Here’s what’s coming up for Agency Hackers members this month. If your agency isn’t a member yet, sign up here.
How to Reinvent Your Agency Newsletter
It’s a cliché because it’s true: people do business with those they know and trust.
Today, one of the best ways to build rapport and intimacy with your clients and prospects is to send a regular email newsletter.
But there’s a very good chance you’re approaching them all wrong.
In this session we’ll cover:
How to write emails people will enjoy. (You don’t create a lasting relationship by scratching the little itch you THINK somebody has. You have to scratch the big itch you KNOW they have – because everybody has them.)
How to produce an email newsletter that people will forward to their colleagues.
How to create ‘silent fans’ who will come to you when they’re ready to work with you.
What to write about, even when you think you don’t have anything new to talk about.
There is no creature that cannot be lured into a trap with the right bait.
Join this session and come away with a clearer picture of how you can make your email newsletter stand out.
RISING UP: From Launch to £4m in Less Than Two Years
Even before launching her business, Carrie Rose knew the importance of having a personal brand when you’re an agency leader.
“We spent a long time building up a personal brand and our social following, so when we launched the agency, all we had to do was tweet,” says the CEO and co-founder of super-savvy SEO agency, Rise at Seven.
And they don’t do things conventionally.
“We don’t have a sales team, we don’t do outbound, and I will never drop into the DMs of a dream brand,” says Carrie. “What we do instead is put out bait for them to come to us.”
“I use these strategies constantly to attract clients and staff. And we always share exactly what we do and how we do it. They say a rocket scientist could give you a blueprint, but you’re never going to build a rocket like them – that’s ultimately our process,” says Carrie.
Join this session to hear more about how Carrie’s agency has become such a roaring success on the SEO scene in such a short space of time.
Making sure your agency’s website is up to date and looking the part can be a bit of a faff – and it’s usually the first thing to fall by the wayside.
“A lot of people start agencies because they’re creatives, not businesspeople, so they’re too busy doing client work instead,” says Robin Williams, managing director and co-founder of Data-Hive.
Robin has analysed and scored around 4000 agency websites to see what works and what doesn’t, especially when it comes to search and lead generation.
“In most reports I’ve done, a third of the data on these websites is dead,” he says. “And it’s very hard to make a website a destination that people come and take resource from – businesses that create a website that has a life of its own, attracting an audience, is sometimes a better way to approach it.”
Part of doing it right is thinking about exactly what you’re putting on your website in the first place – and the right words are only half the job.
“What I don’t think agencies quite grasp is that what makes a website really, really good when you read it is not actually the copy, but the fact that it’s talking to somebody very specific. It’s very clear about who, what, and therefore why, you should use them,” says Roland Gurney, founder and senior copywriter at Treacle.
We’ll be chatting to Robin and Roland all about the dos and don’ts of agency websites, and how you can transform yours from an eyesore to an engaging, useful resource.
One of the most popular items on an agency wish list is to become a B Corp – but it’s not the easiest of tasks.
To make the transition as stress-free as possible, Tom Wilford co-created Gainly, a platform that equips agency leaders with all the right tools and insights to make the dream a reality.
As the process takes up so much of the time you would usually need to devote to your agency, Tom’s platform does the groundwork for you.
“What we do is take your initial score and do a gap analysis of where your points are and what tasks you need to do,” explains Tom. “We provide all the documentation and templates, so you have a personal roadmap.”
And with B Corps growing on average 28 times faster than normal companies, it’s definitely something to consider.
“Becoming a B Corp means there’s a better way for your business to be structured, and a better way you can actually focus, not just on profit, but on people and the planet. They call it the triple bottom line,” says Tom. “This means you look more attractive to employees and have an advantage winning new business.”
Come along and find out more about how your agency can start the journey along the B Corp path, and how Tom’s platform can help make the process a walk in the park.
HIVE MIND: How Can I Cure My Agency’s ‘One Big Client’ Syndrome?
Making that big catch is momentous occasion – but what can you do to solve the problem of only landing one at a time?
Vicki Young, CEO and founder of Nalla, has been grappling with this over the last couple of years.
“We’ll win a big piece of work but then really struggle to get the next big client in the door. We’ve just not been able to have two big clients at the same time,” she explains. “How can I have more than one big client to keep the risk low but the value high?”
“There seems to be a trick to convincing people to hire you when the small team you’re presenting to them is already doing work on other projects. How do you do that without them sensing that you’re stretched, and that you’ll require a hiring drive to deliver?”
In this month’s Hive Mind session, come along with your stories and share what’s worked best for you when it comes to spinning several big plates at once – you might be able to take away some tips yourself.
We will take a close look at the key ups and downs of building and growing a successful business.
From growing fast and making money…
…to getting stuck and losing money…
…to reconfiguring the business and getting “the right people on the bus”.
The ‘one pager’ he uses to stay on course.
“A big thing for me was trusting in the process of ‘I don’t need to call that client. Somebody else will’,” says Simon. “So many agency leaders live with the fear that if I’m not doing it, we’re all going to die.”
“It’s understanding that fear and managing it.”
Join this deep dive into Simon’s business and see what principles you can pick up.