Although debatable, starting a marketing agency is much easier than actually running it.
It’s true. Especially if you want to do it well.
There are many factors that come into the equation: hiring the right people, organizing projects efficiently, optimizing accounts, working on your own brand – all of it. At the same time, you’re trying to get the best possible results for your clients.
If you’re struggling to manage it all properly or you simply want to improve your productivity, here are some top-level tips for marketing agencies to work more effectively in 2020.
1. Choose your area of expertise and stick to it
The saying “jack of all trades, master of none” applies to all marketing agencies out there. And it isn’t a flattering title to give yourself. To put it simply: by doing a little bit of everything, you’re making it very difficult for your agency to serve clients effectively.
In fact, specialization is often the key to thriving in a competitive marketing environment. It’s mainly because client expectations are changing. For instance, businesses seem to be looking for smaller, niche agencies that can really show off their knowledge and call themselves specialists in specific areas – not “general” marketing “gurus” (which nobody ever is).
Think about it. If you’re the only agency offering a specific service, no other company can compete with your expertise, which means that clients will be willing to pay more for it since it’s unique to you. Plus, narrowing your scope down can also help you operate with fewer employees and lower costs.
2. Rethink your project management processes
Ninety-seven percent of organizations consider project management crucial to their business’ performance and success, and marketing agencies are no different. Actually, the project management processes you have in place matter not only for your team, but also for your clients.
When they hire your marketing agency, they most likely want to be involved in your activities. Of course, there’s nothing wrong with that unless your approach to project management is rather complex.
There’s no need to overcomplicate things, though. First of all, invest in a powerful project management software to organize all of your team members, tasks, documents, and other resources that are relevant to your projects. Then, make sure you keep your clients in the loop. To facilitate the whole project management process, you can always use templates to automate the reporting process, streamline scheduling meetings, and share important files in the cloud, just to name a few.
3. Have the right people on board
Let’s face it: without a motivated team, your marketing agency simply can’t work effectively. First of all, doing everything by yourself gets tiring. By having too much on your plate, you’re likely to disappoint both your employees and your clients sooner or later.
Successful agencies know how to hire and train their employees, delegate tasks properly, and outsource some of them if necessary. This way, they can truly work more effectively and grow their marketing agencies once they’re at it. Can you do the same?
4. Consider having a flexible pricing model
As a marketing agency, you should be able to offer the right value for your services. This might get difficult at times, especially without a flexible pricing model. Whenever you’re talking to a prospective client, try to understand their needs, expectations, and budget first; then, tailor your pricing to them.
You will also find offering different packages useful. This way, you let your clients decide which option suits them best. At the same time, you’re not risking losing them entirely throughout the whole process or charging too low or going over the top with your prices.
What also helps is to leverage upselling and cross-selling whenever possible. This doesn’t mean being pushy or desperate; rather, it means recommending the best possible solutions and complementary services to provide additional value. Once again it comes down to getting to know your prospects and responding to what they are looking for the best way you can.
5. Take care of your website
This might seem obvious at first, but plenty of websites in the industry are still poorly-optimized (in terms of SEO and UX). Equally often the design leaves much to be desired, not to mention that sometimes it’s even hard to tell what a marketing agency actually does, whether it specializes in content, email marketing, or anything else.
Make sure this doesn’t happen to your website. Once potential clients land on it, it should be clear to them what your area of expertise is, what projects have you recently been working on, and how they can get in touch with you. This will not only help you generate more leads, but also work more effectively with them afterwards.
Essentially, you should take care of your content, use words that convert, and consider adding live chat support to the mix to guide potential customers through your site and resolve their doubts in an instant. If your website is informative enough, potential clients don’t have to ask any basic questions; they can simply get down to business. In order to make that happen, you might want to check both your competitors and how visitors use your site and optimize it accordingly.
Boost the effectiveness of your agency right now
There’s no doubt that having the right team and effective processes in place can truly make a difference for your marketing agency. Your people are definitely the biggest asset here, especially if they are armoured with relevant resources and tools. Make sure you introduce proper structures, project management methods and advanced marketing software - not only to help your team stay effective but also to serve your clients well.
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