The Innovative Agency

The age-old dilemma: how to build an agency that makes sense for you plus makes you attractive to your clients.   Arguably the best form of marketing is to pay for your marketing after you get your customer. Also known as performance-based marketing.   In this episode of the #BestofTIA series, we revisit my conversation with Robert Glazer, Founder and CEO at Acceleration Partners, about how to implement performance-based marketing in the agency world.   What we talked about:   - Robert’s litmus test for whether a firm is best-in-class   - What it takes to do affiliate program management   - The differences between newer agencies and traditional digital agencies   - Challenges to rapid growth for performance-based marketing   Check out these resources we mentioned:   - Robert wrote Performance Partnerships about affiliate marketing   - The Friday Forward podcast   To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

Longtime listeners of my podcast know how much I believe agencies need to develop multiple revenue streams.   Just in case I couldn’t persuade you, today’s guest can.   In this episode, I interview Matthew Scott, Principal at FEED, about thriving during change with multiple revenue streams:   What we talked about:   - Starting with what has not changed   - Being easy to do business with   - Pivoting to sell a process, not a product   - How to develop multiple revenue streams To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or our website.

Ignore SEO at your own risk.   Today’s guest has focused so well on SEO that he’s scaling from 230+ to 500 content writers by 2021.   In this episode, I interview Vincent D’Eletto, Owner at WordAgents.com, about the importance of SEO for marketers.   What we talked about:   - Where to find writing talent & how to keep it   - Why he always seeks generalist writers   - SEO tips & strategies   - How agencies can leverage data to reach prospects To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

The conversation I’m featuring on today’s episode of #BestofTIA is with Grayson Lafrenz, Founder and CEO at Power Digital Marketing, about agency growth and what prevents it.   We talked about:   The 5 pitfalls that hinder your growth…   And 5 ways to grow your business   How much of your time should be spent on RGAs   How fast star talent will pay for themselves   The 4 pillars of diversifying deal flow   To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

It’s easier than you think to provide opportunities for your agency team members to display thought leadership.   They already do every day in your agency.   You just have to hit the “record” button.   In this episode, I interview Robin Emiliani, Founder at Catalyst, about the inspiration behind Marketing Rants.    What we talked about:   - Positioning your team members as thought leaders   - Social responsibility starts internally with employees   - Tips for video, including to chuck out the script   Check out these resources we mentioned during the podcast:   - Several Marketing Rants are about social responsibility   - Check out Robin’s agency blog   To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

If you polled your clients, how would they answer these 2 questions?   - Do we speak the language of your company?   - Are we relevant to your revenue?   Recently on The Innovative Agency, I spoke with Chris Schermer, President at SCHERMER, about what he did when the 2 answers were “No.”   What we talked about:   - Focusing on your clients’ customers is the best path for a B2B marketing agency   - The 3 pillars of “relevance to revenue”   - More profit, fewer employees: How to chase profit as an agency   Check out this resource we mentioned during the podcast:   - SCHERMER’s News + Views blog   To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

During this episode of the #BestofTIA series, we’re revisiting my chat with Patricia Beitler, President at Velocitas, and Abigail Sierra, Director of Content Strategy at Velocitas, to talk about trends in marketing that are actually working for agencies.   What we talked about:   - 3 strategies that the average B2B company should just toss - 3 classic strategies that will endure beyond 2020 - Video gives potential customers a way to meet you before they meet you - Video and email campaigns are meant for each other   To hear more from Innovative Agency owners, check out the show on Apple Podcasts, Spotify, or our website.

His background is cosmetology, not marketing. He owned a salon, not an agency.   That is, until he recognized that Black salon owners are powerful influencers.   Recently on The Innovative Agency Podcast, I interviewed Wil Shelton, CEO of Wil Power Integrated Marketing, about his agency’s origin story.   What we talked about:   - How Wil broke into marketing without any connections   - Niche marketing is a winning strategy   - Timely advice to brands about diversity & inclusion   To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

When you’ve never had a brick and mortar agency, there’s one thing you want to tell people working remotely…   It doesn’t have to be this hard to connect with each other.   In this episode, I interview Anne Stefanyk, CEO & Founder of Kanopi Studios, about insights for virtual from her web-first agency.   What we talked about:   - Putting humans — specifically employees — at the center of your why   - Strategies for culture, communication & connection   - How to build clients a website that lasts   - You’re forgetting about maintenance services   Check out these resources we mentioned during the podcast:   - Simon Sinek’s Start with Why   - Brené Brown on operationalizing vulnerability   - It Doesn't Have to Be Crazy at Work by Jason Fried   - Profit First by Mike Michalowicz   To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.

Today on the #BestofTIA series, we’re highlighting my conversation with Darren Magarro, Founder and President of DSM.   We talked about:   - Where to invest (people)   - Knowing your goals   - You won’t be judged on how you’re knocked down but how you get back up   - The mindset of a leader   Check out this resource we mentioned during the podcast.   To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website.