I’ve seen many agency owners who’ve used referrals from their personal network to grow to where they are today. The problem is, most people eventually run out of referrals—they either need/want more revenue than their network can provide, or the referrals dry up when their agency most needs the revenue.
If you want to avoid finding yourself in this situation, follow the advice you’d give your own clients—use marketing to attract new business!
This seems obvious, but I hear from a lot of agency owners who are concerned their network won’t take them to the next level. Or worse, their referral-based pipeline has dried up and they’re worried about payroll.
If you see this looming—or want to prevent it in the first place—I’ve created this article with short-term (1-3 months), medium-term (3-6 months), and long-term (6-18 months) ways to get clients at your agency.
Don’t jump to hire a salesperson—this should be a strategic decision, not a knee-jerk reaction. There are at least 50 ways to get sales leads for your agency—the key is to prioritize which to use next.
Short-term agency marketing (1-3 months)
Plan on working some overtime to make this happen—especially PPC if you haven’t run a paid campaign before, or if you don’t have a good “offer” ready to go.
1) Upsell your current clients on services that would be valuable to them, but they may not have on their radar yet. For example, if your client would benefit from a particular service but they don’t know you offer it, craft a pitch. Be sure that anything you recommend is, indeed, in the client’s interest.
2) Use “fast failure” to avoid wasting time on poor-fit prospects. These include people who don’t have enough budget, or clients who waste your team’s time. [Read more…]