The Agency Growth System

What's up, digital marketing agency owners? I'm really excited to unpack a concept with you today called the Agency Growth System. And so if you're running a digital marketing agency and you're trying to get to a place where you've got consistent, reliable growth within your agency, you're really going to want to watch this video. Over the years in my agency, as we kind of grew to multiple 7 figures and made the Inc. 5000 list of fastest growing companies in the United States, um, 4 years in a row, I became a big student. Like, what was it that I did to help accelerate our growth? And I unpacked it into this thing called the Agency Growth System. And it's something that our entire 7-figure agency training methodology is based on. And if you follow my podcast at all, you know that I do what I call agency success interviews, where I interview successful agencies that have gone to 7 figures and multiple 7 figures, and I, I really spent some time trying to figure out what their niche is, how they chose the niche, how they land clients, and what's worked best for them to grow and scale their business. And I always look at that and say, okay, in the lens of the Agency Growth System, what is it that's working for them? And it's really boiled down to this little chart that maps out the key things you wanna do from a client attraction perspective on a daily, weekly, monthly basis, and then the things you need to do from a delivery perspective in terms of what you do once you've landed the clients, and then how do we retain and scale. And I kinda put some KPIs and some metrics behind it, so I'm really excited to share this with you guys today. And so, you know, if you're excited about this, type growth into the comments if you're excited about learning about this agency growth system. Here's the thing, right, in order to have consistent growth within your business, you've gotta fill your funnel, You've gotta land clients, and then you've gotta deliver and retain, right? If you've got those 3 things going and that whole engine is operating like a fine-tuned machine, a system, you can have consistent, reliable growth. So when it comes to filling the funnel, lots of things you can do to fill the funnel, and whether it's cold outreach, webinars, speaking at events, running Facebook ads, putting out video content, setting up joint venture opportunities. I did a complete training with the, The 5 key client acquisition strategies that we found work best. But really, if you think about this from— in the terms of the things you want to be doing on an ongoing basis, daily you want to be doing some type of outreach, right? That means we need to get a list of prospects within our niche. We need to have a message going out with value-added introduction. Hey, um, here's a cheat sheet that I created. Hey, here's a book that I published. Um, here's a result that I generated for one of our clients, right? We found that If you're doing that on a daily basis, you're gonna have a database of prospects that start to know, like, and trust you. So on a daily basis, we should be doing some type of cold outreach and constantly growing our list. And I think that's where most agencies kind of stop, right? It's like, okay, I've got this thing that I'm doing over here, I'm doing some cold outreach, but I'm not having the type of growth that I'd like within my business. So one of the things you need to do to keep the pipeline full in order to nurture that database, where there's 2 key strategies that I think you should do every single month. And if you do this one, these 2 things every month, you will position yourself as the prolific expert in your industry. And that's a monthly webinar and a podcast of some sort. So the monthly webinar, I did another training here, another video that really explains what we do with the monthly webinar method. So if you wanna search that, you will find it, and I explain kind of the idea. But conceptually, once a month we're gonna come up with a unique topic, we're gonna promote it out to our list, we're gonna show up, we're gonna do a webinar, 45 minutes to an hour and a half, and then we're gonna take the recording of that, we're gonna load it up, and we're gonna syndicate it, right? Just doing that every month will make you prolific in your industry. It will force you to create new content on a very consistent basis. Now, second to that is we wanna do some type of podcast. You can take your webinar and actually turn it into a podcast. But what I'm talking about here is once a month you wanna do an expert interview style podcast. And that's where you're gonna interview somebody in your niche, maybe a client, maybe someone that's just doing really, really well, and ask them about what they're doing, how they're succeeding, how they're winning. This is what we call the expert interview approach. It's very powerful. And so these two very basic things, Right? Done on a very consistent basis will nurture your database, it will create new content, it will fill your pipeline with inbound opportunity. And if you do it right, it will actually even fill your calendar in the process and the way that you promote this content and the way that you get it out there. Now, that's monthly. You wanna be doing those two things every single month. In addition to that, on a quarterly basis, in order to keep really, really positioning yourself and, and to really keep the pipeline full, we wanna be looking for industry events and conferences. So in your niche, they're doing doing continuing education. In your niche, they've got trade shows and conferences that are happening. You wanna be looking for opportunities to be at those events, initially as an exhibitor, and then over time as a contributor speaking at the events and conferences. And then at least once a quarter, you wanna be creating new case studies, which is you featuring a client saying, hey, Mr. Client, here's what we did, here's the results that we got. Like, why did you choose us? What's been your experience? How's that changed your life? And if you just do these things daily, monthly, quarterly, you will have a perpetual flow of new clients in, in your world, right? In these case studies, down at the bottom are you documenting what you did and showing that all of your talk is resulting in outcomes for the clients, which makes you even more magnetically attractive and higher positioned on the authority ladder. So this will keep your pipeline full. And really what we found, in order to have consistent growth within your agency, A minimum KPI would be at least 15 strategy sessions per month. I find that if you're getting less than 15 strategy sessions per month, you're gonna be in a stagnated state within your business. And so that's a minimum KPI, so we've got this KPI down here, 15 or more strategy sessions per month. So that'll keep the pipeline full. From there we've gotta land clients. We actually have to convert those opportunities into recurring revenue-based clientele. And so there's a couple things you wanna have in place. You wanna have the ultimate agency funnel, and I've done some videos on this, but that's just a process to get prospects where they can schedule a time on your calendar, get warmed up, show up prepositioned to buy, and have a, you know, show up excited about the opportunity to do business with you. And so you wanna have your appointment funnel built out. I do that in GoHighLevel. You can do that on different platforms using Calendly and things like that, but to do it right, I really like HighLevel for that. And then you need to have sales process mastery. You or your sales team need to have a great consultative sales process where you can take a prospect from interested to saying yes, right? And I'll do a future video on this, really walking you through what I think the ideal sales process is for agency-centric services. Now, the KPI you wanna be shooting for here is at least a 30% close ratio, right? Some of you do much better than that. If you're well-positioned, you've got lots of inbound opportunities. Maybe you get higher than 30%, but really I think you want your sales process to get prospects to show up excited and prepositioned to buy and then convert at, at least 30%. Now, if you get 15 strategy sessions per month and you're converting at 30%, that's gonna put you somewhere between 4 and 5 clients per month. Mathematically speaking, 4 or 5 clients per month at $1,500 or more per month would put you on a run rate to be a 7-figure agency over 12 months. And so I really like these KPIs. Shoot for at least 15 strategy sessions, have at least a 30% close ratio, and then from there we have to retain the client base, right? If you can't retain the client base, you're gonna be taking one step forward, one step back. And so that boils down to delivering great results, creating a great experience. And the KPI we shoot for from a retention perspective is at least a 97% monthly retention rate, which means you, you turn less than 30% every month. And the key to that is having world-class onboarding, right? Where you really— when that client says yes, you've orchestrated an experience, right? They're getting stuff in the mail, they're being welcomed properly, you're gathering all the usernames and passwords, you're creating quick wins in your strategy so they can start to get results right out of the gates. If you've got world-class onboarding, that goes a long ways towards your retention. You need to have great communication rhythm, which is around your reporting. What are you reporting to the client? How are you meeting with them on a monthly basis and really meeting them where they're at and helping them understand the value that you're bringing to the table? And then you wanna have the account manager advantage strategy, which is really around how do we build a team so that we're not personally managing all those relationships? So that we've got the scale model as we had 17, 30, 50, 100 clients, The clients are being well served, they're being well maintained. I think when you get this dialed in correctly, you're gonna be able to retain at 97% or higher. And so I could go in depth on all of this, but I wanted to share this system with you guys because it was so powerful for, for us in our agency, and it's been so powerful in the agencies that we work with at Seven Figure Agency to accelerate their growth to seven figures and beyond. So this is the growth system. Hopefully it makes kind of a concept that might be complex a lot more simple, right? I find that complexity fails and simplicity scales. So the more simple you can make it— here are the things I'm doing daily, here are the things I'm doing monthly, here are the things that we're doing on a quarterly basis to fill the funnel— and then we know what our KPIs are, right? We're looking for 15 strategy sessions or more per month, We're looking for a 30% or higher close ratio, and then we're looking to retain our clients at least 97%. If those KPIs are being met, you're gonna be in a consistent and perpetual state of growth in your agency. I hope this has been valuable. If you want more insights on any of these, like going deeper on the sales process or filling the funnel and how to do webinars or the interview podcast approach, let me know in the comments. If you have any thoughts that stuck out to you, like, man, hey, this was useful, this was valuable, Please let me know that as well. Like, I thrive on feedback. So hit the like button. If you wanna make sure you're abreast of new videos as we're rolling out on a weekly basis, be sure to hit the subscribe button. And share this with another agency owner that you think could benefit as they're looking to grow and scale. If you'd like to dive in, I've got something called the 7-Figure Agency Roadmap Implementation Blueprint, which is recordings of our 2-day event where we unpack the entire 7-figure agency model and everything in between. And I'm offering it for a limited time at no charge. So if you wanna get your hands on that, you wanna go deep with these concepts, go to 7figureagency.com/roadmap, check it out, and I look forward to seeing you take your agency to the next level as quickly as possible. That's it for now. I'll talk to you soon.