In the agency world, client demands tend to take centre stage, meaning that internal marketing efforts often get relegated to the back burner.
However, the importance of robust and consistent marketing strategies cannot be overstated. Marketing isn’t just an additional task; it can be a key lifeblood that fuels the growth, sustainability and success of any agency. If you’re not convinced yet, here are a few reasons why.
Visibility and Brand Recognition
In the typical marketing/sales funnel, “Awareness” is at the top of the funnel. If people aren’t “aware” of you, they can’t even enter the funnel, which means they can’t consider your company in their purchase. If this sounds obvious, it’s because it is! This is what marketing is for; making a broader range of people aware of your business and showing them that you cater to their needs.
There are many elements to marketing, from email to social media, SEO, events and written content. These come together to not only improve your chances of getting in front of your ideal client but also build an image of your brand that tells your ideal client “I can solve your problems for you”. Not only this, but a strong brand presence establishes trust and credibility; essential if you want to remain competitive.
Client Acquisition and Retention
If done well, marketing can be a primary driver of client acquisition. It’s not just about securing new business but also about retaining existing clients. Regular communication through marketing initiatives keeps your agency on the radar, reinforcing the value you provide and increasing the likelihood of repeat business.
You will rely less on your network for leads
Don’t get us wrong, your network can be a fantastic lead source and shouldn’t be neglected. Having worked with agencies for a long time now, we’re all too aware that for many of them, their network is one of the leading lead generators feeding into their new business flow.
Let’s say 60% of your leads come through your network and these pretty much solely come through the efforts of your business director or founder. Firstly, this is a huge amount of pressure for any business leader to take on. Secondly, what happens if your founder or director ends up out of work for any reason? Your business could lose 60% of its ability to gain new leads overnight, something which could be catastrophic to many businesses.
It’s never a good idea for the vast majority of your leads to come from one source, which is why it’s important to capitalise on every stream available to you. This will create a much more robust foundation for you to grow your business. Plus, if your directors aren’t spending so much time on lead generation, they can focus their efforts more evenly on other areas of the business.
Showcasing Expertise
Your agency likely specialises in specific industries or services and marketing provides the platform to showcase this expertise and thought leadership. Regularly sharing insights, case studies, and success stories positions your agency as an authority in your niche, attracting clients looking for specialised skills and knowledge.
If you aren’t demonstrating your areas of expertise in thought-through and strategised ways, how can you expect anyone to know that you’re an expert?!
Attracting Top Talent
An agency is only as strong as its team. Effective marketing not only attracts clients but also top-notch talent. A well-crafted marketing strategy communicates your agency’s culture, values and opportunities, which (when done well) has immense power to attract the best talent available.
Revenue Growth and Business Expansion
Ultimately, marketing directly impacts the bottom line. It generates leads, converts prospects into clients and contributes to revenue growth. With a solid marketing strategy in place, your agency is better equipped to pivot if needed, expand services and provide a solid basis for sustained growth.
