Online advertisers are dedicated to achieving exceptional results for their clients. They utilize cutting-edge technology, analyze reports for improvements, and constantly explore new features with the potential to revolutionize campaigns. They manage client accounts with great care and expertise. However, a familiar saying states, “The cobbler’s children have no shoes.” This rings true for countless marketing agencies, particularly those classified as small to mid-sized. It’s easy to become consumed with working in our businesses and neglect the work needed on our businesses. This article aims to guide agencies in establishing a successful client acquisition strategy.

Contents

• Build a strong website
• Grow your thought leadership
• Build and leverage your networks
• Deliver great results Discover how over 300 agencies determine pricing, select services, and overcome challenges in our complimentary State of the Digital Marketing Agency Report.

Strategies to Elevate Your Digital Marketing Agency’s Visibility

The quest for new clients is a constant concern. Without a steady influx of new business, agencies can’t expand and risk falling behind if they don’t replace clients who choose to leave.

Attracting new clients is an ongoing top challenge for most agencies. To alleviate this pressure and ensure consistent client acquisition, focus on these four key growth strategies.

Craft a High-Impact Website

Regardless of the methods employed to attract new clients, a robust website is non-negotiable. It serves as the primary platform for converting interested visitors into loyal customers. As the hub where potential clients glean the most information about your agency, team, capabilities, and value proposition, it’s essential to ensure it covers all the crucial aspects. Consider your website as the remarketing phase of the buyer’s journey. While the next section will delve into attracting new leads, building remarketing lists in advance is crucial to capture every potential customer. While every agency boasts its own unique strengths and seeks to highlight them distinctively, certain elements are universally crucial for any agency website:

• Seamless Conversion Options: This may seem self-evident, but if you’re directing traffic to a website, ensure easy conversion. This could involve form submissions, phone calls, service purchases, or meeting scheduling—the choice is entirely yours. Just as you wouldn’t let your clients neglect strong calls to action, neither should you.
• Comprehensive Service Overview: No two marketing agencies are identical. Some specialize in specific areas, while others are versatile generalists. Define your agency’s identity. Clearly outline all your services on your website so potential clients understand how you can contribute to their business growth.
• Compelling Case Studies: While personal preferences vary, many agencies leverage case studies to attract clients, and many prospects find value in seeing tangible proof of success. Incorporating case studies can effectively demonstrate expertise and nurture leads even before they initiate contact.
• Accessible Language: This point often arises as a personal frustration. Many agency websites (and tech solutions) are inundated with industry-specific jargon. While terms like proprietary software, machine learning, 10x ROAS, and skyrocketing results sound impressive, they might alienate potential clients unfamiliar with the terminology. Simplify your language. Clearly explain your impact on their business without relying on technical jargon.
• Showcase Accolades: Success deserves recognition. Feature recent industry awards and positive customer reviews prominently on your website. It’s the one platform where you control the narrative. Present your agency in the best possible light and highlight what makes it exceptional. With a compelling website in place to engage users who have discovered your agency, it’s time to shift focus to attracting new leads—the prospecting phase, so to speak. Two primary categories deserve attention in this regard. Download The 6 Absolute Best Strategies to Grow Your Digital Marketing Agency for additional strategies to attract and retain valuable clients.

Cultivate Thought Leadership

Proving expertise by sharing insights, experiments, and results is paramount. Even if public speaking isn’t your forte, numerous avenues exist to showcase your knowledge and establish yourself as an expert in your field. It might seem counterintuitive, but sharing knowledge freely often leads to increased interest in your services. While the thought of giving away “secrets” might be daunting, remember that those who would readily implement your ideas themselves might not be ideal clients. Valuable clients trust your expertise and collaborate with you to achieve optimal results. They don’t seek to minimize your role by taking on the work themselves. Moreover, successful businesses often lack the bandwidth to handle everything internally. By partnering with you, they gain a valuable extension to their team, enabling them to focus on their core operations while you manage their marketing efforts. With that in mind, explore these strategies to start sharing your thought leadership:

Create Engaging Content in Diverse Formats

Writing is an accessible starting point for establishing thought leadership. Crafting blog posts, whether on a personal or agency website or as guest contributions, is achievable for anyone. The same applies to ebooks or longer-form content like industry report or guides. Share best practices, success stories, challenges encountered, and strategies employed. Identify a niche that resonates with you and stick with it. Numerous tools are available to help generate ideas, so explore your options through online research.

Participate in Industry Events

Regardless of your specialization, research relevant industry events and actively pitch your expertise. Fresh perspectives and innovative ideas are always sought after, so don’t hesitate to share your proposals.

Launch a Podcast

Podcasts have gained immense popularity, and you might think it’s too late to enter the arena. However, achieving success and expanding your client base doesn’t necessitate a massive audience. Differentiate your podcast by focusing on a specific niche within the marketing landscape. This could involve deep dives into Google Ads, discussions on successful (and unsuccessful) landing page tests, or insights into advertising strategies for your specific industry or location. Find your unique angle and make it a reality.

Leverage Social Media

Social media platforms offer a powerful avenue for sharing expertise and connecting with potential clients. By actively engaging in industry discussions and sharing valuable content, you can establish yourself as a thought leader and attract the attention of businesses seeking marketing solutions.

Utilize #PPCchat on X to connect with other agency professionals. Building a strong social media presence not only facilitates networking but also creates a repository of your insights that potential clients can discover organically.

Pursue Industry Awards

Submitting your agency for industry awards presents an opportunity to gain recognition and build credibility. Research relevant awards in your industry or niche and invest the effort to submit compelling applications. Winning an award can significantly enhance your agency’s reputation and attract potential clients.

Choose Thought Leadership Topics Strategically

Aligning your thought leadership with areas you genuinely enjoy is crucial for authenticity and sustainability. Passion translates into engaging content and fosters genuine connections with potential clients. Avoid promoting services you don’t find fulfilling. Focus on showcasing your strengths and interests to attract clients who align with your agency’s values and expertise.

Cultivate and Activate Your Network

While the previous section emphasized showcasing your knowledge, this section focuses on nurturing and leveraging your professional connections. Building a strong network extends beyond client acquisition. It opens doors to invaluable opportunities, collaborations, and insights that can significantly impact your career and agency’s growth.

Collaborate with Non-Competing Agencies

Identifying potential partners within your industry, even if you offer a wide range of services, can be mutually beneficial. For instance, a PPC agency could partner with an SEO firm, as both target a similar clientele but offer complementary services. Such collaborations can lead to client referrals, joint projects, and a more comprehensive service offering for clients.

Evaluate Referral Fees

The use of referral fees is subjective, with valid arguments for and against their implementation.

Referrals are demonstrably the largest source of acquiring new clients. Referral fees incentivize others to recommend your agency, potentially opening doors to conversations you might otherwise miss. They can be particularly effective with individuals who haven’t worked with you directly and can also be extended to employees. However, some argue that referral fees can undermine the authenticity of recommendations, as they suggest a financial motivation behind the referral rather than genuine satisfaction with the agency’s work. Ultimately, there is no definitive right or wrong answer. The key is to choose an approach that aligns with your agency’s values and resonates with your target audience.

Gather Customer Reviews

Similar to industry awards, customer reviews add credibility to your agency’s claims and provide valuable social proof for potential clients. Actively solicit feedback from satisfied clients to build a collection of positive testimonials that showcase your agency’s strengths. These first-hand accounts offer valuable insights into the client experience and can influence potential clients deciding between your agency and competitors.

Deliver Exceptional Results

While this might seem obvious, delivering outstanding client results deserves emphasis as it fuels all other growth strategies. Positive outcomes naturally generate more business. When you consistently deliver exceptional results:

• Showcase Success on Your Website: Feature compelling case studies that demonstrate your ability to achieve impressive outcomes for clients, building a strong case for your agency’s capabilities.
• Share Your Expertise Through Content and Speaking Engagements: Leverage your successes to create valuable content for industry publications, develop engaging presentations for industry events, or launch a podcast that shares your insights and strategies.
• Encourage Referrals: Clients who are thrilled with your work will readily provide positive reviews and recommend your services to their network, with or without referral incentives.

Promote Your Digital Marketing Agency Strategically

While prioritizing client success is paramount, neglecting your own agency’s growth is detrimental. Devote time to developing strategies that expand your reach and attract new clients. Ensure a robust website, actively share your expertise, and leverage your network to drive traffic to your site and convert visitors into clients.