How do You Build a Digital Marketing Agency?
So it’s 2019 and you guys have probably heard about how to start a social media marketing agency or a digital marketing agency.
What you have to understand is it is huge it is an amazing business to be and because of the fact that I get to work from home you can see I’m at home right now in my basement.
I have an office set up all this my office setup right in here at home and we just run marketing campaigns for businesses from home.
So I’m going to this post, explain the step-by-step process everything you need to learn how to build a digital marketing agency.
I get asked all the time number one how am I making money online number two what are great ways to make money online and number three what’s a great way to build a profession or build a career rather in today’s day
and really the answer is super simple there are tons of ways out there obviously outside of doing a marketing agency or starting your own agency but this is the one that I have found is
the most lucrative because the profit margins are so much higher you’re able to work from home so the cost of operation is so low to start it literally cost you maybe a thousand to two thousand dollars in total that’s including your education maybe getting yourself a website some business cards your business name all of that
set up and it’s going to get you going and on the road so that way you’re making five to ten thousand twenty thousand we have students making fifty thousand seventy five thousand
dollars per month in revenue for their agency alright and so that’s what I want to show you guys is what you really need to know we get into this topic a lot and you guys probably have seen these types of videos all the time but really people leave out some of the most important information when it comes to starting a marketing agency and they leave out really the technical side or they leave out the practical side where you actually have to know how to implement the marketing
campaigns you can’t just like go into this business only understanding the theoretical side and just outsourcing everything you do need to understand the ins and outs and that’s what I want to go through today so that way you at least have a broader picture of what you need to know oh and PS stay tuned to the end of this video and i’ll show you guys how you can actually get your marketing agency checklist we put together a checklist that shows you all of the things that you’re going to want to know pretty much everything we covered in this video and more because we put in tools resources there’s a two-week training involved so guys
it isn’t all just hype you actually can make from one business per month anywhere from a thousand to ten thous and fifty thousand a hundred thousand dollars per month in revenue for their marketing campaigns now obviously the businesses that are spending a hundred thousand and fifty thousand dollars per month there are very few of those right but they do exist and they are kinds of clients that you can take advantage of I promise you they’re not the the unicorn type of client I promise this is possible so what I want to show you guys today outside of you know understanding the marketing side of it you have to understand the revenue side how the business
is actually built how do you actually make money off of this how do you build a team large enough to manage a client that’s spending ten thousand dollars per month right all right guys so let’s go ahead and break this down a little bit so you can see how the revenue is actually generated to build a six-figure income all you guys have to understand is you’re charging anywhere from one thousand to ten thousand dollars per month at the base rate right ten thousand is more your enterprise style packages those are going to be medium to large style businesses the$1,000 package is to like 2,500 3,000 those are going to be your small businesses that are more local they have smaller budgets okay but all you have to know is it takes roughly eight thousand
dollars per month to make it’s a little over eight thousand dollars per month to make a hundred thousand dollars per year so a hundred thousand dollars is actually8333 dollars per month for 12 months to make a hundred thousand dollars in a year all right so that’s actually not that much when we break it down because here’s the best part guys most clients that we’ve taken on are spending an average of $2,500 per month or more all right so anywhere between usually our clients are between the 2,500 to 5,000 even actually today we’ve stopped taking clients below 5,000 dollars per month and we only work with clients that are five to ten thousand dollars per month but let’s say that the average is 2,500 well how many does it take to get to2,500 well divided by 2500 you’re looking at roughly three clients well three clients are making seventy five hundred so three and a half but you can’t really have a half a client
so we’ll just say four clients at 2500right but we could say that other client is you know it’s instead of them being a$2,500 package they’re just a thousand dollar package right so you have 2,500times 3 you got this guy times 1 you’ve got 7,500 you’ve got $8,500 right here in revenue and that’s just for clients guys there are businesses allover the place that if you know how to get results we’ll hire you to do this kind of work why well let’s think about it real estate agents make 3 percent off of the sell of the sale of a home so let’s say they sell a home at I don’t
know 500 grand 10 percent of that would be 50 thousand so five percent it’s twenty-five thousand three percent is roughly twelve thousand dollars right maybe fourteen thousand dollars so that’s what I want you guys to see 14thousand dollars in revenue for that agent for getting them one client do you think they would have a problem with me basically selling for them and making them fourteen thousand dollars off of one new client now obviously there’s expenses associated with that but that’s still way out of the the price that they’re paying me three thousand four thousand dollars per month to manage their marketing campaigns and that’s just real estate attorneys spend even more than that the automotive industry is spending hundreds of millions of dollars every single month in
digital marketing there are so many industries out there that aren’t even being tapped to because people don’t know the industry even exists or they just don’t even think to go market for those kinds of people for example dry cleaners nobody thinks to manage a dry cleaner but they actually do need marketing just as much as anybody else so that’s a little bit about the revenue guys now let’s look at all of the things you’re actually going to have to know to get the business running right you got the math I just wanted to show you guys it’s not actually as far-fetched as it seems and people think Oh business isn’t gonna pay me $1,000 per month why would they not that trust me there are tons and tons of businesses
who don’t want to manage Facebook Ads they don’t want to build websites they don’t want to run email campaigns they just want to focus on their business and go home at the end of the day and they want someone like you to come in there who actually knows how to do it and that’s gonna that’s the key that’s gonna be the whole premise behind this videos for you guys to get how important it is for you to find quality education and digital marketing let’s go ahead and jump into what you actually need to know about digital marketing and building that kind of business because building a digital marketing business is different
than say building a real estate agency or a an attorney’s office for practice and doctors practice you know all of those things are different and you build the business a different way and you have you’re required to know different things so let’s look at what you actually have to know now guys the first and most important thing that I can say that you guys need to do and I’m gonna leave it up here on the board the whole rest of the time because it is the most important your education if you do not get how important this is guys whatI’m saying is even if you don’t take
one of my courses what I’m trying to tell you is take somebody else’s course and when you go through that course do not rush yourself do not try to blow through the videos so you can get out there and start getting clients because you are hurting yourself more than you even realize you will get up there get the client realize how unprepared you are and then start struggling and then all the sudden you lose that client
and they leave you a bad review the education side of it is the side that nobody takes seriously and that’s why there are so many people that fail with their marketing agency because they just go out and they just see the money coming in but then they forget that they have to fulfill that
marketing service and actually make that customer happy otherwise they’re not gonna be there in three months right so this is the most important part in what do you actually have to learn well you have to learn things like how to run a biz you have to learn things like how to grow your team so
outsourcing right you guys have heard of that the third thing you need to know is also probably how to sell right you have to actually know how to sell this service for selling any other service because you if you don’t understand how to sell digital marketing simply to business owners
that don’t get it then you’re not going to land clients and that’s a lot of the reason why people fail but also outside of that you just need to know general rules and techniques to selling and that’s the thing a lot of people don’t go through a process to learn about overcoming objections and qualifying
leads and that there’s somebody steps in the follow up process and we go through all of that you know in all on our youtube channel and through our courses but either way subscribe get it and of course something but that’s what I’m trying to tell you guys anyways number four is you have to learn
an acronym that I created called SWEPS alright and you guys will see what this is so let me get down here S.
alright SWEPS and what doest hat stand for these are what I refer to as the core concepts to digital marketing to social media marketing agency SMMA that you guys are familiar with it’s not actually SMMA it’s a digital
marketing agency or a marketing agency but SMMA just means social media marketing agency we’re talking about digital marketing okay everything building an entire marketing agency not just somebody who only does
Facebook Ads but anyways guys SWEPS and what this stands for is social media marketing web marketing and design email marketing and automation pay-per-click which is Google ads Bing Yahoo YouTube ads and then SEO which also stands for search engine optimization these are the
core concepts that people don’t take the time to learn and how to actually apply them for example we also have another concept I want to go through here really quickly we’ll go back into this oh and then I also like to say plus C
because C and its really CM and that stands for content marketing and that is building quality content for your business for your clients whether that be through blog content video content for Facebook for YouTube whatever the
you know the content channel might may be you need to understand how to actually create quality content and so let’s talk about you know some of the other concepts we’ll talk about SWEPS a little bit more here in a second and what you’re actually going to want to know and then talk about pricing and all of that but before we do at AgencyConsulting.io want to go into the next step which is why
people don’t actually understand how to apply SWEPS to their it to their agency and to their clients marketing campaigns and it really comes down because they don’t know another one of my concepts called 3-step
marketing I’m going to simplify this even more for you guys you guys are
gonna be like oh my god that’s it because a lot of you you’ve probably heard of digital marketing before or starting a marketing agency some of you
might be new to this which welcome but a lot of you are probably familiar you just haven’t seen the success you’re looking for yet and it usually comes down to this simple factor you don’t understand 3-step marketing first step
is finding or building awareness sorry awareness you have step two which is consideration and then finally you have conversion let me ask you guys something you guys mostly deal with local clients right local businesses well when you’re looking for a service most local businesses they’re
providing services most local businesses aren’t selling products right a restaurant kind of sells old they sell a product and the grocery store sell product but pretty much every other business is a service based business all
right and so what do you do let me ask you a question what do you do when you go to find a service in your area first thing you do is you goon your phone you go to Google and you type in blah blah blah near me right or
where is this in this city right and that’s what you start searching for so the awareness stage the first step marketing aka cold traffic is all about using SEO and PPC to drive traffic to the site and then what people are actually
doing is they’re going out straight to Facebook and they’re trying to sell Facebook and Instagram campaigns as cold traffic right they’re trying to say hey mr.
business owner you pay me $5,000 per month we’ll just manage yourFacebook page we’ll do all your cold traffic for me and that I’m not
saying that you can’t get results that way but 90% of the time you’re doing it wrong because you’re not driving traffic from the main traffic source which is Google search engines and then you remarked it with Facebook Instagram YouTube email those are the re-marketing platforms YouTube
and email and finally number three is conversion where do people go once they actually you know they’ve seen your product now you’ve re-marketed to them now they finally want to buy well that happens on the website right that’s where they go and they sign up to come in for an appointment or they send that email to set up a phone call or whatever it is that your try that
metric that you’re trying to convert them through that’s where it happens at at the website so if you don’t have that third final piece of the puzzle done you’re not gonna sell them to begin with right so you have to understand this three-step marketing process and that is what understanding SWEPS
allows you to do and so that’s why it’s important to really go through each one of those things individually and try to at least get to an intermediate level of knowledge and education and training before you ever start to take
on a client in this white90 percent of businesses and marketers go out there and fail in their first year because they don’t take the education seriously if you don’t if you didn’t already know this was a saw a strong solid method
for building a marketing campaign for a local business which again 90 percent of you are gonna work with that you shouldn’t consider yourself ready to be marketing for other businesses yet after you do that the next
step is to get your business plan together because before you even need to start worrying about a business you need to understand the industry need to be able to technically work yourself through how to run ads how to create content how to build email can all of that stuff right once you get through
that then you need to start making your business plans so we’ll just write that up here this plan and what does that consist of things like your LLC or your business license your EIN so that’s your tax identification number you need your name right you need a website the next two for the business plan are also going to be super important and that is picking your service
offering so your services and the next thing is going to be picking your niche so we’re just gonna write niche up here okay so you need to know what services you’re gonna provide you don’t have to provide every single digital marketing service I personally recommend it because it makes you that one-stop-shop for businesses which they really like but you don’t have to you can just do you know if you wanted to start with just web
Hey! Alex Berman here from Experiment 27 and this is what to do in the first 90 days after starting an agency.
So really there's two goals that you need to cover in your first 90 days.
Really in your first 30 days as an agency owner.
The first is get your first clients and then the second one is hire a team to deliver.
So let's jump in.
Day 1-30: get your first 3 clients.
You can do this a number of ways.
I broke it down as a video - four steps to get your first four clients.
I also did a video that broke down the actual email scripts I used when I went out to go get clients which are both very good videos to watch if you want to do this, for real.
But at a high level, you want to go out ask around your network.
So look at your former bosses or look at your friends that work for bigger companies and once you figure out the service you're gonna offer.
So let's say you want to do UX, UI design, asking around should get you at least a client or two.
Once you have those three clients you want to make sure you get money from them.
Maybe I'll do another video on how to get paid or the most effective ways to get paid.
I'll do that in a few weeks.
But, high-level, get your first 3 clients and get money from them.
Now, what do you do with that money? Most people that I've seen going to the agency business.
Let's say they have a UX background, you have a design background.
They're going to start doing the work and then they're gonna look up 30 days later when the work is delivered and then they're gonna have to go out and go get clients again.
That is not the way that I did at x27 and it's not the way that you should do it in your first 90 days.
The next step is hiring a team to deliver.
So when I got my first client for Experiment 27 it was a start-up founder out in New York City, it was a two-person team that were bootstrapping their startup and they needed more leads for their company.
So I could have.
So I sold the contract and it was like $2,000 for ten meetings or something like that.
Two thousand dollars for a month and I went out to upwork and I hired a guy to sales train.
And I hired another guy, he was from the Philippines as a cold caller to knock this out.
So from the beginning what you want to do in your first 90 days is you don't want to do the work.
You want to focus on sales.
Because sales is what actually drives the company.
And then you want to hire other people to do the work for you.
That's pretty key and that will separate you immediately from other freelancers.
So as soon as you start hiring other people you immediately become an agency and not a freelancer and it let's you have more time to focus.
Then what you basically want to do is try to shove as many projects onto these guys as you possibly can.
Let's say you close like five to six projects.
They can be low-cost because you're really just building up your portfolio, but you want to stay on top of the production team as much as you possibly can.
At Experiment 27 I hired Robert who ended up becoming my co-founder, but his job now is just to watch production and make sure that they actually deliver on time and deliver what they say they're going to deliver.
So finding somebody for that role is important, but you don't have to hire for that role immediately.
It can start as one of those designers that you hired to do the work and then scale and then evolve from there.
So those are the first 90 days.
Basically, hustle your ass off to get those first three clients.
Then use that revenue to hire somebody to do the work for you.
Do not do the work yourself or else you're freelancer and then stay on top of that team for the next 30 days and then after you've proven that process works, let's say you delivered a couple projects, then you go out and you sell more.
From there, the next step is to hire a sales team and you can watch my video on how to build a sales team as well to help you there.
So hopefully you found that valuable.
If you want more B2B sales training subscribe to this channel.
Like this video on YouTube to encourage this type of content and check out Experiment27.
Com for agency marketing support.
development because you already have some experience there then just start there but you know and actually you can even do really well at that niching yourself into just being a web development company and that’s all you do and then you scale in other products and services later right and then the next thing is your niche I recommend picking at least 2 to 3 now I used to say 1 but I actually kind of like the 2 to 3 range and the reason why is
because not every niche is always going to have a ton of availability I guess for potential customers in your immediate area right so you might have to do some traveling to go get those other kinds of clients so it’s nice to have that backup niche to say okay I’ve kind of done six months of hitting these people really really hard so I’m gonna switch over to this niche and try and
take some more clients on in this niche and then we’ll come back to that my you know primary niche in another six months so that way you give them some time to you know look through stuff and throughout that process you’re following up but that way you actually have consistent flow of
potential clients coming in okay so that’s the business plan now let’s talk about pricing right we got to talk about pricing and I can’t okay I want you guys to understand something very clearly here when it comes to pricing services you have to understand that not everything is just cookie cutter packaged a lot of people like to do it that way and you can choose to do it
that way if you like where you set you know we’ll do this many facebook posts we’ll do this many ads at this level you can do it like that if you want I personally like to kind of customize my packages each time so that way I’m making sure I’m getting that business owner the best result but the package pricing also works very well for people who are new to the industry so if
you’re new I do recommend going with package pricing and just kind of setting some base rates so that way you know what to charge you know about how many hours you’re gonna work and it’s consistent right that’s the biggest thing that people struggle with in the beginning is getting
consistency in their pricing their packages and the service offering so set something up but basically you’re going to start off with a $999 so from four thousand to about ten thousand that’s considered your enterprise level so you could actually put ten thousand on here and that’s gonna be your entire enterprise level anything between these two packages right here and then that’s where you basically give them pretty much every single service that you can offer but not really because they do need to spend a little more to get really the full shebang really it’s about ten thousand to fifteen
thousand dollars to get that price or to get those types of services but those are the good kind of clients anyways let’s get into that so this also does not include any ad spend a lot of people like to they go well that includes you know Facebook ads but know that is where you add five hundred dollars on top you know a thousand dollars on top of that actual budget and then you you can either work this pricing out to where you assess your ad
management fee into this or you’ll need to add it on top as well so you’ll say plus 300 for ad spend that’s why I like to just include this in here and work that price into your base package but basically these this money over here goes into Facebookads Instagram ads YouTube ads this money right here is what they pay you and you take home to your agency and then you pay
outsourcing or you pay for labor from people who are on platforms like up-work freelancer blah blah and you actually have them fulfill the work for you you create the high level strategy to many people and this is one of the things where it’s important to take education courses because we teach you you do not need to be sitting there writing Facebook posts and creating
images and shooting the video and editing the video that is not a cash producing activity guys a CPA if you are not working on your CPAs you’re not building your business okay so you have to understand that outsourcing is super important so let’s talk about that really quick so now that you kind of understand the business model the revenue model how to price your
services you also need to start understanding how to build your team and again as soon as you take on your first client I recommend outsourcing like then I recommend going out immediately and at least hire you like someone to schedule your posts for you that alone will save and free up your time so you can focus more on selling and landing more clients but you have to
build the team you’ll need designers you’ll need copywriters you’ll need SEO related people people who understand search engine optimization add managers admins just to do basic admin work you want someone like a creative director right and this person actually comes up with posts for you they come up with ideas for campaigns they help you know facilitate the entire campaign creation process there’s so many different things that
you’re actually going to want to hire for I believe we have a team of almost twenty two people now with our agency and our personal brand combined so you know these are a ton of different people running a ton of different jobs right and that’s so I can focus on again those CPAs so that allows me to bring in more revenue for my business which in the end makes me more money now finally guys you’re going to want to do what everybody wants to
- So, are you ready toplace an order today? - [Man On Telephone] Uh, Idon't know, I'll think about it.
- Well, I mean, it'sa very very good deal.
- [Man On Telephone] Stillnot quite sold on it.
- Is it okay, do youneed more information? Maybe I can email yousome more information, would that help? - [Man On Telephone] Yeah, if you could email me that'd be helpful.
- Yeah, so I can email you information and can I call you back maybelet's say two weeks from now to follow up and see ifyou may be ready by then? - [Man On Telephone] Yeah, Imean that sounds good to me.
- Yeah, okay, and the email address we have on file, that's okay right? - [Man On Telephone]Yeah, that should work.
- Okay then, I'll callyou back in like two weeks and I'll send you the email today.
- [Man On Telephone] Okay, thank you.
- No, thank you, thank you so much.
How many times in your life when you're on a closing call in a meeting, and your prospects say toyou, I want to think about it, or send me some more information? What happens? You never hear from them again.
It is a fucking lie.
Prospects lie all the time.
When they say they want to think about it that's not actually what they're saying.
What they're actually sayingis one of these three things.
First one is, I don't have the money.
But they don't want to admitit, so what do they tell you? They lie to you.
They say, well let me think about it or let me get back to you.
They never get back to you.
They never call you back.
When you're on the phone with a prospect one of these two things happen.
Either you're closingthem, why they should buy or they're closing you, whythey shouldn't buy right now.
Makes sense? So, the second thing, whatthey're actually saying is, well, I don't see the value.
When they say they want to think about it, what they're actually saying is, yeah you have presented your offer but I don't see the value of this.
And that's why they delay the sale.
There's a reason why they are on the phone with you in the first place.
Number three, when they say,I want to think about it, what they actually mean is,I don't see the urgency, why I should buy right now,why should I buy right now? As a closer you have not shown them, you have not presented the value.
You have not articulated the value.
You have not instilled that urgency, why they need to buy right now.
And that's why they don't buy.
And you let them getaway with that excuse, that, let me think about it.
So, when clients, they say,well let me think about it, what should you reply? How do we handle their objection? If you handle the objectionthe way that I just handled it, you're gonna lose the sale.
I have already lost their sale.
There are two ways you can handle this, comment below and pay attention.
The first way is, what I call preframing.
Before you go into any sales meeting, before you get on any sales call, you can say something like this, well Mr.
Prospect, thepurpose of this meeting today, or the purpose of this phonecall today is to determine, to see if it's a good fit foryou and I to work together.
By the end of our conversation, there are three thingsthat you could say to me.
First thing you could say is, a yes, and you and I think it's a good fit.
And we're going to move forward and we're going to do business.
And that fine, that's it, that's good.
The second thing that youcould say to me, it is a no.
And I want you to know it'sperfectly okay to say no to me.
The third thing that you could say but that I don't want you tois, I want to think about it.
Because I've been doing this a long time and usually when people saythey want to think about it, what they really mean is a no.
I would just prefer, justtell me a straight no.
No hard feelings whatsoever.
So, before we get started,before we proceed, can we make a simple agreement? You're only going to tellme one of these two things, either a yes or a no, is that fair? What have I just done there? I've preframed the entire conversation.
Now at the end it's very, very, very difficult for them to say no.
And I've take the pressure away and give them the permission,it's okay to say no to me.
If we're not going to do business, if it's not a good fit,it's perfectly fine.
So, that's preframing.
Another thing that you can do is, when this comes up atthe end, when people say, yeah that sounds good, let me get back to you, let me think about it.
Don't be afraid to be direct, because prospects lie and they always use smokes and mirrors.
You want to get to the core.
You want to get to the truth.
You don't want to let them get away with their smoke andmirror, get their truth.
As a high ticket closer, as a good closer, you get to the bottom line.
So, here's what you do when they say, I want to think about it.
You say, you know what Mr.
Prospect, when people say that to me,that they want to think about it what they mean is actually a no.
You just don't want to hurt my feelings.
Isn't this the case here? And people will be like, what? You are so fucking direct, you're like, you're basically indirectlysaying, I don't buy this.
Let's get to the bottom line of this.
Then you ask them the next question, so isn't this the case here? You just don't want tohurt my feelings, isn't it? Before I get off the phone, Mr.
Prospect, why did you call me in the first place? You circle back, you circle back, finding out about theirneeds, about their pain point And then you go back tothe money question again.
It's the money isn't is? It's always the fucking money.
Of course it's the money, if money's no object they would've bought right now.
It's always the money.
So you ask them the question,it's the money isn't it? And they'll be like, yeah it's the money.
It's not within my budget, Idon't have that kind of money, whatever it is.
Then you as a closer, now you offer an alternative, a solution.
Well, let's just pretend Icould finance this for you or let's just pretendwe could offer multiple, multiple payments, we can break this up.
that wouldn't make a difference, would it? Oh yeah, that would,that would help a lot.
Well, let's talk about it then.
You see you get to the core of the problem and that's how you handle,let me think about it.
It's about your conviction,about your certainty.
Remember you cannot helpthem if you don't sell them.
If you truly believe in what you offer, you truly believe in thevalue of your products and services, what do you need to do? You need to have thebelief that you are morally obligated to close them, to sell them, because deep down youknow when they walk away from this conversation you'llnever hear from them again.
Their lives won't be changed.
The business won't be changed.
They will stay stuck in the same way.
So, as a closer, it is your job, your duty, your mission to close them.
You can't help them, ifyou don't close them.
Food for thought.