as long as your end product is genuine to who you are.

Looking for a Payroll and HR Solution for your Agency?

Payroll and benefits are hard. Especially when you're a small business. Gusto is making payroll, benefits and HR easy for small businesses. You no longer have to be a big company to get great technology, great benefits and great service to take care of your team.

For a limited time, Gusto is offering a deal to Smart Agency Master Class listeners. Check out Gusto.com/agency for 3-months FREE once you run your first payroll with them.

Are you great at creating but seem to fail with execution? Do you have a hard time delegating tasks and get lost in the day-to-day of working in your agency instead of on it? Then it's time your agency makes a marketing plan for your agency! When you get your team on board and delegate to a lead in charge of the execution, you are freed up to create the longterm vision. Learn how to step away from being the Agency Owner and become the Agency CEO.

In this episode, we'll cover:

• Simple lessons to grow and scale a business.
• 3 easy mindset shifts to grow your agency.
• How to stay consistent and treat your agency like a client.
• 3 buckets to have in your agency's marketing plan.
• The importance of implementing your agency's core values.

Today I got to chat with Derek Champagne, founder and CEO of the full-service marketing agency, The Artist Evolution and author of Don't Buy A Duck: Stop Wasting Money & Only Do Marketing That Works!. With a mantra of "without fail," a vision and some failures in his pocket, Derek built his current agency to a 30+ employee business. Today he shares with us the importance of having a vision and marketing plan for your agency. In order to grow and scale you need to make sure you're treating your agency with the same consistency and level of attention you give your clients.

Simple Lessons to Grow & Scale a Business

Derek says some of his failures have taught him some great (yet, simple) lessons about business growth and scaling. These are key to transitioning from Agency Owner to Agency CEO:

1. You need to have the right people around you to grow effectively and get the advice you need.
2. You don't need to hold your cards so close. Collaborating with other agencies can bring great success.
3. You need to have a longterm focus and vision for your agency.

3 Easy Mindset Shifts To Grow Your Agency

1. Have a vision and set goals to achieve it. Don't get lost in the weeds of the day-to-day grind.
2. Let your agency team understand your clear vision:
   • How can a team get behind you if they don't know the plan or where the agency is going?
   • Communicate your agency marketing plan and vision.
   • Empower your agency employees to make decisions that help achieve your vision.
3. Know what you're good at and where/when you need to delegate.
   • Get out of your own way and don't be the smartest person in the room.

How To Stay Consistent & Treat Your Agency Like a Client

Much like your clients, your agency's growth is also dependent upon having a marketing plan. If you haven't niched down yet, it's time to do that. Know who you are, who you target and what you're best at - then go after it.

If your marketing isn't going according to plan... maybe you don't really have a "plan" after all?!

Having a marketing plan is crucial. Map it out. Not just you, bring in your agency team. Whiteboard it out. Hold a strategy session and answer "what does our marketing plan look like and why." The "why" is important - your team needs to know and understand why you're doing what you're doing. Don't just do it because you think you should, knowing the why makes it much more effective.

3 Buckets To Have In Your Agency's Marketing Plan

A marketing plan isn't just for clients.... it is critical to have an agency marketing plan, too.

1. Customer Acquisition
   • How is your agency gaining new clients?
   • How are marketing dollars spent?
2. Client Retention
   • What is your agency doing to retain existing customers?
   • What are you doing to cross-pollinate services and build partnerships?
3. Agency Reputation
   • What is your agency doing to stay top of mind and tip of tongue?
   • How are you present and interacting with those in your community and client base?

Also... assign, don't assume! Along with a marketing plan your agency needs to also know who is doing what. Be sure that every marketing plan has a point person who is responsible for the execution and results.

Being able to present a solid marketing plan to your agency clients will help build trust.

Creativity and strategy are great, however they sit on the cutting room floor if you don't have implementation and execution figured out!

Implementing Your Core Values

Go back and take a look at your agency's core values. Are you implementing them consistently?

If you're doing core values right, you should be able to focus on building the team, holding the vision and gaining resources towards that vision. When you make this things a priority for your agency, then the client-side will come together. Your focus should be on finding and keeping a solid team. You can always get more clients, but it will cost you more to rebuild a quality team.

Ready to Discover the Best Agency Strategies Working Today? [Invitation-Only Group for Digital Agency Owners]

Most agency owners struggle to scale. We've developed a process that will guide you through the journey of implementing the right systems so you can scale your agency — instead of feeling overwhelmed by it.

We do this by bringing together agency thought leaders to share strategies, offer advice, and reveal what's working (and what's not working) in their agency. The truth is, whatever you want to accomplish in life, nothing will help you go further, faster than getting the right adviser in the context of motivated peers. If you want to GROW fast and smart, here's how Agency University™ Mastermind will HELP. Request your personal invite here.

It's tough making decisions as an agency owner! From your first hire to knowing when it's time to sell. Here's advice from an 11-year agency owner veteran on some of the key attributes to look for in your agency's first hire as well as some simple considerations to help you know if it's time to sell your agency.

In this episode, we'll cover:

• The #1 thing to look for in a first hire.
• Is it time to sell your agency?

Today I chatted up Kathleen Booth, VP of Marketing at Impact, a resource for inbound marketers, and host of the Inbound Success podcast. After growing her own digital marketing agency for 11 years, from startup to a HubSpot platinum level partner, Kathleen read the signs that it was time to move on and sold her agency in a merger. She shares with us how she made big agency leadership decisions, from her first hire to selling the agency.

The #1 Thing To Look For In a First Hire

A burning, insatiable desire to learn and figure things out! The digital marketing landscape is ever-evolving and your agency needs people who will evolve with it.

Your agency wants people with a good marketing presence. Remember, this could be a person with any number of marketing-type backgrounds, so don't limit your interview process by job title.

Kathleen suggests hiring someone who can take tasks off your plate. (In most cases, I advise hiring a Project Manager - here's why.) As an owner, you need to be able to focus on strategy and building your agency, not on tedious tasks that could be handed off. Be sure your candidate can manage a client, so you don't have to. It's time for you to step away from managing agency clients and details.

Clients value that to which they don't have easy access. Meaning, if you're accessible all the time, clients won't value your time and they won't pay as much for it. Keep your interactions consistent, but spread out.

Time To Consider Selling Your Digital Agency?

Are you still having fun? You need to love what you're doing. Kathleen was having fun for the first 10 years, but the 11th year was draining.

Is your agency scalable to the level you want to be? In Kathleen's case her agency's growth was tied to being an early Hubspot partner. But as their program grew her agency's lead generation suffered.

If you answer "no" to either of these questions it might be time to consider selling.

Kathleen was faced with either pushing ahead, doubling down to grow and scale OR selling her agency and moving on.

If you're thinking of selling, use your network and start putting out feelers. It was easier for Kathleen to make her decision, because she found an interested party.

Be self aware. Don't let money and ego get in the way of making the right decisions for you and your agency. The best entrepreneurs know when it's time to walk away and can do so fast.

Ready to Discover the Best Agency Strategies Working Today?

[Invitation-Only Group for Digital Agency Owners]

Most agency owners struggle to scale. We've developed a process that will guide you through the journey of implementing the right systems so you can scale your agency — instead of feeling overwhelmed by it.

We do this by bringing together agency thought leaders to share strategies, offer advice, and reveal what's working (and what's not working) in their agency. The truth is, whatever you want to accomplish in life, nothing will help you go further, faster than getting the right advisor in the context of motivated peers. If you want to GROW fast and smart, here's how Agency University™ Mastermind will HELP. Request your personal invite here.

Thinking about doing a podcast, but don't know where to start? Overwhelmed by the prep work like booking guests and developing questions? Here's some insight, helpful tips and actionable strategies to have your agency stay top-of-mind and build relationships.

In this episode, we'll cover:

• Why your agency needs to start a podcast.
• How to get over the first hurdle.
• 2 easy steps to secure great podcast guests.
• #1 tip to develop strong podcast questions.
• Tips and tools to build relationships after the episode airs.

Today I talked with social dynamics expert, Jordan Harbinger. As host of the podcast, The Jordan Harbinger Show and contributor to the website Advanced Human Dynamics, Jordan uses his great questioning skills to delve into strategies, techniques and habits of some of the most successful people on the planet. He's had the opportunity to interview huge guests like Larry King, a CIA agency, a military General, even Shaquille O'Neal! Jordan understands the influence of podcasting and shares some great nuggets of knowledge on how to start and maintain a successful podcast to keep your agency top of mind.

Why Your Agency Needs A Podcast

A podcast is a great way because:

1. It is an outreach tool to create relationships.
2. Your ideal audience is searching for your content.

Check out this related interview with Pat Flynn on Starting a Podcast

How To Get Over The First Hurdle

The #1 objection to starting a podcast is usually that people hate the sound of their own voice. Jordan says there is a simple way to get past this -- edit your own show.

Having to listen to your own agency show over and over will provide you with some great insight on things to work on:

• What filler words are being used too much (such as "like" or "ummm").
• How to be dynamic in your tone and inflection.
• How to use a microphone and test/track sound quality.

Once these are corrected, listening to your own voice won't be so bad.

2 Easy Steps To Secure Great Podcast Guests

To get great guests you need to simply:

1. ASK!
2. Be persistent.

People are more accessible than you might think. Just be brave and reach out because you'll never know if you don't ask :)

Utilize and create network connections that your agency can leverage to bring on podcast guests.

Make a list of who you want. Create a system to reach out, and be sure you doesn't just focus on one guest at a time. Reach out to multiple potential guests and follow-up consistently until you get a yes.

#1 Tip To Develop Strong Podcast Questions

Be well prepared! Out-prepare everyone else.

Do the research on the guest, read their book, watch their videos, listen to their podcast... learn about them before the podcast.

Keep the questions insightful and don't focus on being super witty or clever.

Your goal for a successful interview should be that you run out of time, not material. Set up the questioning to last double the amount of time as the actual podcast. This will allow for editing to really hone in on the most valuable nuggets of information and get rid of all the "fluff" that is not of vital interest to your listeners.

Tips And Tools To Build Relationships After the Episode Airs

Follow-up, reach out, stay in touch. Just because someone was a guest, doesn't automatically make them a solid contact. Make an effort to continue communication to build the relationship. Jordan's website Advanced Human Dynamics offers a free mini-course on things like:

• How to keep in touch
• reengaging contacts
• reach-out text drills and exercises

These tips require very little investment of your time, but can drastically impact your relationships with guests, sponsors, and potential clients. It is worth the time! Visit the website here and click on Level 1.

There are also 2 great tools for your agency to use:

1. Boomerang
   • A useful tool that works with Gmail and allows you to control when emails are sent and received as well as schedule reminders.
2. Contactually
   • A CRM program that can organize and prioritize contacts and communication with them. Set reminders and store information so remember to touch base with potential guests, pasts guests, etc. at a predetermined increment of time (30 days, 45 days, etc.)

Ready to Discover the Best Agency Strategies Working Today?

Most agency owners struggle to scale. We've developed a process that will guide you through the journey of implementing the right systems so you can scale your agency — instead of feeling overwhelmed by it.

We do this by bringing together agency thought leaders to share strategies, offer advice, and reveal what's working (and what's not working) in their agency. The truth is, whatever you want to accomplish in life, nothing will help you go further, faster than getting the right advisor in the context of motivated peers. If you want to GROW fast and smart, here's how Agency University™ Mastermind will HELP. Request your personal invite here...

Wondering how to adapt to all the Facebook changes? Upset your Facebook ads aren't getting the ROI you expect? Wondering if Facebook is a dying platform for lead generation? Facebook is evolving with the demands of it's users and we know Facebook isn't going away anytime soon. Learn from an expert on the best way to position your Facebook ads as well as utilizing Facebook live and videos to build relationships.

In this episode, we'll cover:

• Is Facebook a dying platform for lead gen?
• How to use Facebook ads to generate leads.
• 3 strategies for using video on Facebook.

Today I chatted with Curt Maly, CBDO at Black Box Social Media, speaker and primary voice of Social Media Ad Genius. With over 8 years experience working with Facebook Ads, Curt shares some insight on the current Facebook landscape and how your agency can adapt. With the focus being on building relationships, Curt shares some tips on Facebook Live and videos that will help your agency achieve a like, know and trust factor that is so important for building a sales pipeline.

Is Facebook a Dying Platform for Lead Gen?

The current news media surrounding Europe's GDPR has definitely scared some from using Facebook, but this won't necessarily last.

Curt says Facebook ads definitely aren't for every industry. You and/or your clients might perform better on another platform. For example, Instagram is showing success as it emerges as a more popular platform. However since it's photo-centric you need to make sure you're smart about relevant content to build your agency brand on Instagram.

If we look at the history of Facebook it can help see where the future is going. It's similar to the early years of Google Adwords, when they weren't focusing on customer service. Facebook has struggled with privacy issues as well as customer service. (Like, how hard is it to get a Facebook contact on the phone?!) But Facebook is stepping up their game by working with agencies and focusing on customer support. So, they're coming around... and Facebook is far from "dying" :)

How To Use Facebook Ads to Generate Leads

Your agency needs to build a human relationship and that's going to cost more in ad dollars. It is time to focus on content vs. relevance.

Facebook is currently the largest publishing platform. And, if your agency want to use the largest publishing platform to generate leads, then you need to publish really good content and follow-up accordingly!

A current Facebook analysis says that clicks and/or click-thru rates don't necessarily mean someone is going to increase brand awareness or intent to purchase. This goes against the common ideology, so the industry needs an ideology change. We need to adapt to change, social media platforms are still a bit of the wild wild west.

Facebook is ever changing their algorithms. Right now Facebook is looking at the engagement on business profile pages and their posts. Facebook is dinging business for "click bait" if people are clicking your link to a landing page and then come right back to Facebook. This is why using Facebook for organic reach with direct response won't work if your agency isn't playing in the game of Facebook. A successful business plan includes engaging posts and relationship building, not just running ads. You won't have scalable traffic or a predictable pipeline if you're just focusing on ROI and not the personal relationships.

3 Strategies for Your Agency's Videos on Facebook

Video allows a viewer to relate to you, get to know you and build a rapport with you. This is a much better business building strategy than a "good hook" in your ad copy.

When looking to create a video, Curt says he likes to think of structure of infomercials. That's right, infomercials. Infomercials last the test of time and follow a basic formula: every 3-5 minutes, there is a call-to-action. Many of us only give a CTA at the end of the video. But for those who don't want all the way through, they miss out on the their next steps.

There are three types of videos your agency can use:

1. Short one minute video. Use this video to address a cold audience.
   • Generally, this video is to build awareness.
   • Provide 2-3 bullet points and then a call-to-action.
   • Hint: Instagram can support a 1-minute video too, so why not multipurpose?
2. Facebook Live. Use this type of video to help people get to know you and your agency brand.
   • Facebook Live videos can help grow engagement to score points with Facebook.
   • As much as 80-90% of views are from Facebook live replays.
   • Apply infomercial structure and split your video into 4 equal parts with a CTA after each part.
   • In the first 30 seconds give them: what you're going to cover or why they should watch and a CTA or where to find out more info.
3. Long, 10-15 minute videos. Use these videos to provide great value to the existing followers. as well as to announce or promote something new.
   • Apply infomercial structure and split your video into 4 equal parts with a CTA after each part.
   • You can have more than one CTA and take them multiple places, such as a landing page, an early bird list, or even point them to "like" and "follow" you on Facebook.

Ready to Discover the Best Agency Strategies Working Today?

Most agency owners struggle to scale. We've developed a process that will guide you through the journey of implementing the right systems so you can scale your agency — instead of feeling overwhelmed by it.

We do this by bringing together agency thought leaders to share strategies, offer advice, and reveal what's working (and what's not working) in their agency. The truth is, whatever you want to accomplish in life, nothing will help you go further, faster than getting the right advisor in the context of motivated peers. If you want to GROW fast and smart, here's how Agency University™ Mastermind will HELP.