Marketing agencies: expert strategies for growth

Running a marketing agency can be a challenge. Not only are you looking after clients, to build their brand and ensure they meet their KPIs, but you’re having to do exactly the same thing for your business. Having a clear strategy in place can help attract new leads as well as nurture existing ones. At the end of the day, you want to be sure you’re getting the best Return on Investment (ROI) for your budget and marketing efforts.

Additionally, you want to stand out from the crowd. The market is oversaturated, and if you’re wanting to remain one step ahead of the competition, or looking to grow your agency in 2022, read on as we discuss some actionable top tips.

Testimonials and case studies

For any business, word-of-mouth marketing, or referrals, are an ideal way of generating new business.  Having testimonials and case studies is a great way of showcasing the work that you do, and what your clients and other external partners think about you. Not only does this build trust with prospects, it also indicates your expertise and authority in the industry.

Call tracking

By investing in call tracking software, you can gain insights into prospective clients, as well as your existing ones. Call tracking provides access to more insights than a web analytics platform, and you are able to integrate it with other platforms you use.

There is also the ability to track your activity, as well as your clients’, to accurately identify which marketing efforts are generating the most phone calls. Knowing which marketing activity works best allows you to re-distribute your budgets into the channels that are more effective – providing the potential for new leads, as well as a greater ROI.

Content marketing

It may seem obvious as a marketing agency but producing high-quality content, consistently, can be a powerful tool. It can be the difference between a quality website and a mediocre one – and one that attracts prospects, as opposed to deterring them from your business.

In fact, Google’s Search Quality Evaluator Guidelines describes this in three pillars: Expertise, Authoritativeness, and Trustworthiness – or EAT. Content can come in so many forms, and it doesn’t have to be just a blog post on your website.

Other forms of content can include (but are not limited to):

  • Thought leadership;
  • Newsletters
  • Proprietary data;
  • White papers and eBooks;
  • Video content and webinars;
  • Infographics and other visual aids; and
  • Case studies and testimonials

Create a mixture of gated and ungated content – the former will provide the means to build your contact (leads) database.

Networking and events

Now that the world is opening up again, and face-to-face events or meetings are no longer a thing of the past, the opportunity to network and get your name out there is easier. Events are a great way to meet prospective clients, as well as other industry figures. If you’re wanting to come across as a leader in marketing, some things to consider are:

  • Guest speaker slots;
  • Hosting a seminar or workshop;
  • Corporate training; and
  • Partnerships, or white labelling

Courtesy of the power of social media, attending events – and particularly hosting sessions, or holding a speaker slot – is hugely beneficial. It’s likely that attendees will post on their social channels, and therefore, expands the audience that will look to your agency for advice, or support in the future.

While this list is not exhaustive of the tactics you could apply to your agency, it identifies some of the key strategies to grow your business. So, if you’re looking to grow in the year ahead, see which can work for you.

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