Not that anyone needs reminding but, 2024 was a rough year for agencies and I’m convinced our industry needs to reinvent itself. One of the ways we can do this is by exploring alternative growth strategies. By continuing to explore new strategies we can evolve as a community and offer better service to our clients.

Please let me know if I’m missing any key strategies, er . . . “agency secrets.” And I’d love to hear how you have adapted your agency for our current enviroment.

1. Sell AI Integration Systems

Businesses need help integrating AI across their marketing efforts. That’s where your agency can step in, by offering an AI-Integrated Marketing System that can be tailored to their unique needs. With tighter budgets, client want to know how to do more with less. So building a system that they can scale using AI will sound very attractive to many businesses.

Why Clients Need This

Efficiency Gains
With tightening budgets, clients are eager to do more with less. AI can automate repetitive tasks, analyze vast data sets, and provide actionable insights, reducing labor costs and freeing up human resources for higher-level work.

Competitive Edge
Businesses that leverage AI effectively stand out, while those that lag behind risk becoming irrelevant.

The Complexity Barrier
Most companies don’t have the in-house expertise to navigate the overwhelming array of AI tools, making a plug-and-play system incredibly attractive.

What to Offer in an AI-Integrated Marketing System

1. An AI Content Strategy

Creating content with AI is easy, but using the right tools, resources, and strategy requires expertise.

2. Customer Journey Automation:

AI chatbots and virtual assistants can engage leads and provide customer support 24/7. But implementing these things in ways that will not frustrate users takes time and skill.

3. AI-Driven Advertising:

• Dynamic ad optimization using AI platforms like Google Performance Max or Meta Advantage+ to maximize ROI.

• Audience segmentation and targeting based on AI-analyzed data trends.

4. Scalable Analytics Dashboards:

• AI-enhanced dashboards that visualize performance data, making it easy for stakeholders to interpret.

• Real-time reporting that integrates with CRM, social media, and ad platforms.

5. Training and Support:

• Provide training sessions for in-house teams on how to use and scale the system.

• Offer ongoing support and updates to ensure the system evolves with technology.

How to Position It

• Customizable Yet Scalable: Pitch your system as adaptable to businesses of all sizes, whether they’re startups or enterprises. Highlight that it grows with them.

• Immediate ROI: Demonstrate how automation can reduce costs, improve efficiency, and generate better outcomes.

• Future-Proofing: Market it as a strategic investment in the client’s ability to stay competitive in an AI-driven future.

Upsell Opportunities

• Offer tiered packages based on the level of AI integration and features.

• Include add-ons like advanced AI training for teams, custom chatbot development, or deeper integrations with client systems.

By positioning your agency as an AI enabler, you can solve a pressing problem for clients while creating a recurring revenue stream from system maintenance, updates, and consulting.

2. Offer Fractional Services

Fractional services are on the rise. When it comes down to it, agency leaders are creative problem solvers and selling productized services don’t always solve the right problem for the client. In a fractional role, you essentially rent out expertise on a part-time basis to clients who need strategic leadership but can’t afford or justify a full-time hire. Fractional services can include roles such as:

• Fractional CMO: Acting as a part-time marketing leader to guide strategy and campaigns.

• Fractional Brand Strategist: Helping businesses align their messaging and identity without a full-time commitment.

• Fractional SEO Consultant: Driving measurable results for clients who need guidance on organic growth.

Why Fractional Services Work

1. Fills a Gap: Many businesses can’t afford a full-time executive or specialist, but they desperately need strategic direction.

2. Increases Margins: These high-value services allow you to charge premium rates for expertise, often billing by the day or project.

3. Flexibility: Clients get the expertise they need without the overhead, while you maintain control over your schedule and capacity.

How to Get Started

• Define the Offering: Be specific about the scope of your fractional role, including deliverables, hours, and strategic focus.

• Create Packages: Offer structured tiers of service (e.g., 10, 20, or 40 hours a month).

• Leverage Your Expertise: Market your experience and showcase case studies that demonstrate your ability to lead initiatives.

• Set Clear Expectations: Communicate the benefits and limitations of fractional engagements upfront.

By adding fractional services to your portfolio, you position your agency as a trusted partner capable of solving strategic challenges at a cost that makes sense for clients.

3. Build a Network of White-Label Partners

Growing your agency doesn’t always mean hiring a larger team or adding new in-house capabilities. By building a network of white-label partners, you can expand your services, increase capacity, and ensure client needs are met without overextending your resources.

How It Works

White-label partnerships involve outsourcing specific services to trusted external providers who deliver work under your agency’s branding. For example, you might outsource PPC campaign management, web development, or SEO services to specialized agencies or freelancers.

Benefits for Your Agency

• Service Expansion Without Hiring: Offer a wider range of services, from video production to app development, without the overhead of hiring full-time staff or building new departments.

• Seamless Overflow Management: Handle spikes in workload without sacrificing quality or timelines, ensuring your clients remain satisfied during busy periods.

• Increased Revenue: Act as the middleman by marking up the cost of white-label services, creating an additional revenue stream for your agency.

• Risk Mitigation: Test new service offerings without the upfront investment of building internal capabilities. If a new service gains traction, consider hiring or building in-house expertise later.

How to Build the Network

1. Vet Your Partners Carefully: Look for agencies or freelancers with a proven track record and excellent communication skills.

2. Set Clear Expectations: Define processes, timelines, and quality standards to ensure consistency with your agency’s brand.

3. Maintain Oversight: Act as the liaison between the client and your white-label partner to ensure deliverables align with client expectations.

By leveraging white-label partnerships, you can scale your agency flexibly and maintain a high standard of service, even during periods of rapid growth.

4. Invest in Client Education

Empowered clients are loyal clients. By focusing on client education, you position your agency as a trusted advisor, deepen client relationships, and reduce churn. Education builds trust, ensures clients understand the value of your services, and turns them into long-term advocates for your brand.

Why Client Education Matters

• Builds Transparency: When clients understand what goes into your work, they’re less likely to question your methods or fees.

• Increases Retention: Clients who feel educated and supported are more likely to stick with your agency.

• Encourages Advocacy: Educated clients who see results from your strategies are more likely to recommend your services to others.

Strategies for Educating Clients

1. Host Quarterly Workshops or Webinars:

• Cover emerging trends in marketing, technology, or other relevant fields.

• Focus on actionable takeaways, like optimizing their own content or understanding performance metrics.

• Invite guest speakers to add authority and diversify perspectives.

2. Provide Biweekly Newsletters:

• Send tailored tips and insights relevant to their business or industry.

• Include case studies, industry news, and quick wins to keep them engaged and informed.

3. Create Self-Service Resources:

• Develop an online knowledge base or resource hub with tutorials, FAQs, and best practices.

• Offer downloadable templates or toolkits they can implement themselves.

4. Offer Regular Strategy Reviews:

• Conduct monthly or quarterly meetings to walk clients through campaign performance, explain the “why” behind the numbers, and align on goals.

• Use these sessions to reinforce the value of your work and discuss areas for improvement.

The Payoff

Educating clients creates a partnership dynamic rather than a vendor-client relationship. It demonstrates your expertise, fosters trust, and equips clients to better understand—and appreciate—the value of your services. Over time, educated clients are more likely to invest in additional services, increasing your lifetime value per client.

5. Sell Strategic Consulting

Consulting and planning can be appealing for companies who are looking to leverage their in-house staff for execution. Offering strategic consulting positions your agency as a partner in their growth, helping you secure long-term relationships and premium pricing.

Why Strategic Consulting Works

• Higher Perceived Value: Strategy is seen as more valuable than execution, allowing you to charge higher fees.

• Client Dependence: When you’re integral to their long-term planning, clients are less likely to leave.

• Differentiation: Few agencies excel at strategic consulting, making it a unique selling point for your agency.

What Strategic Consulting Looks Like

1. Comprehensive Audits: Start with a detailed assessment of the client’s current marketing, branding, or operational efforts to identify gaps and opportunities. Use data-driven insights to back your recommendations.

2. Tailored Roadmaps: Develop actionable plans that align with the client’s specific goals, industry, and resources. This could include content strategies, customer journey mapping, or technology recommendations.

3. Workshops and Training: Conduct interactive sessions with the client’s team to educate them on key concepts and build alignment on strategic priorities.

4. Ongoing Advisory: Offer retainer-based consulting where you meet regularly to review progress, address challenges, and adjust strategies as needed.

How to Sell Strategic Consulting

• Position Yourself as an Expert: Highlight your experience, case studies, and unique frameworks to build credibility.

• Bundle Strategy with an Execution Plan: For example, create a three-month engagement that starts with discovery and results in a strategic plan. Even if you’re agency isn’t providing the execution chances are you will still be needed to help it along.

• Focus on ROI: Show how your strategic advice will save them time, reduce wasted spend, and drive revenue growth.

Example Offerings

• Brand Positioning Strategy: Help clients clarify their unique value proposition and develop messaging that resonates with their target audience.

• Growth Marketing Plans: Develop a 12-month roadmap for scaling their marketing efforts, including channel selection, budget allocation, and key metrics.

• Digital Transformation Consulting: Assist clients in adopting new tools, systems, or processes to stay competitive in their industry.

The Payoff

Strategic consulting not only elevates your agency’s perceived value but also strengthens client relationships by embedding you in their decision-making processes. Clients who rely on your strategic insights are more likely to view you as an indispensable partner, leading to longer contracts, higher retainers, and increased referrals.

5. Leverage Peer Communities

Agency owners often grow in isolation, but learning from others can be a game-changer. Join agency mastermind groups or online agency communities where you can learn and grow with others.

Why Peer Communities Matter

• Real-World Solutions: Gain practical advice from others who have faced similar challenges.

• Fresh Perspectives: Benefit from diverse viewpoints that can reveal blind spots in your strategies.

• Collaborative Opportunities: Forge partnerships, share resources, or even team up on client projects.

• Accountability: Being part of a community encourages you to stay on track with your goals.

How to Engage with Peer Communities

1. Join Agency Mastermind Groups: Seek out curated groups where members share similar goals and challenges. These groups often feature structured discussions, accountability check-ins, and expert guest speakers.

2. Participate in Online Forums: Platforms like Slack, Discord, or LinkedIn often host vibrant agency-focused communities where members share advice, tools, and success stories.

3. Attend Industry Events: Conferences, webinars, and meetups are great places to connect with peers and build relationships in person or online.

4. Contribute Actively: Engage meaningfully by asking questions, sharing your expertise, or offering feedback to build trust and credibility within the group.

How Peer Communities Can Accelerate Growth

• Problem-Solving in Real-Time: Facing a tough decision or new challenge? Your peers might already have a tested solution.

• Learning Best Practices: See what’s working for other agencies and adapt those strategies to your business.

• Opportunities for Joint Ventures: Collaborate on projects that might be too large or complex for your agency to handle alone.

• Inspiration and Motivation: Hearing others’ success stories can reignite your passion and fuel new ideas for growth.

Tips for Maximizing Peer Community Benefits

• Be Transparent: Share your challenges openly to get the best advice. Remember, everyone benefits from authenticity.

• Build Relationships: Focus on long-term connections rather than quick wins.

• Leverage Tools and Templates: Many communities share valuable resources like proposal templates, client contracts, or marketing playbooks.

• Don’t Just Take—Give Back: Offering your insights and support makes you a valued member and strengthens the community.

The Ripple Effect of Community

Peer communities provide more than just advice—they help you stay adaptable, relevant, and resilient in a rapidly evolving industry. By leveraging the collective knowledge and support of like-minded professionals, you can scale smarter, avoid common pitfalls, and maintain a competitive edge. Collaboration with peers doesn’t just grow your agency—it grows you as a leader.

• See how others agencies are solving problem
• Learn best practices
• Collaborate on joint ventures
• Get outside perspectives on your challenges.

6. Turn Competitors Into Collaborators

In a rapidly evolving industry, networking isn’t just helpful—it’s essential. Surprisingly, some of your best allies might be those you once considered competitors. Collaboration with these peers can unlock unexpected opportunities and strengthen your position in the market.

Why Collaborate with Competitors?

• Mutual Growth: When you work together, both parties can gain new insights and expand capabilities.

• Leveraging Strengths: Competitors may have expertise in areas your agency lacks and vice versa.

• Goodwill and Trust: Building relationships with competitors can create a sense of camaraderie, not rivalry, in the industry.

How to Collaborate Effectively

1. Share Referrals: Not every client or project will align with your agency’s scope or expertise. Referring work to a competitor with the right skills can lead to reciprocal opportunities.

2. Co-Host Events or Webinars: Partnering on events is a great way to share audiences, showcase your collective expertise, and increase visibility for both agencies.

3. Partner on Complex Projects: Tackle projects requiring a mix of complementary skills. For instance, you might handle branding while a competitor leads on technical development.

4. Engage in Peer Learning: Discuss market trends, share challenges, and exchange strategies to keep each other informed about industry shifts.

Benefits of Competitor Collaboration

• Stronger Client Relationships: Referring clients elsewhere when the fit isn’t right shows integrity and fosters trust.

• Expanded Expertise: Collaborations let you pitch services you couldn’t otherwise offer on your own.

• Reduced Competition: When competitors become allies, there’s less pressure to undercut or outpace one another.

Tip: Start Small

Begin with one-off collaborations like a joint blog post or referral exchange. Gradually build trust before tackling larger, more complex projects.

7. Use Account-Based Marketing (ABM)

Your current clients are often your best growth opportunity. Rather than focusing solely on new business, double down on building stronger relationships with your most valuable clients through Account-Based Marketing (ABM).

What is ABM?

ABM is a targeted approach that treats each client account as its own market. It focuses on deeply understanding client needs and crafting personalized strategies to address their goals.

Steps to Implement ABM

1. Identify High-Value Accounts: Use analytics to find your most profitable and engaged clients.

2. Research Deeply: Study these clients’ industries, challenges, and goals to gain actionable insights.

3. Tailor Campaigns: Create personalized strategies—like custom content or dedicated outreach—that align with each client’s needs.

4. Engage Decision-Makers: Build relationships with stakeholders who influence buying decisions within the client’s organization.

ABM Strategies for Agencies

• Exclusive Offers: Design tailored packages or services for your top clients.

• Educational Initiatives: Provide webinars, workshops, or resources that align with their specific challenges.

• Dedicated Account Teams: Assign a team or individual to nurture these high-value relationships consistently.

Benefits of ABM

• Higher ROI: Focused efforts on high-value clients yield greater returns than generic campaigns.

• Stronger Client Loyalty: Personalized attention ensures clients feel valued, reducing churn rates.

• Upsell Opportunities: Deep understanding of a client’s needs allows you to suggest relevant additional services.

Tip: Don’t Ignore Measurement

Track ABM success by monitoring metrics like client retention, upsell revenue, and campaign engagement rates. Use these insights to refine your approach over time.

By turning competitors into collaborators and focusing deeply on your existing clients through ABM, you can future-proof your agency and achieve sustainable growth.

Join us in the Grow Your Agency community and share what strategies you put into action.