What is the hardest part about running a digital marketing agency?
If you ask anyone who has had to build a digital marketing agency from the ground up, they will tell you it is the effort it takes to get more clients. This is the one struggle that all digital marketing agencies around the world must go through as they strive to grow and become a highly sought-after agency.
As such, the big question as you strive to build your pipeline as a small business in the digital marketing and advertising world is – how can I get more clients?
Here we look at what it takes to find clients as an agency that is after long-term success.
Define your specialties and target market
The stiff-neck competition in the digital marketing world has redefined the business landscape. Long gone are the days when all you had to do was simply sell yourself as a marketing agency. Today, you have to go beyond this ‘general picture’ and reach out to potential clients by answering the questions – what services do you offer, and how will they help the business.
By defining your specialties, you seize to be just another business as you transform into a prospective partner that can offer great value to a customer. The best part is that once you have definite specialties, you can narrow down your target market.
For example, if you are a web designing agency, you can focus on the real estate industry or eCommerce businesses. This way, you get to have a definite target market that allows you truly understand their needs and expectations.
The competitive edge you gain by defining your digital marketing specialty and target market is getting a better outreach strategy.
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Have a specific value proposition
Now that you already know your target market, it is time to find their pain points and use them to develop a unique and specific value proposition. Primarily, this is whereby you make known what differentiates your agency from other marketing agencies that offer similar services.
Value propositions that will make potential customers want to know more about your agency must have a personal touch that proves you know what you are doing. Companies are tired of general partnerships and are after marketing agencies that already know what they want. By making it clear you can deliver A, B, and C within a given timeline and at a favorable rate, your email will be flooded, and your phone will constantly be ringing.
When making your specific value proposition, it is advisable to utilize the winning formula:
• Be Clear.
Does your proposition directly answer the questions of a client, or does it need further explanation? Use simple language that even skimming through the proposition will instantly get what is important and distinct about your agency. A powerful call to action always does the trick, and the more unique it is, the better.
• Be Concise.
Do you have to use an entire paragraph or two to put across a point when a single sentence would suffice? Then you need to re-do your proposition until it can captivate your target market with the fewest words possible. Go straight for the kill, or do not go hunting.
• Be Consistent.
The modern client is quite demanding and can instantly tell when they are about to receive a raw deal. How do you avoid sending the wrong signals? Make sure the value guaranteed remains consistent across all your landing pages and marketing channels.
Market your digital marketing agency with a focus on your Unique Selling Proposition (USP)
After coming up with your unique selling proposition, it is now time to use it to help you get more clients. There are several ways to go about this, and the best way to go about this is by:
• Marketing on Social media channels
Social media channels have evolved from being platforms that you only used to keep in touch with your social circle to a bridge that connects you to endless business opportunities. This has been why most social media platforms today are trying to find a better way to make it friendlier for business to market their products or services and run ads.
As a digital marketing agency, you can use social media to your advantage by using it to score agency clients. Among the ways you can do this is through:
i. Making use of Facebook
With over a billion active users, Facebook is the king of social media channels when it comes to numbers. The best part is that it allows you to run high-quality Facebook ads that target a specific demographic. You will also have the pleasure of joining FaceBook groups that bring together agencies and clients looking for marketing and advertising services.
ii. Go the LinkedIn way.
LinkedIn has always been the social channel that allows individuals and businesses to connect to prospective customers and professionals. The introduction of LinkedIn ads makes it easier to reach out to companies that fall under your target market.
iii. Join the buzz by having a presence on Instagram and TikTok.
Everyone is taking a video today and posting it online, thanks to TikTok and Instagram. Well, these platforms have also provided a new channel for growing your target audience as companies have an interest where there are numbers. Post fun, informative, and trending content here, and you will see your client list grow.
iv. The power of a tweet
Twitter cannot be forgotten when it comes to digital marketing as all it takes is a single viral tweet, and the right businesses will be in your DM.
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• Google Ads, blogging, and content marketing
Similar to other digital marketing agencies, your number one objective should be to rank highly in search engines. To do this, you have to be prepared to invest in the best SEO techniques to attract quality leads. Content marketing and blogging are key pillars that will make you gain influence through thought leadership. On the other hand, Google ads will allow you to take advantage of companies after instant marketing services.
• Online forums and communities
Joining online forums and communities specializing in digital marketing and advertising is a reliable way of attracting quality leads. You can always be sure that at any given moment, there is a company advertising for these services or a business manager shopping around for the right marketing agency.
You need to get out of your comfort one if you are to get more clients for your agency. You can do this by:
• Embrace the power of networking
Make use of your existing customers to grow your customer base. All it takes is a good word from a friend, current client, and professional associates to have clients calling. You should also strive to develop partnerships with other agencies, especially when you can mutually benefit.
For example, as a web design agency can partner with an SEO or content marketing firm to develop content for their clients.
• Be part of popular webinars, online conferences, and other marketing events.
Quality recognizes quality, and there is no better way to position your agency for success than being part of marketing events. Whether these events are conducted online or at a physical venue, being part of these occasions will help expand your network. Now that you are backed by an expanded network, getting new clients stops being a hassle.
• Leverage on reviews
One of the best ways to get more clients is by leveraging the power of positive reviews. Companies will quickly trust your agency if they are confident you have worked with other companies and delivered outstanding results.
Getting more clients for your digital marketing agency is a fundamental process that you can never disregard. It is the very bloodline of your agency, and the better you are at it, the more companies you can attract and command higher rates.
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