How to run strategic marketing campaigns for your agency
Feb 25, 2025
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Janet Murray, a seasoned business strategist, copywriter, and founder of an education company, shares her insights on creative marketing strategies for agencies. She dives into 'campaignomics,' revealing how strategic planning can boost lead generation and sales. Janet discusses overcoming mental barriers in marketing outreach and the importance of nurturing client relationships. She highlights the value of impactful testimonials and audience-focused marketing efforts, all while advocating for engaging public speaking to maximize agency growth.
Strategic marketing campaigns, or 'campaignomics', integrate various elements like lead generation and sales strategies to enhance overall agency effectiveness.
Consultants and creative agencies often struggle with marketing due to time constraints, highlighting the need for tailored approaches that leverage their unique expertise.
Prioritizing client retention and upselling existing services provides immediate revenue opportunities, reducing reliance on acquiring new clients and minimizing feast or famine cycles.
Deep dives
The Importance of Strategic Marketing Campaigns
Creating strategic marketing campaigns, referred to as 'campaignomics', is essential for generating leads and sales while also building authority in the industry. This method involves seeing marketing not as isolated pieces of content but rather as integrated campaigns that produce better results. Key components of campaignomics include lead generation, sales strategies, recurring revenue, thought leadership, and client retention. By focusing on these elements, businesses can enhance their effectiveness and results significantly.
Identifying Ideal Clients
The ideal clients for these strategic campaigns are typically consultants and creative agencies that have strong offerings but face challenges in marketing them effectively. Consultants often have established expertise but may lack the time or strategy to capitalize on it fully. Small creative agencies excel in their work but frequently fall short on strategic marketing due to time constraints. Working with these clients can yield significant returns on investment through tailored marketing approaches that match their unique offerings.
Addressing Marketing Neglect in Agencies
Agency owners often divert their focus away from promoting their own services while dedicating considerable effort to clients, which leads to ineffective marketing practices. Common issues include inconsistent marketing efforts, lack of measurement, and the tendency to react rather than strategize. Many agency owners find themselves in a feast or famine cycle due to inadequate forward planning, which leads to reactive approaches like hastily initiating a podcast or social media presence. These tactics often lack direction and do not yield the desired results, emphasizing the need for a more strategic mindset.
Measuring Marketing Effectiveness
A prevalent issue among agencies is leading with tactics instead of clearly defined goals, often resulting in misallocated resources and ineffective outcomes. Understanding client journey stages is essential; agencies must recognize that building relationships requires multiple touchpoints before the sale is made. Thus, a focus on existing and warm leads, rather than solely new cold prospects, is crucial to generate timely results. Creating deliberate campaigns can lead to improved outcomes, highlighting the importance of measuring effectiveness regularly.
Long-Term Strategies for Consistency
To ensure sustained success, agencies should prioritize retention and upselling to existing clients. These strategies present opportunities for immediate revenue without acquiring new clientele, which can be more resource-intensive. By identifying gaps in existing relationships, agencies can offer additional services and build loyalty, thus minimizing the risk of feast and famine cycles. Creating structured follow-up processes that encourage repeat business may require less effort compared to developing entirely new leads.
Balancing Strategy and Technology
While leveraging technology tools like AI can enhance marketing efforts, a strategy-first approach remains vital. Many agencies invest in technologies without fully understanding their needs, often leading to poor implementation of otherwise advantageous tools. A focused strategy ensures that technology is applied in ways that genuinely benefit the business. Effective campaigns aren't solely reliant on complex tech stacks but should align with clear objectives aimed at optimizing existing operations.
Welcome to episode 132. This one will be particularly interesting and useful for you if you are responsible for marketing your agency's services.
Agencies are experts in the field of marketing and are always focused on our clients’ marketing success. But how often do we seek an external perspective on how we are marketing our own agency services? So if you're the owner of the agency, that might be you, or if you're working in a larger agency, you might be the head of marketing responsible for driving the leads and the sales for your agency.
My guest, Janet Murray, is a business strategist and a copywriter and an ex-journalist. She works with businesses to create strategic copywriting campaigns that not only save the business time but also generate and convert leads and sales.
Janet is also the founder of an education and training company and creates and sells digital education products for consultants, coaches, freelancers and small business owners. She is the host of the Courageous CEO podcast and her Courageous CEO Strategic Business Planner is used by thousands of business owners worldwide and includes tried and tested strategies and resources for business growth.
If you are responsible for managing, retaining and growing your existing client relationships, then head over to my website: https://www.account managementskills.com where you can sign up for my regular newsletter for account management strategies, AI tips, and news about upcoming guests on my podcast episodes.
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