Have you considered creating a course to attract clients? How about having so much business you need to start a waitlist? Creating a course is one way to pour your knowledge and experience into content that gains interest in your agency services. Today’s show guest started making courses and offering mentorship which eventually led to a mastermind, where clients and potential clients share ideas and experiences. She's sharing how this positive for her agency led to having a waitlist of clients wanting to work with them.

Katie Wight is the founder and CEO of KWContent, a social media marketing agency specializing in growing audiences, engaging consumers, and amplifying clients’ impact through their best-in-class content and social media strategy. Recently, Katie decided to offer courses where brands get access to her agency’s frameworks and methodologies. Today, she shares the success this move turned out to be for her agency.

In this interview, we’ll talk about:

Toxic leadership that holds back the team.
Generating so many leads you can pick and choose clients.
Developing your own client community or mastermind.
The biggest lie about agency growth.

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.

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Toxic Leadership That Holds Back the Team

After a great experience in her first job, Katie worked for several months at a company where the toxic work environment fostered by the leadership led to very high turnover rates. At first, she was very excited to work with them. However, she slowly realized they didn’t necessarily live their external company values and mission. This was an immediate turnoff for someone who really values company culture. Additionally, she went from having flexible work hours to having to adhere to a strict work schedule.

Lack of alignment and a roadmap makes it really hard to delegate tasks. It eventually became an obstacle when Katie was setting up the company’s content strategy and growing the brand on social media. Unfortunately, this had been previously handled by the founder, who did not provide proper direction. It was a situation where the company leader was not ready to delegate control of the company’s social media. Without this support, she just couldn’t do her job properly.

As agency owner, most of us aren't prepared to be good leaders from the start. It's not something that comes instinctively to most, however, stepping down from certain tasks is a necessary part of your agency’s growth. In cases like this, failing to do so turned the owner into the problem. Why are so many amazing brands terrible places to work? It all comes back to leadership.

Following this experience, Katie did the math on how what it would take replace her income. And suddenly, she had started an agency.

Generating So Many Leads You Can Pick and Choose Clients

Back in 2019, Katie’s agency reached $500K in revenue and she started delegating some of her work. She knew she needed to systemize everything so she spent time and resources building that out. If you’ve gone through this process with your agency, you know that systemizing your creative process is no easy feat but it was just what needed done at that point.

By the time the pandemic hit in 2020, she had a very small team and no "essential brands" as clients that could keep functioning during the lockdowns. It was a scary time but it became clear she had to lean into the educational component as a pivot for her agency. After spending so much time systemizing her process, she was ready. It was perfect timing since a lot of smaller brands were trying to figure out how to pivot online.

The agency's first course offering was a very comprehensive view of the purpose of social media marketing: what it’s meant to do, how to systemize it, and align it to your goals.

It helped a lot of clients understand what they needed to focus on and what work they could stop doing. Some of them finished the course and asked for more or even mentorships in specific areas. Yet others wanted to hire the agency for their services.

This was game-changing for Katie's agency because it brought a lot of business to the agency. While they used to pay for leads, now they have a waitlist for calls and scan the list of companies to pick and choose who they want to work.

Offering Mentorship and a Client Mastermind for Additional Growth

The first year of the course went really well and it impacted their sales, conversion rates, and overall business. Everything seemed to be working and attendees were asking for more. They also learned a lot about who they were capable to advise and the kind of work they most enjoyed doing.

It was clear, following the course people wanted to work with KW Content. And they were being asked for more than just social media. A lot of people on her team had worked for big brands that had gotten to the level where their clients wanted to go. This experience established authority within her team and they were confident that they could advise clients on growth. The next natural step was forming a mastermind.

A mastermind is an opportunity for your clients to talk to each other and share what’s working for them. If you can get them together as an added bonus of working with you, it can be beneficial for all. Also, by just connecting people you are almost ensuring your clients recommend your services to others.

The Biggest Lie about Agency Business Growth

For the first couple of years of the course, Katie and her team just tried to deliver everything clients wanted. Because of this, they ended up burnt out. After working themselves to exhaustion and needing a break, Katie learned the importance of measuring happiness as an important KPI.

The biggest lie about business growth is the more you do the faster you’ll grow. It used to be "hustle harder, " right? Instead, Katie realized her agency has continued growing without being IN everything. What she recommends for agency owners feeling burned out right now is to never bite off more than they can chew. It may sound like a crazy thing to say to entrepreneurs, but the best advice for her is to find something you do very well and stay focused on that.

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