{"id":170031,"date":"2023-12-12T06:25:58","date_gmt":"2023-12-12T11:25:58","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=170031"},"modified":"2024-10-04T11:18:28","modified_gmt":"2024-10-04T16:18:28","slug":"how-to-start-a-digital-marketing-agency","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/how-to-start-a-digital-marketing-agency\/","title":{"rendered":"How to Start a Digital Marketing Agency (Advice From 100+ Founders)"},"content":{"rendered":"\n<div class=\"intro-txt\">How do you start your own digital marketing agency? I asked 100+ digital marketing agency founders <a href=\"https:\/\/x.com\/chris_at_b449\/status\/1709864488898310422?s=20\">on X<\/a> and <a href=\"https:\/\/www.linkedin.com\/posts\/chris-haines-seo_i-want-to-speak-to-digital-marketing-agency-activity-7115635975430516736-i4_q\">LinkedIn<\/a> to find&nbsp;out.<\/div>\n\n\n\n<p>Here\u2019s how they started their agencies\u2014and you can&nbsp;too.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Find your niche\" data-section=\"find-your-niche\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Find your&nbsp;niche<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Choosing what your agency focuses on should be a mix of what people want, what you know how to do (and are good at), and what you&nbsp;enjoy.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cI\u2019m a big believer in only selling something you\u2019re good&nbsp;at.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Joshua George\" src=\"https:\/\/media.licdn.com\/dms\/image\/D4E03AQGf0XAivltTgg\/profile-displayphoto-shrink_800_800\/0\/1673878045705?e=1706140800&amp;v=beta&amp;t=HzgjGGW2MAm04BOaO59nU4S20LYfeqt-U14qsDRShkY\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Joshua George,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.clickslice.co.uk\/\" target=\"_blank\">ClickSlice<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Here\u2019s what this looks like visualized:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1536\" class=\"wp-image-170060\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9.jpg\" alt=\"Find your digital marketing agency niche illustration\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-443x425.jpg 443w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-768x737.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-1536x1475.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Although finding a good agency niche isn\u2019t a guaranteed recipe for success\u2014it\u2019s often the best place to&nbsp;start.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Tip<\/div><div class=\"recommendation-content\">If you want to check \u201cwhat people want,\u201d use Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> to check the search demand for your ideas by typing in a keyword and checking the Overview.<\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"827\" class=\"wp-image-170062\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-1.jpg\" alt=\"Screenshot of Ahrefs Keywords Explorer used to find the search volume for seo services in New York.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-1.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-1-680x351.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-1-768x397.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/image-9-1-1536x794.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cI learned pretty early on that it is fruitless to try and offer SEO services to anyone and everyone, and you should either specialize in what you offer (e.g., link building or site audits) and who you offer it to (e.g., SaaS companies, eCommerce stores or people in the finance space) So it\u2019s something I would have done differently from day one, and it\u2019s what I would follow today if I was starting from&nbsp;zero.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Glen Allsopp\" src=\"https:\/\/pbs.twimg.com\/profile_images\/378800000368325957\/3af51d79786b2a633c5ca1a4a66228dc_400x400.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Glen Allsopp,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/detailed.com\/\" target=\"_blank\">Detailed<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Based on Glen\u2019s advice, to start your digital marketing agency, you\u2019ll need to do two things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Work out <em>what<\/em> to&nbsp;sell&nbsp;<\/li>\n\n\n\n<li>Work out <em>who<\/em> to sell&nbsp;to<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Choose one service to sell\" data-section=\"choose-one-service-to-sell\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Choose one service to&nbsp;sell<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>When starting a digital marketing agency, you\u2019ll need to decide on the types of digital marketing services you want to&nbsp;sell.<\/p>\n\n\n\n<p>In my opinion, it\u2019s best to start by focusing on providing one single service (and doing it really well) you can always expand your offering later&nbsp;on.<\/p>\n\n\n\n<p>Here are a few examples of popular digital marketing services you could&nbsp;sell:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\">Search engine optimization (SEO)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">Pay-per-click advertising (PPC)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">Affiliate marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/content-marketing\/\">Content marketing<\/a>&nbsp;<\/li>\n\n\n\n<li>Display<\/li>\n\n\n\n<li>Email marketing<\/li>\n\n\n\n<li>Social media<\/li>\n<\/ul>\n\n\n\n<p>As there are so many services that are classified as digital marketing, it\u2019s tempting to say \u201cyes\u201d to every piece of work available when you start out\u2014even if you aren\u2019t an expert in&nbsp;it.<\/p>\n\n\n\n<p>Agency founders told me that they learned the hard way that being the \u201cone-stop shop\u201d for all digital marketing services wasn\u2019t always a good idea, as it watered down their expertise and message.<\/p>\n\n\n\n<p>Most founders I spoke to agreed that it was best to focus on providing one service, especially when starting out\u2014and that included Nathan Gotch:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cI\u2019d focus on one market segment instead of building a catch-all agency.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Nathan Gotch\" src=\"https:\/\/nathangotch.com\/wp-content\/uploads\/2022\/11\/Nathan-Gotch.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Nathan Gotch,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.gotchseo.com\/\" target=\"_blank\">Gotch SEO<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Choose one audience or location\" data-section=\"choose-one-audience-or-location\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Choose one audience or location<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Once you\u2019ve worked out what to sell, you\u2019ll need to work out who to sell&nbsp;to.<\/p>\n\n\n\n<p>Here\u2019s some ideas for who you can sell&nbsp;to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Specific professions or industries<\/strong> \u2013 e.g., Dentists<\/li>\n\n\n\n<li><strong>Customers in a particular location<\/strong> \u2013 e.g., Florida<\/li>\n\n\n\n<li><strong>A combination of the two<\/strong> \u2013 e.g., Dentists in Florida<\/li>\n<\/ul>\n\n\n\n<p>Identifying the industries or businesses interested in your services allows you to tailor your service and marketing strategies to resonate with your potential clients.&nbsp;<\/p>\n\n\n\n<p>By focusing on specific markets, you can show the client that you are the expert in that&nbsp;area.<\/p>\n\n\n\n<p>When you start your digital marketing agency, chances are you won\u2019t have clients fighting their way to your door to work with you, so you\u2019ll probably have to go and find them. But how do you do&nbsp;this?<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Specialize, specialize, specialize\" data-section=\"specialize\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Specialize, specialize, specialize<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Many agency founders I spoke to suggested that the <em>more<\/em> you specialize, the easier it is to become recognized as the expert for that particular service, meaning the clients naturally come to&nbsp;you.<\/p>\n\n\n\n<p>So how can you specialize?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Specialize in the types of services you provide<\/strong> \u2013 You can also specialize in providing a certain type of service for your clients. For example, if you can land <a href=\"https:\/\/ahrefs.com\/blog\/high-quality-backlinks\/\">high-quality links with a high success rate<\/a>, then you could specialize in providing digital PR services<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Specialize in the types of businesses you work with <\/strong>\u2013 Only work with certain types of businesses. For example, you could choose to specialize in providing digital marketing for SaaS businesses, or you could specialize by only working with businesses from a certain location.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Do both<\/strong> \u2013 You can take both the concepts above and become the expert at providing services for a certain type of business. For example, you could become the go-to agency for digital PR for fashion ecommerce stores<\/li>\n<\/ul>\n\n\n\n<p>The downside of specialization is that it\u2019s inevitable that you\u2019ll have to turn down business opportunities. But in the long term, it can help carve out your agency\u2019s reputation as the go-to provider for a certain audience, a certain service, or&nbsp;both.<\/p>\n\n\n\n<p>One of my favorite quotes on this topic is from agency founder Amanda Sexton:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cSpecialization does not just establish you as a consummate expert in a designated field. It acts as a magnet.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Amanda Sexton\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/12\/AmandaSexton-v2-edited.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Amanda Sexton,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/focusworks.marketing\/\" target=\"_blank\">FocusWorks Marketing<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Get your first customers from your network\" data-section=\"get-your-first-customers\">\n\n\n\n<h2 class=\"wp-block-heading\">5. Get your first customer from your existing network<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Getting your first client is the hardest part of starting an agency. When I asked for advice, \u201cuse your network\u201d is what agency owners told me time and time again. It sounds obvious, but it\u2019s one of the most overlooked ways to find clients.<\/p>\n\n\n\n<p>It can be as simple as talking to friends, family, colleagues, or anyone else you know and asking if they would be interested in your services or know anyone who&nbsp;would.&nbsp;<\/p>\n\n\n\n<p>If you\u2019ve exhausted your real-world connections, you can turn to social media to amplify your message further, as Liam Quirk&nbsp;did:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cLinkedIn and Instagram are valuable platforms to showcase expertise. I began by posting SEO case studies on LinkedIn, demonstrating our results and capabilities. This not only built my personal brand but also attracted potential clients who were seeking SEO services.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Liam Quirk\" src=\"https:\/\/media.licdn.com\/dms\/image\/D4E03AQFRkroC96rUJQ\/profile-displayphoto-shrink_200_200\/0\/1699275360227?e=2147483647&amp;v=beta&amp;t=IfANb1DlApYYNrrTrirF378met_z0u8PcMW62j1_2C4\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Liam Quirk,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/quirkydigital.com\/\" target=\"_blank\"><em>Quirky Digital<\/em><\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>And, as the name of the game is just to get noticed\u2014<em>anything<\/em> that can help you do that is worthwhile. For example, Brendan Hufford started a 100-day project to get his name out there and get noticed:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cStarting out, it was just about getting my name out there. For example, I did a 100-day project where I published a blog, podcast episode, and YouTube video every day for 100 days (Ahrefs was a sponsor!)\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Brendan Hufford\" src=\"https:\/\/growthsprints.co\/wp-content\/uploads\/2021\/06\/Brendan_Hufford_tall-300x350.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Brendan Hufford,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/growthsprints.co\/\" target=\"_blank\">Growth Sprints<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Talk to local businesses to find clients\" data-section=\"talk-to-local-businesses\">\n\n\n\n<h2 class=\"wp-block-heading\">6. Talk to local businesses to find clients<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>\u201cTalk to local businesses\u201d was another widely shared tip from agency founders.&nbsp;<\/p>\n\n\n\n<p>It\u2019s one of the most straightforward ways to find your first few clients. The benefit of doing business locally is that it\u2019s generally less competitive, and you\u2019re already likely to have knowledge of the local market and businesses.<\/p>\n\n\n\n<p>Agency owners who focused on local businesses found that it was a good way to start out and distinguish themselves from other bigger, more established agencies.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cWe specifically focused on the Wisconsin market as we started. This helped set us apart with our commitment to our local businesses.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Tim Vertz\" src=\"https:\/\/pbs.twimg.com\/profile_images\/1669107987883892736\/fPnd4OLG_400x400.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Tim Vertz,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/vertzmarketing.com\/\" target=\"_blank\">Vertz Marketing<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. Get work on freelance sites\" data-section=\"get-work-on-freelance-sites\">\n\n\n\n<h2 class=\"wp-block-heading\">7. Get work on freelance sites and community groups<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you\u2019ve exhausted your network and it\u2019s not getting the leads you want, it\u2019s worth casting your net wider by getting some work on freelance sites.&nbsp;<\/p>\n\n\n\n<p>Here are a few examples of websites you can use to advertise your services:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.upwork.com\/\">Upwork<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.peopleperhour.com\/\">People Per&nbsp;Hour&nbsp;<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.freelancer.com\/\">Freelancer.com<\/a><\/li>\n<\/ul>\n\n\n\n<p>As well as getting work on freelance sites, agency founders told me that they got work in social media communities, like Facebook groups.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cI started as a freelance SEO expert before starting an agency. I decided to go with the agency model after getting some clients and experience managing SEO clients. I got my first SEO client (as an SEO freelancer) from a Facebook group. I shared my keyword research guide&nbsp;there.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Harpreet Munjal\" src=\"https:\/\/media.licdn.com\/dms\/image\/C4E03AQHMw7qr46zqLA\/profile-displayphoto-shrink_800_800\/0\/1596600313573?e=1707955200&amp;v=beta&amp;t=yJueF0HAe1eFkOyfCyrw5PXDLeomhgXIg-6p7P4HFkw\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Harpreet Munjal,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/loudgrowth.com\/\" target=\"_blank\">LoudGrowth<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>The more work that you complete, the more you\u2019ll start to build up your reputation, which will help you get more clients.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. Try cold emails or cold calling\" data-section=\"cold-email-and-cold-call\">\n\n\n\n<h2 class=\"wp-block-heading\">8. Try cold emails or cold calling<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Cold calling and emailing have a bad reputation, but if you are starting out, it\u2019s worth giving it a try. If you get your pitch right, it can kick start your agency, as it did for Joshua George, who got his first 20 clients through cold email using this method:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cWe used to search for a keyword in Google, and we\u2019d go from page 2 to page 7 of Google, find their names and email addresses, and send them an&nbsp;email.\u201d<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Joshua George\" src=\"https:\/\/media.licdn.com\/dms\/image\/D4E03AQGf0XAivltTgg\/profile-displayphoto-shrink_800_800\/0\/1673878045705?e=1706140800&amp;v=beta&amp;t=HzgjGGW2MAm04BOaO59nU4S20LYfeqt-U14qsDRShkY\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Joshua George,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.clickslice.co.uk\/\" target=\"_blank\">ClickSlice<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>To get the most out of cold emailing and calling, it\u2019s best to research your prospects beforehand and personalize your pitch to them. Joshua did this by following up with a personalized video afterward.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"9. Partner with other agencies to get referrals\" data-section=\"partner-with-other-agencies\">\n\n\n\n<h2 class=\"wp-block-heading\">9. Partner with other agencies to get referrals<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Once you\u2019ve established your agency and got a few clients, founders told me their most valuable leads came from referrals from other partner agencies.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cWe work with web development agencies, design agencies, and a paid advertising agency that all have clients that may need our services. These are the best types of leads because we have come highly recommended, and there\u2019s usually very little, if any, competition for the&nbsp;work.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Sean Begg Flint\" src=\"https:\/\/www.position.digital\/wp-content\/uploads\/2022\/02\/sean-begg-flint.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Sean Begg Flint,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.position.digital\/\" target=\"_blank\">Position Digital<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>If you want to start partnering with other agencies, a good place to start is by networking with the people who run&nbsp;them.&nbsp;<\/p>\n\n\n\n<p>You can do this&nbsp;by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Searching for <a href=\"https:\/\/www.meetup.com\/\">meetups<\/a> in your area that interest you&nbsp;<\/li>\n\n\n\n<li>Following other agencies on LinkedIn and start engaging with their content<\/li>\n\n\n\n<li>Arrange video calls with other agency founders<\/li>\n<\/ul>\n\n\n\n<p>Getting referrals from other agencies is one of the most effective ways to get clients\u2014because there are usually no other agencies pitching for the same work, meaning less competition.<\/p>\n\n\n\n<p>Another advantage of getting business this way is you don\u2019t have the time-consuming procedure of pitching for the business, as you already come highly recommended.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"10. Convince clients to purchase your services\" data-section=\"convince-your-clients\">\n\n\n\n<h2 class=\"wp-block-heading\">10. Convince clients to purchase your services<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Once you\u2019ve identified potential clients, you\u2019ll need to convince them to purchase your services\u2014this is often easier said than&nbsp;done.<\/p>\n\n\n\n<p>Here\u2019s how you should approach this once you\u2019ve found potential clients.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Start by showing value, e.g., For SEO services, provide a <a href=\"https:\/\/detailed.com\/audit\/\">video of their site\u2019s current SEO issues<\/a> and how to fix&nbsp;them<\/li>\n\n\n\n<li>Provide a solution through your agency\u2019s services, e.g., For SEO, propose an initial <a href=\"https:\/\/ahrefs.com\/blog\/seo-audit\/\">SEO audit<\/a> project<\/li>\n\n\n\n<li>Email the proposed <a href=\"https:\/\/ahrefs.com\/blog\/seo-roadmap\/\">roadmap<\/a>, provide a <a href=\"https:\/\/ahrefs.com\/blog\/seo-forecasting\/\">forecast<\/a>, and define the scope of the services you\u2019ll be delivering to close the&nbsp;lead<\/li>\n<\/ul>\n\n\n\n<p>Convincing clients to purchase your services gets easier as you build up your reputation, but it can take&nbsp;time.<\/p>\n\n\n\n<p>Here are some things you can do to show the value of working with your agency early&nbsp;on.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Share your performance wins on social media like <a href=\"https:\/\/x.com\/Reddico\/status\/1722592381592011067?s=20\">Reddico sharing a case study on how they boosted organic traffic by&nbsp;55%<\/a><\/li>\n\n\n\n<li>Share your expertise and experience on podcasts or YouTube, like <a href=\"https:\/\/www.youtube.com\/watch?v=ljRkACmxzOg\">Carrie Rose sharing her experience of building an agency with YouTuber Ali Abdaal<\/a><\/li>\n\n\n\n<li>Enter your work for industry awards (and win them!), like <a href=\"https:\/\/x.com\/Reddico\/status\/1730541473190322208?s=20\">Reddico winning at the Drum Awards<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/customer-acquisition\/\">The Essential Guide to Customer Acquisition<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-leads\/\">SEO Leads: A 6-Step Guide on How to Get SEO Clients<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"11. Set your pricing (and build in your margin)\" data-section=\"set-your-pricing\">\n\n\n\n<h2 class=\"wp-block-heading\">11. Set your pricing (and build in your margin)<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Once you\u2019ve got a few clients through the door, it\u2019s time to start thinking about refining your service offering. One of the most critical elements of this is the pricing.<\/p>\n\n\n\n<p>Price too low, you won\u2019t be able to cover your costs. If you price too high, you may lose valuable clients\u2014it\u2019s a tricky balance.&nbsp;<\/p>\n\n\n\n<p>Many of the agency founders that I spoke to said that they undervalued their services when they started out:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cAvoid offering rates lower than other similar agencies. You deserve the payment, clients anticipate certain costs, and reducing your prices can signal you\u2019re unsure about the quality you deliver.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Alan Muther\" src=\"https:\/\/www.seoptimer.com\/storage\/images\/2023\/10\/alan%20muther.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Alan Muther,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.ardozdigital.com\/\" target=\"_blank\">Ardoz Digital<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Here\u2019s how to get started: Your service pricing should be based on your total costs plus your margin.&nbsp;<\/p>\n\n\n\n<blockquote class=\"big\"><div class=\"quote-content\">\n\n\n\n<p>Service pricing = total costs (staff, tools, office, equipment) + ~20% margin&nbsp;<\/p>\n\n\n\n<\/div><\/blockquote>\n\n\n\n<p>The margin can be whatever percentage you want, but it needs to be realistic.<\/p>\n\n\n\n<p>Digital marketing agencies have different pricing models, but the agencies I\u2019ve worked at have used either the retainer or project-based pricing models.&nbsp;For instance, most SEO services are long-term and usually fit a retainer model for pricing, but an <a href=\"https:\/\/ahrefs.com\/blog\/seo-audit\/\">SEO audit<\/a> might be more suited as a project.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"12. Choose retainer or project billing\" data-section=\"retainer-or-project-billing\">\n\n\n\n<h2 class=\"wp-block-heading\">12. Choose retainer or project billing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p><strong>Retainer pricing<\/strong> is where the client is charged a monthly fee for your services.<\/p>\n\n\n\n<p>It\u2019s one of the most common ways agencies charge their clients. The main reason is that it creates a predictable cash flow for the agency, which is useful as it enables you to plan for new hires and reinvestment back into the business.<\/p>\n\n\n\n<p><strong>Project-based pricing<\/strong> is where the client is charged per project. It\u2019s useful for initial consultation and a good way for clients to \u201ctest\u201d your services before entering into a retainer contract.<\/p>\n\n\n\n<p>When I priced up projects in an agency setting, I would calculate the number of hours my team would take to complete the project multiplied by the hourly rate of the people doing the work. I would then add our agency\u2019s margin to that figure.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"13. Create SOPs, templates and refine processes\" data-section=\"creat-sops-and-templates\">\n\n\n\n<h2 class=\"wp-block-heading\">13. Create SOPs, templates and refine processes<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Your agency\u2019s reputation is dependent on the quality of the work that you put out. But unless you create templates, standard operating procedures (SOPs), and processes, you won\u2019t be able to personally guarantee to clients when your agency expands that you can deliver what is required.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why it\u2019s a good idea to create SOPs and templates <em>before<\/em> you hire anyone else in the agency.<\/p>\n\n\n\n<p>SOPs and templates ensure the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Consistency<\/strong> \u2013 You can be sure that work is completed to a high standard that you define<\/li>\n\n\n\n<li><strong>Efficiency<\/strong> \u2013 You can provide the most efficient method to complete the&nbsp;tasks<\/li>\n\n\n\n<li><strong>Prioritization<\/strong> \u2013 Focusing on the important aspects of the service is crucial in order to retain your clients<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/twitter.com\/TylerBevacqua\/status\/1727674115429921026?s=20<\/div>\n<\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"14. Scale with freelancers\" data-section=\"scale-with-freelancers\">\n\n\n\n<h2 class=\"wp-block-heading\">14. Scale with freelancers&nbsp;<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>When most people think of starting an agency, they imagine having their own office and having a team of full-time employees (FTEs) providing their digital marketing services, but the reality is that most agencies\u2014including the really big ones\u2014will use a mix of freelancers and FTEs to get the job&nbsp;done.<\/p>\n\n\n\n<p>So, how do you start? It\u2019s best to start with freelancers, as Matt Cayless suggests:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cWe began with freelancers. This gave us flexibility and allowed us to scale our team according to the demand. However, as we grew and stabilized, we gradually transitioned to hiring full-time employees. My advice to new agency founders would be to assess your workload and growth trajectory.<\/em><br><br><em>While freelancers are great for flexibility and specific projects, full-time employees can be more invested in your company\u2019s vision and growth. Also, as I\u2019ve learned, don\u2019t shy away from hiring top talent early on. Their expertise can fast-track your growth and save valuable time in the long&nbsp;run.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Matt Cayless\" src=\"https:\/\/media.licdn.com\/dms\/image\/C4D03AQGkFUL_Ux7nRQ\/profile-displayphoto-shrink_200_200\/0\/1540910296035?e=2147483647&amp;v=beta&amp;t=t9t5PYayLJWSy7QoivjKGHk_9ASAx8W2zSTAG7uHY4A\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Matt Cayless,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.bubblegumsearch.com\/\" target=\"_blank\">Bubblegum Search<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>FTEs and freelancers come with their own pros and&nbsp;cons.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you are looking for flexibility, then freelancers or working on a project basis freelancers would be the best&nbsp;fit<\/li>\n\n\n\n<li>If you want someone working 9-5 on a client retainer project, then you probably want to consider hiring an&nbsp;FTE<\/li>\n<\/ul>\n\n\n\n<p>Another aspect to consider is that as your business grows and evolves, your demands (and perception of success) may change over&nbsp;time.&nbsp;<\/p>\n\n\n\n<p>This is what Glen Allsopp realized:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cAs I became more successful, I watched my mindset go from: \u2018I want a huge team with amazing offices and dozens of staff,\u2019 to \u2018I want the smallest team I can possibly have\u2019 where we all enjoy what we\u2019re working on and work with dream clients.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Glen Allsopp\" src=\"https:\/\/pbs.twimg.com\/profile_images\/378800000368325957\/3af51d79786b2a633c5ca1a4a66228dc_400x400.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Glen Allsopp,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/detailed.com\/\" target=\"_blank\">Detailed<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"15. Hire people better than you\" data-section=\"hire-people-better-than-you\">\n\n\n\n<h2 class=\"wp-block-heading\">15. Hire people better than&nbsp;you<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Finding the right people (and retaining talent) is usually just as tricky as getting clients. Even if you\u2019re the world\u2019s best digital marketer, it\u2019s unsustainable to deliver the entire agency workload yourself, so you\u2019ll need to delegate at some&nbsp;point.&nbsp;<\/p>\n\n\n\n<p>Hiring your own team is crucial if you want to grow your agency, but it can be a delicate balance between success and failure, as agency founder Simon Schnieders pointed out:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cHiring is literally the life and death of an agency. Over 50% of your costs will be labor. Over-hire, and you kill any margin, under-hire, and you kill your team and your customers. It\u2019s a delicate balance.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Simon Schnieders\" src=\"https:\/\/media.licdn.com\/dms\/image\/D4E03AQG0rVFyhfcjfQ\/profile-displayphoto-shrink_800_800\/0\/1672783902948?e=1706140800&amp;v=beta&amp;t=teeYr_RPvJzZzr3ZxcAA9FnqAjtqsTR__5yBgsx4qIY\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Simon Schnieders,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.bluearray.co.uk\/\" target=\"_blank\">Blue Array<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>In my own experience, you need to look for people who would be a good fit for your team but, at the same time, have a hunger to learn and embrace change easily.&nbsp;<\/p>\n\n\n\n<p>Approaches to hiring varied slightly from agency to agency\u2014but I liked the simplicity of Joshua\u2019s approach:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cOnly hire someone that\u2019s better than you at the role you\u2019re hiring for.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Joshua George\" src=\"https:\/\/media.licdn.com\/dms\/image\/D4E03AQGf0XAivltTgg\/profile-displayphoto-shrink_800_800\/0\/1673878045705?e=1706140800&amp;v=beta&amp;t=HzgjGGW2MAm04BOaO59nU4S20LYfeqt-U14qsDRShkY\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Joshua George,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/www.clickslice.co.uk\/\" target=\"_blank\">ClickSlice<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>The same approach was also shared by <a href=\"https:\/\/www.10yetis.co.uk\/\">Andy Barr at 10 Yetis<\/a>.<\/p>\n\n\n\n<p>Agencies often obsess with scaling quickly and hiring more people to establish themselves in the market, but hiring more people before the company\u2019s ready could mean you commit financial suicide\u2014-and also, you may find that you just don\u2019t enjoy&nbsp;it.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p><em>\u201cI always know I could have scaled things further by bringing on more people, but I know I wouldn\u2019t enjoy what I do even half as&nbsp;much.\u201d&nbsp;<\/em><\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Glen Allsopp\" src=\"https:\/\/pbs.twimg.com\/profile_images\/378800000368325957\/3af51d79786b2a633c5ca1a4a66228dc_400x400.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Glen Allsopp,<\/span> <span class=\"quote-author-job\">Founder, <a href=\"https:\/\/detailed.com\/\" target=\"_blank\">Detailed<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Starting a digital marketing agency is not for the faint-hearted. You\u2019ve got to have drive, commitment, and a love of the business. The trickiest part is there is no blueprint for success\u2014every agency is different.<\/p>\n\n\n\n<p>But, if you\u2019re able to find a great niche, hire great people, and deliver exceptional results for your clients, there\u2019s no reason why your agency can\u2019t be a success.&nbsp;<\/p>\n\n\n\n<p>Got more questions? Ping me <a href=\"https:\/\/twitter.com\/chris_at_b449\">on X<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s how they started their agencies\u2014and you can&nbsp;too. Choosing what your agency focuses on should be a mix of what people want, what you know how to do (and are good at), and what you&nbsp;enjoy. Here\u2019s what this looks like<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":178,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[437],"class_list":["post-170031","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Start a Digital Marketing Agency (Advice From 100+ Founders)<\/title>\n<meta name=\"description\" content=\"I asked 100+ digital marketing agency founders how they started their agencies. 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