I run a 45-member agency managing digital marketing for 3 unicorns, 6 Shark Tank brands, and 30+ other top brands. Shoot your questions related to agency, team building, etc. Happy to help!
What’s your client acquisition funnel?
Majorly LinkedIn; I have 18k followers there.
Do you primarily focus on content or direct messaging?
How to scale up from freelancer to an agency? Right now, I am working with SaaS startups on helping them with email automation.
What agency do you want to build?
Same question but with details you might need.
I want to create a boutique agency instead of just being seen as a freelancer. I’m a jack of many trades in digital marketing (20 years of experience) and struggling to figure out how to make the transition.
A couple of thoughts/steps I’m taking or considering to refine your response:
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Explicitly stating in proposals that the retainer covers having multiple team members (also freelancers for now) working on the account.
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Having a digital marketing specialist of some type (analyst/channel manager) working behind the scenes but not client-facing.
The client-facing piece is the biggest challenge. Clients choose me because of my versatility and experience, so how do I evolve this where they get that AND I have help?
Thanks!
I came to marketing late in life - I’m 49 with about six years of experience. My job has mostly been in client-facing/big-picture strategy/project management. My company works in a very specific niche, and marketing is not their highest grossing product. We are basically an afterthought, and I already feel like I’ve advanced as far as I can go.
What challenges would someone in my position face in a big agency? Would companies shy away from me because of my age? Do you see any common struggles for older employees in the modern marketing world?
The most common struggle is adaptability. Platforms like Instagram frequently change the placement of basic features like the message box, reels, and search bar. Trends of reel format change every three months. If you are open to such frequent changes, then it’s not an issue. You have to learn fast, unlearn faster, and learn new things even faster. You can follow Instagram gurus for the latest trends.
I’m a video producer. I have 2 years of experience as a video editor/videographer. I’m based in India. I need some clients who require organic content production and retention editing videos. Where and how do I start my pitch?
With LinkedIn prioritizing video content, it’s essential to have good quality video editors. You should display your best work on Instagram and your LinkedIn page, ensuring it reaches as many people as possible. On Instagram, initial traction can be attained from friends and family. On LinkedIn, you can directly reach out to people looking for video work through search.
What roles agency side will have the most ageism issues for folks in their mid-40s+?
Using AI is part of the daily agency life. As it improves, how do you see it affecting employee count?
Ageism is a common struggle. Adaptability is key. Platforms like Instagram frequently change features, and trends evolve rapidly. If you can embrace these changes, it won’t be an issue. You have to keep learning quickly. As for AI, we are still trying to adapt to it; we haven’t replaced humans with AI yet, but that may come soon.
Which parts of your business or your employees’ jobs do you think will be replaced or heavily impacted by AI?
Thanks for the thoughts. What do your account managers and sales team make? How is compensation structured?
Awesome offer! As someone looking to scale my agency, I’d love to know what key metrics you track to ensure client satisfaction and success. Any tips for managing a diverse portfolio of brands would be super helpful.
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KPI - weekly engagement on posts, week-on-week follower growth on platforms, RoAS for performance marketing is important. For products, day 21 retention is key.
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If you’re getting good results in a niche, try to get more clients in a similar niche. For diversity, aim for products with similar audiences. For example, luxury footwear and side bags for girls are different categories but target the same audience.
In your experience, how have you found things like the leadership matrix useful, or do you rely on your gut to solve issues with direct reports when they are struggling?
It would be great to hear your perspective on being a people lead, especially in agency environments where hard deadlines and high-quality work are the expectation.
What are the most basic services a digital marketer should offer to clients when starting out in a package deal? And what should the package costing look like?
Please tell me the currency.