Mon, 20 April 2020
Have you found your agency in a place where all you do is execute? Are you looking to change the way you do things and provide more value to your clients? With so many agencies out there, almost anyone can execute. When you put your agency in a position where clients come to you to create a strategy, you're more likely to see more stable growth.
In today's episode, we'll cover:
Today, I sat down with Kevin Kelly, president and founder of Big Buzz Marketing Group, a full-service, integrative digital agency based out of New York City. Kevin comes to us with a ton of marketing experience (his agency started before Google). Today he talks about how you can position your agency so clients come to you to create their strategy and when it's okay to be a full-service agency.
How to Go From Just Execution to Paid Strategy
When it comes to digital agencies, there are a million and one agencies perfectly good at doing what their clients ask. Work on my SEO — sure, no problem. Create a website — done. But when you simply execute, clients view you as a commodity. When it comes to separating yourself from the pack and putting your agency in a position to grow, it's a good idea to be able to offer clients a service that makes your agency different.
What does this mean? It means looking at why your clients want something, rather than just doing. The ultimate goal is to have clients come to you with a problem you can solve, rather than a project you can do. So how do you make this transition?
2 Ways to Choose the Right Client to Work With
Some clients aren't looking for a strategist. And some clients don't know they are looking for a strategist. So how do you find the clients that will help you grow in this new role?
Why You Don't Always Have to Declare a Niche
This one may come as a bit of a surprise. You've heard me say so many times, you must declare a niche. But Kevin has found tremendous success as a full-service agency. So what's the secret to his success? It's all about choosing the right clients. If you're a smaller agency, you're not going to be able to compete with the larger agencies who do everything for anyone. So it doesn't make sense to copy their strategies. Know who your target is and what you can provide to them.
Big Buzz works with national and regional companies that have between $2 million and $10 million in revenue. They don't take on just any client. They only work with clients they can guarantee success. While it's usually a good idea to pick your niche, if you know your target and implement steps to choose the right clients, you just might be able to pull it off.
If you're running an agency, you should always be looking for opportunities to provide value that is unique to your agency. At the end of the day, it's going to be your point of view that sets you apart. When you can get to a point where clients come to you with problems, rather than a checklist, then you're in a position where your clients are more likely to see the value in your services.
Want to Help Your Team Be More Efficient and Scale Agency Faster?
If you want to help your team work smarter and scale your agency faster you need to check out the artificial intelligence software created by our friends at Morphio. It instantly alerts your team about digital marketing errors before they become problems, saving a huge amount of time. Their AI manages and analyzes data, so you can focus on growing your agency.
For a limited time, Morphio is offering Smart Agency podcast listeners a special deal to get you started. Sign up at Morphio.ai/Swenk and get 50 accounts for only $39 per month. That's a savings of over $500/month.
Direct download: How_Your_Agency_Can_Move_from_Execution_to_Paid_Strategy.mp3
Category:general -- posted at: 5:00am EDT