Smart Agency Podcast: The #1 Digital Agency Podcast for Social Media, SEO, PPC & Creative Agencies

We have all gotten them. The bad cold email that makes you feel better about yourself :)

Here's a fun interview I did with a buddy of mine from Proposify about the WORST and the BEST email he has ever received when it comes to lead generation.

In this episode, we’ll cover:

  • Mistakes to avoid making in your cold sales emails.
  • How to write an amazing cold email.
  • 4 Tips to crafting an effective cold email.

Today’s guest is Kyle Racki co-founder of Provposify, a SaaS product for helping agencies streamline proposal writing, get approvals faster and close deals quickly. He tells us how to improve the effectiveness of cold emails in order to keep the conversation alive.

Mistakes to Avoid in Cold Sales Emails

We’ve all been on the receiving end of some pretty terrible sales emails, right? Whether in your inbox, LinkedIn mail, or similar space they tend put us off. Here’s one from Julie, which Kyle shared as a typical bad sales example…

This is one of the WORST cold emails because:

  • It’s too vague. The email says they were referred by a digital agency but doesn’t mention which one. It says it’s from a tech company but doesn’t mention which one. It also says doing business together could “...create a significant revenue stream…” but what’s the measure of “significant”? This email contains too much generic information with no regard to the intended recipient.
  • It’s irrelevant. Kyle received this email and he runs a SaaS company for agencies, yet the email mentions the company’s positioning with attorneys and schools. This information is immaterial and has no bearing on the sales decision.
  • It’s too presumptuous. The closing in this email assumes the recipient has learned enough and is interested in a phone call. It’s a giant leap to go from introduction to a phone meeting in one email. The purpose of a cold email is to see if there’s a fit, not close a deal. Making assumptions like that can be a real turn off.

How to Write an Amazing Cold Email

Here’s another example Kyle shared in comparison. This one has all the attributes of a great cold sales email….

This is one of the BEST cold emails because:

  • It’s direct. There’s no guesswork - you know exactly who sent the email and what they want you to do. The next steps are clear and there’s a specific call-to-action. (It’s the opposite of vague!)
  • It’s personalized. The sender did their research and . The email is not only targeted but Notice the thumbnail of the video? That’s Proposify’s site embedded into the customized video.
  • It’s short and to the point. Just four sentences is all FullStory needed. This email says in just 30 words what the other one takes 102 words to say.

4 Tips to Crafting an Effective Cold Emails

  1. Know who you’re targeting. Be narrow and specific instead of broad and generic. You’ll get more traction by sending custom emails to 10 solid leads rather than form letters to 100 cold leads.

  2. Do your homework to pull data and research on your target. You can use tools such as Rapportive to determine a business’ size, revenue, etc. and then import it into your CRM.

  3. Create an intriguing email or lead magnet provides unique or innovative information. What clients really want is for you to bring something new to the table. So, create a custom report or branded email. (Hint: you can use Proposify templates to do this!

  4. Use your CRM to monitor your leads’ engagement with your email. Then circle back to follow-up based on their level of interest and/or to handle objections.

Need Guidance and Support to Grow Your Agency Faster?

Most agency owners struggle to scale. We’ve developed an amazing mastermind to 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 successful agency 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, Digital Agency Elite mastermind will help.

How Can I Help You Grow Your Digital Agency?

If you have more questions about how you can improve your agency, I have covered topics including how to start an agency from scratch to reasons you should sell your agency.

Have other topics you want advice on? Check out all my tips, tricks, and everything you need to know in my blogs. I have covered a wide variety of topics as well as answered your questions in more from my AskSwenk series.

Are videos more your thing?  You can check out my Ask Swenk series and more of my videos on my YouTube channel for advice from myself and other agency experts.

Direct download: The_Best_and_Worst_Cold_Email_For_Generating_Leads.mp3
Category:#PODCAST -- posted at: 5:00am MDT

Are you worried that defining a niche will limit your agency’s potential? Don’t be. Check out one agency’s story about how they grew past 7 figures in a very specific horizontal and vertical niche. Think: if you got paid on performance alone, what’s the ONE THING you do best to get you paid the most?

In this episode, we’ll cover:

  • Why your agency needs a vertical or horizontal niche, or both.
  • When and how to expand your niche.
  • How to get bigger clients and retainers.

 

Today’s guest is Chris Dreyer, founder of Rankings.io (formerly Attorney Rankings). He’s a client of mine who did a private, full day workshop with me. We were able to supercharge his agency business and since then he’s had amazing growth! Agency leads have increased to 50-60 per day and they broke the 7-figure mark! Chris shares some of the strategies that helped his agency grow easier and faster.

Why Choose a Vertical and Horizontal Niche?

Chris is a school teacher by trade and was doing some SEO on the side. After a couple years of side jobs helping small businesses with SEO he quit teaching. He says it was an easy decision to choose a specific vertical niche because he knew he already had success stories, would build authority quicker, and stand out from the competition. To Chris, it seemed like an easy and logical decision.

Focusing on a horizontal was a more difficult decision. Chris says they are awesome at SEO and their happy clients would requests other services, like social media, PPC, email marketing, etc. He says they were “OK” at these types of projects and were profitable. However they made the difficult decision to focus only on their core service of SEO - and it paid off! Zeroing in on a horizontal makes you super searchable, and your ideal clients can find you right when they need you.

[clickToTweet tweet="When you make the decision to be the best at one thing, other decisions become easier to make." quote="When you make the decision to be the best at one thing, other decisions become easier to make."]

When and How to Expand Your Agency’s Niche

It was their goal to provide the best SEO for law practices - staying true to the goal was key. It wasn’t easy though. Naturally, law firms have relationships with a lot of medical providers. So, Chris’s agency’s satisfied law clients would often refer physicians to them. As tempting as it was, he often turned down those projects because he was so committed to the original goal in his vertical niche.

In fact, it wasn’t until just recently that Chris’s agency, formerly AttorneyRankings.io, rebranded to Rankings.io in order to draw a broader client base. The rebrand comes after 3.5 years of establishing their vertical niche. They’ve found a lot of their strategies easily transferred from legal to medical practices. However, 90% of their business still comes from attorneys.

How to Get Bigger Clients and Retainers

Not to pat myself on the back… but I’m gonna :) Chris said he attributes a lot of their success to implementing my Foot in the Door strategy. That’s when they saw conversion rates explode! Once they started offering a $995 SEO audit, it became so much easier for clients to commit to bigger projects.

The Foot in the Door allows Rankings.io to showcase their knowledge and educate their clients based on research and fact. It also allows the agency to qualify their prospects by working on a smaller project before signing on for a higher value, long term project. It serves as a vetting process and helps avoid potential headaches. (Translation: weed out the bad prospects before they become bad clients!)

From One Agency Owner to Another

Chris is a big fan of educating yourself and always trying to improve. His best advice to any agency owner no matter what stage they’re in, is to take action. Learning means nothing if you don’t put it into action.

Need Guidance and Support to Grow Your Agency Faster?

Most agency owners struggle to scale. We’ve developed an amazing mastermind to 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 successful agency 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, Digital Agency Elite mastermind will help.

How Can You Improve Further?

Do you still have more questions to improve your business? I can help.

It doesn’t matter if you have been an agency owner for a while now or have just taken the leap and started a new agency, I have covered topics from the struggles you may face within your agency to leveraging YouTube in your marketing for your agency marketing strategy.

Learn more about me or you can check out all my tips, tricks, and everything you need to know in my blogs. I have covered a wide variety of topics as well as answering your questions and more from my Ask Swenk series.

Are videos more your thing?  Don’t worry! You can check out my Ask Swenk series and more of my videos on my YouTube channel for advice from myself and other agency experts.

Direct download: Smart_Agency_Master_Class_Podcast_-_Chris_Dreyer.mp3
Category:#PODCAST -- posted at: 5:00am MDT

Growing your agency means hiring great people to help you get there. And hiring top talent shouldn’t be limited by geographic boundaries. On today's show, one agency owner tells us why his agency's increased productivity and sales are the result of having a remote team.

In this episode, we’ll cover:

  • Is it time to get an office for your agency?
  • How to be productive with a remote team.
  • Must-have technology for a remote team.
  • Balancing a remote team business model.
  • How to hire remote employees.

Tim Cameron-Kitchen is the founder and Head Ninja at Exposure Ninja, the UK-based digital agency he started four years ago. In addition to growing an amazing business in a very short time, Tim has also written four bestselling books on digital marketing. Today, Tim’s here to tell us why his agency’s office space has been vacant for three years and how that has increased productivity and helped him scale his agency.

Is It Time to Get Office Space?

Starting as a freelancer and occasionally farming out work to other freelancers, it was a no-brainer for Tim to work 100% at home. However, as he grew to a network for 15+ he was getting nudged by others into working from a “real office.” So he signed a 5 year lease and started commuting to it every day. The result was disastrous…

Tim hated his commute, he hated interruptions, and he hated being pulled into office politics. In addition, he had hired some local talent which turned out to be convenient but not awesome in terms of skill-level and effectiveness. Creativity, productivity, and sales were all down which Tim attributes to the new mandate of working in the office.

So naturally, Tim chucked the office… after only 6 months. As a result, productivity increased in the first month and sales increased the next.

How to Be Productive with a Remote Team

When you’re working remotely you can work around your lifestyle, which ultimately optimizes productivity. More work gets done in less time when there are fewer interruptions and distractions. It means working smarter, not harder. (It doesn’t necessarily mean you’re laying on a beach working… but you could :) )

Thanks to technology, we can work collaboratively without being in the same physical location. Advanced technology allows us to work differently now than just 5 years ago. The software tools Tim and his team love to use are:

  • Hubstaff - time tracking and accountability
  • Teamwork - project management software
  • Slack - communications, messaging and archiving software
  • Email ticket system - filters, organizes and assigns tasks based on incoming emails

Even weekly department meetings are held remotely. Tim says internal meetings are done via Skype audio and meeting notes are posted to Slack. They’ve found it to be the most efficient way to keep each department on the same page.

Creating Culture with a Remote Team

It’s not an easy thing to create culture among a group of people who’ve never met. But, Exposure Ninja has a pretty strong culture, nonetheless. It can get lonely working from home full time, so they’ve found ways to alleviate that problem. Tim explained how they turned typical “water cooler talk” about TV shows, hobbies and pets into Slack channels. Co-workers can get more personal by sharing and communicating in group-chats on topics that interest them. They also do an annual holiday party or meet-up in order to socialize in person.

Balancing a Remote Team Business Model

Some love it, some hate it. There are people who thrive from working on their own terms and there are some who just can’t do it. Typically introverts like to work in solitude. Those with different personality types usually miss interacting with others during their work day, or aren’t self-motivated enough to work independently. This work style doesn’t suit everyone.

I actually once interview another agency that offered a hybrid of the traditional office/remote business model. The team has the option of work remotely or working in one of their multiple, global “creative spaces." Using this business model, this other agency grew to $3 Million Agency with NO Employees.

Conversely, the remote business model doesn't work for all clients, either. Some can’t handle having a remote agency. They want face-to-face meetings and personal contact. The remote business model can become an issue. But, if/when that’s the case then they weren’t the right client anyway.

Hiring a Remote Team

People are amazed that Tim has hired people he’s never met or even talked to… But their hiring process works and maintains productivity.

The formula for a successful remote employee = self-motivated + organized + think independently + work with very little management

So when it’s time to hire Tim doesn’t waste a bunch of time on rounds of interviews. Instead, they assign candidates an open-ended demo task. This helps filter out people who don’t fit the criteria, which is usually about 95%. There are lots of people who cannot demonstrate the necessary criteria, don’t handle the task as expected, don’t communicate as required, etc. Once they have it narrowed down then they’ll talk specifics on hiring.

Need Guidance and Support to Grow Your Agency Faster?

Most agency owners struggle to scale. We’ve developed an amazing mastermind to 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 successful agency 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, Digital Agency Elite mastermind will help.

Building Your Digital Agency 

When you are in the early stages of working with a remote team, you may be concerned with the levels of productivity but there are many benefits from remote teams and it's also good to ensure a high level of productivity overall.

Through my experience running my own digital agency and helping other digital agency owners, there are many topics I can offer guidance on whether you are experiencing challenges as an established agency or a new agency unsure of what the different phases of growth you will experience will look like.

As you continue to grow your agency team, I can show you how to recognize when it’s time to hire a sales manager or expand your sales team to perfecting your business strategy by creating a process for performance-based pricing and how to keep your big-name clients happy.

Are you ready to create something cool and want more advice? Learn about my career and different experiences as well as tips, tricks, and insights by checking out my blogs that cover a wide variety of topics.

Check out more from my Ask Swenk series and more of my videos on my Youtube channel. There you will find advice from myself and other agency experts.

Direct download: How_to_Increase_Agency_Productivity_with_a_Remote_Team.mp3
Category:#PODCAST -- posted at: 5:00am MDT

A Full Pipeline Isn’t All You Need to Grow Your Agency

Scaling and growth is not just about filling your pipeline. New business won’t mean a thing if you don’t have the right systems in place to support it. Check out the advice from a white label agency that literally exists to help other agencies scale.

In this episode, we’ll cover:

  • Why you need more than a full pipeline to grow.
  • 2 crucial systems necessary for scaling.
  • One mistake agencies make trying to scale.
  • How to make decisions for agency longevity.

My guest today is here to share with us a few big secrets about scaling. Ryan Meo founded his agency, Scale Squad, nine years ago. His agency white labels in order to help digital agencies scale. So that pretty much makes him the authority on scaling. He tells us what processes and systems are absolutely crucial for growing and how they are more than just having a full pipeline when looking to scale your agency.

2 Crucial Systems Necessary for Agency Scaling

If Ryan could travel back in time, he says the one piece of advice he’d give his former self is to have the right systems before trying to scale.

  1. A solid foundation for the Operational System. Meaning, you have to have a good grasp on your service offering as well as boundaries for them. What do you do? What don’t you do? It’s also important to know how to guide your clients into your offering without overcomplicating it.

  2. A methodic Sales System. It’s imperative to have a process for finding, winning and keeping the right clients. Without a repetitive system for prospecting, it’s feast or famine with new agency business. Agencies find themselves on a roller coaster instead of a steady stream of work and cash flow.

One Mistake Agencies Make Trying to Scale

A lot of agency websites are too vague, leaving it unclear what they do and who they help. Why is that?

For one thing, they painting broad strokes in the hopes of capturing the attention of more clients. They’re afraid to turn off potential clients by being too descriptive when in fact, the opposite is true. Being too general is the turn off!

The solution is selecting a niche. It’s critical to know who your best customers are and gear your marketing toward them. The misconception about declaring a niche is that it means turning away anyone outside your niche. But you’re not… Declaring a niche is really just a marketing strategy. You are just concentrating your market on a particular niche but you can still work with anyone. And don’t worry - there’s plenty of business for everyone!

Another common reason for vague websites in the scarcity mentality. Agencies are worried that if they get too specific about a specialty they’ll run out of potential clients. There’s so much more business out there than we realize. We aren’t confined to the local geographic area anymore. So whatever your niche - there’s tons of potential out there.

How to Make Decisions for Agency Longevity

Forecasting is everything. It’s important for keeping tabs on agency resources as well as goal tracking.

Without forecasting, we end up making dumb decisions (working with the wrong clients, taking on the wrong projects, letting go of the wrong people) in order to save cash flow. Don’t let a cash crunch force you into making the wrong decisions.

When you forecast sales and monitoring agency’s KPI’s you can get a better understanding of agency revenue and profitability. (And you want to know profitability because top line revenue doesn’t mean sh*t if you’re not profitable:) ) If you’re using a CRM it can be super easy to also use it for cash flow projections - here's how.

Need Guidance and Support to Grow Your Agency Faster?

Most agency owners struggle to scale. We’ve developed an amazing mastermind to 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 successful agency 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, Digital Agency Elite mastermind will help.

Taking Your Digital Agency to the Next Level

So I have now shown you why a full pipeline isn't all you need to grow your agency so what do you need? Are there weaknesses within your agency that are causing everything to break down?

Don’t worry, I’m here for all the advice you need.

I have been in the industry for a long time and I have had my own experience running my own digital agency as well as helping other digital agency owners so there are many topics where I can offer guidance. Whether you are experiencing challenges as an established agency or a new agency unsure of what the different phases of growth you will experience will look like, I’ve got you covered.

As you continue to grow your agency team, I can show you how to recognize when it’s time to hire a sales manager or expand your sales team to perfecting your business strategy by creating a process for performance-based pricing and how to keep your big name clients happy.

Are you ready to create something cool and want more advice? Learn about my career and different experiences as well as tips, tricks, and insights by checking out my blogs that cover a wide variety of topics. Or if videos are more your thing, visit my Youtube channel!

Direct download: A_Full_Pipeline_Isn_t_All_You_Need_to_Grow_Your_Agency.mp3
Category:#PODCAST -- posted at: 5:00am MDT

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