Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What if scaling your agency wasn’t about adding clients—but building a community that fuels growth from within? During Covid lockdowns, today’s featured guest felt the need to turn his clients into a community, hosting events where they could get to know each other and build relationships. To this day, it remains one of the best changes he’s introduced at his agency. With a dedicated community, a focused niche, and a cap on the amount of clients the agency takes, he created a sense of exclusivity that turned his agency into a “category of one” business that continues to thrive. Join us as he unpacks how his agency journey began, how he accidentally ran into his exclusive niche, and the ways he found to turn clients into members. Oli Luke is the founder of Orange & Gray, a hearing healthcare marketing agency that’s not just thriving—it’s become a “category of one.” He shares how going ultra-niche, building a true community, and capping client growth actually led to bigger success. His story offers agency owners a powerful blueprint for growth by focusing less on volume and more on depth. In this episode, we’ll discuss: The power of creating scarcity. Choosing community over clients. Why client selection will save you headaches. Using AI to have a bigger impact with clients.  Subscribe Apple | Spotify | iHeart Radio 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. Creating Category Leadership with Your Agency Oli started in the marketing world as early as fifteen years old, running a “questionably illegal” business that relied on marketing savvy more than morals. That spirit of experimentation, however, continued to evolve into something far more focused and in 2017 he launched a niche agency focused solely on hearing healthcare. Like many agency owners, Oli knows the pain of being a generalist—serving anyone and everyone just to keep the lights on. But once he committed to a hyper-niche model, everything changed. “We help a very specific type of business,” he explained. “There’s only about 2,000 potential clients in the world for us. So we’re not looking for quantity—we’re looking for quality.” According to Oli, once you’re playing in such a specific arena, you’re playing against maybe three competitors, which helps you become very good at that sweet spot. By focusing on a tight, underserved market, Oli’s agency was able to create a “category of one” positioning. It wasn’t just another agency—they were the agency for hearing healthcare and that kind of positioning is gold. The Power of Capping Growth and Creating Scarcity Here’s something you don’t hear every day: Oli has no plans to scale his agency to the moon. In fact, he’s capping it at 100 clients. “We don’t want more. We want depth of relationship,” he said. This kind of intentional limitation creates natural scarcity and urgency and real, earned exclusivity. Prospects know there’s a limit, so they know if they leave coming back will mean paying significantly more. It’s a model Seth Godin once praised: deep focus, selective intake, and high trust. Oli’s clients know they’re one of the few, which raises the bar for everyone—team, clients, and prospects. Community Over Clients: How COVID Changed Everything Oli’s most unexpected move—and perhaps his most impactful—came during COVID when, like many agency owners, he had to rethink everything. Prior to that, he ran a very traditional agency, with one-to-one relationships with clients that mostly didn’t know each other. This all changed during COVID, when amid the shutdowns and uncertainty, Oli’s team started hosting weekly “campfire chats” to bring them together. That simple shift sparked a powerful transformation. “We almost pivoted from being just a marketing agency and to being a communications company,” he said. By bringing clients together, the bonds formed turned into something more powerful than any campaign. That organic community—born out of crisis—evolved into something deeper. Today, Oli’s agency doesn’t just have clients; they have members. And the community has only grown since the days of the campfire chats. For him, there’s nothing more powerful than getting people together, especially in this new AI era where human connection will become increasingly rarer and more important. There are monthly calls, print newsletters, annual events, and even an Austin Powers-themed meetup in London for their U.S. clients. The community is more than a retention tool—it’s a moat. Members feel like they’re part of something elite, something valuable. It’s not just about services; it’s about belonging. Why Client Selection Matters As established, if you’re running an agency and not building a community of your clients, you’re missing one of the biggest strategic advantages available today. Yet, it may lead to competition – some of those clients won’t want to be in the same room as their competitor. That’s why your client selection matters. You can’t afford to bring in clients who don’t align with your values, even when you’re in startup mode and tempted to say yes to everyone. Learning this will take some time, but it’ll always be worth it because, more than just executing for them, you’re making them part of something bigger—giving them access to relationships, tools, and strategies that help them grow. And that, right there, is what makes the difference. Finding a Niche... by Accident Like many agency owners, Oli didn’t start with a clear niche. In fact, his entrance into the hearing care industry in the U.S. was totally accidental—through a client speaking engagement in Houston. Back then, he had a small marketing company in the UK and a client who was doing work as a speaker in the US hearing care industry and invited him to one of his events. There, Oli shared some ideas with the audience. Just tips that seemed obvious to him in the marketing industry but were eye-opening to his listeners in the hearing care industry. He was asked to help some in that audience implement these ideas and, before he knew it, he had found a niche. When the Market Shifts, Community Wins It’s easy to panic when markets get weird. And let’s face it—we’re in a weird season right now. But the truth is, these “down” times are often where the biggest opportunities lie. Remember 2008? 2000? COVID? Each one of those eras had agency owners panicking—and also created massive opportunities for those willing to adapt. When your competitors pull back, you lean in. And it’s not just theory. Community-first strategies during downturns can redefine your agency. They create stickiness, loyalty, and value beyond deliverables. People remember who helped them weather the storm—and they stick around. This is especially true for agencies that have found their ideal niche and have therefore found a way to be of significantly more value than just the doing. These agencies are in a position to lead their clients through these changes and provided much needed leadership. The AI Evolution: Smaller Teams, Bigger Impact There’s a lot of noise about AI replacing agencies. But let’s get real: Agencies aren’t going away. They’re just changing. At the end of the day, agencies are the middle man between someone having a problem and arriving at the solution. People will still need help, they’ll just be able to do more with less people. What used to take 100 employees might now take 30—or even 10. The work doesn’t vanish—it evolves. It becomes smarter, faster, and more strategic. You still need strategy. You still need people making decisions. But with AI, your execution becomes more powerful. And your clients know this. They’re not oblivious. Bigger brands are already coming to agencies saying, “We want the same output with fewer people—powered by AI.” If you’re not ready to answer that call, you’ll get left behind. That’s why understanding AI—and being able to communicate your expertise in it—is going to be a game-changer. Supercharged Workflows with AI Agents One of the ways agencies should start leveraging AI is by creating their own internal AI agent using ChatGPT. For instance, you can use it to train that agent with: Case studies Client challenges CRM data Brand voice Once you do that, share it with your team so they can start using it to write a blog post, a LinkedIn update, or any kind of content—and it generates something better than most humans would. This is where the future’s headed. Not to replace humans—but to empower your team with incredible leverage. You’re not building a bot to do your job—you’re building a smarter team that gets more done. One More Tip: Start a Podcast Even with all his experience and success in choosing a niche, creating community, and using AI, Oli maintains that starting a weekly podcast was the best move he ever made for the business. It drove client attraction, retention, education, and brand recognition. And with AI, it’s never been easier to create high-quality content consistently. If you’re not creating content—especially in podcast form—it’s time to rethink your strategy. Want to Build an Exclusive, Scalable Agency That Clients Line Up For? Our Agency Blueprint helps you identify growth bottlenecks, build community-driven strategies, and position your agency as a category of one.

Imagine building a $100 million agency, only to watch it collapse. The speaker reveals the highs of rapid growth, acquisitions, and big valuations. But lurking beneath were debt and poor decisions that ultimately led to downfall. Discover the hidden truths about agency scaling, the importance of clear vision, and why financial success isn't everything. This candid discussion provides valuable lessons for aspiring agency owners on navigating the treacherous waters of rapid growth.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training If you’re the visionary still stuck doing the work, you’re not scaling—you’re surviving. Joaby Parker knows that loop well. From launching his agency straight out of college to nearly burning out and walking away, his story is a masterclass in doing too much, too long. In this episode, you’ll hear how Joaby broke free from the grind, stopped bottlenecking his team, and built a business that scales without him. He shares his journey from founding his first agency right out of college to walking away and returning to agency life with a new approach and mindset. He reveals what caused his early plateau, why he left to work client-side, and how returning to the agency world taught him how to lead, grow, and eventually let go of the creative and account management roles that were holding him back. Joaby Parker is the founder and CEO of Cover 3 Growth Partners, a strategy-first agency based in Logan, Utah, focused on food and CPG brands. With a background in creative marketing and brand development, Joaby’s approach combines practical business strategy with creative execution. He discusses how his passion for marketing and working closely with various agencies inspired him to start his own and reflects on the challenges of the early years, the gradual momentum they built, and how he learned that building a successful agency isn’t about doing more. It’s about doing less of the wrong things—and putting the right people, values, and systems in place so you can grow without burning out. In this episode, we’ll discuss: The turning point that made him leave his first agency and come back stronger. How his mindset around delegation and trust evolved. Why being a visionary means you’re probably a bad manager—and that’s okay. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today’s episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships. Why Joaby Chose the Agency Path: Early Missteps & Major Momentum Joaby had a purposeful entry into the agency space, after developing a passion for marketing working with several agencies on the client side at Health & Fitness. He had the opportunity to work hand in hand with many agencies and knew he would someday want to run one himself. After a few years of learning experience, he and his partner made the jump to start their own agency. Being quite young, their first few years with the agency were marked by a lack of direction. Their first big turning point came after securing a contact with Chemdry that led to a complete rebrand of this company. Soon after, when HomeDepot acquired the carpet cleaning business, Joaby and his partner had the opportunity to assist in this transition period, helping all Chemdry franchisees take advantage of this new HomeDepot partnership. This is really when the business took off and Joaby and his partner started to deal with other aspects of scaling. The Breaking Point That Made Him Go Back to His Roots Growth flatlined. Burnout crept in. Joaby’s agency hit the ceiling—and he couldn’t figure out why. Turns out, it wasn’t a marketing problem. It was a management problem. Initially, Joaby attributed this stagnation to geography—living in a small town seemed to be limiting their growth potential, especially during a time when digital outreach was much more challenging than it is today. Around this same time, an existing client presented Joaby with an opportunity to join their internal team. It was a great opportunity and a needed break from the agency life so he accepted, after securing another partner that could take over his contributions at the agency. It felt like going back to basics for him and gave him the time and space to think about what went wrong at that agency. Looking back, he sees the reason for that first agency’s plateau was a lack of processes. While referrals from existing clients provided a steady stream of work, they were insufficient for sustained growth, which ultimately led to a plateau in growth. Ultimately, they struggled to find opportunities to get in front of people to do more work. This scenario is all too familiar for agency owners. They typically reach a breaking point where their small founding teams can no longer handle the client load. The natural response is to hire more staff, which increases revenue but often decreases profit margins—leaving owners feeling trapped and pressured. The key differentiator between agencies that remain stuck and those that break through to the next level is making the strategic decision to raise prices rather than simply adding more bodies to the team. You Don’t Need to Do It All—You Need the Right People Looking back, Joaby now realizes he could have pushed the agency to that next stage of growth, but at the time, the pressure felt overwhelming. He still wasn’t good at running an agency, just good at working in one, and although it seemed like the business was evolving, the reality was that Joaby had more costs than ever and was working more hours than he ever had before. At that moment, the opportunity to go back to work on the client side seemed like an escape. Joaby admits that, for most of his career, he was a bad business manager. If you're reading this as a visionary-minded agency owner—which many are—you might recognize yourself in his story. Rather than forcing yourself into an ill-fitting management role, the solution is to build a team that amplifies your natural strengths. This means hiring self-managing professionals or dedicated operations managers who can handle the day-to-day business mechanics, freeing you to focus your energy where it creates the most impact. The common objection to this approach is cost: "I can't afford to hire that level of talent."If this is your case, then the easiest solution will always be to raise your prices. How to justify that raise? Narrow your focus. When you become the go-to expert for a particular niche, you'll discover clients who are willing to pay for your true value rather than treating your services as a commodity. Stop Running the Mouse—Start Leading the Team These days, Joaby’s creative involvement is way down from what it used to be. For many years, most of the agency’s creative work still needed his approval in some way or another. However, at one point he and his partner realized that, whenever he wasn’t stuck doing the creative work the agency grew and once he did go back to it, the agency stagnated. Agency growth is often limited by the founder, not the market, not the clients, and not even the team. When he focused on building and leading—growth resumed. If you’re still running the mouse, reviewing every piece of creative, or handling every big client call, you’re not leading—you’re doing. And that’s the bottleneck. It took Joaby some time to learn this. In fact, other than overseeing creative, he was also main account manager, where he didn’t do the best job, since he couldn’t fully focus on that area. In the end, client complaints about lack of focus helped Joaby recognize that it was time to hire account managers and start delegating. Scaling an agency isn’t about doing more—it’s about doing less yourself. By embracing your role as a leader, not a doer, hiring smarter, and building a team around your vision, you create the space for sustainable growth. Whether you're stuck in the grind or unsure how to let go, the answer isn't working harder—it's building better. 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.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Most agency owners screw up their first sales hire. Why? Because they either hire the wrong person, or refuse to let go of control. Travis Hoechlin used to think building a sales team was a waste of time—until he realized he was the bottleneck. In this episode, you’ll hear how he went from solo closer to leading a performance-driven team that fuels his agency’s growth. Travis Hoechlin is the CEO of Rize Up Media, a marketing company specializing in law firm services. He shares insights into his journey from working at a large agency to starting his own and discusses the challenges of stepping out of a comfortable position and the motivations that ultimately led him and his business partner to take the leap into entrepreneurship. Travis also shared his experience building a top sales team, his logic behind hiring experienced seller instead of going for junior salespeople he could train, and how he keeps his team motivated and competitive. In this episode, we’ll discuss: What most owners get wrong when building sales teams. The hidden cost of overlooking your top performers. How to hire competitive closers who don’t need babysitting. Incentives that actually work (even with a remote team). Subscribe Apple | Spotify | iHeart Radio 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. The True Cost of Overlooking Top Performers Travis began his career working for one of the largest agencies in the industry. Despite previously owning a mortgage company, he and his current business partner found themselves settling into the comfort of corporate life—big paychecks, steady accolades, and a sense of stability. But deep down, Travis always knew he wanted to build something of his own again. It wasn’t until a disagreement with his former boss that he finally made the leap. Looking back, he wishes he’d made the move sooner. Still, the way it unfolded taught him an important lesson. As one of the agency’s top sellers, Travis had earned a spot in their elite President’s Club—or so he thought. When he was unexpectedly passed over, it became clear that his contributions weren’t truly valued. That moment of frustration became the catalyst for change. Sometimes, it takes a setback to shake us out of complacency. Travis’s story is a powerful reminder: comfort can be deceiving, and top performers often leave not because of the work, but because their impact isn’t fully recognized. For agency owners, it’s a call to action—acknowledge your best people, or risk losing them. The Journey from Seller to Sales Leader As one of the top salespeople at his former agency, Travis was a natural fit to lead sales at his own. But like many high-performing sellers, he was hesitant about building a sales team. Great salespeople don’t always make great managers—and Travis wasn’t sure he could find others who would match the drive and success he brought to the table. His competitive nature added another layer of resistance. The idea of hiring someone who might rival his performance didn’t sit well with him at first. But over time, realized that no matter how strong he was on his own, two or three skilled salespeople giving their all would far outperform his solo efforts. That mindset shift changed everything. Once he found the right people—sales pros who believed in the agency’s mission—Travis stepped back. He moved out of the day-to-day sales role, choosing instead to support the team and help them succeed. After all, they had taken a chance on a growing agency, and he felt a responsibility to help them thrive. Many agency owners struggle with this transition. It’s hard to let go of what you’re great at. But as Travis discovered, tying your value to a single role—especially one you refuse to let go—can turn you into your agency’s biggest bottleneck. Growth requires trust, delegation, and a willingness to lead from the side, not just the front. Strategy for Building a Premium Agency Sales Force Once Travis fully committed to building a sales team, he hit the ground running—bringing on two salespeople to start, then two more just a few months later. Since then, he’s made it a habit to hire two to three new sales reps each year, fueling the agency’s continued growth. While many agencies try to save money by hiring junior reps, Travis believes that route often costs more in the long run. He only recruits experienced, high-performing sales talent since inexperienced hires need extensive training, close management, and time to ramp up—resources many growing agencies simply can’t afford to spare. Instead, Travis looks for people who are naturally competitive, hungry to earn, and confident in their ability to close. In his view, a good salesperson can sell anything. If a new hire hasn’t sold agency services before, he keeps their focus simple for the first 30 days: just book him meetings. From there, he leads the calls while they shadow, learn, and build the confidence to eventually run the sales process on their own. Additionally, rather than hiring one rep at a time, he prefers onboarding two or three at once. Sure, not all of them will work out—but with multiple hires, at least one or two typically stick, and you’re not back at square one. Plus, the healthy competition that comes from a group ramping together drives performance. When top salespeople are surrounded by peers who are also gunning for results, it pushes everyone to level up. For Travis, building a sales team isn’t just about offloading calls—it’s about creating a high-performance culture that multiplies results and drives the agency forward. Incentives That Actually Build Culture—Even Remotely Travis understands that great salespeople are driven by more than just commission—they thrive on competition, recognition, and rewards. In corporate environments, these high performers are often motivated by bonuses, contests, and incentive trips—and Travis knew his agency needed to offer the same kind of energy to attract and retain top talent. Having been the top seller at his previous job, he experienced firsthand how powerful the right incentives can be. So, he implemented a clear and compelling incentive structure for his team: hit an annual sales target of $850,000, and you qualify for an all-expenses-paid trip to a luxury destination, such as their recent five-day retreat at the Four Seasons in Costa Rica. But it's more than just a reward—it’s a shared goal that unites the team. With about a third of his salesforce working remotely from across the globe, these trips serve as a rallying point, fostering camaraderie, motivation, and culture. This blend of healthy competition and team connection is critical in sales. By setting ambitious but achievable goals—and celebrating those who reach them—Travis has built a culture where individuals are motivated to win, and the entire team moves forward together. 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.  

Jeff Hilimire, founder of Purpose Group and author focused on purpose-driven businesses, shares his transformative journey from a successful agency life to meaningful impact. He discusses the concept of 'Dream Small,' highlighting how small steps can lead to significant change. Jeff also elaborates on his nonprofit work empowering volunteers and the importance of defining purpose beyond profit. He delves into navigating AI in creative writing, exploring opportunities and challenges, while emphasizing the need for authentic storytelling in business.

Stephen Woessner, an agency growth strategist and founder of Predictive ROI, shares invaluable insights on breaking through agency growth ceilings. He emphasizes the importance of strategic messaging, targeted content, and a methodical approach to scaling. Woessner discusses the power of patience in agency evolution and the necessity of niching down to meet client needs effectively. He also highlights simplifying content creation through storytelling to enhance client engagement and drive measurable ROI. Tune in for actionable strategies to elevate your agency!

The podcast delves into how Meta is trying to cut agencies out of ad management, highlighting a larger trend where AI is taking over traditional marketing roles. Agencies relying on deliverables are on shaky ground, with a call for a shift towards strategic thinking and productized services. Instead of just offering SEO or ad management, agencies need to focus on delivering results, like generating leads for clients within a specific timeframe. The future is about leadership, adaptability, and creating frameworks that scale, not merely executing tasks.

Join Paolo Vidali, the founder of Hidden Gears, as he discusses his transformation from AI skeptic to strategic adopter. With over a decade in digital marketing, he shares how to integrate AI into agency operations for profitability and efficiency. Learn why clear AI policies are critical for team and client engagement, and how embracing AI can distinguish your agency in a competitive landscape. Discover practical strategies for leveraging AI while maintaining the human touch that builds client trust.

Lisa Larson-Kelley, CEO of the marketing enablement agency Quantious, shares her insights on building a successful remote agency that thrives without compromising culture. She discusses the importance of structured communication and hiring self-driven individuals. Larson-Kelley recounts her journey from freelancer to agency founder, highlighting key partnerships with major tech companies like Adobe and Google. She also delves into the challenges of remote work, advocating for accountability through organized meetings and the value of in-person connections to boost team dynamics.

Devon Hayes and Amanda Joyce, co-founders of Elevation Marketing, share their entrepreneurial journey from burnout to a thriving partnership in the home services niche. They discuss how collaboration transformed their approach to scaling, turning challenges into opportunities for growth. The duo emphasizes the importance of niche specialization and tailored marketing strategies, offering valuable insights for agency owners looking to escape the grind. Their personal stories illustrate the power of teamwork and the freedom it can bring in business.