Agency growth relies heavily on attracting new clients because even maintaining your current size requires replacing clients lost naturally over time. This constant need for new clients is a major hurdle for agencies.

AgencyAnalytics highlights a known truth: acquiring clients is an ongoing battle for agencies. The true challenge lies in finding the right clients: those your agency can effectively serve while enjoying the collaboration. This guide offers advice on attracting new clients while identifying those who might not be a good fit (and could drain your resources). While tailored for ad and marketing agencies, the principles shared here can benefit any service provider:

1. Generate referrals
2. Get reviews
3. Network with complementary businesses
4. Turn employees into ambassadors
5. Share your secrets
6. Present fixes to prospect’s problems
7. Price properly
8. Be active on social media
9. Create an ideal customer profile
10. Go big on social proof
11. Be transparent

1. Generate referrals from past and present clients

Happy clients are your best advocates, introducing your agency to new prospects. Referred leads enter with pre-existing trust, making them invaluable. Encouraging referrals starts with simply asking. Reach out to current and even past clients, inquiring if they know anyone who might benefit from the results you delivered. However, to truly boost client acquisition, consider emulating high-growth companies by implementing a customer referral program.

B2C companies like Hello Fresh excel at customer referral programs, and your agency can too. To launch your referral program:

• Choose the offer: Determine an incentive, like a complimentary service or a discount on future services, for clients who successfully refer new leads.
• Make it easy: Provide a user-friendly form for clients to refer other businesses.
• Promote your program: Regularly remind clients about the referral program during meetings and through emails to ensure it remains top-of-mind. This is just the beginning! Access this free guide for actionable strategies on acquiring new clients, expanding your team, and enhancing your agency’s offerings.

2. Get reviews

Reviews are essentially amplified referrals. A single detailed review prominently displayed on platforms like Google can sway numerous potential clients. With 88% of individuals valuing online reviews as much as personal recommendations, their impact on client acquisition is undeniable.

Reviews on well-known online platforms act as magnets for attracting new clients. Naturally, exceptional service is the foundation for garnering positive reviews. Assuming this is already in place, focus on actively encouraging reviews through various avenues. Here are some effective tactics:

• Direct requests (explore templates for soliciting reviews via phone, email, etc.)
• Include a dedicated link with a call to action on your website
• Distribute physical “Leave Us a Review” cards
• Integrate review opportunities into customer satisfaction surveys Remember to respond to reviews as most people assess both the review and your response. This presents a chance to acknowledge positive feedback and address any less favorable comments.

3. Network with complementary businesses

Collaboration is key. Businesses within your industry also need clients, presenting an opportunity for mutual benefit through referral exchanges. For instance, if your focus is content marketing, and a client needs assistance with PPC campaigns, connect them with a trusted PPC agency. In turn, request they return the favor when the opportunity arises. LinkedIn proves invaluable for nurturing your professional network. Reach out to complementary businesses, expressing your willingness to refer clients their way if they reciprocate.

4. Turn employees into ambassadors

Every employee possesses a network and sphere of influence that expands over time. Leverage this network by empowering your employees to become agency ambassadors.

Even simple actions like reposting agency content can help employees introduce your brand to wider audiences. A straightforward approach involves encouraging your team to share significant company milestones on their social media accounts. Whether it’s reaching a client milestone, celebrating an anniversary, or highlighting a company retreat, these posts organically enhance brand visibility without resorting to aggressive selling—something many hesitate to do on personal profiles. Another avenue is sending employees to conferences. Junior team members gain valuable learning and networking experiences, while senior employees can participate as speakers or panelists. Both scenarios increase brand awareness through on-the-ground representation.

5. Share your secrets

Many businesses attempt in-house marketing before considering an agency. By educating them on the process, your agency becomes a frontrunner when they decide to outsource. While seemingly counterintuitive, this approach has fueled the rapid growth of several prominent modern businesses.

TikTok has quietly emerged as a powerful platform for educating potential clients through engaging and concise videos. Fortunately, numerous formats and channels exist for educating your future clients. Here are ten simple yet effective options:

1. Maintain a blog (with the added bonus of boosting SEO)
2. Create a newsletter
3. Speak at conferences and events
4. Contribute guest posts
5. Participate as a podcast guest
6. Host or co-host webinars
7. Share educational videos on platforms like TikTok or YouTube
8. Engage with your audience through content on social media (particularly LinkedIn)
9. Develop mini-courses accessible on your website
10. Organize in-person lunch-and-learn sessions With a touch of creativity, countless other possibilities await. The key is selecting platforms that resonate with both you and your target audience.

6. Present fixes to prospect’s problems

This often overlooked tactic can be highly effective. Research companies within your target niche and analyze their existing ad campaigns. Identify areas for improvement, then reach out with suggestions. This strategy works exceptionally well for any marketing agency as advertising, by its very nature, is public. Leverage tools like Ahrefs or Moz to gain deeper insights into the effectiveness of your prospect’s marketing endeavors. While some prospects might implement your suggestions independently, many will appreciate the guidance and seek your expertise for their next campaign.

7. Price properly

Agency pricing extends beyond profit margins; it’s an integral part of your brand identity. Let’s break it down. If you offer a premium service experience with personalized attention, your pricing should reflect this, positioned slightly above the average competitor. This not only covers the cost of additional services but also communicates the distinct value you provide. Conversely, if your niche involves supporting budding businesses in establishing an online presence, utilizing automation to serve clients at scale, your pricing might be more competitive. Again, it’s not solely about cost-plus-profit; it’s about aligning your pricing with your brand message. Curious about how other agencies structure their pricing (and the challenges they face)? Download the free State of the Digital Marketing Agency Report to find out.

8. Be active on social media

The importance of actively engaging on social media cannot be overstated. It offers an unparalleled platform for networking, demonstrating expertise, and connecting directly with potential clients on a massive scale. However, passive observation won’t suffice. Consistent activity is crucial to reaping the rewards of social media marketing.

Go beyond simply posting on social media; engage in conversations by responding to comments on your posts and actively participating in discussions initiated by others. Here are some actionable steps to accelerate client acquisition through social media:

• Identify hashtags relevant to your business and actively engage in those conversations
• Take the time to respond to other people’s posts
• Repurpose your replies as inspiration for creating new posts
• Acknowledge and respond to every comment on your posts
• Ensure your profile is comprehensive and includes relevant links, professional images, and a concise business description

9. Create an ideal customer profile

Similar to a buyer persona, an ideal customer profile (ICP) centers on the client’s organization rather than solely the point of contact. This approach proves beneficial for agencies catering to other businesses, as individuals may change roles, but the company generally remains constant. While creating an ICP requires a small time investment, the benefits are substantial. An ICP helps identify clients who contribute to your success while filtering out those who might strain your resources. Here are some steps to develop a basic ICP for your agency:

• List desired client traits for your ICP: For agencies, this might include marketing goals, business model, company size, and industry.
• Analyze past clients: Categorize previous clients based on their success levels within these traits.
• Implement a point system: Assign points to each trait (e.g., if dental clients consistently yield positive outcomes while construction clients don’t, assign 3 points to dental prospects and 0 to construction prospects). Organize these details in a spreadsheet and continuously refine your ICP based on the success of new clients. Over time, this evolves into a reliable system for identifying ideal clients.

10. Go big on social proof

Positive reviews and referrals contribute significantly to building a thriving agency, and social proof amplifies these efforts. It encompasses a broader spectrum of trust signals that showcase your agency’s capabilities.

Proudly display your awards, positive reviews, and impressive results throughout your website. Social proof encompasses any evidence that reinforces your agency’s credibility, such as customer testimonials, revenue generated for clients, logos of companies you’ve assisted, or awards received. Longer-form content like customer success stories or case studies also serves as compelling social proof. As you accumulate evidence of your agency’s achievements, strategically incorporate it across various platforms. Landing pages, emails, proposals, and any other touchpoint where potential clients interact with your brand should feature social proof.

11. Be transparent

The excitement of securing a new client can sometimes overshadow the importance of setting realistic expectations from the outset. Honestly communicating your processes and limitations upfront can save both parties from future headaches and ensure the client finds the right agency for their needs. Here are some crucial points to emphasize when engaging with potential clients:

• Define your capabilities and limitations: If your expertise lies in PPC but you haven’t ventured into SEO, clearly communicate this.
• Establish a communication schedule: Inform your new client about the frequency of performance reviews and any non-working days.
• Set realistic expectations: If a client operates in a competitive market with a limited budget, clearly explain that results might take time.
• Don’t hesitate to decline requests: If a client’s request is unfeasible, it’s crucial to communicate this directly.
• Document everything in writing: After every call, send a summarizing email that can be referenced later if needed. While this level of transparency might deter some clients with unrealistic expectations, they’ll likely return after encountering the pitfalls of working with agencies that overpromise and underdeliver.

Learn how to get clients faster

Maintaining a steady influx of new clients can be challenging without a dedicated team of experienced business development professionals. However, by implementing the tips outlined in this guide, you can effectively attract clients even without a dedicated sales team. For those looking to accelerate growth even further, explore these AI tools designed specifically for marketing agencies.