In addition to guest posting on the UpCity blog, The Media Captain is featured as a Top Digital Marketing Agency in Columbus. Check out their profile here.
To succeed as a digital marketing agency, you need to deliver on two key components:
1. Deliver great results for your clients
2. Continuously generate new business for your own agency
This two-tiered formula might seem simple for outsiders but it is hard to execute on. There are more than 120,000 marketing agencies in the US, according to Quora. The competition is fierce and brands are bringing more positions in-house.
By delivering great results for your client, your retention will increase and you’ll get referral business.
By focusing on the marketing and advertising of your own agency, you’ll be able to acquire new customers, which will help you continue to grow and offset the potential of client churn.
If you are looking to fill the pipeline with new leads for your agency, follow the five tips below.
Focus on Your Own SEO
There needs to be time dedicated to your own SEO each day.
The reason this is so important is because when you deploy a search engine optimization strategy for your own brand, you learn invaluable lessons, which can then be carried over to your clients. You will also generate new business by ranking well on Google.
Below is the breakdown of Google click-through rates in 2017 by position by Ignite Visibility.
- Position 1 –44.64%
- Position 2 –28.92%
- Position 3 –28.52%
It’s apparent Google delivers results and 94 percent of B2B buyers research online for purchase decisions, according to Brafton.
Too many agencies try to rank well nationally and they forget about their local market. Make sure to focus on your local SEO. Understand the importance of a quality backlink strategy to boost your domain authority.
If you invest the time and resources in your own SEO, you’ll reap the benefits for years to come.
Become a Social Media Expert
Just like you must focus on your own SEO, you also must focus on your own social media marketing. If you work in the digital world, people view you as the expert so practice what you preach.
According to Business Insider, more than 5 million businesses are advertising on Facebook each month.
In order to succeed with your social media, you must allocate a budget for paid social campaigns. You don’t need a massive budget. You just need to make sure your content is great and you have an advertising strategy.
If you just post content and don’t have targeting and advertising set-up, it is the equivalent of writing a great novel and letting it collect dust rather than distributing it through Amazon.
People focus too much time and energy creating numerous social media posts rather than putting more emphasis on the distribution.
Each week, create one great piece of content and put a budget your business is comfortable with behind this content to reach a wide audience.
This is the perfect example of working smarter and not harder. If you have a good piece of creative and pick the right targeting, you should be able to generate leads.
Make Sales a Priority
Salesmen and women are underrated.
According to TNS Global, the average millennial (aged 16-30) with internet access spends 3.2 hours a day on their mobile devices – the equivalent of 22.4 hours – almost a whole day – every week. That’s 1,168 hours or 49 days over the course of a year.
Don’t believe the notion that face to face interaction is dead just because more time is spent on a digital device.
A face-to-face request is 34 times more successful than an email, according to the Harvard Business Review.
For a business to grow, you need to have leads coming into the funnel and someone nurturing those leads.
Don’t just invest in digital marketers, developers, and designers. Invest in a great sales team and you’ll see your agency flourish.
Always provide value to others.
If you live by the mantra, you’ll succeed in the business world.
There is no better way of provide value as an agency than giving free advice to other business owners, marketers, and entrepreneurs.
If you have space at your own office, hold a monthly seminar. Advertise this seminar to your email distribution list and create a Facebook advertising campaign to drive new faces into your office.
If you are a solo entrepreneur just trying to start an agency, try and barter with a local business where you can use their space for a morning in exchange for a free digital marketing consultation.
Pick a topic for the seminar that will be of interest to people trying to grow their business and provide free coffee! You’ll have a room full of people who gain value and insight while being introduced to your brand.
Attend Networking Events
Business growth will happen when you get involved in your local community. Attend your local Chamber of Commerce events. See if there are “technology meet-ups” in your area. Print out flyers for your agency to post on cork boards in local coffee shops.
According to HubSpot, 95 percent of B2B businessmen and women say face-to-face meetings are essential for long-term business relationships.
The more business cards you obtain and the more people you meet, the more familiar people are going to become with your agency. This is a grassroots effort that is affordable and will lead to more instant awareness.
Dedicate the necessary time to attend networking events and you’ll get more people interested in your agency services.