1) What is your agency truly about?
What do you stand for?
What’s your vision? What is it that motivates you?
You must narrow to an area of expertise, which paradoxically is how you increase your business.
If you do everything, then start with the thing you have the most experience in. Don’t try to be everything to everyone. Get more clients in that same vertical performing that same type of service. You’ll use this experience to be THE leader in that area.
Set up Google Alerts on that search topic to make sure you’re well-connected with the leaders and what they’re saying. Comment on their blogs, be helpful, retweet them– don’t sell your stuff.
2) Do you have the content to credibly support this?
List out your credible third party coverage– conferences, blogs, news, and anything else besides what you say about yourself. Are you openly sharing your expertise to irrefutably establish yourself as the authority in your chosen area?
If you’re a local agency servicing a particular city, it’s harder– since being the top social media agency in Minneapolis is not that different from the content produced for someone trying to be the top social agency in Portland, Oregon.
It must be topical. Maybe it’s producing more interviews and articles on social lead gen for B2B. Sending out a clear signal will bring us more of what we want, if we define it.
3) Do you have the process/people in place to handle the inbound leads?
Fortunately, the world of project management has been long-solved for us. That’s where marketing automation comes into play– to collect emails, nurture this list with regular content, and drive people to packages.
They will come to you– believe me. You don’t need to cold call anymore.
Figure out the steps in the “factory” process to sell packages according to your vision. Then you have a repeatable process to drive your inbound marketing efforts– no need to sell again– and to execute on packages.
We’ve done over 2,000 Facebook ad campaigns. Imagine how much faster and effective you are after you’ve done something 100 times versus doing a random dog’s breakfast set of tasks against whatever random client comes in the door?
How much time do you spend chasing new clients and freetards, as opposed to talking to folks who want to work with you– coming to you because they see you as the expert?
Isn’t it nicer when they come to you, allowing you to choose who you want to work with and on what terms?
About the Author
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at email@example.com