Why Location Matters to Your Agency Clients & Team

Does your agency location determine its growth potential? How important is the location of your digital marketing agency? Do location and culture impact the talent you're trying to attract for your team? Can your clients expect better service if you're "local"?

In today's episode, we'll cover:

• Why clients like a local agency.
• Why culture matters to your agency team.
• Tips for relocating your agency.

The explosion of digital options has clearly changed the world, taking in everything from how you get your news to where you buy your products. However, in spite of all of the changes from digitizing the world, some things remain the same. One of those things is the old adage about location, location, location. I sat down to talk to Kaushal Kakadia, Partner and CTO of Birmingham-based marketing agency, SociallyIn, about the importance of your agency's location, for your clients as well as your team.

3 Reasons Why Clients Like Having a Local Agency

SociallyIn started in a small Mississippi town, Kaushal explained. However, they decided moving to a larger area still in the same geographical region helped attract better clients. Some of the additional benefits clients receive from having a local agency include:

1. Focus on the local market. We live in an era where brands can choose to work with agencies anywhere in the world, but in some cases, the local digital agency is going to better understand the local market and how to reach it.
2. Building a network with local talent and vendors. One thing SociallyIn did once they relocated to Birmingham was to begin an annual conference called the Southern Social Summit. The conference attracts local talent and builds a network between marketing agencies and creative freelancers. It also provides networking for others involved in the equation, such as advertisers and vendors.
3.  Avoiding time zone issues. There are times where a client needs to contact its marketing agency immediately and needs a quick response. This can be difficult if their agency is several time zones away.

Why Culture Matters to Your Agency Team

Culture is real and it is important, particularly if you're growing an in-person team. Providing a positive work culture for your team not only keeps your team members happy but inspires them to work harder. While there are many virtual agencies with fully remote teams, if you want to create an office-based team, it's important to establish roots in a location where you can find amazing agency talent.

In addition to culture, Kaushal says there are other benefits to having an in-person team versus having a remote team, such as:

• Faster communication. Time zone communication doesn't only affect clients. It is generally easier to reach your team if they're in the same space than if they're in a different state or country.
• Reducing burnout. Work-from-home employees are at higher risk of "over-working" since there isn't a start and stop time. In an office, there are established hours and break times that keep creative minds fresh and allow them the ability to step away. This helps your team be more productive during their work time.
• Increased flexibility. Office workers can go remote easier than a remote team can go to an office. Your in-office team will consider it a benefit to have the option to work from home on an as-needed basis.

Tips for Relocating Your Agency

So, if you're planning to set down roots for your agency in a new city, what are some considerations that need to be made? Kaushal offers a few tips:

• Be transparent with your team, particularly if your relocation is going to result in the need for them to move themselves and their family. Plan the move in phases so that everyone has the time to make arrangements necessary for a smooth transition.
• If you're looking to grow your team in your new location, be sure to take the time to learn about the local creative talent pool.
• Once you get to your desired location, be careful not to scale too quickly. It is OK to say no to a prospective client who needs more than you are able to give. Scaling slow and steady is better than going too fast and falling on your face.

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