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Tag: marketing agency

  • Why Marketing Agencies Are Struggling in 2025 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I run a boutique marketing agency, but despite our agency size, we work with some notable brands and growing, funded startups, but I am not going to sugarcoat it. Business has been slow. Earlier this year, we had a couple of clients who “put marketing on pause” despite the good metrics we were getting them, and a manufacturing client literally backed down from a contract because of the tariffs.

    At first, I took things a bit personally, but then when I connected with other fellow agency owners and consultants, I noticed that many of them were going through the same thing at some level, at least on the marketing side.

    The truth is that we’re at an inflection point. The forces reinventing marketing are not merely external; they’re structural. Economic shifts are the main driver, but also AI disruptions, talent trends and evolving client expectations are fundamentally altering the way value is delivered.

    Let’s analyze a bit more.

    Related: How to Grow Your Marketing Agency to 7 Figures

    Budgets are shrinking. Expectations aren’t.

    Economic indicators have been blinking yellow for a while. Persistent inflation, tariffs and international trade uncertainty, and increasing expenses are making marketing leaders hesitant to make firm, long-term commitments. In response, brands are reducing or freezing their expenditures and putting emphasis on demonstrating the worth of each dollar.

    Marketing agencies and consultants are feeling this impact across the board. Progress is no longer good enough. Clients need to see how your work is impacting the pipeline, sales and long-term growth. That equates to less experimentation and more emphasis on performance.

    AI is changing the game

    There is no question about AI’s power. It can create content and code, analyze performance and suggest campaign optimization. Several services that agencies once charged a premium for are now performed in-house or by automation software.

    Additionally, the hype around AI tends to outpace reality. This creates client doubt, price pressure and difficult questions regarding where human value still adds up. Spoiler: It still does. But you must deliver something AI can’t: strategic thought, real-world experience, subtle storytelling and intelligent execution linked to outcomes.

    Workplace models continue to evolve, and it’s generating tension

    A few clients are back in the office. A few teams are remote-first. Others are somewhere in between. And though that all sounds great in theory — but in practice, it’s proving problematic.

    Agencies are being called on to interact more face to face. Face-to-face meetings, strategy sessions and embeds are back, particularly with enterprise accounts. Meanwhile, it’s gotten harder to attract and retain top talent. People desire flexibility, yet clients want face time. It isn’t simple to balance these demands, compelling agency leaders to reconsider their hiring models and geographic scope.

    Related: A Marketing Agency Model That Actually Benefits the Client

    Commoditization is real

    A few years ago, simply having the skill and technology to launch a campaign or email program gave you an edge. That’s no longer true today.

    As martech platforms and AI tools proliferate, more brands have solid internal teams. Agencies can no longer just be functional experts. What clients really need now is insight, market context, tighter positioning, creative thinking and a point of view they can’t get in-house.

    Specialization isn’t optional anymore

    We’re seeing a strong trend away from generalist agencies and toward highly specialized partners. Whether it’s B2B SaaS, financial services, healthcare or multicultural strategy, clients desire teams that really understand their industry. You don’t necessarily need to concentrate on a single industry, but you do need to define a niche, a vertical, a channel or a methodology. The “we do it all” days are giving way to “we do this, and we do it better than anybody else.”

    Data measurement and privacy only get more complicated

    Regulatory pressure is building. With GDPR, CCPA and cookie deprecation, the traditional method of tracking performance and targeting audiences is eroding. For agencies, that creates a twofold challenge: staying compliant and delivering insights in an environment where data is harder to obtain and less precise.

    This means reimagining analytics strategies, investing in clean data practices and guiding clients through a more privacy-centric environment without sacrificing effectiveness.

    SEO and organic marketing are changing rapidly

    AI-driven results, such as Google’s SGE or AI mode, ChatGPT and Perplexity being used as search engines, are altering the way users search for and consume information. At the same time, the web is awash in AI-created copy — a little of it good, most of it bad.

    The moral is clear: Content volume is no longer enough. Brands must produce original content and produce it with skill. Agencies that help clients build genuine authority founded on quality, relevance and consistency will prosper, while those focused on quick victories will be lost in the din.

    Talent is elusive and costly

    The war for talent continues unabated. Leading strategists, creatives, media planners and analysts are costly, and they are aware of it. Meanwhile, clients are pushing back on fees.

    This reality squeezes agency margins and compels difficult discussions on staffing, automation and the degree of service actually viable. Intelligent companies are creating leaner organizations, tighter briefs and more streamlined operations without sacrificing quality.

    Sustainability and global stability are now core issues

    Clients are under growing pressure to meet obligations around sustainability, social responsibility and ethical business. That means their agency partners need to reflect those values as well. Add to that the geopolitical risks — wars, trade interruptions, regulatory shifts — strategic marketing needs to be as much about risk management as growth driving.

    Related: How I Created a Successful Marketing Agency

    Outcomes are more important than ever, even when you don’t have total control

    Clients want tangible outcomes, not just activity. However, agencies and consultants do not always have full control over what gets implemented. Internal delays, under-resourced teams and poor execution can all detract from performance. Nevertheless, external partners are still held to the same high standards of delivery.

    This is why early clarity is so essential. Clear definition of scope, realistic expectation management and agreement on timings are all critical. Those agencies that can conduct these discussions with confidence and openness will be the ones who can maintain trust when results are harder to achieve.

    If you are running a marketing agency or consulting firm, here is the takeaway: 2025 is not business as usual. It is about agility and doubling down on what you’re most valuable at, but also “back-to-school” time — catching up with AI and other trends in order to build a more sustainable business model.

    I run a boutique marketing agency, but despite our agency size, we work with some notable brands and growing, funded startups, but I am not going to sugarcoat it. Business has been slow. Earlier this year, we had a couple of clients who “put marketing on pause” despite the good metrics we were getting them, and a manufacturing client literally backed down from a contract because of the tariffs.

    At first, I took things a bit personally, but then when I connected with other fellow agency owners and consultants, I noticed that many of them were going through the same thing at some level, at least on the marketing side.

    The truth is that we’re at an inflection point. The forces reinventing marketing are not merely external; they’re structural. Economic shifts are the main driver, but also AI disruptions, talent trends and evolving client expectations are fundamentally altering the way value is delivered.

    Let’s analyze a bit more.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

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    Al Sefati

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  • One Firefly Supports the Future of STEM with $10,000 Donation to FIRST Robotics Competition South Florida Regional

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    CORAL SPRINGS, Fla., February 27, 2025 (Newswire.com)
    –
    One Firefly, an award-winning marketing agency that caters to technology professionals in the residential and commercial custom integration markets, is reinforcing its commitment to innovation and community impact by donating $10,000 to the 2025 FIRST Robotics Competition South Florida Regional. This sponsorship underscores the company’s dedication to fostering the next generation of STEM leaders and providing opportunities for young minds to engage with science, technology, engineering, and mathematics in meaningful ways.

    FIRST (For Inspiration and Recognition of Science and Technology) is a globally recognized nonprofit that equips students with hands-on experience in robotics, teamwork, and problem-solving. The annual FIRST Robotics Competition brings high school teams nationwide to design, build, and program industrial-sized robots to compete in high-energy challenges. The South Florida Regional event in April 2025 is one of many held nationwide that encourages students to develop critical STEM skills while fostering creativity, leadership, and collaboration.

    One Firefly CEO, Ron Callis, has had a long-standing connection with FIRST, dating back to 2012 when he co-founded a robotics team in South Florida after being inspired by a keynote address from FIRST founder Dean Kamen at CEDIA. Reflecting on his experience, Callis shared:

    “I’ve seen firsthand the profound impact of FIRST Robotics on students. This program teaches STEM skills and instills confidence, teamwork, and business acumen. Many students, especially those from underprivileged backgrounds, can access opportunities they never imagined possible. At One Firefly, we believe in giving back and investing in the future of our industry. Supporting FIRST Robotics is one way to help shape the next generation of innovators.”

    The connection between FIRST Robotics and the custom integration industry is particularly relevant, as many students develop skills that translate directly into technology, engineering, and automation careers. Callis noted the increasing need for skilled talent in the custom integration space and emphasized how programs like FIRST can serve as a pipeline for the next generation of industry professionals:

    “The custom integration industry faces real challenges regarding labor shortages. Many of these students have the technical aptitude, problem-solving mindset, and hands-on experience that make them ideal candidates for careers in our field. By supporting FIRST, we’re not only investing in these students’ futures but also in the future of our industry.”

    For Jessica Telles, Corporate Programs Lead at One Firefly, the sponsorship holds personal significance. A former FIRST Robotics team captain, Telles experienced firsthand how the program opens doors for students. After participating in FIRST, she interned at One Firefly before joining full-time, where she has now been an integral team member for nearly a decade.

    “FIRST Robotics shaped my career in ways I never expected,” said Telles. “It gave me leadership experience, technical skills, and a network of mentors who supported my growth. Seeing One Firefly support this initiative is incredibly meaningful because I know firsthand how life-changing this program can be for students.”

    As part of its sponsorship, One Firefly will participate in the South Florida Regional event, engage with students, and explore additional opportunities to support STEM education in the future. The company remains dedicated to fostering innovation, education, and career development within the technology industry.

    For more information about the FIRST Robotics Competition South Florida Regional, visit www.firstinspires.org/robotics/frc.

    About One Firefly

    One Firefly is an award-winning marketing agency specializing in custom-tailored marketing solutions and other growth solutions like recruiting and hiring technology professionals in residential and commercial markets. The company was founded in 2007 to help businesses in the AV and integration industry grow and succeed through effective branding, digital marketing, and web development. A five-time honoree on the Inc. 5000 list of fastest-growing companies in the U.S., One Firefly is proud to have built a reputation for delivering purposeful marketing solutions to the niche audio-visual space. For more information, visit www.onefirefly.com.

    Source: One Firefly

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  • Why Clients Feel Overcharged by Marketing Agencies and How to Fix It | Entrepreneur

    Why Clients Feel Overcharged by Marketing Agencies and How to Fix It | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    “I’ve just wrapped up a meeting with our marketing agency, and I must admit, I was taken aback by their charges given the somewhat underwhelming results we’ve seen,” a sentiment shared in a social media group for marketing professionals, echoed by others. It’s a refrain I encounter frequently. As the owner of a marketing and public relations agency, I often hear stories from new or potential clients recounting how their previous agencies fell short in delivering results that justified the cost. Therefore, it’s no surprise that a 2023 global report highlighted businesses’ reluctance to invest in marketing.

    I can’t blame business leaders or marketing professionals for approaching agency partnerships with caution. Having previously held a senior marketing role in-house, I understand firsthand the pressure of reporting to the C-suite or board. It involves the delicate balance of budget allocation and making decisions that guarantee marketing generates more revenue than it costs — a challenging position to be in. This underscores the importance of marketing and public relations agencies not only comprehending but also empowering their clients to reach their goals, entering board meetings armed with compelling results and feeling like rockstars.

    Related: 5 Things to Look For When Hiring a Marketing Agency

    The challenge in achieving a scope of work that both the client and company leadership deem worthwhile often stems from ambiguity. In today’s digital age, ambiguity should be avoidable, right? With tools like GA4 and various software programs for tracking metrics and attribution, results are at our fingertips in real-time. ROI, a buzzword agencies love to tout, is on everyone’s wish list. However, ROI, sophisticated metrics and the agency’s interpretation of results or deliverables are just that — an interpretation — and may not align with the client’s true expectations or what they find meaningful for their investment.

    To combat ambiguity and ensure that the agency-client relationship delivers results that bolster the company’s performance, financials and stability (in other words, success), the following best practices lay a solid foundation, promoting transparency, setting clear expectations and, most importantly, ensuring both the client and agency are on the same page regarding what success entails.

    1. Set the right budget expectations

    Clients have the prerogative to set the budget, but it falls on the marketing or PR agency to provide counsel on whether it aligns with the desired goals. Results and budget often correlate, especially in digital marketing’s context. Integrating marketing tactics like social media, SEO, Google Ads and email marketing can yield better results than pursuing them individually. This synergy should be communicated effectively to clients who may have ambitious goals but limited budgets.

    2. Pinpoint and agree on goals and metrics

    SMART goals, while often met with a sigh, and as overused as the concept of “smart, measurable, achievable, relatable and time-bound” might be, SMART goals work and are essential to the relationship. The agency and client must collaboratively define the goals, metrics and timeframes that translate into measurable revenue growth. The client’s input is vital in this process to ensure alignment with their objectives. We describe this to clients as how we’ll agree on what success looks like.

    Related: 4 Tips for Hiring the Right PR Agency

    3. Make clear agency commitments

    Agencies that don’t provide outcome projections are simply lazy or not qualified.

    Agencies should have the confidence to specify the results they can deliver based on their track record, experience and industry benchmarks. Agreements should outline minimum expectations for media placements, lead generation or social media growth, for instance. While many agencies avoid this due to the risk, an agency should be capable and bold enough to stand behind their ability and skill set. Transparency on the specified results is key to avoiding miscommunication.

    4. Conduct ongoing, consistent communication

    Nothing good ever comes from information voids. Regular meetings and frequent results reporting foster trust and eliminate surprises. Transparency extends to addressing issues promptly and suggesting solutions when goals aren’t being met.

    I stress to my team that hiding behind constant email communication can be detrimental to the relationship. Pick up the phone or meet in person on a regular basis. There’s still a lot to be said for face-to-face collaboration.

    Related: Does Your PR Firm See You as a Project or a Partner?

    5. Make a personal investment in outcomes

    Agencies should view their clients’ success as their own. They should provide well-researched, thoughtful recommendations and actively problem-solve to ensure the client’s money is being spent in the most productive way possible. A successful agency serves as a guide, recognizing that the client is the hero of their business’s story.

    Ultimately, the path to success in agency-client relationships hinges on clarity, transparency and a shared commitment to achieving meaningful results.

    Agencies can be successful, but it requires transparent communication, a commitment from the client side and continuous assessment of business outcomes related to the scope of work.

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    Kelly Fletcher

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  • How to Choose the Right Digital Marketing Agency for Your Business | Entrepreneur

    How to Choose the Right Digital Marketing Agency for Your Business | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    If you’ve ever done the marketing agency shuffle — hopping from agency to agency trying to find one that meets your expectations — then you know how hard it can be to start new campaigns over again. But what if you could go into your next season equipped with the knowledge to select the right digital marketing agency for your business?

    Before you start looking

    First, get clear on your goals. For an agency to be successful, they need to have one clear guiding light to follow. Conflicting goals for marketing campaigns are common (even expected), as each department has its own priorities — but this is kryptonite to a successful digital campaign. While you can certainly have more than one goal, the main goal needs to be distinct and clear. The others can fit in after.

    Next up, decide who within your company is going to take the lead on the communications. As multiple competing goals can lead to chaos, so can multiple and conflicting voices from the client. While multiple stakeholders can have a say in the partnership, there needs to be clarity about who is taking the lead.

    Related: 5 Tips for Finding the Best Digital Marketing Agency for Your Business

    5 things to keep in mind

    In today’s world, we are spoiled for choice in seeking out digital agencies. However, some key considerations will help you find the right fit for your business:

    1. The range of services: It’s unlikely that you’ll find a single agency specializing in services that will help you achieve your goals. Having more than one digital marketing agency on board is okay, but ensure that they’re not working against each other or overlapping too significantly.

    The decision about which agency should take the lead will ultimately be guided by the range of services that best match your identified overriding goal. Be transparent about the role each agency plays.

    2. Industry experience: It may be tempting to base your decision solely on an agency’s experience in your industry. While previous industry knowledge is beneficial, that alone doesn’t ensure a successful partnership. Often, understanding how digital platforms fit into multiple industries is more beneficial. Broader experience sets bring an understanding of how various customer journeys play out across the board.

    3. Honest references: Glowing references are great, but they aren’t everything. It’s the clients that are no longer working with those agencies that will offer a true understanding of their brands.

    Ask openly about why clients have canceled. It’s a difficult conversation to have, but it will give you two vital pieces of information. First, you’ll get an immediate understanding of their willingness to be transparent. And secondly, you’ll get a feel for how well that agency fits with your brand.

    Another clarifying point is whether the agency actually knows why their clients are no longer with them. Not taking the time to find out speaks volumes.

    4. Analytical capabilities: Data is everything, especially in paid media. A digital marketing agency that relies solely on platform-specific analytics is a red flag. That is not a holistic attribution, and you will never really know how your campaign has fared if those are the only attribution capabilities they employ. It’s crucial to ask how they analyze data, what attribution platforms they use and how often campaigns are being optimized based on the analysis.

    5. Cultural fit: Your chosen digital marketing agency needs to align with your organization’s culture. The agency is essentially your voice in the digital realm, so they need to communicate the same brand strategy that you would. Communication style and business philosophies should be similar for the partnership to be successful. For instance, a digital marketing agency focused on traditional strategies may not partner well with an innovative brand eager to explore new and unconventional strategies.

    Related: 4 Key Factors to Consider When Choosing a Marketing Agency

    What if things go wrong?

    A lot of work goes into starting the journey with a new agency. And there is often a lot of emotional buy-in — so, if you don’t see the results you’d expected within a timeframe you deem acceptable, it may be tempting to make an emotional decision, cut ties and move on.

    Before you do, though, ask yourself if the results you expected were clearly communicated upfront. Did you define success for the agency, or was the image only in your mind? Secondly, is the timeframe you’ve allotted for these results to develop realistic? Digital marketing strategies do not show overnight results, and even when they do, they may not be sustainable in the long term. To avoid unnecessary conflict, expectations should be determined upfront. Define success and the milestones for that success before starting. Then, narrow down a realistic timeline based on other campaigns in your industry.

    Even when these aspects are clearly communicated, there may be unavoidable influences that get in the way of achieving success with your chosen agency in the expected timeframe. If this happens, consider whether you can shift focus with the existing agency rather than starting afresh with another. When tweaking these levers, it’s vital to ensure that you are actually looking at the right data to support your decisions. But, most importantly, if you choose an agency capable of holistically analyzing data, this shouldn’t be an issue.

    Ideally, you don’t want to jump from one digital marketing agency to another. Long-term partnerships built on careful consideration, clear communication of goals and transparent reporting and follow-through will ultimately serve your business, the agency and your customers. The longer you are able to foster such a symbiotic relationship, the greater the opportunity for your agency to really become a part of your team, and the more likely it is that your customers will reap the benefits of a synchronized brand voice that understands their journey.

    Related: The Good, the Bad, or the Ugly: Which Type of Digital Marketing Company is Pitching You?

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    Sergio Alvarez

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  • 4 Things to Consider When Choosing a Marketing Agency | Entrepreneur

    4 Things to Consider When Choosing a Marketing Agency | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a business owner, you know that marketing your business is crucial for success. And because of this, you may be considering hiring a marketing agency to help boost your business.

    But with so many marketing agencies out there, it can be challenging to know which one to choose. Here are four key factors you should consider before hiring a marketing agency.

    1. Do they take the time to get to know you, your business and your goals?

    A good marketing agency will take the time to learn about you and your business — and especially your goals. It should take more than a 30-minute call before they send you a proposal that claims to meet all your marketing needs. A marketing agency that is worthwhile will spend time asking you questions and actively listen to your answers. A great marketing agency will have done their research on you, your market and similar businesses in the area beforehand and ask questions to get a good understanding of your target audience. And when they do present you with a proposal, it should be a detailed plan of action for achieving your specific goals.

    Related: 5 Tips for Finding the Best Digital Marketing Agency for Your Business

    2. Do you trust them?

    Treat the process of finding a marketing agency the same way you do when you are hiring someone new at your business. You want to get a feel for the people you will be working with at the agency as well as the agency itself to make sure they will mesh with the culture at your practice. After all, you will be working with them closely and long term. So, take the time to get to know them.

    A lot of agencies do the same things and can produce similar results, but how confident are you that you can fully trust them? If you end up needing to decide between two marketing agencies, trust may just be what gives one the edge over the other.

    Do the people you speak to seem genuine? Do they speak the same language as you when it comes to your values and philosophy? Are they responsive? Are they proactive? Do they have your best interest in mind when making decisions? Most importantly, does the company do what it says it will? These are all essential questions to ask yourself when considering a marketing agency for your business

    3. Are they specific to your niche?

    While it is not imperative, working with a marketing agency that specializes in your industry can be extremely helpful. A specialized agency that has specific experience working with a business like yours will understand the challenges and opportunities that are unique to your industry. They will have specific knowledge about industry trends, the technology and procedures specific to your business, and likely the major industry associations and regulatory agencies involved. They may even share their expertise by contributing to industry publications, which tells you that they are well respected in the industry.

    If you decide to work with a marketing agency that does not specialize in your industry, be sure to ask about their experience working with similar businesses and their understanding of the unique challenges you may face. The marketing agency I run with my partner Shawn, for example, caters to dental practices, which helps us anticipate our customers’ needs and better serve their interests. The dental practices we work with find it comforting that we are familiar with their day-to-day as well as the big picture.

    Related: 5 Things to Look For When Hiring a Marketing Agency

    4. Will you get the results you want?

    When it comes to marketing, it’s not just about high-level metrics like clicks, impressions and views. While these are certainly important, they do not necessarily translate into growth, ROI and tangible results. If high-level metrics are all a marketing agency talks about when they meet with you, then my advice is to run.

    A good marketing agency will focus on growth metrics that are relevant to your specific goals. Growth can mean different things to different businesses — growth in new clients, growth in revenue or ROI. Any of those are measurable and should be tracked, which is another important aspect when it comes to results. If the company is not tracking results, that is a giant red flag. Reputable marketing agencies track calls, forms and pretty much everything.

    Be wary of marketing agencies that promise quick results or guarantee specific metrics. Marketing is a process, and results take time. A good agency will be transparent about its process and provide regular updates on progress and results.

    Related: 6 Things to Keep in Mind Before Selecting a Digital Marketing Agency For Your Business

    Hiring a marketing agency will help you grow your business and reach more high-quality customers. Ideally, your marketing agency is a partner — part of your business. That’s why it’s essential to choose the right agency for your specific needs. A good marketing agency will take the time to get to know you and your business, be trustworthy and compatible with your values, have specific experience in your industry and focus on measurable results that align with your goals. By choosing the right agency, you can develop a marketing plan that will help you reach your target audience, grow your customer base and achieve long-term success.

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    Jackie Cullen

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  • 5 Unspoken Rules You Need to Know to Start a Media Agency

    5 Unspoken Rules You Need to Know to Start a Media Agency

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    Opinions expressed by Entrepreneur contributors are their own.

    It’s no secret that the ad market is booming. Global ad spending is forecasted to increase by $58 billion in 2022, rising to $781 billion from $723 billion in 2021, and businesses of all kinds are vying for attention in the online marketplace.

    But what about aspects of the industry that are secret? For instance, what are the unspoken rules that your fledgling agency needs to be aware of when you are starting out?

    Related: How This Agency Is Using Creativity to Inspire Greatness in Others

    1. Think small

    How many times have you been told to “think big,” “dream big,” or “look at the bigger picture?” In the case of a media agency, it may be better to go against this advice and, instead, to think small.

    By “thinking small” we mean identifying a corner of the market you can really make the most of. Consider your own background. Which industries do you have direct experience in? Which marketing techniques have you mastered — is it traditional media, pay-per-click or SEO? What do your previous clients, colleagues or employers believe to be your greatest strengths?

    Put yourself in your customers’ shoes. Which do you think they prefer: a jack-of-all-trades agency that claims to do it all, or an honest and upfront operation geared towards specific fields and goals? In today’s highly competitive, highly granular landscape, it’s likely to be the latter time and time again.

    From my own experience, my first agency was singularly focused on traditional media at the outset, and then grew to add digital and social capabilities. After developing a solid client base, our agency found that the best way to expand was to develop a strong relationship with our clients first, and then provide more services related to their needs.

    Related: 10 Secrets to Building a Successful Digital Marketing Agency

    2. Demonstrate your capability

    The best advertisement for your business is your business itself, especially in the digital space. Basically, you need to lead by example, demonstrating exactly what you can do and why you are the best option for your clients.

    Don’t just tell your prospects what you can do for them — show them. Agencies who can talk the talk but can’t walk the walk will struggle to gain traction in the market.

    I have found client testimonials and case studies on our agency’s best work to be great selling tools when converting prospects into fully-fledged clients. Of course, these testimonials need to come from somewhere — in my early days, I offered free trials with the agreement to publish testimonials and studies, giving me a solid basis that I could use to hook new clients. This method of “showing” rather than “telling” is our highest source of conversion, and it also showcases our expertise beautifully.

    3. Be selective, at least at the beginning

    By thinking small, you are developing a real area of expertise — a market niche you can corner and make your own. Unfortunately, this means your fledgling media agency is not going to be for everyone. You’re not going to please all of your prospective clients, and you’re going to stretch yourself too thinly if you try to do so.

    So, be selective. At the beginning of your agency’s development journey, find the clients who represent the best fit for your organization and for your skill set. I’ve personally found that targeting small- to medium-sized bricks and mortar retail businesses were highly effective. This is due to their always-on marketing approach, and their consistent promotional efforts and budgets.

    Don’t be afraid to say no to clients who you feel you might not be able to assist properly or to avoid clients with goals you’re not sure you can achieve. By overstretching, you are only going to garner negative reviews that will harm your business. It’s also crucial to check the credit history of the prospective client — I learned early on that a good client is one who spends regularly and pays their bills on time.

    Of course, this is easier said than done. It’s exciting when you discover a new prospect, especially a warm lead, and you may feel reluctant to pass up on this business. Just remember that growth needs to be steady and sustainable. You don’t want to be hiring staff for a specific project, only to find you don’t need these staff later on.

    Related: The 7 Steps to Managing Your Ad Agency

    4. Identify specific hiring needs with a focus on business identity

    In order to grow your business, you need to hire. However, as we’ve already touched on, you need to hire sustainably. Start by handling as much as you can with your current in-house team, or just by yourself. Once you begin to understand your capabilities, you can identify where you need specific help and assistance.

    Your company culture always needs to come first. Foster a strong business identity within the nucleus of your team, and then make sure all hires are ready and willing to engage with this. Your culture needs to resonate with your prospects, which means it needs to resonate with your personnel too.

    The Covid-19 pandemic hit recruitment hard, and it has been extremely difficult to find and retain skilled staff. With this in mind, don’t be afraid to hire remote-based staff, but remember to actively manage these hires rather than leaving them to their own devices.

    5. Be good at new business

    It doesn’t matter whether you’re starting a digital agency or a more traditional agency — finding new business opportunities and converting these is going to be crucial. Some agency owners may bemoan their “bad luck” when it comes to finding the leads and prospects they need to grow. While luck may play a part, I’ve always found that the harder you work, the more fortunate you become.

    Target improvements in your acquisitions process. One way to do this is to create excellent relationships with your existing clients so that these clients act as a beacon for future prospects. However, you will still have to reach out and find these prospects in the market, so hone your direct, outbound marketing skills as you grow your agency.

    Related: How to Start a Successful Marketing Agency from Scratch

    Become the go-to in your field

    Getting your agency off the ground can be tricky. However, by narrowing your parameters to focus on your strengths, being selective as you build your client roster, maintaining a strong business culture and by supporting both existing and prospective clients, you can begin to build a strong presence in the market. Becoming the go-to agency in your niche is the key to success as you build your presence in the market. This is your aim.

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    Matthew Nunn

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  • K2forma Launches the First Comprehensive Nationwide Pest Control Web Service for Consumers

    K2forma Launches the First Comprehensive Nationwide Pest Control Web Service for Consumers

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    One-stop solution harnesses the power of a national database of pest control providers, coupled with do-it-yourself products and reviews.

    Press Release
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    updated: Jun 5, 2018


    NASHVILLE, Tenn., June 5, 2018 (Newswire.com)
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    K2forma is proud to announce the launch of Pests.org, an all-in-one pest control resource hub, the first of its kind. K2forma worked with the team at Pests.org to research, design, and develop this nationwide direct-to-consumer web-based service for pest identification and treatment that uses independent research and original writing to empower consumers to make informed decisions.

    Pests.org is designed to be a comprehensive source for information and proactive solutions. Users can visit the site to identify bugs, rodents, wildlife, and other pests, and learn how to treat them using organic and other DIY methods. Pests.org also offers a direct way for consumers to purchase the right products for their issue, giving users the confidence that they know they’re buying the correct products to effectively treat their problem.

    We believe that Pests.org will put the power back in the hands of the consumer, with education and impartial advice. There really is nothing like this in the marketplace now; a single site that provides all of this information in one place.

    Kelly Koeppel, President and CEO, k2forma

    Visitors to Pests.org can also determine whether their issue requires a professional exterminator as well as locate local providers, all of whom are reviewed and ranked on four different metrics; cost, quality, features, and customer reviews.

    As pest control is an important consideration at any time of the year, understanding when and how pests are most active will help you protect your property and prevent seasonal pest problems. The site offers recommendations and advice to help navigate the sometimes confusing aspects of protecting your home and family from pest infestations with articles such as Pest Control for Expectant Mothers and Everything You Need to Know About the Health Risks of Zika.

    Do you live in one of the Top 15 Worst Cities for Roaches? Find out where your city ranks: Top 15 Worst Cities for Roaches

    “K2forma is proud to work with a team like Pests.org who is dedicated to excellence and quality content at every step of the way. We believe that Pests.org will put the power back in the hands of the consumer, with education and impartial advice. There really is nothing like this in the marketplace now; a single site that provides all of this information in one place.”

    Whether consumers are looking for the most effective products on the market today or the best providers in your area, Pests.org has impartial reviews to meet consumers’ specific pest control needs. Thanks to Pests.org, finding the right pest control approach with the best results has never been easier.

    k2forma, Inc. is a full-service creative agency founded in 2007.

    Media Contact:
    Margaret Wray
    margaret@k2forma.com
    (615) 528-3364
    www.k2forma.com

    Source: k2forma, Inc.

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