Consider this: It’s a warm Monday morning, you are at your agency, and you get a call (thanks to your call-only ad on Google) from a potential client who asks for your help.

She wants you to help her get leads and sales for the brand new Unisex Salon she opened in downtown Los Angeles.

While she has a limited budget for marketing, she is toying with the idea of using Google Ads or Facebook Ads. She doesn’t know which of these advertising channels she should be using.

After you are done listening to her, asking questions, probing her for more information, and getting a feel for her business, what do you tell her?

You’ll do what most freelancers, specialists, consultants, and marketing agencies do: You’ll say that you’d be delighted to help. You’ll proceed with whatever you might have to do next (paperwork, anyone?).

We’ll wager a bet right now: tacos, beer, coffee, or a crisp $10 bill?

It’s not going to be as straightforward as that.

Digital marketing agencies

Just because you can, and because your client asks for it, it doesn’t mean that you will be able to delight her with results especially if your agency does what everyone else does.

You are still going to walk uphill, trudging along, huffing, panting, stopping for breath, and still have nothing much to show for it all.

If you are an agency working to help  clients find success on the digital front, you are going to meet a slew of issues that wouldn’t have existed just a few years ago.

There was a time when all that you needed was a website. Today, you need a website, landing pages, sales funnels, live chat software, lead generation elements (such as pop-ups and opt-in forms), and more. This list isn’t exhaustive.

Back in the day, all that you needed to run Facebook Ads was to agree with your clients on their goals, and just launch campaigns.

Today, you need access to their Facebook business page, Facebook Ad account, brainstorm about objectives, decide on offers to make, determine budgets, and more. You also have to set up pixels and create audiences, put together complex reports, and more.

In short: Managing clients — including their websites, advertising accounts, web properties, social accounts, analytics — can only get more complicated every day.

How are you, as a marketing agency, supposed to keep up? How do you navigate through this maze of madness? What can you possibly do now so that you set your agency for success?

Here are a few tips:

Practice what you preach

Mobile-first index

There are way too many agencies that advocate the importance of inbound marketing but they don’t even have a blog to start with.

Too many digital marketing agencies only “preach” and get busy trying to make clients practice inbound marketing without ever doing anything for their own marketing.

Potential clients can see through that.

If you manage a digital marketing agency, it’s inevitable that you let your work speak for itself. Start blogging regularly, improve your presence on social media, grow your own email list and launch ad campaigns for your own agency.

Get expert help

Create A Great Customer Experience Strategy

Yes, even agencies need help. Digital marketing is an ever-changing domain. As things change, so will you. You’ll always need help with getting new clients, hiring your first team members, managing freelancers and consultants, implementing marketing projects, meeting deadlines, and more.

Open up your mind to the possibilities and options available for you. We live in the gig economy; you don’t always have to hire full-time. You could get help from remote freelancers instead.

We also offer dedicated marketing tools, suites, and programs for agencies that you can use for everything you need such as content curation, content management, and even marketing automation.

Don’t be a one-trick pony

How Artificial Intelligence Is Revolutionizing Digital Marketing

Should you focus or diversify? The debate is still on. Businesses will always face the challenging decision as to diversify or not, as Constantinos C. Markides of Harvard Business Review writes.

Debate or no debate, most businesses diversify sooner or later. Google started with a search engine. Today, they also have mobile phones, the Google Play Store, Google Cloud Computing services, Google Suite (apps), and more.

Apple started with computers but now also sells mobile phones, music players, tablets, and several accessories.

As a digital marketing agency, should you diversify? Yes, you should.

Most marketing agencies tend to do what they know best. They specialize in SEO. Or maybe they only offer Facebook Ads services. There was a time when this worked great. Not now. Not anymore.

To find success with digital marketing for your clients your work now demands expertise across a wide spectrum of online services.

If you limit yourself to providing a single service, then you are leaving money on the table by not taking advantage of other services you could be offering.

Further, you aren’t doing justice to clients because they have your expert services in one area, they’d still have to look for someone else to take care of other areas of online business.

Embrace the tech stack

6 Marketing Tools That Will Change Your Business

Providing digital marketing services is impossible without using technology, one way or the other. Practically, every service you provide and all the work you do can be done better, faster or more efficiently if you use SaaS services, applications, software, and tools.

Also called a marketing stack, your agency can benefit from a fantastic array of tools available today to help you develop systems, workflows, and provide a superior level of service.

Some agencies have a series of tools for various services they provide. For instance:

  • Tools and workflows for website design, website redesign, page builders, and website management (Including hosting, plugins, and third-party tools)
  • Content marketing tools, Keyword research tools, content curation tools, and content management tools (also includes Google Docs and Dropbox among others.)
  • Landing page builders, linked to email autoresponders
  • Full-fledged marketing automation suites
  • A suite of analytics tools, usually starting with Google Analytics.
    Tools to help create, launch, manage, and optimize digital advertising (for Google Ads, Facebook Ads, and others)

Do you have a marketing tech stack that you’ve come to depend on?

Simplify client onboarding

Optimizing The Customer Service Experience

If you think about it, client onboarding is more stressful for a typical digital marketing agency than the actual work that an agency undertakes. Here are the typical client assets or accounts that you need to get your hands on:

  • Hosting logins and website logins.
  • Depending on how a client website is built, you might need access to their Content Management System (be invited or get login details)
  • Get access to your client’s email marketing system.
  • Access social media profiles
  • Access the Facebook business manager, Google Ads, etc.
  • Access Google Analytics and other advanced analytics tools
  • Access any other tools, platforms, or apps that clients use
    Get access to CRM systems, project management tools
    Collect and organize client assets (logos, graphics, content, etc.)

It helps to sit down and think about the services you provide, what you need from your clients to help get the work done, and how you plan to gain access to all that you need.

Check out our services and solutions built exclusively for agencies:

Need something else? Are you an agency looking for specific solutions to help your business grow? Fill out this form and we will get back to you to set up a call.


Ash is an end-to-end digital marketer and an entrepreneur. He runs fetchprofits a full-service digital marketing agency, funnelserve -- a destination to purchase Unbounce Landing pages, and also blogs at groovywebtools. When he isn't inundated with marketing, he travels around the world wherever his heart takes him.

    3 replies to "How To Set Your Digital Marketing Agency For Success"

    • […] should stay focused by providing a singular service (like help clients with Facebook ads) or be an end-to-end digital marketing agency by providing a complete set of services so that your clients don’t ever have to look for help […]

    • […] Using specific systems, processes, and technology you can make your service workflow a lot more efficient, semi-automated (or maybe even automated), and spend all the time you free up by engaging directly with customers instead of digging your head into the sand just to deliver services. […]

    • […] Now, back when I first started, so I started online in 2006 and the first offer, the first product, the first thing that I ever did was I wrote an 18-page ebook on how to pick up clients. So the first three or four years that I was online was a tumultuous time because I was trying to figure out blogging. For those of you who know my origin story. I was a Pepsi truck driver and drove semi for five years. And then my, I think my third year when I was at Pepsi I ended up going back to school. So I was driving semi-truck full time and I was also going to college full time. And so I was working about 60 hours a week and also taking like a full course load. I ended up finishing with two degrees in five years from school, but in my sophomore junior year I ended up starting my first company, and that was in 2006. And so from 2006 to like 2009-2010 was just a shit show because I started doing web design and that kind of stuff, and then fell in love with like blogging and advertising and passive income. So that was where that how I got into that. So it wasn't until like 2010-2011 I started figuring out affiliate marketing. And at that time I was working with clients. So I would work with a couple of clients doing the web design and whatever. So I knew how to pick up clients. And I wrote like an ebook on how to pick up those clients. So it was 10 strategies on how to work with local businesses, or how to do this local marketing thing as it was called now, or as it was called then, now it's like just agency work. So starting a marketing agency. […]

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