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Вміст надано Jason Swenk. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Jason Swenk або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
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Squid Game is back, and so is Player 456. In the gripping Season 2 premiere, Player 456 returns with a vengeance, leading a covert manhunt for the Recruiter. Hosts Phil Yu and Kiera Please dive into Gi-hun’s transformation from victim to vigilante, the Recruiter’s twisted philosophy on fairness, and the dark experiments that continue to haunt the Squid Game. Plus, we touch on the new characters, the enduring trauma of old ones, and Phil and Kiera go head-to-head in a game of Ddakjji. Finally, our resident mortician, Lauren Bowser is back to drop more truth bombs on all things death. SPOILER ALERT! Make sure you watch Squid Game Season 2 Episode 1 before listening on. Let the new games begin! IG - @SquidGameNetflix X (f.k.a. Twitter) - @SquidGame Check out more from Phil Yu @angryasianman , Kiera Please @kieraplease and Lauren Bowser @thebitchinmortician on IG Listen to more from Netflix Podcasts . Squid Game: The Official Podcast is produced by Netflix and The Mash-Up Americans.…
Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies explicit
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Вміст надано Jason Swenk. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Jason Swenk або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
Growing an agency is very difficult, and you might feel unclear what to do next in order to grow and scale your agency. The Smart Agency Masterclass is a weekly podcast for agencies that are wanting to grow faster. We interview amazing guests from all over the world that have the experience of running successful businesses, and will provide you the insights you need. Our podcast is just over 3 years old, and have reached more than a half million listeners in 42 countries.
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804 епізодів
Відзначити всі (не)відтворені ...
Manage series 1499414
Вміст надано Jason Swenk. Весь вміст подкастів, включаючи епізоди, графіку та описи подкастів, завантажується та надається безпосередньо компанією Jason Swenk або його партнером по платформі подкастів. Якщо ви вважаєте, що хтось використовує ваш захищений авторським правом твір без вашого дозволу, ви можете виконати процедуру, описану тут https://uk.player.fm/legal.
Growing an agency is very difficult, and you might feel unclear what to do next in order to grow and scale your agency. The Smart Agency Masterclass is a weekly podcast for agencies that are wanting to grow faster. We interview amazing guests from all over the world that have the experience of running successful businesses, and will provide you the insights you need. Our podcast is just over 3 years old, and have reached more than a half million listeners in 42 countries.
…
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×Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you leveraging the power of podcasting to grow your agency? Whether through guest appearances on industry shows or hosting your own podcast, this medium offers unique opportunities to showcase expertise and connect with potential clients. However, while appearing on established podcasts can help spread your message, creating your own show ultimately provides greater control over brand messaging and client conversion. For marketing agencies, podcasting has become an essential marketing tool that can drive significant conversions. Today's featured guest, a podcast expert, specializes in helping clients navigate the complex balance between audience value and revenue generation. She tackles crucial questions many business owners face in their podcasting journey: optimal timing for monetization, strategies for brand partnerships, and most importantly, maintaining focus on audience benefit. Her insights reveal how to build a podcast that not only generates revenue but also provides lasting value to listeners. Traci DeForge is the founder and CEO of Produce Your Podcast , an award-winning podcast and marketing agency that is well-known for helping clients leverage their podcasts for revenue growth. She discusses the significant role podcasts play in driving revenue for business owners and consultants and shares her insights on best practices for pitching to get on podcasts, tips for being an effective podcast guest, and why the best call to action is leading people back to your own podcast. In this episode, we’ll discuss: The easiest way to be a great podcast guest. The importance of storytelling to capture your podcast audience. AI-generated podcast content and it’s limitations. How to re-energize a stale podcast. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. Don't Be That Guest: Listen First, Pitch Later As a professional who helps clients maximize their podcast opportunities, Traci emphasizes that while podcasts can be powerful platforms for business owners to share expertise and promote their ventures, success requires a strategic approach. The most critical step before pitching yourself as a guest, she insists, is to actually listen to the show you're targeting. Nothing frustrates podcast hosts more than receiving pitches from people who clearly haven't invested time in understanding their show or audience. A potential guest can immediately stand out simply by demonstrating familiarity with the podcast's format, tone, listener base in their outreach, and more importantly, what value they can bring to that audience. Each show has its unique style and requirements, making a one-size-fits-all approach ineffective. The rise of AI-generated mass outreach has only heightened the importance of personalization. Many people send automated messages with text easily identified as something drafted by AI to be sent to maybe hundreds of people. A personalized approach reflects genuine interest and sets you apart from the countless generic pitches that inundate podcast hosts daily while also establishing rapport. This initial investment of time and effort significantly increases your chances of securing a guest spot and creating valuable content for the show's audience. Tips to Prepare to Be a Great Podcast Guest Once you get in and are set to be a podcast guest, there are ways you can ensure you’ll be a great guest who provides great value to the show while making sure you also drive business. First, you want to be prepared for how a host usually runs their show. Ideally, Traci recommends you listen to a few episodes so you’ll be familiar with the most important questions they ask and be prepared to answer in a thoughtful way. At the same time, you want to make sure you can come across to the audience as someone who is sharing relevant information about yourself and your business without it becoming an entire infomercial about your business. In this regard, Traci also mentions the importance of having a good call to action. Don’t list fifteen different ways people can get in touch with you, but rather one specific request that enables you to continue the conversation with your audience after they’ve consumed the podcast. Ideally, send people to listen to your own podcast , since there’s no better way to grow a show than appearing as a guest on other shows and being exposed to an audience who’s already consuming podcast content similar to what you share. Using Storytelling to Captivate Your Podcast Audience As a podcast guest, another good way to get the audience interested in what you do is to sprinkle some relevant stories throughout the conversation in a way that’s not staged or phony. People like to hear stories, and if they’re success stories this steps up a way for you to connect with someone’s pain points or aspirations. This is something that will also greatly help you as a podcast host. At its core, podcasting is about storytelling . Listeners are drawn to narratives that evoke emotions, inspire, and offer relatable experiences. The ability to weave personal stories into discussions creates a sense of intimacy and relatability. Even if you don’t consider yourself a natural storyteller, the key is to identify a few authentic stories that you feel comfortable sharing. This approach fosters a genuine connection with listeners who may be grappling with similar pain points or aspirations. When a host shares a success story, it not only provides hope but also establishes credibility, allowing listeners to envision themselves achieving similar outcomes. Why AI-Generated Content Can't Replace Authentic Podcasting Nowadays with AI it’s possible for someone to just save a couple of interesting articles about a certain topic, have an AI read it while replicating their voice and tone, and then post it as a podcast episodes after adding their intro and outro music. That’s how far the technology has come . However, Traci warns that although these tactics to get episodes out quickly with the least amount of effort can get you into the top of the funnel it’ll never replace the trust you build by having an authentic conversation with a guest. Listeners crave authenticity, and the fear remains that reliance on AI-generated content could lead to a robotic and impersonal experience. The podcasting community thrives on the unique perspectives and experiences that individuals bring, and it is this authenticity that sets successful podcasts apart. The ability to engage in sincere conversations about your expertise and passion creates an environment where listeners can truly understand what it would be like to work with you. Unlike written blog posts or advertisements, a podcast allows for a more nuanced and dynamic exchange of ideas. The natural energy of a host's voice, along with their unique inflections and pauses, conveys emotions that text alone cannot replicate. This authenticity becomes a powerful vehicle for connection, enabling listeners to feel as if they are part of a shared journey. How to Reenergize Your Podcast As more creators enter the space, the challenge of standing out and reaching new audiences has intensified. The podcasting world is no longer just about producing quality content; it’s equally about ensuring that content is accessible and easily found by potential listeners. This is why if you feel your show is in need of a boost Traci recommends digging into the discoverability, which refers to how easily listeners can find your podcast. As a creator, you must consider how your content appears in search results and how it can be promoted across various platforms. The key elements which affects your podcast’s appearance to new listeners goes from simple elements like its name and accompanying description, to how you’re utilizing podcast platforms. One of the first steps in enhancing discoverability is conducting a thorough podcast audit. A well-rounded audit should spend a significant amount of time analyzing the state of the podcast, including its format, production value, and how potential listeners are searching for content similar to what the podcast offers. This perspective shift can illuminate gaps in the podcast’s visibility and provide a roadmap for improvement. Once you’ve optimized your content, you could turn to surveying your audience to ensure the content you’re putting out is the content they’re interested in listening to. You can also look at the way you’re putting out that content, paying attention to aspects like whether you should prioritize short-form content over long-form content and what are you doing on each side to convert listeners to the other. Can Small Creators Monetize Their Show? The short answer is, yes. The question of when to monetize a podcast often creates anxiety among creators, particularly those with smaller audiences. However, Traci challenges the common assumption that successful monetization requires massive download numbers. Instead, she emphasizes the importance of strategic planning from the outset – understanding your content direction and identifying potential brand partnerships that align with your message. The power of podcasting as a marketing tool is backed by compelling data: 73% of podcast listeners take action based on their favorite hosts' recommendations. This remarkable statistic highlights both the significant influence podcasters wield and their responsibility to their audience. Understanding this impact should guide creators to prioritize meaningful, high-quality content while strategically integrating promotional elements in ways that feel natural and valuable to listeners. Traci's experience has shown that successful monetization is possible even for podcasts with seemingly limiting factors, such as niche subjects or geographic restrictions. She's witnessed effective pre-launch monetization strategies and profitable small podcasts, proving that audience size isn't the only path to success. The key lies in developing a comprehensive strategy that addresses both audience growth and monetization opportunities. In her view, the only real limitations are those imposed by outdated thinking about what makes a podcast commercially viable. 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.…
1 Navigating the Unexpected Sale of Your Agency by Thoughtful Negotiating with Kelsey Dixon | Ep #756 26:04
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Would your agency be ready for an unexpected acquisition opportunity? Could you make it work if the time and offer were right? One boutique agency owner faced this question when an unexpected offer transformed her lifestyle business into an acquisition prospect. Though she and her partner had no immediate plans to sell, they recognized the potential and methodically prepared for a successful transition. Learn about their experiences finding their niche in the industry, preparing for acquisition, their ‘no regrets’ attitude regarding the sale, and the reason why they approached negotiations with a thoughtful mindset that would benefit everyone involved. Kelsey Dixon is the co-founder of Davies and Dixon , an organic social media agency based in Seattle. She shares her journey into entrepreneurship, highlighting the transition from the events and hospitality industry to digital marketing, the way her agency’s niche organically changed as she and her partner found the right audience, and more recently, her agency’s acquisition process, including why she chose to lead negotiations with kindness and their successful earn-out story. In this episode, we’ll discuss: Going from full service to finding focus. An unexpected opportunity to sell. Negotiating with kindness and thoughtfulness to ensure future success. How to negotiate an earn-out. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M 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. Accidental Agency: When Adaptability Meets Opportunity Kelsey never saw herself as an entrepreneur and had no plans of starting her own business. a chance meeting during an internship in New York would change her career trajectory. There, she met Mackenzie, a fellow intern who years later, would convince her to move to Seattle and start a business with her. As an agency owner, Kelsey found there were new surprises around the corner every quarter and every year. At age 24, she started out with no idea what she was doing; everything seemed new and unexpected. However, she believes this worked to her benefit since she approached the experience with naiveté and willingness to learn. With Kelsey's background in hospitality and travel, and Mackenzie’s expertise in digital marketing, the two women initially planned to build an agency serving the hospitality sector. However, upon arriving in Seattle, they faced the significant challenge without a network in their new city. Their proactive networking efforts unexpectedly led them deeper into the local tech industry, naturally evolving their agency's focus and creating a new niche that differed from their original vision. Finding Focus: From Doing It All to Intentional Hiring In their early days, Kelsey and Mackenzie approached client acquisition with an eager, full-service mindset, taking on everything from PR to organic social media and branding. While they managed these diverse projects through talented contractors, Kelsey now realizes their determination to win clients' trust sometimes led them into areas beyond their expertise. As their agency evolved, they naturally discovered their true strengths through client feedback and successful outcomes. The organic process of finding their niche allowed them to recognize and pursue opportunities where their work could truly stand out. For eight years, both partners remained deeply involved in every aspect of the business, from client work to day-to-day operations. The preparation for acquisition marked a significant turning point, prompting them to narrow their roles as founders and delegate responsibilities. Though both partners initially struggled with the emotional challenge of stepping back from daily operations, their strategic approach to hiring made the transition successful. They built a team of talented individuals who often exceeded their own expertise in specific areas. This decision proved transformative – by placing trust in their capable team and focusing on their own areas of expertise, they not only improved the quality of work but also created a more efficient organization. Embracing the Opportunity to Sell Their Agency Selling the agency was not initially part of Kelsey’s overall vision, at least not at the eight-year mark. However, a buyer agency reached out with an interest in acquiring Davies and Dixon, which prompted a thorough evaluation of their current circumstances and future aspirations. With two co-founders, Kelsey admits it’s difficult to get on the same page in any decision. They were at a crossroads, having invested nearly eight years into building their agency so they laid out the pathways and concluded that, although they were looking for an exit along the ten-year mark, they could push to be ready before that. It was 2021, they were coming out of a tumultuous year with the pandemic and had lost key team members to offers they couldn’t match as a small boutique business. Faced with burnout and the strain of navigating an unpredictable economy, they weighed the potential benefits of pursuing the acquisition against the option of pushing through to a planned exit around the ten-year mark. As they explored the acquisition, they concluded the move would align with their overarching goal of supporting their lifestyle while also presenting solutions to the challenges they faced. The integration promised enhanced opportunities for their team, addressed immediate concerns, and positioned the agency for long-term success within a larger framework. So they decided to embrace the opportunity. Maintaining a “No Regrets” Mindset About an Agency Sale The decision to sell their agency came at a pivotal moment. Unlike many agency owners who accept acquisition offers out of exhaustion or overwhelming pressure, Kelsey and her partner approached the opportunity strategically. While the loss of key team members influenced their timing, the decision wasn't made in haste. It was grounded in careful data analysis and thoughtful consideration of future opportunities. Looking back, Kelsey believes there wasn't truly a wrong choice to make, as both paths – selling or continuing independently – offered potential for success. She maintains a strong belief in trusting her gut, embracing a no-regrets mindset that has consistently served her well throughout her career. The acquisition proved to validate their decision-making process: the integration proceeded smoothly, their team found new growth opportunities, and their clients received enhanced services. Lead Negotiations with Kindness to Create the Foundation for Success Kelsey’s acquisition deal had an ‘acqui-hire’ portion, which means Kelsey and her partner would continue to serve in leadership for two years following the purchase to be a key element in the integration process and in helping scale the agency. According to Kelsey, this changed the negotiation process a bit since she had to consider that she’d be working with the acquirer for some time once a deal was reached. For her, this unique scenario required a thoughtful approach to negotiation where she led with kindness and thoughtfulness, keeping in mind the future success of the agency—and the well-being of its employees—depended on the relationship established during the negotiation process. However, this doesn’t mean she said yes to the first offer, they just negotiated with the greater good in mind. They negotiated not only for their own interests but also for the cultural values and benefits that defined their agency. By advocating for policies that prioritized employee welfare—such as PTO policies, work-from-anywhere options, and signing bonuses—they ensured that their team members would continue to thrive in the new environment. By treating the negotiation process with respect and integrity, recognizing that their legacy would be tied to the success of the agency they were joining, Kelsey and her partner were able to create a foundation for success that would extend far beyond the immediate financial implications of the deal. Walking a Fine Line to Negotiate Earn-Out Terms Carefully Kelsey’s acquisition deal did include an earn-out, which thankfully they were able to meet after a successful first-year integration. In their case, they decided to maintain open communication with both their team and clients during the earn-out process, which contributed to an impressive retention rate post-acquisition. By fostering trust and transparency, they were able to ease the transition and ensure that clients felt secure in their ongoing relationships with the agency. However, while earn-outs can provide a financial incentive for sellers to ensure the success of the acquired business post-sale, poorly structured earn-out terms can lead to frustration, financial loss, and strained relationships between the parties involved. To avoid this scenario, secure control over client relationships and business operations until the earn-out conditions are met. This involves negotiating terms that keep the acquisition confidential until the seller has fully transitioned and received the agreed-upon compensation. By maintaining control, sellers can ensure that their clients remain engaged and satisfied, which is crucial for achieving the performance metrics tied to the earn-out. 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 struggle to write proposals? Do you know the 2 keys to winning more clients in the proposal stage? Mastering the art of creating fast, high-quality proposals remains crucial for agency growth. The best way to guarantee your proposal has a chance to stand out from competitors is to ensure speed and accuracy. That is why our featured guest is sharing how he went from owning an agency to creating the tool for overcoming proposal anxiety. He spent years thinking about ways to turn what was often the worst part of the job for him into an easier and more enjoyable process and eventually launched a software that does just that. Learn more about Joe's entrepreneurial journey and insights into the agency world. Joe Ardeeser is a former agency owner and entrepreneur who ran a web design shop and high-end WordPress shop for twelve years. He shares his journey from agency owner to launching his latest venture, Smart Pricing Table . Joe discusses his early experiences in the agency business, highlighting his desire for independence and the challenges he faced, including developing RSI and chronic back pain, which led him to hire his first employees out of necessity. He reflects on the things that took away from his agency’s growth and the way to keep improving your proposals until you’re yielding the expected results. In this episode, we’ll discuss: 2 keys to drafting a successful proposal. Learning from past mistakes to continuously improve your proposals. The solution to overcome proposal anxiety. Subscribe Apple | Spotify | iHeart Radio When Setbacks Become Stepping Stones in Agency Growth Joe's story begins with a common entrepreneurial struggle: the desire for independence. Truth be told, he didn’t like having a boss. After working in a corporate environment that stifled his creativity and autonomy, Joe ventured into freelancing. However, an unexpected challenge arose when he developed an injury that hindered his ability to perform tasks like typing. This setback, rather than derailing his ambition, became the catalyst for hiring . Enlisting help helped Joe realize that delegating tasks could free him to focus on higher-level strategic thinking. The first time he realized the critical role played by that initial hire was during a simple errand. Upon his return, he realized his employee kept everything running smoothly in his absence. He was hooked. The experience highlighted the power of collaboration and the importance of building a team that could share the workload. As his agency grew, each strategic hire—from developers and designers to a pivotal sales manager—freed Joe to focus on broader business strategy. The decision to hire a salesperson, though questioned by some who thought the agency was too small, proved particularly transformative. By delegating the pressure of closing deals, Joe could finally step away from the day-to-day stress of revenue generation. Little by little his hires and careful delegation led to the big day when a client was onboarded without his input at any level and not even knowing the client prior to that moment. It was the moment he knew he had transitioned from an owner to a CEO. 2 Keys of a Successful Proposal: Speed and Precision As for so many agencies, Joe recognizes lead generation as a significant pain point for him. Luckily, the agency got tons of leads from Clutch back in the beginning. Still, they did a lot of one-time work and hadn’t cracked the code on landing retainers. #1 - Speed Back then, Joe hated writing proposals, because of the urgency that came with it. In his experience, every day that went by meant the odds of getting picked went slimmed. In his experience, clients often go with the first-engaged vendor. By reaching out immediately , an agency demonstrates its commitment and also capitalizes on the momentum of the prospect's interest. #2 - Accuracy Secondly, the proposal, scope, and expectations must be accurate. If not, the project could blow up post-sale and become a nightmare. These two proposal conditions, it having to be ready quickly but also be high-quality, are two elements that come together to create what Joe calls “proposal anxiety” which is one of the bigger stressors in agency life. Your proposal should be detailed to avoid painful mistakes like greatly underestimating the time and resources you’ll be investing on that project. According to Joe, it should be detailed enough to provide “handles to grab onto” without being obnoxious. Vagueness will lead to situations where all your resources keep getting sucked into that project without the proper limits to stop at a certain point. Why You Should Record All Issues with Previous Proposals to Yield Better Results Ideally, agency owners should keep a repository of all the learnings from previous projects. Record all the issues you’ve ran into that could’ve been avoided by clearing it up in the proposal. In this sense, Joe recommends having reusable items that can be improved over time as you test through agency work. Many things might change in these documents as you get better and better but Joe makes two main recommendations for making successful proposal drafts: Make it visually appealing. Even if you are making very detailed proposals, don’t underestimate the importance of the layout. If it basically looks like a wall of text the prospect will be overwhelmed and be less likely to read it, and that will inevitably lead to expectation issues. Lay out your proposal so it is digestible by creating bullet points as visual clear representation of the work included, limitations, and upsales available. Define the “Spirit of the work”. Joe particularly recommends taking to the time to define this as something you can always come back to if you feel the scope of the project is getting out of hand. As you continue to test and improve upon this document it will become a proposal that’ll help you yield the expected results. The Solution to Proposal Anxiety Joe became obsessed with the idea of creating a more structured and efficient approach to proposals to streamline and agency’s proposal processes. His goal was turning what is often the worst part of the job into something actually enjoyable. With this mission in mind, three years ago he took his vision to the market in the form of Smart Pricing Table , a proposal software built for marketing agencies. As someone who ran an agency for many years, Joe knows his software offers the type of features agencies want and can provide the structure to provide quick and accurate proposals. By focusing on the needs of agencies and incorporating feedback from users, the software has evolved to meet the changing demands of the industry. This adaptability is vital, as it allows agencies to continuously refine their proposal processes and stay ahead of the competition. 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.…
1 From Chaos to Clarity: Reaching Your Agency Goals for the New Year with Stacey Green | Ep #754 19:20
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What are your goals for your agency this new year? Which new heights are you hoping to reach and what needs to change in order for you to get there? As we step into a new year, agency owners start setting ambitious targets. But achieving these goals requires more than just wishful thinking—it demands a clear understanding of three critical elements: where you want to go, who you need on your team to get there, and perhaps most importantly, how you need to evolve as a leader. Today, we're joined by a special guest who has witnessed countless agency journeys firsthand. As a key member of the Jason Swenk team, she's become a trusted companion to our mastermind members, guiding them through their growth challenges and celebrating their victories. Her unique perspective comes from years of observing what makes agencies thrive, understanding their common hurdles, and helping create environments where both businesses and people flourish. Tune in for an engaging conversation about teamwork, growth, and the importance of a community that can help you evolve as a leader. Stacey Green is the Director of Happiness for the Jason Swenk and Agency Mastery team. After ten years working side to side with Jason, she’s on the show for the first time to share the insights into her unique role, which encompasses client success, event planning, and keeping the team organized amidst the chaos. As she celebrates her 10-year anniversary with the team, Stacey reflects on the evolution of her position and talks about some of the changes she’s seen over the years. Listeners will gain a behind-the-scenes look at how she ensures the smooth operation of the podcast and the agency's mastermind calls. In this episode, we’ll discuss: 10 years of shaping agency success. Identifying your agency domino. The mastermind advantage. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M 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 a Director of Happiness Shapes Agency Success As Director of Happiness at the Agency Mastery and Jason Swenk Team, Stacey has spent the last decade wearing many hats. This unique title, crafted collaboratively with Jason, encompasses everything from ensuring client success and orchestrating events to keeping Jason focused :) Through her regular interactions with mastermind members, Stacey has gained a profound insight into the agency landscape: while the industry constantly evolves, the fundamental challenges agency owners face —and their approaches to solving them—remain remarkably consistent. The industry, however, is rather mercurial in its constant change and only those willing to adapt will thrive. The mastermind program itself reflects this philosophy of adaptation. When Stacey first joined, the membership process was simply transactional—pay the fee and you're in. However, experience taught us that cultural fit is crucial for the community's success. This realization led to the development of a more sophisticated vetting process, ensuring new members align with the group's goals, ethics, and lifestyle values. The result has been the creation of a more cohesive and effective community of agency owners who truly support each other's growth. The Agency Domino: Identifying Your Agency's Critical Success Factor Towards the end of the year, Jason challenged his mastermind members to identify their critical "domino"—that singular element that, when properly aligned, sets everything else in motion for their agency's success. This exercise isn't just theoretical; it's born from real-world experience, as Jason and his team face many of the same challenges they help other agencies overcome. Take marketing talent, for instance. Over the past two years, the team has struggled with finding and retaining the right marketing person, cycling through several mismatched hires . Yet this challenge has offered valuable lessons, helping Jason and Stacey better understand the essential qualities they need in their ideal candidate. As we enter the new year, agency owners should approach their goal-setting with three crucial questions: Where do you want your agency to go? Who do you need to hire to get there? And perhaps most importantly, who do you need to become as a leader? This final question is critical because an agency can only grow as far as its leader's capabilities. Personal growth isn't just beneficial—it's essential for pushing your agency to new heights. The Mastermind Advantage: Accelerating Agency Growth Through Collective Wisdom While one-on-one coaching can be valuable, many business owners eventually hit a ceiling in their growth—a point where individual guidance no longer provides the momentum needed to reach new heights. This is why Jason shifted away from traditional one-on-one coaching toward the more dynamic approach of mastermind groups. Unlike the linear relationship between coach and client, masterminds create an ecosystem of shared experiences and diverse perspectives . Agency owners learn not just from a single mentor, but from peers who are actively tackling similar challenges from different angles. This multiplicity of viewpoints often reveals solutions and opportunities that might never surface in traditional coaching. As we enter the new year, consider how you're approaching your agency's growth. If past coaching experiences haven't delivered the results you sought, a mastermind group might offer the fresh perspective you need. As Stacey emphasizes, what brought your agency to its current level won't necessarily propel it to the next. Sometimes, the key to breaking through plateaus lies in embracing new approaches to learning and growth. Success in the agency landscape demands constant evolution and the willingness to learn from others. 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 is the one key thing that is holding you back from know your agency’s value? For many it’s having the financial literacy necessary to build an agency worth buying. Today’s featured guest learned that financial literacy can make or break an exit strategy. Despite his early start in business and formal education, it was the guidance of an outsourced CFO that truly transformed his understanding of business finances. This knowledge proved invaluable years later during acquisition negotiations and his successful exit. From his teenage ventures in website development to building a thriving digital agency, and ultimately, to negotiating a successful exit on his own terms, join us as we explore the beginnings his agency and essential lessons on the importance of financial literacy, knowing your worth, and preparing for life after the sale. Brian Rodriguez is the founder of Gatorworks , a digital marketing partner that helps clients reach their goals and keep them informed. He recounts how he stumbled into agency ownership while in high school in 2001, a time when many businesses lacked an online presence. Brian discusses balancing his agency while pursuing his business degree, how hiring an outsourced CFO completely transformed his understanding of how to run a business, and how knowing his agency’s value helped him negotiate a favorable exit deal. In this episode, we’ll discuss: Boosting confidence and clarity by understanding the numbers. Negotiating a successful strategic exit by knowing your agency’s value. Why knowing when to let go is important in a successful exit. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Agency Owner Training: If running your agency is leaving you feeling isolated and trapped, it’s time to get a little FREE help to take back control. That is why we are offering free resources HERE at agencymastery360.com/training . You will find free courses on generating more leads and converting more clients. No strings attached, just a few helpful resources get you out of the weeds and back to growing your agency. Boosting Confidence and Clarity by Understanding the Numbers Brian started his agency as a high school student back in 2001, when he was just a kid experimenting with new technologies. Though he soon found clients and started to charge $200 for building a website, he quickly realized his strengths lay not in design or development, but in the business aspects of the work. Hence, he started recruiting freelancers to handle the technical work while he focused on client acquisition. Throughout college, Brian continued running his fledgling agency, applying his business studies to strengthen its foundation. After graduation, with youth on his side and nothing to lose, he decided to dedicate himself fully to growing the business. Yet success didn't come overnight – it took five years before he started seeing meaningful momentum. The early years proved challenging, marked by financial struggles and an evolving business model. This changed in 2011 when he hired an outsourced CFO, a decision that marked a turning point in his understanding of the financial dimensions of his business. During their first four-hour session together, Brian gained crucial insights into his agency's financial workings that transformed his perspective as a business owner. This newfound financial clarity not only boosted his confidence but also provided him with a clearer vision for his agency's future direction. Pivoting to Stability by Changing Projects to Predictable Revenue Brian's monthly meetings with his CFO became a cornerstone of his professional development, transforming his approach to business management. Through these sessions, he developed a deep understanding of crucial KPIs : top-line revenue, cost of goods sold, gross profit, overhead expenses, and net income. This knowledge enabled him to set concrete financial targets, including a 50% gross margin and 15% net margin, shifting his focus from simple revenue growth to sustainable profitability. During this period of financial enlightenment, Brian also recognized a fundamental challenge in his business model: the instability of project-based work. This realization prompted a strategic pivot to SEO and Google Ads services that would provide the predictable revenue streams necessary for stable, long-term growth. This way, slowly evolved to an entire suite of digital marketing services that ended up being a game changer for his agency. How Financial Literacy Led to a Successful Strategic Exit By 2016, Brian had built his agency into a thriving business generating nearly $1 million in revenue. With stable profits and predictable growth, he wasn't actively seeking to sell, after years of receiving offers that simply weren’t the right fit. This changed once a respected local media company, owner of five radio stations and boasting a century-long legacy, made an unexpected approach. Brian approached the situation with cautious optimism. Despite the allure of a potential deal, he remained grounded, taking meetings with the mindset of learning rather than selling and viewing the process as an opportunity for growth rather than merely a transactional exchange. The company's representatives consistently aligned with his vision, supporting his desire to maintain his brand identity, retain his team, and preserve his autonomy in steering the agency's future. However, when negotiations began in earnest, their initial offers failed to meet his expectations. After eight months of back-and-forth, the breakthrough came when they asked Brian to specify his desired price range. Though initially hesitant about meeting his terms, they returned within two days ready to negotiate. The subsequent discussions led to a proposal that matched Brian's valuation. Brian's experience underscores the importance of financial literacy for entrepreneurs, whether you seek it through formal channels or mentorship. Had he not taken the time to understand his business's financials and what he deemed a fair valuation, he might have accepted an offer that did not reflect his hard work and dedication. Knowing When to Let Go is Just as Important as Knowing Your Value Seven years after selling his agency, Brian remains with the acquiring company – a rare outcome that extends well beyond his initial four-year employment contract. The acquisition process itself , while intense, proved surprisingly accommodating. During the 90-day due diligence period, the buyers demonstrated flexibility by considering not just financial metrics but also intangible assets like goodwill, ultimately strengthening the deal's value. After that, it took him a while to realize it was time to let go. For some time after the sale, he operated exactly as he would while still being the owner. It was only once the pandemic started that he realized there were things he could let go now that his role has changed post-sale. His experience offers valuable lessons for agency owners contemplating a sale. While having a clear valuation number is crucial for effective negotiations, equally important is defining your desired post-sale lifestyle. Whether you envision staying on as an employee-shareholder or pursuing an entirely new path, the key lies not just in securing a favorable deal, but in being prepared to adapt to your new role once the papers are signed. 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 The Smart Agency Masterclass podcast reached new heights in 2024, delivering game-changing insights from entrepreneurs who transformed their challenges into triumphs. From battling impostor syndrome to scaling revenue and reclaiming personal freedom, our guests didn't just share their success stories—they offered a blueprint for agency owners walking the same path they once traveled. Industry titans like Guy Kawasaki and Gino Wickman brought their hard-earned wisdom to our listeners, creating moments that resonated deeply with our community. As we reflect on this remarkable year, I'm excited to share some of the most powerful conversations that shaped our 2024 season. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M 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. Matt Shields on Building Communities for Client Success For Matt, one of the best decisions he made when it came to building his client community was modeling it after an already successful group. In this case, they modeled Joe Kaplan’s agency community, which they knew well having been through it. They loved the community, coaches, and mastermind and strived to build the same for real estate agents, a move that proved to be successful. By bringing clients together, providing coaching, and inviting experts, they aimed to foster a competitive environment that motivated them to excel and achieve success. However, he does admit to some missteps, most notably failing to set clear expectations for community members. The absence of clearly defined core values can lead to chaos and disarray and can result in a community that lacks cohesion, where individuals operate independently without regard for the collective goals. Matt set this right by setting community standards and clear core values, and giving members the option to say no once the standards were clear, which according to Matt only made them more likely to say yes in their eagerness to be part of a tribe. The competitive nature of realtors within the community sparked a desire to outperform each other, leading to increased effort, dedication, and ultimately, success. Furthermore, Matt emphasizes the role of a free Facebook group in building this community. He and his partner purchased an existing Facebook group within their niche, which had 8,000 realtors. This acquisition proved to be a valuable resource, as it provided a platform for interaction, engagement, and the opportunity to showcase their expertise. The free group served as a stepping stone for potential members to become part of the main paid community, as they were already familiar with the agency's values and offerings. Dimi Albers on Taking a $500M Agency to Global Markets Back in 2014, Dimi’s agency made the pivotal decision to expand its services and target international clients . They wanted to transform from a design and tech-focused agency into a company that covers the customer’s full digital journey. This strategy was considered relatively unique and presented an opportunity for growth. At the time, the agency had a very good reputation in The Netherlands and was valued at 15 million USD. Even with capital backing, they remained relatively conservative in investments. Dimi focused on establishing profitability for core revenue drivers within a tight 12-18 month timeframe. For Dimi, an agency is fundamentally a people business and requires making sound decisions consistently rather than betting on a few big moves. He has a client-first approach to expanding globally, and says niche or market domination is not as important as being client-focused. More than market leadership, he thinks it’s about who you’re servicing and whether or not you’re helping them grow and save money. His agency methodically built its value proposition in the Dutch market first. From this solid foundation, they gradually expanded into Europe, the US, and ultimately APAC - advancing to new geographies only after careful evaluation of their capability strengths and each market's receptiveness. This thoughtful, capability-driven approach to global scaling enabled successful service expansions into new territories. Guy Kawasaki on Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome Thinking back on his career, Guy reflects on the things that held him back at times and finds that most people are held back by their mindset. You can have people in your life who don’t believe in you and, as much as it sucks it’s also a relatively easy thing to ignore as long as you believe in yourself. However, if you don’t believe in yourself, then that’s a real problem. In his experience, this kind of mentality can slow your progress, as it did for him back when he was writing his first book. Filled with self-doubt, he wondered if he had what it took to publish a book. Thankfully, he was able to overcome this by realizing that he didn't need external validation or permission to pursue his passion. It’s a thinking he carries with him and advises anyone to adopt, whether they wish to write a book, make a movie, or try anything new. Doubts about one's capabilities often stem from imposter syndrome, a common feeling of inadequacy experienced in new or challenging situations. However, Guy asserts that imposter syndrome can signify awareness and humility, catalyzing growth, rather than a barrier to success. He contrasts this with entitlement syndrome, emphasizing that while imposter syndrome can be overcome and lead to personal development, entitlement is counterproductive to growth. Natalie Hogg on The Key to Building a Scalable Business As the head of a multimillion-dollar agency, does she have more freedom? “ I did in the beginning ,” she says. Now past that initial fun stage, boundaries mean making a conscious decision not to put her full self in the business and end up exhausted. Once you make the decision to take care of yourself to avoid burnout, who’s going to be there to fill the gap? Finding the right people to fill that gap is crucial for that transition into more freedom. Sure, creating these jobs can end up initially impacting profitability, but it will no doubt help the business make more money down the line. For Natalie, trust is a cornerstone of a functional and high-performing team. She has been lucky to work with individuals she has known for years, which has helped her build a foundation of trust that enables her to delegate responsibilities more effectively and focus on strategic decision-making rather than getting bogged down in day-to-day operations. Moreover, when team members feel trusted, they are more likely to take ownership of their roles, leading to increased motivation and productivity. Still, many agency owners struggle to let go and let their team take over most tasks. Letting go and being very strict about your free time is all about building habits and creating rules for yourself. Just like you schedule your meetings, block some time in your schedule exclusively for your enjoyment. It’ll help you enjoy your business that much more. Building a business that is scalable means building a business where you’re not doing everything. You’re just doing what you do best and keep learning and evolving to then bring that to the business. Gino Wickman Shares 3 Discoveries to Free Your True Self Some people think that growing and selling your business brings freedom. However, Gino presents a different perspective , advocating for three transformative insights that can help you unlock your authentic self while enhancing your energy, impact, and inner peace. Recognize and accept that being driven is part of an entrepreneur’s DNA and wiring. Acknowledging this helps you navigate the ups and downs of that drive and recognize the impact it has on your mental, physical, and emotional well-being. All decisions are made out of love or fear. Understanding the motivations behind your actions will help you make more conscious choices that align with your true self rather than your ego. This awareness can help entrepreneurs break free from patterns of fear-based decision-making and move towards a place of love and authenticity. Know it is possible to be BOTH driven and have peace. This may seem contradictory at first, as many driven individuals equate drive with a constant state of hustle and striving. However, finding peace does not mean losing drive; in fact, it can enhance it. At this stage of his life, Gino has everything he’ll ever need; nonetheless, he’s more motivated than ever. By letting go of the need to constantly be in motion and finding a sense of inner calm, driven entrepreneurs can tap into a deeper source of motivation and creativity. 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.…
1 Afraid to Make Cold Calls? How an SEO Agency Built Success On Them with Marc Brookland | Ep #751 20:57
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you shy away from cold calling for fear of rejection? Or, do you think cold calling is dead in the digital age? Today’s guest runs an SEO agency that grew from a small project with four clients to a full-service agency. Discover how a focused cold-calling campaign landed him seventeen clients in his first month. In this episode, youl will also learn the reason he prioritizes culture fit over impressive resumes in his hiring process, why he believes relying on just one lead source is playing a dangerous game, and why he believes that open communication is the key to building trust with clients. Marc Brookland, the owner of SEO Locale , a full-service digital marketing agency specializing in search engine optimization. He shares his journey into the world of SEO and how much things have changed in that field, from focusing on repeating a keyword as much as possible or having more backlinks than the next guy to a complex and sophisticated process to improve your website traffic. He also discusses the challenges he’s faced with hiring and ho open communication has shaped a trusting relationship with clients. In this episode, we’ll discuss: Building his agency on cold calling success. Hiring for culture fit over skill set. Why open communication doesn’t mean losing your agency’s 'secret sauce’ Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: 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. Taking a Leap of Faith to Become an Entrepreneur When Marc landed his first SEO job, he discovered his true calling and began dreaming of running his own agency. It was there he met his future business partner, and together they started mapping out their entrepreneurial ambitions. Though passionate about SEO, Marc soon felt constrained by the role's narrow focus and yearned to expand his digital marketing expertise. He left that agency to go work in-house, where he finally got to challenge himself being a team of one in charge of social media, website management, and SEO. This was the test that convinced him that he could start his own business. He began taking on agency clients on the side, though still hesitant to fully embrace entrepreneurship, and accepted another in-house position. Fate intervened when his employer's pivot led to staff layoffs, presenting Marc with a choice: stay on as an employee or transition to a contractor role. Recognizing this as his opportunity to finally commit to his agency dreams, Marc chose the entrepreneurial path – and never looked back. Agency Success Built on Cold Calls Although it started as a small operation, Marc spent the first month as an agency owner cold calling businesses and was able to bring seventeen clients with this strategy. This campaign was undoubtedly a huge success thanks to his unwavering determination to connect with potential clients. Where many shy away from direct outreach due to fear of rejection, Marc embraced the challenge. It was also thanks to a methodical approach to identifying potential clients. By utilizing data scraping tools, he was able to target businesses that were likely to benefit from his services. Interestingly, Marc's experience highlights a common misconception about cold calling which is cold calling is an outdated or ineffective strategy in today's digital age. In his opinion, agency owners can’t be afraid of sales because there’s no way around it if you’re starting your business from scratch. Although it’s not something he’s revisited after the agency took off, cold calling provided him an opportunity for direct interaction, fostering relationships that can lead to long-term partnerships because the ability to engage authentically with potential clients can set a business apart from its competitors. Nowadays, SEO is his agency’s number one lead generator, followed by referrals and word of mouth. The skills he honed in those early days—effective communication, resilience in the face of rejection, and the ability to identify and address client needs—remain integral to the agency's operations. Hiring for Culture Over Skillset Hiring is one of the biggest challenges at Marc’s agency at this point of their growth. He and his partner are trying to focus on hiring the right people. For them, this means hiring people who fit into the agency’s culture. They’re much more interested in this than in hiring people with an impressive resume. At the end of the day, skills can be taught, but intrinsic values and work ethic are often more difficult to instill and Marc is much more interested in finding individuals with a genuine drive and a willingness to learn, which is the sort of information you’ll probably won’t get in a resume. Rather than partnering with recruiting firms, Marc has built a successful hiring pipeline through Indeed, LinkedIn, and his extensive professional network. The majority of applications come through Indeed, where Marc and his team have honed their ability to identify promising candidates. However, with a large volume of applications it can be better to set your standards very early in the application process by only reviewing applications that comply with parameters expressed in the job posting. This way, you’ll greatly reduce your workload by eliminating the candidates who not even bother to read the full description. How Open Communication Leads to Stronger Client Relationships To Marc, communication is an active process that involves educating clients about the work being done on their behalf and being consequent with this has shaped his agency’s growth is his relationships with clients. The most common complaint raised against agencies is that clients feel in the dark regarding the work being done. This could stem from a fear of sharing too much of their process and then lose clients as they set off to do that work themselves. However, Marc has found that the more agencies communicate and educate clients the more they’ll trust you as they feel more involved in the process. This involvement can take many forms, such as regular updates, detailed reports, or even educational sessions that explain the strategies being employed. When clients understand the rationale behind the work, they are more likely to appreciate the efforts being made on their behalf. Furthermore, many clients may not have a background in marketing or digital strategy, leading to confusion about the value of certain actions. By taking the time to explain these concepts in an accessible manner, agencies can empower clients with knowledge, making them feel more invested in the partnership. Don’t be afraid to give some “secret sauce” by explaining and demystifying your processes. In the end, everyone’s process is pretty much the same. Your real secret sauce is your people and how they treat the client and that’s what you should protect. 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 caught in the challenging "no-man's land" of agency ownership—where growth meets gridlock? Despite years of management experience, today's guest discovered that running a digital agency demanded more than strategic acumen alone. His journey reveals the often-overlooked complexities of agency leadership that can transform an owner's dream into an operational maze. Although he felt comfortable making the strategic decisions as a manager, as an owner he found himself pulled in countless directions. From juggling legal complications, financial decisions, and HR responsibilities—areas far removed from his core strengths and passion for marketing strategy. In the end, he recognized the only way through was setting up the right processes for the agency to grow without him and ultimate decided to sell. Tune in to learn about building a successful marketing agency and the principles that guide his approach to client service. Robert Royer is the Founder & President of Building Brands Marketing , a full-service marketing consulting agency based in Victoria, Texas. For over 17 years, Royer worked in leadership positions for companies across South Texas building hundreds of marketing strategies for small to large businesses and ultimately worked his way up to starting his own business. Building Brands Marketing has grown to over 25 employees in that time frame, seeing a rapid growth during the pandemic. Recently, he decided to sell and will talk all about what led to this decision. In this episode, we’ll discuss: From acquisitions plan to a successful exit. Liberating yourself from agency ownership. Being aware of the personal costs of agency ownership. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M 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. Tearing Down One Business Plan and Pivoting to Another Robert started out selling newspaper ads looking for a way out of the restaurant industry. As newspapers pivoted to digital platforms, he found himself leading a digital agency. This experience provided invaluable insights and the confidence to eventually launch his own venture. In 2018, Building Brands Marketing was born, initially conceived as a lean, independent consulting agency focused on SEO and high-level strategic services. However, Robert quickly discovered the limitations of a solo operation. Within just two months, he was referring out critical services like video production and website design. The solo work also exposed significant challenges: he lacked direct control over quality and was burning out, working an unsustainable 80-90 hours per week. Finally, he tore down his initial business model and went the route of the more traditional ad agency he thought he’d left behind. Fortunately, his agency’s unique location in South Texas—an area with limited competition—became a strategic advantage that amplified his growth potential. In fact, the agency quickly attracted people with just the skills he needed, which was key in catapulting his agency just as the pandemic started. From Acquisition Plans to a Successful Exit After years of strategic growth and careful positioning, Robert's entrepreneurial journey with Building Brands Marketing reached an unexpected but deliberate conclusion. Just seven years after launching, he made the strategic decision to sell the agency —a move driven by a profound understanding of his own strengths and limitations. Basically, Robert felt he was holding the agency back and being pulled in too many directions to do things outside his zone of genius. To him, continuing to do things that occupied too much of his time and kept him from focusing on what he does best in the business was leading him to plateau. It also just seemed like the right move considering the synergy between his team and their now parent company. It relations started out differently, with Robert and his partner looking at agencies to potentially acquire to grow the business. They wanted to scale and be able to focus on what they loved to do, which is the strategy and operational side of the business. The legal, finance, and HR isn’t what they excelled at so they focused on preparing SOPs and systems to hand off that part of the business to someone else. The decision to sell was based on the synergy they shared with that company and the fact they’re a major player at the national scale. It was a good match, with them bringing value with their expertise as a small business division. The sale not only provided financial rewards but also positioned the agency for continued success under new leadership. How to Liberate Yourself from Agency Ownership Why not just hire someone to take over those tasks? It wasn't a simple matter of outsourcing tasks, but a nuanced reflection of the complex challenges facing agency owners at a critical growth stage. At the cusp of $2-3 million in annual revenue, Robert confronted a common entrepreneurial dilemma: the financial limitations of building a comprehensive in-house team. Fractional roles can be an interim solution but Robert saw significant drawbacks. Negative experiences led to exhaustive micromanagement, forcing him to constantly verify work quality. It all made him question whether it was possible to effectively bring those roles in-house. Additionally, as someone who ran other businesses, Robert doesn’t feel the need to control every single detail. He just wants to do what he loves and understands it may take sacrificing some things to bring that to fruition As the agency grew, Robert found himself trapped in an increasingly unsustainable cycle. Despite managing more people and investing more hours, his financial returns remained stagnant, something that happens to many agency owners. At this stage, the business transforms from an exciting venture to a constraining operational burden. Sustainable growth requires more than hard work—it demands strategic delegation, systematic process development, and the ability to communicate a compelling vision. By selling to Rossman Media Group, Robert chose a path that would liberate him from operational complexities while ensuring the agency's continued potential. The Personal Cost of Building a Digital Agency The reality of growing an agency is fraught with challenges that demand significant sacrifices. From long hours to missed family moments, the path to success is paved with dedication , resilience, and a willingness to endure discomfort. Robert recalls working tirelessly without a single day off, sacrificing precious time with his young son and forgoing holidays. This commitment is not uncommon among agency owners, who often find themselves entrenched in their work, especially during the formative years of their businesses. To him, the initial hustle is essential; it lays the groundwork for future growth and stability. However, it also requires a level of sacrifice that many may not fully comprehend before embarking on this entrepreneurial journey. 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.…
1 Stop Being the Bottleneck! How to Delegate in Order to Scale Your Agency with Steve Phipps | Ep #749 20:32
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you inadvertently holding your agency back? We are all guilty of it! Many agency owners eventually confront a challenging reality: they themselves are the primary bottleneck preventing their business from reaching its full potential. Today's featured agency owner has recognized this critical insight and is actively working to transform his approach. By strategically empowering his team and gradually delegating operational responsibilities, he is creating a pathway for the agency to expand beyond its current limitations. Hear an inspiring conversation about overcoming entrepreneurial challenges and unlocking an agency's true potential through intentional operational restructuring. Steve Phipps is the founder of Wayfind Marketing , an agency that works with service-based seasoned B2B companies focusing on mapping out clients’ strategy, website, and content for sustainable growth and increased ROI. Steve discusses his journey into the world of digital marketing and shares the pivotal moment inspired him to launch his own agency in 2015. He emphasizes the importance of strategy in marketing, explaining how his initial offering has evolved into a full-service agency. Listeners will gain insights into how agency owners can prepare the grounds to delegate effectively and stop being the bottlenecks preventing agency growth. In this episode, we’ll discuss: Getting out of your own way: breaking free from the founder’s bottleneck. Leading with a clear vision to ensure your team’s success. Empowering your sales team to make the process their own. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: 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. Breaking Free from Founder's Bottleneck by Facing the Delegation Dilemma Steve's career took an unexpected turn in 2011 when he transitioned from a corporate digital marketing role to an agency position. His talent and dedication quickly propelled him to the position of VP, where he envisioned a long-term future. However, a sudden turn of events—the unexpected passing of the agency owner and finding himself in line to buy that business.— Although the deal fell through, Steve realized he was ready to step out on his own and launched Wayfine Marketing. With a strong focus on strategy, he tailored the agency's services to service-based B2B companies, helping them transform scattered marketing efforts into cohesive, lead-generating strategies. However, as the business grew, he encountered a familiar challenge: he became a bottleneck in his own processes . The strategy development process for clients became a significant source of strain. Despite having a capable team, Steve found himself deeply involved in the intricacies of creating strategy decks, often resorting to late-night work sessions to meet client demands. Recognizing the need for delegation , Steve is actively working to empower his team. He is committed to upskilling his team members, equipping them with the necessary tools and knowledge to handle strategic tasks. Hence, one of his current challenges is to rework the agency’s processes and systems to where he’s not involved in everything and can focus on the areas where he is strongest and rely on his team for everything else. Leading with Purpose: How A Clear Mission Drives Team Success One of Steve's primary goals is to equip his team with the ability to make informed decisions that align with the agency's overarching objectives. By fostering a shared understanding of the agency's mission and goals, he aims to create a culture of clarity and purpose. When team members grasp the agency's "North Star," they are better positioned to evaluate opportunities and challenges critically. They can ask themselves: "Does this align with our mission?" and "Is this beneficial to our agency?" By encouraging these thought processes, leaders can ensure that everyone is working towards a common goal. A clear mission statement serves as a roadmap , guiding the agency's growth and providing team members with a sense of direction. When employees understand the agency's trajectory and their role within it, they are more likely to take ownership of their responsibilities, leading to increased accountability and initiative. The next step will be to record yourself doing a task you never want to do again. By documenting processes and sharing insights, leaders can create a repository of knowledge that becomes accessible to the entire team and fosters an environment where team members can learn from past experiences, both successes and failures, and apply those lessons to future challenges. 3 Steps to Train an Agency Salesperson for Success The level of alignment you’ll need to build out your processes in a way that you can be sure the agency can run without you will require hiring integrators who can handle daily operations and management and are adept at managing processes and people. Success Stories. When it comes to preparing your sales team, start by sharing the stories they’ll need to relate to clients and earn their trust. After decades of business ownership, agency owners commonly amass a wealth of knowledge and anecdotes that serve as valuable tools in client interactions. Separate those stories from your personal experience and start teaching them to your team as a way to gain the clients’ trust while they gain experience and, little by little, start creating their own stories. Initial Calls. Once your team has a solid foundation of knowledge and skills, it's time to transition them into a more active role . Begin by training them to conduct initial client calls, providing them with a script and key talking points. Have them shadow you on these calls to observe your techniques and gain practical experience. Increase Autonomy. As they become more confident, allow them to take the lead on calls while you listen in. This approach provides an opportunity for real-time feedback and guidance. Continue this process throughout the entire sales cycle, gradually increasing their autonomy. Soon they’ll be confident enough to sell with only bringing you in to add color, where needed. Remember, learning is often accompanied by mistakes. Encourage your team to embrace these setbacks as opportunities for growth. By reviewing recorded calls together, you can identify areas for improvement and provide constructive feedback. 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 Is your team leveraging AI beyond basic content creation? Did you know your sales process can be more efficient with the help of AI? While many agencies focus on AI's obvious applications, today's guest reveals a more innovative approach: using artificial intelligence to mine the wealth of unstructured data generated during sales interactions. By capturing and analyzing these often-overlooked conversations, his agency has discovered valuable insights that are transforming their sales process. In our fascinating discussion, we'll explore how AI is revolutionizing not just data analysis, but the entire advertising landscape. This interview is an in-depth conversation about the convergence of technology, community building, and cutting-edge marketing strategies. Andrew Eklund is the founder and CEO of Ciceron , a digital agency that excels at amplifying brands by creating bespoke audiences and activating them in the places they are. He shares insights from his journey in the digital landscape, starting from the dawn of the public internet and his early experiences with AOL. He discusses the evolution of his agency from his first clients to now specializing in applying advanced AI to audience segmentation and modeling, and shares what he predicts will and won’t change about our current use of AI in advertising and sales. In this episode, we’ll discuss: Turning sales conversations into strategic assets with AI. Why unlocking the capabilities of AI requires engagement. Harnessing AI for sales success. How AI could change advertising for good. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M 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. Educating Clients to Embrace New Technology Andrew’s pioneering spirit led him to start his agency almost thirty years ago at the dawn of the public internet, back when a digital agency basically set up people’s first email address and websites. Starting out when people still didn’t know very much about the internet, Andrew often had to overcome skepticism about the viability of online business. His determination to prove that people would eventually embrace e-commerce, despite widespread hesitance to share credit card information online, led him to establish IndieSonic, one of the first independent music online portals. This venture not only validated his predictions but also provided a tangible example to clients of the digital marketplace's potential. Even with this willingness to engage clients in e-commerce during a time of skepticism, it took many years for most to start embracing it. During the dotcom crash, many predicted the internet's demise and a return to traditional business models. Yet ironically, this period coincided with the emergence of today's tech giants, who would ultimately transform the digital landscape forever. Turning Daily Sales Conversations into Strategic Assets Back in 2022, when ChatGPT 3.5 came out, Andrew gathered his team and explained that whatever the future with AI was, they had to be all in on it. To him this was without a doubt the direction things were headed as soon as the technology became available. He wanted his team to be prepared for a future where platforms like Google and Meta would have features to basically automate their jobs. Instead of rejecting that future, they should embrace it before clients did . Initially, his team used ChatGPT in the obvious ways, like creating the ad copy. However, it wasn’t the most exciting way to use this technology. Andrew wanted to put it to work in areas where humans struggled so he focused on using it on the often-overlooked and unstructured data generated during human interactions, particularly in sales environments. When salespeople engage with clients, they gather valuable insights about customer perceptions, needs, and preferences—information that is rarely documented in formal data sets. This intellectual capital, if left unharvested, evaporates daily, representing a missed opportunity for organizations to refine their strategies and improve their offerings. Now Andrew’s team has implemented a system known as the "intelligence hub," which serves as a central repository for various data sources, including recordings of sales calls. By utilizing AI to analyze these recordings, he can extract meaningful insights that inform sales training, marketing strategies, and product development and captures intellectual capital to transform it into actionable intelligence that drives business success. Why Experimentation is the Key to Unlocking the True Capabilities of AI Like many of these AI innovations ChatGPT seems to have gone down in quality over the past year. AI models are not static entities; they require active engagement and adaptation to deliver meaningful results and while it can process vast amounts of data, the quality of its output is heavily dependent on the input it receives and the manner in which queries are structured. Andrew's approach to these language models is to address them like he would any employee and letting them know they’ve failed at effectively answering a prompt, so it’ll record that failure and provide better results next time. Moreover, his perspective on the integration of AI models is that there’s no need to stick to just one when they each have varying capabilities. Models like Llama and Gemini offer superior integration with platforms like Google Drive, but may also lack essential features. Hence, businesses must remain agile, willing to explore different models and their functionalities to find the best fit for their specific needs. Don’t shy away from experimenting with different setups and integrations, especially if you run a small or medium-sized business and don’t have a deep IT infrastructure. Maintain an open mind towards the evolving capabilities of AI. Many users may dismiss a model based on a single poor experience, failing to recognize that AI technology is continually advancing. The technology will get better with time and, meanwhile, remember that longer, more nuanced prompts yield better results and experimentation is the key to unlocking the full potential of AI tools. Harnessing AI for Sales Success One area where not enough agency owners are using AI to improve their agency’s performance is sales, where they can use AI insights to significantly enhance the efficiency and effectiveness of the sales processes. One of the primary advantages of utilizing AI in sales is its ability to analyze vast amounts of data to identify patterns and trends that human analysts might overlook. Sales managers can employ AI to examine recorded sales calls alongside performance metrics from CRM systems like Salesforce. This way, your team can analyze which calls led to conversions and which did not and sales leaders can gain insights into effective communication strategies and customer preferences. Moreover, AI can assist in filtering and analyzing leads more effectively so sales teams can prioritize their outreach to those with the highest likelihood of conversion, thereby improving overall efficiency. The Future of AI and Data Privacy Since the 1990s, when Andrew began helping businesses establish an online presence, he has encountered a common concern among clients - the fear of exposing sensitive information on the internet, where competitors could access and leverage it. However, as clients learned the importance of SEO and realized their lack of content was hindering website traffic, they became more willing to embrace digital marketing strategies. Looking ahead, Andrew foresees a future where AI models could replace traditional search engines. Instead of searching, consumers will rely on AI assistants that not only answer queries but also provide relevant context. As AI-driven insights become more prevalent , often informed by user-generated content rather than brand narratives, companies will have greater incentives to share their data with these models. Yet, Andrew cautions that not all information should be openly shared with AI. He advocates for the use of private AI platforms, where companies can download and apply open-source models like Llama to their internal networks. While this is not yet widespread, Andrew believes it represents the future of AI-driven business intelligence. Will People See Less Advertisement? In Andrew’s opinion, people will continue to be bombarded by advertising for the time being. While advertising agencies must reach their audience, they should do so without being intrusive. He points to Instagram as a successful example, where users actually embrace advertising because of its relevance to their interests. The platform's ability to understand user preferences and recommend desired products has transformed it into a shopping destination, delivering real value to consumers. Looking ahead, Andrew predicts that over the next five years, AI will revolutionize the economics of advertising. This technology will enable more precise targeting at current cost levels, shifting the focus from broad, low-quality impressions to highly targeted advertising aimed at the individuals who matter. 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.…
1 Navigating Pricing Strategies & Acquisitions to Build a THRIVING AGENCY with James Pietruszynski | Ep #747 25:48
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you mastered the art of always obtaining the client's budget? Are you ready to elevate your pricing strategy and focus on quality over quantity? There are certain things that will only get easier with experience. Yet, all agency owners should be aware of how crucial it is to adapt your pricing model and client acquisition strategy to ensure long-term success. Today’s featured guest started his agency in 1997 and has learned a lot about the milestones that changed his agency’s growth path, the things that had to change along the way, and why continuous improvement and evolving capabilities are the best way to adapt to a changing market. Tune in to learn more about the challenges and triumphs of building a successful agency, the pricing strategies that have kept his agency afloat, how he is navigating a recent acquisition, and the improvements yet to be made to cement his agency’s brand. James Pietruszynski is the CEO of SoulSight , a full-service brand design agency that collaborates with partners to deliver visionary work with a soulful approachability. With 27 years of experience, James shares insights into the evolution of his agency. He reflects on the milestones that have defined his growth journey, the lessons about understanding the value you bring to clients to grow beyond a certain point, what he’s learned from a recent acquisition, and more. In this episode, we’ll discuss: The factors that drove his agency acquisition. Strategies to create sustained agency success. Why you should be raising prices instead of taking on new clients. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: 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. Continuous Improvement, Acquisitions, and Evolving Capabilities as the Pillars of Enduring Success Currently running an agency that is well over the eight-figure mark, James looks back on starting in 1997 and the many milestones that mark this journey, measured primarily through the caliber of clients and strength of brand relationships. One of their first big moments was winning major client Molson Coors, which marked their entry into the realm of Fortune 100 brands. This initial breakthrough catalyzed the agency's expansion as they continued to grow with a focus on client retention, with some client partnerships spanning two decades, a testament to their commitment to excellence. As a team, they set their long-term goals through a three-year planning process, where they anticipate potential challenges and identify opportunities for growth. They evaluate what they know and make predictable assumptions of what may happen and then focus on things that need to change and improve to be more efficient. At the heart of their continued success lies a commitment to evolution and adaptation. James regularly assesses internal capabilities and actively seeks opportunities for enhancement, whether through restructuring creative teams, streamlining operations, or pursuing strategic acquisitions. A recent example is their acquisition of a wellness-focused brand design agency—a strategic move that not only expands their service portfolio but also strengthens their ability to meet clients' changing needs. Chemistry and Retention as Factors Driving an Agency’s Acquisition Strategy When acquiring another agency, always take the time to ensure that the values, mission, and vision of both organizations align. For James, chemistry and retention were the most important elements he looked for in an ideal partner, not only for a successful acquisition process but also to foster long-term relationships that drive sustainable growth. If this chemistry extends beyond just the leadership and through the entire organization, it will influence how teams interact and collaborate post-acquisition, ensuring a smoother transition and integration. As to the second element, Jim was looking for an agency demonstrating five to seven years of client retention. When it came time to negotiate the purchase, he favored an earn-out model, which has proven consistently effective in his experience. For the most part, he found that the agency partners and leadership team had no problem sticking around after the purchase to help grow the agency so he worked with the leadership team to structure a deal that included both upfront cash and performance-based incentives to ensure they remained motivated to grow the business. Although it’s not for everyone, for James this model not only protects the acquiring agency’s investment but also fosters a sense of shared purpose and commitment among the teams involved. It reinforces the idea that both parties have a stake in the ongoing success of the agency, thereby enhancing retention on both sides. Leaving Behind RFPs to Create Sustained Agency Success Although RFPs were more credible twenty years ago and their first big break with Molson Coors did come as the result of a well-put-together RFP, James believes currently most of their business comes organically through relationships. By this point in his agency’s growth the team doesn’t participate in many RFPs a year. Agencies nowadays dare to say no to most RFPs, which can serve as a jump-off point to sell a foot-in-the-door strategy and stand out from anybody that is just wasting time preparing that RFP. With this, you’ll already be on their radar and they’ll be much more likely to pay for your services again. On the other hand, he does acknowledge his agency could be a brand name by now had they focused more on their own marketing to build their reputation. As the work poured in, client work would always take priority, leaving them less and less time to even plan their own marketing strategy. The challenge of balancing client work with internal marketing efforts is a double-edged sword. Focusing on client needs is no doubt essential for immediate business success; however, neglecting self-promotion can create bottlenecks in growth and limit the agency's visibility in a competitive market. Jim is now more focused on putting a renewed effort into the agency’s marketing , starting with its website. This will always be a challenge for agency owners but try to not fall into the trap of becoming so client-centric that they lose sight of their own brand identity. The Art of the Budget Conversation: How to Set Realistic Expectations Jim prefers to charge hourly rates, which in his view reflects a commitment to transparency and accountability in pricing. Hourly billing can provide clients with a clearer understanding of the time and resources invested in their projects, reinforcing the value delivered. However, it also necessitates that agencies effectively communicate the rationale behind their rates and the expected outcomes, so clients feel confident in their investment. Obtaining a clear understanding of the client's budget is a critical, yet often overlooked, part of the process. When agencies inquire about budgets upfront, they are frequently met with reluctance, which may stem from the client's desire to gauge the agency's pricing structure without revealing their own financial limitations. In these situations, ask for a budgetary range, even if the client is hesitant to provide specifics. This at least gives the agency a general sense of the client's spending intentions, allowing them to tailor their proposals accordingly. Start with the biggest number “Do you want to spend $1 milion? 100K? 10K?” Alternatively, present them a new option of buying a strategy session where you help them figure out their goals and gain more clarity. This way, you’ll be positioning yourself as an authority with this foot-on-the-door and they’ll be more likely to hire you once they’ve already established a client relationship. If they can’t commit to do any of this then they might not be the best client for you, as they lack a basic understanding of what they’re willing to invest on the project. Establishing a budgetary framework early on is essential for setting realistic expectations and ensuring that both the agency and the client are aligned in their goals. Strategies to Build a Sustainable Agency Business in a Post-Pandemic Landscape In the aftermath of the COVID-19 pandemic, James has faced the challenge of agencies lowballing their prices far below what they should be charging. This has at times cost his agency business opportunities, with clients citing his agency's prices as too expensive. However, James recognizes that the right clients will always be willing to pay for the value his agency provides. In fact, losing business because of price more often than not can be a sign that you’re not properly explaining your process. Work on explaining the results and success you can help bring clients and you’ll get them excited to pay your prices because they’ll recognize the value you’ll be bringing to their business. Along with the price increases, growing your agency will also lead to taking on fewer clients than you did in previous years. There’s a misconception that agencies must double their client roster to achieve significant revenue increases. Instead, focus on acquiring fewer clients but at higher price points . You’ll get to this point by concentrating your efforts on that your agency truly excels at to more effectively showcase your value. Other than that, he has been focusing on streamlining processes, making informed decisions quickly, and building strong relationships with clients who can be brand champions within client organizations. This way, agencies can gain insights into pricing thresholds and client expectations so they can better serve their clients while also justifying their pricing structures. 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.…
1 Moving from Retainers to Productization to Increase Agency Profitability with Bob Afsari | Ep #746 33:12
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you tired of the endless cycle of client demands and shrinking margins? Is your agency struggling to differentiate itself in a crowded market? How can you elevate your agency from a service provider to a strategic partner? Today's guest shares how he identified an untapped market opportunity that revolutionized his business approach and established his agency as a respected HubSpot and Shopify partner. His experience shows how focusing on internal brand strength, selective client relationships, and strategic pricing can transform an agency's profitability and market position and offers valuable insights for agency owners seeking to break free from the cycle of demanding clients and diminishing returns. Join us for an inspiring conversation about navigating career paths and the importance of adaptability in business. Bob Afsari is the CEO and founder of Campaign Creators , a full-service digital marketing agency and HubSpot partner focused on helping their clients onboard and optimize their Hubspot environments. Bob shares his unconventional journey from studying neurobiology and working in molecular biology research to launching an agency in 2011. He reflects on the surprising turns of his career as well as expanding partnerships. In this episode, we’ll discuss: Shifting from retainers to productization to redefine agency success. Finding the sweet spot between passion, skill, and value. Why too many choices kill agency sales. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M 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. Revolutionizing HubSpot and Shopify Onboarding Bob's journey to agency ownership was anything but conventional. After earning a degree in Neurobiology, Physiology, and Behavioral Science, he initially planned to pursue a medical career. However, a brief stint in San Diego led him to make a sharp turn, ultimately opening his own agency in 2011. Today, Bob's agency has become a HubSpot and Shopify partner, specializing in an area ripe for innovation – the onboarding process. Businesses purchasing HubSpot licenses, particularly the professional or enterprise versions, are required to undergo a mandatory onboarding that can be both cumbersome and costly, often taking up to 90 days and requiring significant financial investment. Recognizing the pain points his clients were facing, Bob stepped in to revolutionize the onboarding experience. By productizing the process, his agency has created a more efficient and cost-effective model. Instead of the traditional 90-day onboarding, they offer a streamlined 20-working-day process, reducing not only the time commitment but also the overall cost by 20% compared to traditional onboarding services. This innovative approach has allowed Bob's agency to carve out a unique niche in the market, catering to clients ranging from solo entrepreneurs to large corporations that are seeking a more seamless and accessible onboarding experience for their HubSpot and Shopify platforms. A Product-Led Approach to Agency Profitability Initially operating on retainers, Bob soon discovered that revenue growth didn't necessarily translate to increased profitability. Instead, it created a challenging cycle of constantly expanding the workforce to meet growing demands. The traditional retainer model's limitations became increasingly apparent. Clients would pay for monthly hours without clear deliverables, creating uncertainty on both sides. This often led to awkward conversations about unused hours and rollovers, while agencies struggled with workload management and resource allocation. Recognizing these challenges, Bob started to think of ways to make intangible marketing services tangible by productizing what they did and making sure there was a clear offering that empowered clients to engage with the agency in a way that suited their unique circumstances. This shift greatly helped eliminate the ambiguity. Some clients preferred to take a gradual approach, while others sought comprehensive solutions immediately and productization allowed for this flexibility, enabling clients to choose how they wished to utilize the agency’s expertise. As teams become more efficient in deploying these products, the agency can scale its offerings without compromising quality, ultimately leading to enhanced profitability. Why Too Many Choices Kill Agency Sales The shift to productized services requires a deep understanding of client needs and a commitment to delivering tailored solutions. Successful agencies not only productize their services internally but also present these offerings clearly to clients. Bob noticed his team was more often than not racing towards a close. With the new process, they're now more focused on ensuring that clients fully understand the details of each deliverable, even if it's not their initial request. By creating a structured menu of services with defined deliverables and associated costs, agencies eliminate ambiguity and earn the client’s trust. However, even with the right process, many agencies make the mistake of leaving clients to navigate a sea of options. Instead, take the initiative to guide clients through their options. Rather than overwhelming them with choices taking a consultative approach fosters trust and demonstrates the agency's commitment to understanding the client's unique challenges. Much like a skilled server at a restaurant helps patrons navigate a complex menu; an expert salesperson can streamline the decision-making process by offering targeted recommendations based on specific needs. Ultimately, when both parties have a shared understanding of the project scope and expected outcomes, the likelihood of scope creep diminishes. The result is a more productive working relationship, where clients feel informed and engaged, and agencies can focus on delivering quality work without the constant pressure of changing requirements. The Value Intersection: Finding Your Agency's True North With years of collaborative learning and optimization, Bob has achieved a significant milestone: the ability to say no to the wrong clients. While this was once a challenge, he now realizes that the more he focused on his team's strengths, refining processes, and value-based selling the more saying no actually made him money in the end. It's natural for new businesses to explore all sorts of opportunities. However, finding your niche involves identifying the sweet spot where passion, skill, and the ability to provide value intersect. An agency may possess passion and skills in a particular area, but without the ability to deliver measurable value to clients, it will struggle to thrive. The intersection of these three elements is where you’ll find your true value proposition. Having a clear understanding of the agency offerings helps the sales team engage clients more effectively, setting the stage for successful collaborations. This clarity is essential, especially when considering the long-term growth potential of client accounts. If an agency cannot envision how to grow a client’s account, it raises questions about the wisdom of taking that client on in the first place. Building a Strong Brand from the Inside Out Agency owners often find themselves caught between client demands, competitive strategies, and the ever-changing technological environment. Amidst this chaos, do not overlook the importance not marketing yourself last . This happened to Bob, who at one point realized his agency was “the cobbler's son who doesn't have shoes". He got to work focusing internally to cultivate a strong brand identity and effectively communicate the agency's true value to clients and prospects. It took a tremendous effort and focus to finally do it, basically reengineering the agency from the inside out but it’s what has allowed them to create a cohesive narrative that reflects their authentic identity and value proposition. Additionally, strategic partnerships also play a critical role in authentic internal marketing, as is Bob’s experience with platforms like HubSpot and Shopify. These alliances not only enhance the agency's service offerings but also serve as a testament to its credibility and expertise. However, it is vital for agencies to remain vigilant about the longevity and stability of these partnerships, as reliance on a declining platform can jeopardize their growth. Finally, Bob reminds agencies to help clients realize the critical importance prioritizing strategy over mere execution. While execution is essential, it should not be the sole focus of an agency's offerings. This shift from a transactional relationship to a strategic partnership allows agencies to provide greater value to their clients, ultimately leading to higher profitability and stronger client loyalty. 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.…
1 Leveraging Collaboration to Unlock the Secrets of Effective Branding with David Frederick | Ep #745 16:19
Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you cultivate a collaborative culture? Does everyone on your team feel empowered to contribute and share? That is the secret sauce that this guest has learned over the course of his time in the industry. Today’s featured guest will share common branding mistakes as well as how to brand with longevity in mind. His approach challenges common misconceptions about branding, revealing why many businesses falter from the start in their brand-building efforts. To him, the journey to building a successful brand hinges on the ability to validate ideas, fostering a culture of experimentation, and embracing the lessons learned from both successes and failures to navigate the complexities of the market with greater agility. Tune in for an enlightening conversation on the art of branding and fostering a collaborative culture. David Frederick is the co-founder of Head Over Heels , an agency dedicated to helping brands and consumers build lasting relationships. He shares insights on the common misconceptions surrounding branding and emphasizes the importance of storytelling in creating authentic connections. Plus, he discusses the things people commonly get wrong about branding and consequently fail to convey a brand's essence and highlights the need for original, thoughtful branding strategies. In this interview, we’ll discuss: Common branding mistakes. The key to brand longevity. Cultivating a collaborative culture as the key to creative success. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: 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. What People Get Wrong About Branding Effective branding goes beyond surface-level aesthetics - it's about crafting a compelling narrative that resonates with consumers. However, David has observed that many brands, particularly on short-form media, often miss the mark when it comes to truly understanding and communicating their brand story. The lack of a deep, nuanced grasp of branding can lead to content that fails to bring the brand to life. This is a critical misstep, as storytelling should be a central pillar in forging meaningful connections with the target audience. This storytelling approach fosters a two-way conversation, allowing consumers to feel involved in the narrative. Ultimately, consumers are increasingly drawn to brands that authentically align with their values and experiences and creating these experiences will take a deep understanding of the brand’s core identity and a team that cultivates originality and embraces new ideas. Cultivating Originality as the Key to Brand Longevity Brands that fail to embrace originality risk becoming indistinguishable from their competitors, reducing their ability to attract and retain loyal customers. To cultivate originality, they must invest time in understanding their core identity . Branding has become formulaic when it should be about who you want to talk to specifically and how you want to address them. Instead, most brands want to follow trends like being on TikTok because it’s the popular thing to do, when their consumer might not even be reached on that platform. Understanding the core identity of a brand involves thorough exploration of its DNA, including its mission, vision, and values. It requires asking the right questions: What do you stand for? Who is your target audience? How can you communicate your message in a way that resonates with that audience? The answers will help brands carve out a unique space in the market that reflects their true essence. Cultivating brand originality is an ongoing process that requires a willingness to adapt. Ultimately, it all comes down to the product - no matter how compelling the brand story, a formulaic offering will struggle to gain traction. Once the brand's core identity and value proposition are defined, the focus should shift to aligning growth strategies with the brand's challenges and aspirations. Identify your challenges and aspirations to form a clear vision of what you want for your business beyond “we want to grow”. For example, if a brand is already recognized within its niche but seeks to reach a broader audience, it should define what that growth looks like. Is it about increasing awareness, generating leads, or enhancing customer engagement? By clarifying these goals, brands can create a roadmap for their branding strategy. The Art of Collaboration as the Secret to Creative Success The ability to generate and execute innovative ideas is paramount in this industry, and to David something very much linked to team work. He recounts the time he worked on a commercial featuring Sarah Jessica Parker developing the concept of a fragrance bottle. Initially, someone proposed the idea of the fragrance bottle going missing, leading to a series of creative developments that would capture the public's imagination. The campaign was tremendously successful and exemplifies how a single idea can serve as a foundation for a larger narrative, but it is teamwork that enables this idea to flourish . The team included members from various departments—media, public relations, and brand management—all of whom brought unique perspectives to the table. They had just one rule: no bad ideas, no buts. This diversity of thought allowed them to expand on the initial idea in ways that a single individual might not have envisioned. By contrast, the creation of the Netflix model was about taking a bad idea and disproving it quickly, which helped them avoid the pitfalls of falling in love with a flawed idea. Initially, the co-founders thought of renting VHS tapes through the mail. However, it seemed impractical due to the challenges of shipping bulky tapes. By the time DVDs came out, they decided to test the idea and were able to validate the concept within a day, allowing them to move forward with confidence. This rapid validation process prevented them from investing unnecessary time in a non-viable idea and set the stage for their eventual success. In both cases, fostering a culture of experimentation helped these brands prioritize rapid validation and remain true to their core identity, which was the difference to not only stand out but also forge meaningful connections with consumers, ultimately driving engagement and loyalty. 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 if the secret to finding exceptional agency talent lies in conducting fewer interviews? Finding exceptional talent is perhaps the most formidable challenge in running an agency. When hundreds of applications flood in, the absence of an efficient screening process can transform talent acquisition into an exhausting ordeal of endless resume reviews and interviews. The same is true for prospective clients. Do you have a process for screening them to see if they’re the right fit? Or do you find out too late that you’re working with the wrong ones? Today's guests went have found success in both hiring and client retention by developing a filtering process that not only saves time but consistently identifies great matches. Listen in as they explore the highs and lows of running an agency, the impact on personal relationships, and their commitment to a "business for good" initiative. Alex Melone and Andrei Marin are the co-founders of CodeCrew , an email marketing agency that works for the betterment of the world by driving real, sustainable, and exciting growth. They share their journey of starting an agency and reflect on the challenges of entrepreneurship, particularly the cutthroat nature of business that contrasts with their initial idealistic approach. In this episode, we’ll discuss: Learning that a “bad fit” client is the result of a bad process. A strategic filter to break free from interview fatigue. Mastering team retention. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M 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 a Bad Fit Client is the Result of a Bad Process Alex and Andrei's journey into agency ownership was driven by a desire to address the inefficiencies they had observed in their previous agency roles. However, as they navigated the complexities of running their own agency, they encountered challenges they had not anticipated. One of the most striking revelations was the cutthroat nature of the industry. Their initial idealism was met with client relationships that deteriorated due to minor financial disputes, rather than the collaborative and positive environment they had hoped to foster. The duo realized that a "bad fit" in an agency-client relationship stemmed not from the client themselves but from the processes and criteria used to select them. As a result, Alex and Andre now put greater effort into thoroughly vetting prospects. They realized their initial conversations with potential clients — often limited to just a few hours — were insufficient to gauge the long-term compatibility of the partnership. When it comes to talent scouting, they emphasize the importance of referrals from existing team members, as these connections often yield leads that align more closely with the agency's culture and ethos, increasing the likelihood of forming partnerships that are not only profitable but also enjoyable and fulfilling. Weeding Out the Wrong Candidates in the Hiring Process Finding and retaining talent has proven to be the most challenging aspect of scaling an agency, a reality that surprised Alex and Andrei. With their agency inundated with applications, the traditional hiring process became overwhelming and inefficient, losing time with candidates who lacked the qualifications or initiative needed for the role. To streamline their candidate selection, they’ve recently integrated video screening into their hiring process, which has turned out to be a game-changing innovation that helps enhance overall efficiency. Instead of sitting in a 40-minute interview with candidates they can see from the first few minutes are just not a good fit, they now review 5-minute video submissions, allowing them to quickly identify promising applicants before proceeding to formal interviews. Even though they do have other steps to this process, the video portion has helped them weed out people who just weren’t a good fit. Only candidates who nail this part move forward to the formal interview and comprehensive testing that evaluates both technical skills and problem-solving abilities. Mastering Team Retention by Creating a People-First Culture At the heart of Alex and Andrei's agency success lies their commitment to working with people who share their values and goals. This philosophy has resulted in remarkable team retention , with many original team members still contributing to the agency years after its founding. The secret to their retention success lies in creating a vibrant workplace culture at CodeCrew that goes beyond traditional work relationships. Through contests, light-hearted banter, and team activities, they've fostered an environment where employees don't just work together—they enjoy the journey together. The emphasis on camaraderie and belonging has strengthened team members' commitment to the organization's goals. Their leadership style is marked by responsiveness to employee needs, which is how they came to implement “summer Fridays” an experiment that later evolved to “Fun Fridays” after a successful four-month trial where every employee gets two Fridays off per month from February through September. This flexible approach to work-life balance has yielded significant positive results, not only providing employees with much-needed time to recharge but also fostering a culture of trust and respect, which is exactly the kind of culture that Alex and Andrei were hoping to build. 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 navigating the complex world of influencer marketing? What do you look for in an ideal creator-agency collaboration? Many agency owners focus solely on follower counts when seeking creator partnerships, but is that really the key to success? Our featured guest launched his influencer marketing agency in 2019, anticipating the explosive growth of the creator economy. Having built his business over the past five years, he brings valuable perspectives on what truly matters in creator-agency relationships. Through both successes and setbacks, he's developed a nuanced understanding of what makes these partnerships thrive. Tune in for insights into the influencer industry and the challenges of running a business with a partner. Alex Sunshine is the founder and CEO of Rising Suns Agency , a social media influencer agency that specializes in connecting brands and influencers. He built his agency five years ago when he noticed a need for more representation from influencers. He’ll share the complexities of mixing business and personal relationships, why real influence and trust is worth more than millions of followers when working with influencers, and the future of the influences economy. In this episode, we’ll discuss: What you should look for in an influencer partnership. Setting realistic expectations for a successful creator-agency relationship. The future of creator economy in the AI era. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: 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. You Are Who You Associate With: Being Cautious Agency Partnerships Alex's journey into the influencer marketing industry began organically, helping his then-girlfriend manage sponsorships and grow her social media presence. Although their relationship eventually ended, this experience proved invaluable when he launched his own agency in 2019, having identified a growing need for professional influencer representation. Over the past six years, his agency has flourished, now employing a team of 25 people. However, this growth journey has taught Alex one crucial lesson: the importance of careful association , particularly when it comes to bringing new people into the business. In his view, agency owners make the assumption that bringing in a partner or employees is straightforward and that they share their same level of skills, independence, and character. However, that is not necessarily the case and even three months might not be enough time to learn about someone’s true character. While there are strategies like starting with temporary arrangements, such as 1099 contracts, before transitioning to more permanent roles, Alex draws an interesting parallel with dating and admits there are many variables. In the end, you can’t be sure what you’re going to get so be very careful with who you associate your agency brand that you’ve worked hard to build. His advice is to be vigilant and take time to thoroughly evaluate potential partners' values, work ethic, and overall compatibility. After all, a business's success isn't solely determined by its products or services – it's equally dependent on the strength and integrity of its partnerships. Working with Influencers? What You Should Look For The key to successful influencer marketing isn't necessarily working with those who have massive follower counts. What truly matters is finding individuals who have carved out their own distinct niche and built a trusted relationship with their audience, regardless of its size. This trust becomes the foundation for authentic engagement and meaningful impact . The most effective influencers are those who remain true to their genuine passions, whether they're sharing financial advice, discussing tech trends, or creating entertainment content. Their authentic approach naturally creates a unique identity that resonates with viewers. Modern audiences have become increasingly sophisticated, gravitating toward creators who offer genuine insights and relatable experiences rather than carefully curated personas. This shift in audience preferences reflects a broader evolution in influencer marketing. Today's followers are less impressed by flashy displays of lifestyle and wealth; instead, they seek content that adds real value to their lives. This transformation emphasizes the importance of substance over style, with successful influencers focusing on creating meaningful, impactful content. To effectively deliver value, influencers must deeply understand their brand partners' challenges and create content that meaningfully addresses these issues. Those with truly loyal audiences typically invest time in developing their unique content format rather than simply chasing trends. Success comes from self-awareness – understanding their strengths and weaknesses – and creating content that authentically showcases their personality while serving their audience's needs. This genuine approach is what ultimately captures and maintains audience attention. Setting Realistic Expectations in an Ever-Changing Market Success in the creator economy isn't a simple equation of strategy plus talent. As Alex learned through experience, there are numerous external factors beyond anyone's control that significantly impact outcomes. Early in his career, he made the common yet crucial mistake of over-promising results to creators based on past successes. While these promises were grounded in previous achievements, Alex now recognizes the fundamental flaw in this approach. No matter how impressive an agency's track record, they remain subject to ever-changing market dynamics. This reality check led him to rethink how he communicates with potential clients. Today, Alex advocates for a more measured approach: setting realistic expectations from the start. Rather than making grand promises, he transparently shares his team's past achievements while emphasizing that similar results—not necessarily greater ones—are what they confidently aim to deliver. This honesty in communication serves a dual purpose: it builds trust with creators and helps them understand that success often requires patience. By establishing this clear understanding early in the partnership, creators are more likely to remain committed to the long-term process, even when immediate results don't match their initial expectations. This alignment of expectations ultimately creates a more sustainable and successful relationship between agencies and creators, benefiting all parties involved. The Future of the Creator Economy in the AI Era In Alex’s opinion, creators are not in the brand conversations as much as they should, with a lot of companies still investing in billboards and TV commercials. There’s a massive marketplace growing for creator spend and a lot of need for innovation. There’s a lot to see about the creator economy’s future and many things will change thanks to innovation like AI. For instance, brands are increasingly exploring the creation of AI-driven accounts to manage their online presence, allowing for greater control over their messaging and engagement without the unpredictability that can accompany human influencers. This shift toward AI highlights the efficiency technology can bring and underscores a desire for consistency and brand integrity in an ever-evolving digital landscape. However, despite its promise, AI is not without limitations and its rapid advancement raises ethical considerations around authenticity and trust. As brands increasingly turn to AI for content creation and customer engagement, there is a growing concern about the potential for disingenuous interactions. With this in mind, the challenge lies in striking a balance between leveraging AI's capabilities and maintaining a human touch that fosters trust and connection. Ultimately, the future belongs to those who can navigate this landscape with integrity and a commitment to serving their audience's needs. 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.…
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