There are thousands of digital marketing agencies. Do you run one of them? Are you having difficulty attracting new clients and boosting your bottom line? The goal of a digital marketing agency is to help other businesses grow – but that doesn’t mean we should lose sight of our own goals. It doesn’t take a rocket scientist to know that growth Year-Over-Year is vital to the success and longevity of any business.
If you’re currently struggling and in need of a jumpstart, the problem might be your management strategy. In my experience, management strategy is often overlooked when diagnosing marketing agency-growth issues. But luckily, streamlining your process is an easy fix. Read on for some tips that will help you manage a digital marketing agency for maximum growth.
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Lots of digital marketing agencies describe themselves vaguely as “full-service” agencies.
There’s nothing inherently wrong with this, but I’m sure you’ve heard the expression – “jack of all trades, master of none?”. When you try to offer everything and cater to everyone, you sometimes are not appealing to anyone. This, in turn, can make it hard for you to attract clients and build your business and brand.
Think about the type of client you want to work with. What kind of business do they run? Which services (content writing, PPC ads, etc.) will be most beneficial to them? What type of industry are they in? These are the kinds of questions you should ask yourself when defining your niche. Every business is different, so your niche should be, too.
Once you have a better understanding of what your clients want and need, you’ll be able to build a competent team that offers specialized digital marketing services. This will help you attract more of the right kind of clients and boost your bottom line.
When you prioritize brand-building, it’s easier for you to differentiate your agency from your competitors. Branding encapsulates everything about who you are as a business, from your logo and color palette to the tone you use when writing ad copy.
Think about your current branding. Do you have a specific set of colors and fonts that you use on your website, social media posts, and other marketing materials? Do you have a set of guidelines that you follow when writing about and advertising your services?
If you haven’t figured out these things and created a style guide for your agency, now is a great time to do so. It will allow for more consistency and make it easier for people to separate you from other agencies that offer similar services—having a sense of brand also helps attract new clients. It makes it easier for potential clients to understand what you can do for them and how your services can benefit their company.
Managing your digital marketing agency isn’t just about marketing and branding. You also need to think about the people you’re hiring to help you run things and serve your clients.
When you’re vetting candidates to fill different roles at your agency, look beyond the accomplishments they’ve listed on their resumes. Of course, these things are essential, but they’re not all that matters. It would help if you also considered how each person would fit into your agency and questioned whether or not their goals and values align with your agency’s goals and values.
Ask them about their communication skills, handling tense situations, and what kind of team player they are. This will help you ensure that the people you hire will fit in with your firm’s culture. This is especially important if you’re building a team; it will give your employees and yourself a chance to gel and find a rhythm together.
Consider the way you onboard new hires, too. The easier it is for new employees to learn about your agency’s values and general way of doing things, the easier it’ll be for them to offer a high level of service to your clients (and keep them coming back for more).
Take a look at your onboarding materials for new hires. Are they clear and concise? Try to keep things as streamlined and straightforward as possible, without skipping out on essential information, of course.
Consider partnering new hires with a mentor if you can, too. When someone new joins your agency, you might not have a lot of time to coach them through the basics. Mentoring can be a great way to get one-on-one time with new hires and help them learn the ropes.
Never underestimate the power of your existing clients when it comes to managing your digital marketing agency. There’s a good chance your current clients know of other business owners who could benefit from your services.
Don’t hesitate to ask if they have any colleagues or friends they want to send your way. You might want to consider creating a referral program, too. That way, you can reward clients when they recommend that others utilize your services.
It all adds up to the right attitudes and mindset. When it comes to managing your digital marketing agency, you need to be organized and focused on what matters most. If you want to succeed and achieve growth, you have to think of yourself as a boss and an employee.
If you want to grow your digital marketing agency, you need to make sure you’re offering unparalleled customer service.
To keep your clients happy and ensure they continue working with you, one way to simplify your project management process. If you streamline the way you and your employees get projects done (and get them done on time), clients will be more inclined to continue working with you.
Not sure where to start? Consider using project management software. These tools help you stay organized, communicate with colleagues and clients about ongoing projects, and monitor progress. If you’re looking to streamline your processes, it’s essential to get feedback from your team as well. The best way to do that is to have regular meetings and ask for their input.
You may have an easier time attracting and retaining clients if you offer more flexible pricing options.
When agencies choose not to offer flexible pricing, they typically charge far too little or far too much for their services. These issues can result in trouble running a profitable, successful business.
If you’re flexible with your pricing and willing to make adjustments based on people’s needs and budget, you’ll likely have an easier time getting people interested in what you have to offer and closing the deal.
If you’re struggling to boost your bottom line, you may need to work on upselling and cross-selling. Upselling involves convincing your clients to upgrade their purchase, whereas cross-selling involves convincing them to spend more by adding something else to it.
To successfully upsell or cross-sell, be clear about the benefits the client can experience when they upgrade or invest in adding something else to their order. However, if you’re overly pushy, you could end up turning them off to your agency altogether.
Keep the upsell and cross-sell conversations light, funny and engaging. If you do this, you can increase your chances of getting people to take action by purchasing additional services.
A big part of running an excellent digital marketing agency management is transparency.
Practice honesty, openness, and transparency with your customers and employees in all ways, from hiring and onboarding someone new to giving potential clients quotes for upcoming projects or explaining the benefits of upgrading to a different package.
You’ll find that it’s much easier to keep people around (both employees and clients) and set your agency up for long-term success when you make transparency a top priority.
Transparency is crucial for managing your digital marketing agency. If your clients aren’t aware of what you’re doing, you’re likely to run into issues with billing and the quality of the service they receive.
Another way to show prospective clients that you’re a trustworthy business is to be transparent about what you’ll and won’t offer. If there will be any hidden or additional charges, make sure you’re upfront about them. It might sound like a strange idea, but this is one of the best ways to show that you’re committed to making your digital marketing agency a success and prioritizing your clients’ needs.
Are you interested in learning how to manage a digital marketing agency for growth? As you can see, there are many different management strategies you can start implementing today. Whether you’re trying to improve your team’s skills or refine the service you offer to clients, it all comes down to being strategic and intentional.
Give one (or more) of these tips a try today. They’ll help you attract new clients and set your agency up for success.
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