The Evolution of Email Marketing and the Power of Podcasting for Local Businesses

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Are you trapped in the exhausting cycle of "monthly chases," constantly pursuing short-term goals at the expense of long-term vision? Today’s featured guest stood on the brink of giving up, worn down by the relentless pursuit of monthly numbers. He decided to shift focus with a ten-year plan to start building an agency that could run without him. This way, he has been able to focus on different ways to grow the agency, like launching proprietary technology that turned into a fantastic foot-in-the-door and starting a podcast that has given him the opportunity to get in front of his target audience on a weekly basis. Tune in to hear Jim's inspiring story and insights on entrepreneurship and marketing.

Jim Matuga is the president and founder of InnerAction Media, a marketing agency that works with small startups and non-profits. Jim shares his journey from aspiring copywriter to starting his own agency in 2011, discusses the pivotal moments that led him to take the leap, how he broke free from the monthly chase, and the credibility that comes from developing proprietary technology.

In this episode, we’ll discuss:

• Breaking free from chasing monthly numbers.

• Turning AI adoption into agency innovation.

• Getting in front of your target audience with a podcast.

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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.

Starting an Agency at Life's Crossroads

In a departure from most agency owner stories, Jim had wanted to start an agency from very early on in his career. Armed with an advertising degree and visions of becoming a Madison Avenue copywriter, he seemed destined for the agency world. However, things didn’t go as planned and he ended up working in radio and local newspapers for fourteen years.

Instead of crafting campaigns in a Manhattan high-rise, Jim found himself building a career in radio and local newspapers. For fourteen years, he climbed the corporate ladder, but each promotion felt like a step away from his true ambition.

Finally, 2011 became Jim's year of transformation. In the midst of a difficult year he figured it was now or never. It seemed like the right time to jump into business as he was starting over after losing everything. After many years as a dream, his agency started on a random Tuesday from his kitchen table working from a used Mac he bought off Craigslist.

Breaking Free From the Monthly Grind

All agency owners go through a stage where it seems they’re doing everything and the agency itself is going through constant ups and downs. For Jim, it was right after the pandemic. During a session with his business coach, Jim voiced what many agency owners feel but few act upon: he was tired of the monthly scramble and ready for fundamental change.

Basically, Jim wanted a business that didn’t depend on him to run successfully. Rather than being defined by the numbers on a monthly report, he envisioned a future where the agency could operate seamlessly, even in his absence.

The breakthrough came through a crucial decision: bringing a longtime team member into the financial heart of the business. This wasn't just about delegating tasks—it was about sharing:

• Complete financial transparency

• Decision-making processes

• Strategic planning responsibilities

• Ownership of outcomes

With this collaborative approach, Jim was able to help this employee understand the part of the business he most disliked: sales. By working together, he was able to adapt his own personality and values to the sales process, resulting in innovative strategies and business development that Jim had not previously imagined. Such empowerment fosters a culture of trust and accountability, where team members feel valued and motivated to contribute to the agency's success.

Building a Strong Team Beyond the Solo Visionary

After fifteen years of growing his agency, perhaps the most valuable lesson for Jim has been that even the most brilliant vision needs a strong team to bring it to life. While his creativity and entrepreneurial drive launched the agency, its sustained success would depend on something more—the collective talent of a well-developed team.

Building a team that really understands their roles in the agency’s overall goals requires patience. You’ll need to give them time to develop into their roles, and give them opportunities and path forward with a clear vision of what the agency could be and what it should be.

This approach to leadership—rooted in patience and understanding—yields more than just a capable team. It creates an environment where innovation flourishes, resilience builds naturally, and team members feel empowered to contribute their best work.

The Difference Between Success and Significance

Jim’s new perspective on looking ahead with his ten-year plan instead of chasing monthly numbers helped him discover something profound: the difference between success and significance.

Most agency owners live or die by the numbers and are constantly focusing on what’s next, with success defined by tangible metrics: revenue, client acquisition, and market dominance. Yet, these markers, while important, can lead to a hollow victory if they do not align with a greater purpose.

In contrast, significance is about creating value that transcends profit margins. It involves making a difference in people's lives, whether through innovative solutions, community engagement, or fostering personal growth within a team.

Once an agency owners start creating value, success is not that important anymore, leading to a deeper sense of fulfillment and purpose.

Turning AI Adoption into Agency Innovation

Coming from a background in printed media, Jim’s original dreams about running an advertising agency focused on a print-oriented traditional agency. However, just a week into starting his business he realized everyone wanted video and web. Luckily, he adapted quickly and embraced the new technologies. In fact, Jim believes technology is a blessing for agencies.

At the time, he didn’t realize how these new technologies would play a role into the intricacies of owning a business. As businesses strive to capture attention in an increasingly crowded marketplace, the integration of artificial intelligence (AI) into marketing strategies has emerged as a game-changer.

Jim jumped to the opportunity of adapting new trends, as he most recently did with AI. In fact, his agency launched StoryMaker, a SaaS application that aims to demonstrate how AI can enhance storytelling and streamline content creation, ultimately empowering businesses to connect with their audiences more effectively.

The adoption of AI-driven marketing solutions can serve as a powerful retention strategy for agencies. In his case, Jim not only embraced the new technology, he now sells subscriptions across the country for this application and uses is as a foot-in-the-door, where every client gets a complimentary subscription to the app and a marketing blueprint he used to give away for free.

The credibility that comes from developing proprietary software further strengthens an agency's position in the market. As clients recognize the expertise and innovation behind tools like StoryMaker, it enhances the agency's reputation as a thought leader in the industry. This visibility can lead to new opportunities, such as speaking engagements and partnerships, which can further amplify the agency's reach and influence.

Creating Hundreds of Opportunities to Get in Front of Your Target Audience Weekly

As a big fan of podcasts and the power they have to help grow a brand, Jim created Positively West Virginia, a podcast dedicated to sharing the entrepreneurial journeys of small businesses and nonprofits in West Virginia.

With one episode a week posted since 2017, the podcast has brought Jim hundreds of opportunities to talk to small business owners, who are also his prospective clients. In the years since, Positively West Virginia has provided opportunities for visibility and building credibility, it has also helped him create value and create a platform for authentic narratives that resonate with his audience. This is especially true for small business owners, who often have compelling stories that can inspire and engage listeners.

Any business owner can take advantage of the way that podcasts can serve as a vital tool to share their journeys, connect with audiences, and inspire others. The ability to reach thousands of listeners with motivating narratives not only uplifts individual entrepreneurs but also strengthens the fabric of local communities. As the podcasting landscape continues to grow, small businesses that embrace this medium will find themselves well-positioned to thrive in an increasingly competitive environment.

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