Build a Better Agency Podcast

Every agency should be able to run at 20% profitability on a consistent basis. But as agency owners, sometimes we get in our own way and become the bottleneck to our agency growth. For this week’s solocast, I’m breaking down the five biggest things agency owners do to stifle their agency’s growth. Whether it’s not being able to get out of the day-to-day operations, or not trusting what your numbers are telling you, these are all things most agency owners encounter at least once while growing and scaling the business. The good news — you’re not alone. These five issues are very common. The bad news — they can be a tough pill to swallow and difficult to course correct once you realize what’s happening. This episode will give you a detailed guide to recognizing these common patterns and behaviors for agency owners and what to do to get your agency back on the path to growth and profitability. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. In This Episode: Why doing everything your way won’t work forever The impact of this on agency growth and profitability The importance of documenting SOPs and systems and processes and updating them regularly How to start documenting SOPs if you don’t do this already Why serving clients instead of the agency will leave you stuck The 3 S’s of growing an agency Why you need to listen to what your numbers (AGI) are telling you Prioritizing performance-based growth over selling on personality or individual reputation

For many agency owners, sales is a necessary evil. For others, it’s your natural gift, and you look forward to doing it. Either way, you can always benefit from making it easier and better for you. One of the biggest benefits we cover in today’s episode is shortening the sales cycle. Many agencies struggled with elongated sales cycles last year, but that doesn’t need to become par for the course. Stephen Steers joined me on the podcast to teach us how storytelling in sales is one of the most effective ways to make sales faster and easier. He shares a ton of nuggets of info from understanding why people buy, why agency owners need to stay in contact with prospects (and how), and how to use storytelling to catch the attention of prospects and keep them interested. The bottom line is sales doesn’t have to feel icky. By embracing storytelling, you can build trust, forge deeper connections, and get prospects excited to work with you. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Why founders and agency owners should aim to fire themselves from sales The Magnificent 7 reasons why people buy Maintaining relationships with prospects throughout the sales cycle What is storytelling in sales? Unlocking urgency for prospects 4 questions to ask yourself before telling a story to a prospect Why storytelling is so effective and what we get wrong about it Preparing for 3 types of objections from prospects The AREA Framework

Tom Webster, an expert in audience engagement and thought leadership in podcasting, dives deep into what makes a podcast truly resonate. He emphasizes that simply having a podcast isn't sufficient; engagement must be earned. Listeners will learn about the importance of understanding audience needs and how to craft compelling narratives. Tom discusses common pitfalls podcasters face, like poor editing and unclear roles, and offers strategies for gathering insightful feedback to foster loyalty and enhance the listener experience.

As agency owners, we’re always looking for ways to improve our business development strategies and stand out in a crowded marketplace. This week, I’m flipping the script and sharing an episode where I was a guest on Susan Quinn’s podcast, Better Experiences by Design. Susan asks some great questions to help get to the bottom of the two main biz dev strategies modern agencies can count on today — niching and thought leadership. Doing these two things can transform your agency’s growth trajectory. We cover several key components, including how to leverage thought leadership effectively, why niching down is crucial for agency success, and how to overcome the fear of narrowing your focus. We also explore common mistakes C-Suite executives make in marketing their own firms, the importance of consistency in business development efforts, and how to identify and attract “right-fit” clients for your agency. Success in agency biz dev today is about being consistently interesting and relevant to your ideal clients over time. By focusing on your expertise, generously sharing your knowledge, and staying top-of-mind, you’ll be the natural choice when prospects are ready to buy. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: How thought leadership is a critical part of biz dev What clients should think about when hiring an agency The riches are in the niches — narrowing your focus Knowing when you’ve narrowed your niche enough Why referrals aren’t the best way to grow your agency What does a right-fit client look like? Taking advantage of AI as an industry disruptor Bettering your best with constant learning

Xenia Muntean, an accidental agency owner turned software entrepreneur, shares her insights on transforming agency operations. She discusses the delicate balance between creativity and structure, revealing how early client involvement can enhance workflows and boost profitability. Xenia reflects on her journey of developing Planable, a tool designed to streamline collaboration, and emphasizes the need for agencies to adopt modern processes. With the role of AI increasingly pivotal, she explores strategies for agencies to evolve and thrive in a competitive landscape.

Drew McLellan, a seasoned expert with over 30 years in the advertising industry, discusses the critical role of trust in agency sales. He highlights how agency owners can leverage client referrals to make sales easier. Drew shares four essential strategies, including the power of community and ethical engagement to build stronger client relationships. He also explores the significance of social proof and emphasizes that genuine helpfulness can lead to effortless sales. Tune in for valuable insights on navigating the sales landscape!

Agency owners have it tough these days, but we have more control over how hard it is for us than we think. This week, we’re going to talk in-depth about how we can change the course and direction of our business by changing our habits and mindsets. To help us, we’re talking to Jason Yarusi about creating positive momentum around breaking bad habits, choosing to offload tasks that aren’t propelling us forward, and cutting out unnecessary chaos in our lives. You might think there’s nothing you can personally change, or maybe you have too many variables that are completely out of your control. You could have a lot of fires popping up during the day that you have to address. But the good news is we have a lot more say in what happens in our day-to-day than we think. And by taking a few moments to ground yourself in the reality of your situation, you’ll realize that a lot of those big fires aren’t fires at all — or someone else’s fires to put out. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The near-death experience that changed Jason’s course in life Being self-aware in how you’re showing up each day Starting the day off with a solid routine that sets you up for success Regrounding yourself when things start going off course How to recognize you’re not focused on the right parts of your business Finding your way out of the day-to-day grind to reach your long-term goals Creating positive momentum around changing habits that aren’t serving you Where people get stuck in these habit shifts the most Writing down 3 things you can do write now to build positive momentum

Expert Tom Martin shares insights on crafting the perfect pitch deck for agencies to stand out and impress ideal clients. Topics include strategic repetition, the science behind pitch decks, common agency mistakes, and making a lasting impression. Learn how to avoid easily fixable mistakes and become the most memorable agency in the room.

Liza Adams, CMO, shares insights on agency-CMO relationships. Topics include CMO expectations from agencies, the impact of AI on marketing, and how agencies can support CMOs. Emphasis on collaboration, trust, and understanding CMO perspectives for successful partnerships.

The glamor of working for an agency has worn off somewhat since the 80s and 90s. Markets are more saturated, salaries have stagnated, and recruiting top talent has become more difficult — especially since Covid. As agency owners, that means we have to adjust our process to find and hire top talent to meet our clients’ needs. To help us understand all the changes we’re facing today, I sat down to talk with Michael Palma, an agency recruiting and business development expert. With decades of experience in the industry, he’s seen all the shifts and changes that have occurred in the hiring process for both agency owners and employees. In this episode, he shares what agency owners often get wrong about finding top talent and why finding top talent is so hard nowadays. He also helps us understand how agencies can find right-fit clients and right-fit employees to match our clients’ needs. Michael is essentially an expert agency matchmaker who has his finger on the pulse of the most pressing issues agency owners face, and helps us navigate them all with a “humble swagger.” A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: What it means to “walk with a humble swagger” What agency owners often get wrong about recruiting top talent The downhill trend in finding right-fit agency employees How to find be confident without arrogance What’s making it difficult for recruiters and agency owners to find top talent Challenges in salaries in equity for agency employees Knowing what you want in a candidate before you write a job description How Covid has changed new business for agencies Strategies that win over a client Where agencies should be investing in their own biz dev and growth