This week I had an interesting conversation with a music industry creative looking to create a digital marketing agency startup. I don’t judge. Their initial interest in my services was for creating the website content. I do read a lot of requests for proposals from nascent digital marketing agencies who are focused on a ‘compelling’ website doing all the heavy lifting of getting leads. But if your marketing budget is limited in the first instance, I don’t recommend blowing the lot on content.
The market is crowded with marketing agencies, as it is with arm-waving marketing consultants in bold glasses. There are a lot of us, I mean them, and that’s that. However, a number of agencies are quite poor at marketing themselves: “Physician, heal thyself”. So there may very well be a place for your new agency.
Starting a digital marketing agency from scratch can also be challenging you don’t have direct experience, case studies or happy clients.
These are some of the social proofs that marketing agencies and other B2B technical service providers ought to lean into heavily. It’s not impossible to get clients without them, but it is harder to compete with agencies who have been hired more. Or before.
Here are three recommendations:
Leverage
If a music industry veteran wants to start a marketing agency, it’s important they leverage their previous experience as much as possible and in a way that relates to the marketing services offered. For example, offering marketing services to other musicians or music-related businesses. However, if there is a disconnect between your previous experience and your desired services, it may be challenging for potential clients to see the value in hiring you.
Your first ideal customer profile
The need for relevancy is closely tied to the previous point. If you don’t have a lot of customer testimonials, it’s important to have some insider knowledge of your client’s industry or pain points. For example, if you have previous experience working in the same industry as your target client, you may have more insight into their needs and how to serve them effectively. Focusing on a very specific customer profile allows you to keep your attention on the one client who is most likely to hire you. Don’t worry about alienating other potential customers by doing this, because without experience, you’ve already done so. Instead, try to find someone in the industry who can have a conversation with you and recognize your previous experience. This will make it easier for you to explain how you transitioned into marketing and the services you offer. By focusing on your first client and tailoring your approach to their specific needs, you can establish yourself as a valuable and relevant marketing agency.
Offer fewer services, not more
If you’re starting a marketing agency with little to no experience in selling a service, you could focus on a specific offering rather than trying to sell a range of services. Selling a range of services requires more experience and may spread your attention and resources too thin. By focusing on a specific offering, you can develop greater expertise and provide better value to your clients. Murphy’s Law for marketing agencies dictates that the first client will likely ask for the service the agency is least confident in providing. To avoid this problem, you should be upfront with your clients about your level of experience and expertise in each service you offer. You can also seek out additional training or mentorship in areas where you feel less confident. By being transparent and proactive, you can build trust with your clients and deliver better results over time.
