Smart Agency Masterclass With Jason Swenk: Podcast For Digital Marketing Agencies

Are you constantly trying to get prospects to tell you their budget? Do you spend too much time managing client expectations? Not sure which projects to prioritize? Contrary to my opinion, some agencies find success by putting agency pricing on the website. And, there are some benefits. It solves some client budget issues and helps the team prioritize projects. Do you agree? In this episode, we'll cover: Does agency pricing on the website work? The pros and cons of publishing your agency's prices What is more important than pricing to some clients? I talked to Tory Smith, Co-Founder of the Texas-based B2B and SaaS marketing agency, Bay Leaf Digital. He and his partner began the agency without a playbook or even a solid grasp on what their niche would be. However, they were able to turn to their professional connections to get their foot in the door. Tory believes in being transparent with prospective clients about the price of agency services. Contrary to my beliefs, he is here to tell us about the rather u

What does it take to truly grow your agency? Could your pricing structure be holding you back? Are you giving away your strategy for free? There's a lot to consider when growing an agency, but it a lot of it comes down to 3 basic things every agency owner struggles with. In this episode, we'll cover: Choosing your agency's niche. Determining your agency's pricing structure. Helping clients understand your agency's value. I talked with Wendy Covey, Co-Founder and CEO of Texas-based Trew Marketing, an agency that works with technical audiences such as small to mid-sized engineering companies. She is here today to talk about three of the issues that often cause a lot of worries and stress for agency owners. 1. Choosing Your Agency's Niche Wendy and her business partner started Trew Marketing after working together in the engineering industry. What they discovered was small to medium-sized engineering companies often have horrible websites. This was a challenge they could help solve.  Wendy says the partners ha

Are you struggling to scale your agency? Is it a challenge getting clients to understand and value your strategy? Do you feel like there's a missing piece that will help you grow faster and easier? Success requires solid systems for positioning, pricing, and selling your agency services to your ideal clients who trust and value your agency's expertise. In this episode, we'll cover: Why digital agencies must be agile. Why your agency should charge for strategy. How the agency-client relationship is a lot like dating. Do you have the right systems to scale your agency? I talked to Dean La Grange, Founder of the direct consumer advertising agency, La Grange Digital. Dean helps brands with Facebook and Instagram advertising. This is Dean's second time on the show and this time, he explains there are two major ways companies attract customers on social media: through organic posts and paid advertisements. Dean focuses on the paid advertisements, freeing up his clients to focus on organic posts. He is here to exp

Wondering if it's time to hire an agency president? If you're feeling like the burden of the day-to-day is holding you back, it might be time! Are you being stretched in too many directions? Are you wondering how to find the right person to help run your agency? Every agency reaches the point of choosing to stay on that plateau or hire a leader capable of reaching the next level. In this episode, we'll cover: Signs it's time to hire an agency president. How to find an agency president. Onboarding an agency president. I talked to Doug Joseph, the Founder and CEO of Serif Creative. Serif started as a video production company, before adding additional services including brand strategy, creative storytelling, and digital marketing. There came a point in Doug's journey of founding and leading Serif when he realized he needed help with certain aspects of the agency. He is here to talk about why he chose to hire a president and how he found a great person for the job. Signs It's Time to Hire an Agency President D

Are you tired of losing time and money on RFPs? Do you want to start charging for creative strategy? There's a long-standing debate in the agency world about whether or not we should pitch for free. It all comes down to knowing when and how to position a paid strategy. In this episode, we'll cover: Pitching new clients vs. organic agency growth. How your agency can get paid for the pitch. Should your agency ever work for free? I talked to Aleena Mazhar, Vice President and Managing Director of the Experiential Division of Fuse Create, a marketing and ad agency based in Toronto. Aleena is a self-admitted addict to the fast-paced nature and constant problem-solving of the agency culture. Aleena has experienced both organic growth in her agency as well as growth fueled by pitching the agency's services through the traditional RFP process. She is here to talk about both methods and when it's ok to give your ideas away for free. Pitching New Clients Vs. Organic Agency Growth Aleena says she and her partners at Fu

Are you struggling to attract new clients with your outbound marketing? Do you need to build deeper connections with your prospects? The key is creating an outbound strategy that is worthy of prospects' engagement. In a time when we're all bombarded with multimedia and social media, what are you doing to make your agency stand out from the rest? In today's episode, we'll cover: How to send emails your prospects actually want to open. How personalization can help your agency win clients. Should your agency outsource outbound sales research? Today I had a really fun chat with Jonathan McFarlane, Director of Strategy at Hybrid Marketing Company. His agency deals almost exclusively with cannabis and hemp companies. The agency hasn't experienced a lot of the challenges many other agencies are facing during the economic downturn. That said, Jonathan still works hard to look for opportunities to grow his agency. He is sharing what he's done to reignite his agency's outbound marketing strategy and how he's using hu

Are you having trouble scaling your agency? Considering a merger as a growth plan? Have you been approached about merging with another agency? A merger can be a great way to scale up faster by adding a new, complimentary service or a bigger piece of the niche. On the other hand, agency mergers are just as risky as starting the business the first time. If you're considering a merger, there are ways to ensure it is successful In this episode, we'll cover: Three plans you need to make your agency merger successful. Why your some team members might not follow your agency merger. Creating team trust through vulnerability. I talked to Lisa Vielee, who merged her small, 4-person team with a larger full-service agency 15 years ago. Initially, she was seeking a mentor to learn how to scale. He agreed, but also asked her to consider merging the agencies and succeeding him when he retired. The two now have a team of 30 people, and Lisa is President of Well Done Marketing. She is here to explain how the agency has thri

Does your agency have the right people and the right systems in place? Do you want to work smarter, not harder? If it seems like no matter how much time and work you invest, you just stay stagnant, it may be time to review these four basic things. In this episode, we'll cover: 4 things successful agencies are doing right now. Why you shouldn't compare yourself to larger agencies. How do you measure your agency's success? Are you planning to sell your agency someday? Today I sat down to talk with Robert Craven, founder of GYDA Initiative and author of Grow Your Digital Agency. Robert works with digital agencies to help them figure out what they want and the life they want to live. He's here to talk about what he thinks is working right now (and what's not) and why so many smaller agencies struggle. 4 Things Successful Agencies are Doing Right Now There's no doubt many agencies across the globe are struggling right now. While the pandemic has hit some industries harder than others, Robert says there are a few

Worried about your agency's future? Do you second guess every decision you make? There's no doubt, things are uncertain right now. But what if you took this moment to focus on the opportunities available right now, instead of the challenges that could get in your way? In this episode, we'll cover: 3 tips to help your agency survive adversity. Why you should build relationships with fellow agency owners. Can your agency grow during an economic downturn? Today I sat down for an informative chat with Rudy Fernandez, CEO of Creative Outhouse. Rudy started his agency in October 2001, right after 9/11. Less than 10 years later, Rudy faced another challenge, the death of his partner during an economic crisis. And now, Covid-19. He's here to talk about how his agency has survived when many people would have given up and what you can do right now to protect your agency's future. 3 Tips to Help Your Agency Survive Adversity Rudy has seen his share of adversity over the past 20+ years. But through every twist and turn

Is your growing team in need of more structure? Do you feel like you're too caught up in the little stuff? Or does the small stuff turn real big, real fast? Too often, as owners, we hesitate to give up any sort of control out of fear. The truth is, when you are willing to delegate and bring in support, you free up time to focus on your agency's growth. In this episode, we'll cover: Does your team have the tools to succeed? Is it time for your agency to hire an HR person? How transparency builds trust with your team. Do you need to learn how to trust your leadership team? Today I sat down with Ben Askins, owner and managing director of Verb, a full-service agency based out of London. In the six years since Ben has been with the agency, Verb has gone from a project-based structure to a retainer-based model. The agency has subsequently grown from a small team to a team of about 65. Ben's here to discuss how he keeps such a big team motivated and what he's doing now to make sure they feel comfortable about the

Would you like to close deals faster? Are you tired of giving away strategy for free and only getting paid for execution? If you want to convert more prospects into agency clients you need a solid foot in the door offer to make it an easy decision to work with you. In this episode, we’ll cover: 4 Benefits of selling a foot in the door offer. Components of a great foot in the door offer. 2 mistakes to avoid with your foot in the door. Successfully selling a foot in the door offer. On today's show, I chatted with my friend Ian Garlic who founded Authentic Web and StoryCrews. Ian is on the show to talk about how his foot in the door framework has helped him grow and scale both businesses. If you want to get a 90% close rate on working with the clients you choose, this is the guy to learn from. 4 Big Benefits of Selling a Foot in the Door Offer 1. Speed up your sales cycle. A foot in the door is a no-brainer. It’s an easier “yes” and therefore, doesn’t take as much time for a client to decide on. 2. Future paci

Does your team come to you for every little decision? Not sure how to empower your employees to take more initiative? A lot of agency owners find themselves in this frustrating position. There's actually an easier fix than you think. The answer may be as simple as setting a clear vision. In this episode, we'll cover: How to build a cohesive agency team. How to create and fulfill your agency's vision. How important are core values during an acquisition? Today I sat down with Luke Kempski, president and CEO of JPL, a marketing communications agency based out of Harrisburg. Luke started at the agency 30 years ago as a production employee and took over the agency roughly 15 years ago. He's here to talk about some of the mistakes he has made along the way and how he has created a team that supports the agency vision. How to Build a Cohesive Agency Team When I asked Luke about some of the mistakes he has made at JPL, one of the first things he brought up is his team. Luke says when you run an agency, you have to

Are you looking for a way to stand out as "the choice" instead of "a choice"? Do you want your agency prospects to view you as more than just one of the "me too" agencies? In a space where everyone's the same, you have to figure out what makes you different. Then leverage that difference to win more agency clients. In this episode, we'll cover: Stop being one of the "me too" agencies. How your agency's vision can help you land more clients. How you can position your agency as a trusted advisor. Today I sat down for a really important discussion with Robert Pepper, strategy partner and co-founder of PSLondon, a 13- year old digital marketing agency based out of London. After nearly 20 years working on the client side of projects, Robert and his partner decided to start an agency of their own. He's here to talk about what his agency has done to stand out in such a competitive field. How to Stop Being One of the "Me Too" Agencies When Robert and his partner started their agency, they knew they needed to find a

Do you want to know what pricing model is right for your agency? Do your clients understand the value of the services you provide? Are you doing enough to make sure your clients stick around? Performance-based pricing can be a great model to help grow your agency, but only when clients understand the real value your agency brings to the table. In this episode, we'll cover: Is performance-based pricing right for your agency? How to help clients understand value compared to performance. Why your agency needs to set big goals. Today I sat down for an informative chat with Justin Buckley, partner at ATTN, a performance and growth digital marketing agency. After spending years working in affiliate marketing, Justin and his partners realized they were spending too much time and money building other people's brands. Two years ago they decided it was time to make something of their own. Justin's here to talk about how their unique pricing model and aggressive goal setting helped grow ATTN fast. Is Performance-Based

Are you considering starting an agency but worried now's not the right time? Are you afraid of failure or the added pressure of these uncertain times? It's totally understandable! Starting a business is scary, but especially during an economic downturn. So you might be surprised to learn now may actually be one of the best times to start an agency. In this episode, we'll cover: Should you start an agency during an economic downturn? Does your agency have a challenger mindset? Why self-awareness is key to your agency's continued growth. Today I sat down for a timely conversation with Scott Cullather, co-founder and CEO of INVNT, a live-branding storytelling agency. Scott started his agency right at the start of the economic downturn in 2008 and says doing so helped define who his agency is today. He's here to talk about how his agency thrived during a poor economy and what agency owners need to know today. Should You Start an Agency During an Economic Downturn? There's no doubt we are in one of the most vola

Has your agency recently experienced major changes? Is it time to transition away from how you used to do things? Is it time to promote key employees or buyout a partner? Being able to adapt to the market and the needs of your individual agency is one of the best ways to find long term agency success. In today's episode, we'll cover: Why your agency should always be open to change. Should you promote a key employee to an agency partner? Does your agency have a succession plan? Today I sat down for a talk with Cherie Hebert, owner and CEO of BBR Creative out of Lafayette, Louisiana. Cherie has owned her agency for over 23 years now and has naturally seen her agency experience a lot of change. She's here to talk about how she's found longevity and why it's important to be open to changes as they come. Why Your Agency Should Always Be Open to Change We've always heard that one person say, "But this is how I've always done it." This, for me, is always the kiss of death. If you want to be successful, whether you

Do you know what separates your agency from competitors? Are you looking for a way to attract new clients and hold on to the ones you have? Clients have a lot of choices when it comes to choosing an agency. So how did a fourth-generation, 90-year-old marketing agency continue to adapt and thrive?  In today's episode, we'll cover: A 90-year-old agency and why your story is important. How to use a podcast for agency lead generation. 2 ways to protect your agency's future. Today I had a really fun talk with Jamie Michelson, President and CEO of SMZ, a digital advertising agency. SMZ was founded by Jamie's grandfather in 1929 and has made it through the great depression, numerous wars, and of course the challenges we now face with COVID 19. As a third-generation agency owner, Jamie has seen a lot. He's here to talk about how his agency has persevered and what they are doing now to continue to grow. Why Your Agency's Story is Important I always tell agency owners I work with, you have to have a unique story that

How well do you connect with your clients? Do you know what your clients really need? Do you have a system in place to solve clients' problems? Sometimes we automate things to be more efficient, but we lose connections in the process. Personalization can bring back the human element, make your clients feel valued, and help you get to the heart of what your clients need. In today's episode, we'll cover: Why agency automation needs more personalization. 2 reasons to treat your agency like a client. How systemization can help your agency grow.   Today I sat down for a chat with Anthony Baxter, owner of Firefly, a performance digital marketing agency based out of New Zealand. Anthony started his career in telemarketing sales and has implemented a lot of what he's learned from his past position into how he runs his agency now. He's here to discuss how agencies can benefit from getting back to the human connection. Why Agency Automation Needs More Personalization In an age that's highly digital, it's easy to auto

Do you use your bank balance to gauge how well your agency is doing? Do you know and understand your key marketing agency financials? Or are you making business decisions blindly? A solid handle on financials and forecasting is one of the best things you can do not only to see where your agency is at but also to make decisions for the future. In today's episode, we'll cover: Does your agency make proactive decisions? 5 financial benchmarks every agency should maintain. How to use benchmarks to plan for the future. [smart_track_player url="https://traffic.libsyn.com/secure/jasonswenk/Do_You_Know_Your_Key_Marketing_Agency_Financials_.mp3" ] Today I sat down for an informative discussion with two men who really have a handle on agency finances. Adam Stoker is the president and CEO of Relic and EKR. Nate Jenson is partner at an outsourced CFO agency and the founder of Agency Dad. Agency Dad is an accounting solution focused on helping marketing agencies make better decisions based on their financials.  They're

Do you struggle to get agency clients to understand your value? Wish you could be paid what you're worth? Have you ever considered a value-based or performance pricing model? The simple fact is, some clients need to see performance results in order to appreciate value. So if you want your agency to get paid what it's worth, you need to present your agency as an authority. In today's episode, we'll cover: Do you have to niche down to grow your agency? Why it's important for your agency to build authority. Are you leveraging results to gain trust? Today I sat down with Todd Juneau, co-founder of Vuja De, a digital media agency. Todd got started in the agency world during the dot-com era and has subsequently seen a lot of change in the industry. But at the same time, he says, a lot of things have stayed the same. He's here to talk about what this means to agencies today and why his agency is so focused on results. Do You Have to Niche Down to Grow Your Agency? If you have listened to my podcast more than once,