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

Marc Brookland, owner of SEO Locale, shares his journey from a small project to a thriving SEO agency. He reveals how cold calling helped him land 17 clients in just the first month. Brookland emphasizes hiring for culture fit over resumes, believing it's key to a strong team. He also discusses the shifting dynamics of SEO, moving from keyword stuffing to sophisticated strategies for traffic improvement. Open communication with clients emerges as a vital component for building trust and lasting relationships.

Robert Royer, Founder and President of Building Brands Marketing, shares his fascinating journey from launching an agency to its successful sale. He discusses the often-overlooked complexities of agency leadership, including the juggling of legal, financial, and HR tasks. Royer emphasizes the importance of establishing effective processes to enable growth without constant involvement. He also addresses the common challenges faced by agencies in 'no man's land' and highlights the critical role of hiring talent and transitioning from startup to established business.

Steve Phipps, founder of Wayfine Marketing, shares his journey from VP to agency owner, focusing on strategies for service-based B2B growth. He emphasizes the critical role of effective delegation to eliminate bottlenecks and empower teams. The conversation dives into the importance of aligning team strengths, managing projects efficiently, and understanding the visionary vs. integrator roles. Phipps offers actionable insights for agency owners on how to transition responsibilities and foster a culture of self-sufficiency, paving the way for sustainable growth.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Is your team leveraging AI beyond basic content creation? Did you know your sales process can be more efficient with the help of AI? While many agencies focus on AI's obvious applications, today's guest reveals a more innovative approach: using artificial intelligence to mine the wealth of unstructured data generated during sales interactions. By capturing and analyzing these often-overlooked conversations, his agency has discovered valuable insights that are transforming their sales process. In our fascinating discussion, we'll explore how AI is revolutionizing not just data analysis, but the entire advertising landscape. This interview is an in-depth conversation about the convergence of technology, community building, and cutting-edge marketing strategies. Andrew Eklund is the founder and CEO of Ciceron, a digital agency that excels at amplifying brands by creating bespoke audiences and activating them in the places they are. He shares insights from his journey in the digital landscape, starting from the dawn of the public internet and his early experiences with AOL. He discusses the evolution of his agency from his first clients to now specializing in applying advanced AI to audience segmentation and modeling, and shares what he predicts will and won’t change about our current use of AI in advertising and sales. In this episode, we’ll discuss: Turning sales conversations into strategic assets with AI. Why unlocking the capabilities of AI requires engagement. Harnessing AI for sales success. How AI could change advertising for good. 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. Educating Clients to Embrace New Technology Andrew’s pioneering spirit led him to start his agency almost thirty years ago at the dawn of the public internet, back when a digital agency basically set up people’s first email address and websites. Starting out when people still didn’t know very much about the internet, Andrew often had to overcome skepticism about the viability of online business. His determination to prove that people would eventually embrace e-commerce, despite widespread hesitance to share credit card information online, led him to establish IndieSonic, one of the first independent music online portals. This venture not only validated his predictions but also provided a tangible example to clients of the digital marketplace's potential. Even with this willingness to engage clients in e-commerce during a time of skepticism, it took many years for most to start embracing it. During the dotcom crash, many predicted the internet's demise and a return to traditional business models. Yet ironically, this period coincided with the emergence of today's tech giants, who would ultimately transform the digital landscape forever. Turning Daily Sales Conversations into Strategic Assets Back in 2022, when ChatGPT 3.5 came out, Andrew gathered his team and explained that whatever the future with AI was, they had to be all in on it. To him this was without a doubt the direction things were headed as soon as the technology became available. He wanted his team to be prepared for a future where platforms like Google and Meta would have features to basically automate their jobs. Instead of rejecting that future, they should embrace it before clients did. Initially, his team used ChatGPT in the obvious ways, like creating the ad copy. However, it wasn’t the most exciting way to use this technology. Andrew wanted to put it to work in areas where humans struggled so he focused on using it on the often-overlooked and unstructured data generated during human interactions, particularly in sales environments. When salespeople engage with clients, they gather valuable insights about customer perceptions, needs, and preferences—information that is rarely documented in formal data sets. This intellectual capital, if left unharvested, evaporates daily, representing a missed opportunity for organizations to refine their strategies and improve their offerings. Now Andrew’s team has implemented a system known as the "intelligence hub," which serves as a central repository for various data sources, including recordings of sales calls. By utilizing AI to analyze these recordings, he can extract meaningful insights that inform sales training, marketing strategies, and product development and captures intellectual capital to transform it into actionable intelligence that drives business success. Why Experimentation is the Key to Unlocking the True Capabilities of AI Like many of these AI innovations ChatGPT seems to have gone down in quality over the past year. AI models are not static entities; they require active engagement and adaptation to deliver meaningful results and while it can process vast amounts of data, the quality of its output is heavily dependent on the input it receives and the manner in which queries are structured. Andrew's approach to these language models is to address them like he would any employee and letting them know they’ve failed at effectively answering a prompt, so it’ll record that failure and provide better results next time. Moreover, his perspective on the integration of AI models is that there’s no need to stick to just one when they each have varying capabilities. Models like Llama and Gemini offer superior integration with platforms like Google Drive, but may also lack essential features. Hence, businesses must remain agile, willing to explore different models and their functionalities to find the best fit for their specific needs. Don’t shy away from experimenting with different setups and integrations, especially if you run a small or medium-sized business and don’t have a deep IT infrastructure. Maintain an open mind towards the evolving capabilities of AI. Many users may dismiss a model based on a single poor experience, failing to recognize that AI technology is continually advancing. The technology will get better with time and, meanwhile, remember that longer, more nuanced prompts yield better results and experimentation is the key to unlocking the full potential of AI tools. Harnessing AI for Sales Success One area where not enough agency owners are using AI to improve their agency’s performance is sales, where they can use AI insights to significantly enhance the efficiency and effectiveness of the sales processes. One of the primary advantages of utilizing AI in sales is its ability to analyze vast amounts of data to identify patterns and trends that human analysts might overlook. Sales managers can employ AI to examine recorded sales calls alongside performance metrics from CRM systems like Salesforce. This way, your team can analyze which calls led to conversions and which did not and sales leaders can gain insights into effective communication strategies and customer preferences. Moreover, AI can assist in filtering and analyzing leads more effectively so sales teams can prioritize their outreach to those with the highest likelihood of conversion, thereby improving overall efficiency. The Future of AI and Data Privacy Since the 1990s, when Andrew began helping businesses establish an online presence, he has encountered a common concern among clients - the fear of exposing sensitive information on the internet, where competitors could access and leverage it. However, as clients learned the importance of SEO and realized their lack of content was hindering website traffic, they became more willing to embrace digital marketing strategies. Looking ahead, Andrew foresees a future where AI models could replace traditional search engines. Instead of searching, consumers will rely on AI assistants that not only answer queries but also provide relevant context. As AI-driven insights become more prevalent, often informed by user-generated content rather than brand narratives, companies will have greater incentives to share their data with these models. Yet, Andrew cautions that not all information should be openly shared with AI. He advocates for the use of private AI platforms, where companies can download and apply open-source models like Llama to their internal networks. While this is not yet widespread, Andrew believes it represents the future of AI-driven business intelligence. Will People See Less Advertisement? In Andrew’s opinion, people will continue to be bombarded by advertising for the time being. While advertising agencies must reach their audience, they should do so without being intrusive. He points to Instagram as a successful example, where users actually embrace advertising because of its relevance to their interests. The platform's ability to understand user preferences and recommend desired products has transformed it into a shopping destination, delivering real value to consumers. Looking ahead, Andrew predicts that over the next five years, AI will revolutionize the economics of advertising. This technology will enable more precise targeting at current cost levels, shifting the focus from broad, low-quality impressions to highly targeted advertising aimed at the individuals who matter. 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.

James Pietruszynski, CEO of SoulSight, brings 27 years of branding experience to the table. He shares valuable insights about navigating pricing strategies and understanding client budgets. Discover how strategic planning and relationship-building have been key to his agency's growth. He discusses the challenges of balancing client work with self-promotion and the critical importance of adapting to market dynamics. James also delves into the lessons learned from a recent acquisition and how raising prices for new clients can enhance agency profitability.

In this insightful discussion, Bob Afsari, CEO of Campaign Creators, shares his transformative journey from neurobiology to founding a digital marketing agency. He reveals how shifting from retainer models to productization can redefine success and improve profitability. Bob emphasizes the importance of strategic partnerships, particularly in enhancing onboarding experiences for HubSpot. He also discusses the value of clear service offerings and effective communication to elevate an agency's brand and client relationships, all while navigating challenges in a competitive landscape.

In this insightful discussion, David Frederick, co-founder of Head Over Heels, shares his expertise in branding and storytelling. He highlights common mistakes brands make and stresses the importance of creating a unique identity that resonates with audiences. Frederick emphasizes the power of collaboration and idea validation to foster innovation. Through engaging anecdotes, he illustrates how original storytelling can create authentic connections. Tune in for valuable lessons on transforming branding challenges into success through teamwork and creative execution.

Andrei Marin, co-founder of CodeCrew, an innovative email marketing agency, shares valuable insights into talent acquisition and creating a people-first work environment. He and his co-founder discuss the importance of efficient hiring processes that filter candidates effectively. They reveal strategies for screening clients to ensure compatibility, and how a positive workplace culture fosters team loyalty. Their journey highlights the challenges of entrepreneurship and their commitment to making business a force for good.

In this engaging discussion, Alex Sunshine, the Founder and CEO of Rising Suns Agency, dives into the world of influencer marketing. He emphasizes the importance of genuine influence over follower counts when forming partnerships. Alex shares personal anecdotes about mixing business with personal relationships, and stresses the need for authenticity in the creator economy. He also explores how the industry is evolving, particularly with the rise of AI in marketing and the importance of community engagement for lasting success.

In this engaging discussion, Jim Matuga, founder of InnerAction Media, shares his transition from a copywriter to an agency leader. He reveals how he broke free from the exhausting cycle of monthly revenue chasing by implementing a ten-year vision. Jim highlights the pivotal role of team empowerment and AI innovation in his agency's growth. He also discusses the advantages of launching a podcast as a powerful tool to connect with clients and build authority, demonstrating that agencies can thrive independently.