Journey of Growth and Challenges in a Socially Led Digital Marketing Agency

Do you have enough of an appetite for risk to trigger exponential agency growth? Have you considered strategic partnerships as a growth strategy? Today’s guest changed the music scene for entrepreneurship and managed to grow his agency from $2 million to $16 million in just two years. How’d he do it? After getting past common initial struggles like developing sales and hiring the right people, he focused on strategic partnerships and found the right formula to scale his marketing agency. Tune in to learn from his incredible growth story and strategic approach to agency success.

Alex Rossman is the owner of Rossman Media, a socially led digital marketing agency that serves brands of all sizes to help them grow online, with a particular focus on social media. Rossman’s award-winning team is positioned for global expansion. He discusses the importance of having an appetite for risk and thinking long-term about company growth.

In this episode, we’ll discuss:

• Learning when to hire employees.

• 8Xing a digital marketing agency.

• How to minimize the risks in an agency acquisition.

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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.

When to Hire Employees For Your Agency

Alex started out as a musician and was actually signed by a record label and touring at some point, all while maintaining a corporate job. However, the corporate job was draining and the music gigs weren’t profitable so he needed another way to balance his creative side while using his experience with sales and marketing. This led to his start in the agency world back in 2017.

Over seven years of steering his agency, Alex pinpoints hiring as his biggest challenge. Though his hands-on experience gave him insight into each role's requirements, finding candidates who could confidently take the reins proved difficult. Like many founders, Alex struggled to prioritize - should he start by beefing up sales or operations?

Eager to scale rapidly, Alex also fell into the common trap of over-hiring. Buoyed by high growth, he staffed up quickly rather than strategically. Soon he was building the plane while flying it, scrambling to course-correct profitability and organization.

To surmount hiring hurdles, agency owners need self-awareness around strengths, weaknesses, and business stage. Rather than focusing on rapid growth alone, smart hiring means filling gaps with experts who complement the existing team. This prevents overstretching capabilities and sets an achievable path for sustainable scaling.

Looking back, Alex wishes he balanced ambition with patience. Hiring is never easy, but by aligning roles and capabilities to the agency's most pressing needs, founders can build a thriving team equipped for the long-haul.

Centering the Utilization Rate to Increase Agency Success

Having learned from over-hiring missteps, Alex now centers his growth strategy on utilization rate and team optimization - two pivotal aspects for agency success. By closely tracking utilization, he ensures his team effectively spends time on client work, driving productivity and profitability. Now, Alex and the team rate incoming leads as high, medium, and low, which plays into how they decide to hire based on the amount of work they’ll have in the coming months.

Focusing on high-impact tasks and leveraging each team member's strengths, or "superpower," will also help you ensure you’re optimizing team performance and maximizing productivity. This approach not only benefits the agency but also serves the individual team members by allowing them to excel in their roles and contribute to the company's success.

Moreover, with an adaptable mindset, Alex continuously reevaluates team efficiency as the agency evolves. Assessing performance, identifying improvement areas, and adjusting roles over time is key. This may involve revisiting responsibilities, offering training, or reallocating resources to tap the highest potential impact.

8Xing HisAgency in Just Two Years

The driving force behind the remarkable growth of his agency lies in strategic acquisitions. As the agency owner, Alex has diligently focused on enhancing services for clients and nurturing relationships with both clients and employees. Additionally, he dons his investor hat to assess the industry's current fragmented landscape. Recognizing an opportunity, Alex leveraged mergers and acquisitions to bring on board companies that not only aligned with the agency's culture but also addressed operational gaps.

In 2022, their pivotal acquisition involved the purchase of a complementary social media agency, a move that facilitated horizontal integration and bolstered the management team with fresh talent and clientele. Buoyed by this success, they have subsequently completed three more acquisitions, significantly fueling their expansion.

The Required Mindset Shift for Explosive Growth

In the competitive agency world, organic growth hovers around 10% and, for Alex, thriving in this environment requires embracing a new mindset that welcomes calculated risks. For this, agency owners must step back from day-to-day operations and chart a course for where they envision their company in the next five years. This long-term perspective is essential for pinpointing growth opportunities and forging strategic partnerships that can propel the agency to new heights.

In light of this, Alex initiated discussions with agencies he had built strong relationships with over the years, exploring potential mergers. His approach was all about identifying the right agencies to acquire that align with his goals and values.

Successful mergers and acquisitions can yield numerous benefits, such as bolstering the management team, expanding the customer base, and venturing into new industries.

Of course, strategic acquisitions will also require agencies to assess the potential risks. “Do not think that you’re just buying a company to multiply your company by two or three,” Alex advises. Factor in potential setbacks like employee and client retention issues to better prepare for the challenges that may come with integrating a new agency into their existing operations.

Trying the Acquisition Growth Strategy? Minimize the Risks

For agency owners considering the acquisition growth strategy, Alex suggests starting small to minimize risk with the initial deal. In his experience, they began by acquiring a small lifestyle business with strong client retention and a vision that aligned with their agency's goals. Subsequently, they progressed to larger acquisitions with the second and third deals.

By effectively integrating and expanding these smaller acquisitions, the agency can confidently pursue larger opportunities. For funding, Alex eventually explored debt financing to support growth beyond what the agency's profits could sustain. This allowed them to secure the necessary capital for larger acquisitions and expedite growth. However, it's important to exercise caution when taking on debt and avoid personal guarantees to mitigate financial risks.

Agency Integration: How to Succeed after Mergers and Acquisitions

The hardest part of agency growth through acquisitions is not the buying process, but rather the integration and scaling of the acquired agencies. Successful integration requires careful planning, clear communication, and a focus on aligning processes, systems, and cultures. You don’t want to come in and suddenly change everything that made that agency what it was.

Alex advises against quick changes and instead embraces the existing culture, systems, and processes of the acquired agency. Don’t rush into making changes that could disrupt the organization. Instead, take the time to assess the strengths and weaknesses of the acquired agency, identify key personnel and clients, and create a timeline for integration that can lead to a smoother and more successful transition.

In this sense, having a dedicated team or individual responsible for integration can also be beneficial. Alex handles some of these tasks and then hands them off to his directors. However, he’s planning to turn this into a dedicated role and have someone focused on identifying synergies, streamlining operations, and ensuring a successful transition for both parties involved. By having someone dedicated to integration, agencies can avoid overloading existing leadership teams and ensure that the process is given the attention and resources it deserves.

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.