Drew McLellan has worked in advertising and started his own agency, McLellan Marketing Group, he also owns and runs the Agency Management Institute (AMI), he is also an author, speaker and host of Build a Better Agency Podcast.
The Black Lives Matter movement has triggered a global conversation that has been a long time coming. Like other business owners, agency leaders are wrestling with the questions and concerns about racial equality in their agency and in our industry. How should our agencies respond internally and externally? The demand for conversations about racial equality is louder and more urgent now than it has ever been. Employment attorney and discrimination complaint investigator Jennifer Long has a scalable, business-centric response to moving towards racial equality that will help us create consequential and sustainable change. What can we do to take meaningful action? Should we be issuing an anti-racist statement? Or use our social media channels to post memes? How do we handle this well and respectfully while also not taking our eye off the ball and helping our agency recover from COVID and the economic downturn? It’s critical for agencies to have their house in order before they publicly bang their drum, and Jen can help us understand how that works from a business perspective. Her recent engagements have been focused on helping organizations expand their racial consciousness and messaging around this topic. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: How agency leaders should respond to the need for racial equality How to provide your team with the right resources to educate themselves about racial equality How to improve your hiring practices and align them with racial equality Why implicit bias negatively influences the workplace How agency owners can put together a course of action that is meaningful but also enables them to continue operating profitably What you can do to take a stance on racial equality without being criticized as a hypocrite Examples of companies that are dealing with this issue successfully
There are very few agency owners who love biz dev. It’s time consuming, sometimes it feels like you are trying to target shoot in the dark, and you often end up settling for prospects that aren’t quite the right fit. But at least it’s a win! Your spidey senses are tingling and you know there’s trouble ahead but you ignore that little voice and forge ahead, hoping for the best. What if you could eliminate those near misses? I’m a firm believer that every agency should have a clear understanding of what their sweet spot client looks like and how to spot them in the crowd. Every client is right for some agency. But not every client is the right fit for yours. How do you know who your ideal client is? How do you attract them to you so you don’t have to hunt them down and how do you encourage them to give you that first dance? My guest will be a great beacon and help us gain clarity around all of those questions. I’ve known Matthew Kimberley for about 4-years and love his unique style and outlook on sales. He leads the business building system called Book Yourself Solid Worldwide, which is based on the bestselling book, Book Yourself Solid, written by Michael Port. Matthew is waving that flag all over the world and helping salespeople understand there is a proven way to literally book yourself solid. The beauty of the Book Yourself Solid system is that when you do it well, you never have to settle for a not quite right fit client again. Matthew is also the author of a great book entitled, “Get a F*cking Grip: How to Get Your Life Back on Track” and has an online course about writing delightful emails — which I thought was spectacular. He also hosts his own podcast entitled, “How to Get a Grip.” Matthew and I talk through the concept of Book Yourself Solid and how it pertains to agency owners. We talk through the questions that I know you would ask around sales, prospecting, and how we as agency owners and leaders can better use our day to drive sales into our agencies. Today (no matter when you’re listening to this) is the perfect time to get a better set of client filters in place so you protect and build your agency by filling your pipeline with those sweet spot clients. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: How to create a set of criteria so you and your team can quickly filter out the wrong fit clients and spot the right ones. How to get more right-fit clients than your agency can handle even if selling isn’t your favorite thing to do. How to apply the “rule of three.” How to create new business opportunities around things you already enjoy doing. Why agency owners tend to do well at the top end of the sales funnel but then struggle when it comes time to drive sales into the agency. How to apply the three guiding principles within the Book Yourself Solid business development system. Why blending in “non-negotiable” criteria in your client filtering process will help protect your agency. Why you need a conscious process for developing trust at different points in time for different reasons with your clients and prospects. How you can develop a “Something to Invite People to Offer” so your prospects have an opportunity to get to know you and your agency better. How to apply the five things every agency owner should be doing every morning to fast-track biz dev.
Most agencies have yet to harness the power of data automation tools, and the numbers reveal a concerning reality. 60% of all agencies believe that they make at least 6 costly digital marketing mistakes on a client’s account every week. 33% of agencies have eaten between $5-$10,000 to fix a single campaign mistake. And it doesn’t get better with size. The number of mistakes nearly doubles when a digital agency scales from $1 million to $5 million in fees. And that’s not the most horrifying news that came out of a recent study conducted by Morphio. If there’s one thing most agencies have plenty of—it is data. If there’s one thing agencies struggle with—it’s data. That’s what intrigues me about data automation tools like Morphio. They define themselves as a check engine light for your digital campaigns. I invited founder (and agency owner) Eric Vardon onto the show to talk to us about this very real challenge. Out of his agency’s necessity, Eric’s team has been developing data automation tools baked with AI and machine learning. Eric’s products are helping agencies plug their leaks and become more profitable using data and automation, and he offers his tools at an affordable price point. In this episode of Build a Better Agency, Eric shares his journey as a tech entrepreneur and agency owner. He walks us through the lessons he’s learned about refining agency processes, improving team efficiency, and expanding the agency-client relationship using data automation tools. He breaks down the common mistakes agencies make in that arena and explains how we can improve our own systems and processes. Find out how Morphio is working with other small to mid-sized agencies to bring them invaluable AI and machine learning capabilities that don’t break the bank. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: How data and reporting have shaped the way clients interact with agencies How Morphio’s data automation tools help agencies plug leaks in the bucket When and how Eric decided to offer his automation tool to other agencies How to leverage AI so you can focus on creativity and client strategy Why you need a check engine light for your agency’s performance and efficiency How you can use Morphio to make your agency more profitable How Morphio has changed reporting, and where it’s headed next Why data monitoring can help you make more informed decisions as an agency leader
The past three months have felt like a bad sci-fi movie. As agency leaders, most of us have navigated the economic struggles right after 9/11 and the great recession of 07-08’. But nothing has come close to the economic, health, and social impacts that we’ve experienced recently. But we need to stay smart and fight our way out of this economic slowdown. I want to share some trends that will help you do just that. COVID continues to be a major topic of discussion throughout the world. It is still a hot button issue as many agency leaders work to stabilize their operations. However, the pandemic has had to share the spotlight with the global conversation about racism and it’s reasonable to assume these are both conversations and realities we’re going to be wrestling with for the foreseeable future. In this episode of Build a Better Agency, as I have every summer, I want to look at the trends that are impacting our industry. A couple of them have been altered by COVID but most of these are trends I was talking about in early 2020 and they’re as relevant today as they were in January. With everything going on right now, it is hard to dedicate the necessary time and mental space to focus on running your agency. The health of your agency is more important than ever before. We have to carve out of the time to protect our businesses and I am hoping that taking a look at these trends will help you do that. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/ What You Will Learn in This Episode: Why the health of our agency is so important in the big picture How to tee up your agency for a great 2021 What you can to start thriving right now Trends that agency leaders should be watching for in 2020-2021 Why AMI agencies have been so much more profitable than average privately held agencies How our clients’ needs have changed this past year What we can do to map out our sales funnels and increase efficiency How to take control of the sales cycle by being direct Why agency leaders have become a bottleneck for strategy Why we are seeing more employees buy minority stakes in their agencies