1. TOP 10 MISTAKES
GROWING MARKETING
AGENCIES MAKE

2. 2
Top 10 Mistakes
Growing Marketing
Agencies Make
A GUIDE FOR MARKETING AGENCIES AND OTHER PROFESSIONAL SERVICES FIRMS
Introduction
You’re living the dream.
smoother.

3. dream coming true. Then reality reared its head.
and got busy.
the business. It might be arrogance.
3
Top 10 Mistakes Growing Marketing Agencies Make
RESTING ON YOUR LAURELS
AFTER A NEW BUSINESS WIN
1
$!!
!
!
$$
$
#

4. vincing case to the other three.
street.
4
Top 10 Mistakes Growing Marketing Agencies Make
PITCHING EVERY NEW-BUSINESS
OPPORTUNITY – GOOD, BAD OR UGLY
2#

5. 5
Top 10 Mistakes Growing Marketing Agencies Make
KNOWINGLY TAKING ON
A PROBLEM CLIENT
3
good days.
Do not let that be you. Ever.
Taking on a notorious client and thinking you can change them is like buying a Porsche
#

6. 6
Top 10 Mistakes Growing Marketing Agencies Make
BEING DOMINATED BY ONE
HUGE CLIENT
4#

7. rather leaky vessel.
7
Top 10 Mistakes Growing Marketing Agencies Make
NEW BUSINESS EFFORTS CAUSE
CURRENT CLIENT NEGLECT
5#

8. 8
Top 10 Mistakes Growing Marketing Agencies Make
FAILING TO IDENTIFY SPECIFIC SERVICE
PARAMETERS TO THE RETAINER AGREEMENT
6#

9. 9
Top 10 Mistakes Growing Marketing Agencies Make
NOT BUILDING SCALABILITY INTO
ALL YOUR PROGRAMS
7#

10. some aren’t.
10
Top 10 Mistakes Growing Marketing Agencies Make
NO STAFFING PLAN WHEN YOU LAND
THAT BIG ACCOUNT
8#

11. Most of us have several things we do well but one thing we can just knock out of the park.
So when we’re a small agency we tend to hone in on our strengths and/or those things we love
working on, which usually means we do great work.
But as growth occurs, clients are going to want more than what exists in your sweet spot and you
risk losing a client?
Clients who need multiple services don’t want to have to deal with two or three shops, especially
small skill set of yours into a big one.
11
Top 10 Mistakes Growing Marketing Agencies Make
BEING TOO SPECIALIZED AND
ALIENATING YOUR AUDIENCE
9#
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7 New Services to
Grow Your Agency

12. What are you worth? What should it cost for a client to access your talent and time? These are simple
questions to answer when you’re small. Once growth happens there are more considerations.
pricing structures, but four of the most common are:
Cost-plus
Target-return — you need to know your entire investment and cost in order to calculate the price
Value-based — based on the actual value your clients will get from the product or service you sell
Psychological — takes into account the clients’ perception of your pricing
And there’s another consideration: there’s nothing wrong with pricing yourself competitively; you don’t
want to become the discount option by low-balling your pricing. Becoming known as the discount
brand shows no respect for the agency you’re trying to build. It doesn’t earn any either.
ONE FINAL BONUS MISTAKE
breath and relax. And, while taking the occasional breather is always important, one thing you
shouldn’t do is stop providing new and innovative services to your clients. One of those services —
and, yes, this is where our sales pitch happens — might be marketing automation, which is where you
provide automated systems to help your clients generate and nurture leads. Optify delivers a simple
digital marketing software suite that does exactly that.
12
Top 10 Mistakes Growing Marketing Agencies Make
NOT HAVING A PRICING STRUCTURE
10#
DOWNLOAD
The Ultimate Pricing
eBook for Digital
Marketing Agencies

13. Simple Digital Marketing Software
Interested? Get in touch.
Optify delivers a simple digital marketing software suite that is the industry standard for agency
marketers. Our complete cloud-based digital marketing platform eliminates the need for
standalone tools and empowers agencies to easily create and manage demand generation
programs across multiple websites, nurture and score the hottest prospects, prioritize the
highest performing programs and streamline co-branded reporting of client results - all from
one login.
Our award-winning software suite includes search engine optimization, email marketing, social
media marketing, landing pages, lead scoring and tracking, contact management as well as our
industry unique Optify Connect. In addition, large clients and advanced implementations utilize
the Optify API and deep integration with Salesforce.com for delivering custom reporting and
integrated lead generation using CRM.
Optify’s agency-friendly product and pricing model enables our agency customers to quickly
transition more clients from projects to retained engagements, expand the breadth of service
dramatically reduce the amount of time spent on data aggregation and client reporting.
LEAD
GENERATION
MARKETING
AUTOMATION
LEAD
INTELLIGENCE
SALES
ENABLEMENT
CAMPAIGN
RESULTS
WEBSITE
WITH
OPTIFY
OUR CLIENTS
CONTACT US
206.388.4234
info@optify.net
WWW.OPTIFY.NET