I’m going to show you the ropes. If you want to grow your own online business, you’ll need an expert to help you navigate the world of digital marketing, PR, social media, and advertising. Someone who can tell you what to buy and sell, how to position yourself in the right place at the right time, and guide you through the gauntlet of digital marketing so you can focus on running your business and being patient.
That’s what this Complete Guide is going to help you with. In this guide, you’re going to learn everything you need to know about running an online marketing agency in the city of Mechanicsburg, PA. You’re going to learn the ins and outs of agency life from setting up your office space to pitching to potential clients to getting paid monthly.
The Ins And Outs Of Agency Life
If you want to start your own agency, you’ll need to understand what being an agency entails. An agency is a business that helps other businesses get the word out about their products and services. An agency owner (commonly known as an ‘agency head’) works with marketing and communications teams to develop a strategy for their clients, then executes that strategy through paid advertising, public relations, social media, and other channels.
To be a successful agency, you need to understand what your customers want and need, what products and services you can provide to make their lives easier, and how you can position yourself as the go-to agency for that industry. You’ll also need to learn how to manage your staff, work with clients, and keep up with all the ever-changing digital marketing and public relations protocols. To get you started, here are some of the things you need to know about agency life.
The Evolution Of Marketing And Communications
If you’ve been in digital marketing for long, you’ll know that it’s always evolving. New technologies emerge, old ones get deprecated, and the tactics we use to reach potential customers keep on changing as well. If you want to stay relevant, you’ll need to stay on top of these changes to know what tactics to use when and how to use them. You’ll also need to have the ability to test different tactics, find the ones that work best for your business, and make adjustments as you go along. These are all crucial skills for an agency head to have.
The Anatomy Of A Pitch
A pitch is a formal offer or proposal made to a potential customer, and it usually involves four main components:
- The problem/pain point the product or service is designed to solve
- The benefits the product or service provides (also known as the ‘features’)
- The price the product or service is offered for (known as the ‘discounted price’)
- The uniqueness of your product or service (a sales pitch that doesn’t stand out can often lose a potential customer)
In a nutshell, a pitch is a formal proposal to sell a product or service. When you’re pitching, you’re presenting your case as a persuadable person, trying to convince the listener (often a potential buyer) that your product or service is what they need and want. The key to a good pitch is that it be concise, to the point, and memorable. Follow these tips and you’ll be able to craft a winning pitch that convinces your listener to buy your product or service:
Find The One-Sentence Description
Every product or service on the market has an industry standard description or ‘about’ section that looks something like this:
“The XYZ product or service is designed to solve the problem of ABC for people who need to get jobs done. As a result, the product or service provides a Niche for entrepreneurs who want an easy way to market their products and services to businesses and professionals in the Marketing industry.”
Everyone involved in the product development process starts with a good description, but it usually ends up being the part that customers are most likely to read. Therefore, it’s the most crucial part of a product pitch. Before you develop your product or service, you’ll need to make sure that you’ve got a succinct, accurate description to help potential customers find your product or service.
Know Your Audience
When you’ve got a product or service that is designed to solve a specific problem, you can bet that there are a lot of people out there who want to be the ones to solve that problem. Your product’s target audience is the group of people who want what you’ve created, and once you’ve got an idea of who they are, you’ll be able to craft a content strategy to attract them to your product.
For example, if you’re producing a to-do list manager for busy people who want to get more things done, you’re going to need to know what interests these people. Do they like lists? Does this category of product fit with their job responsibilities (such as being a business owner, manager, or administrator)? Make a list of all the problems you’re aware of that your product can solve, and then start building out a buyer persona (a fake or surrogate version of a real person) around these problems. You can also use a tool like UserTesting.com to get real people’s feedback on your product ideas.
Pricing is one of the most important parts of a pitch. You want to make sure that the person reading your pitch understands what you’re offering, what your pricing scheme is, and how many options they have to choose from. When it comes to pricing, there are generally three options:
- The free option
- The paid option
- The premium option (what you’d usually find at a premium grocery store)
To create a good relationship with your customers, you need to offer them something that is valuable to them but also doesn’t cost you much. If you can’t offer them something that is valuable, you’re better off not offering them anything at all. They’ll thank you later when they realize how much cheaper their next purchase will be because of your product or service.
Aesthetics are an important part of product design. While functionality is more important in the sense that your product must work the way you intend it to work, aesthetics are more important in the sense that your product looks good. Every product, no matter how functional it is, still needs to present aesthetically. You can use many tools, like MindMajix to develop a buyer persona and generate ideas for product designs.
Setting Up Your Office
You’ve got a product or service, and you want to launch a marketing campaign to showcase it. Before you do that, you need to set up your office space. Depending on how big you want your agency to be, you should consider renting or buying a house with a working office space that can accommodate at least four or five people. You also need to purchase furniture that is suitable to work with (such as a conference table or chairs), and invest in various other necessary items (such as a filing cabinet, scanner, etc.).
When you’ve got a workspace that is conducive to working, you’re going to feel much more inspired to work. Furthermore, you’re going to be able to work with greater focus and concentration. Before you know it, your workday is going to be over, and you’ll be able to enjoy a relaxed evening back at home with your loved one(s). Setting up a workspace does not mean that you need to spend a lot of money. You can get creative and find things that you already own that can be used at home to work out of. For example, if you’ve got a garage, you can use that space to store your car(s) and work out of. If not, there are many small workspace setups that you can make at home using an area rug as a base and some large file cabinets or storage shelves as a back-drop. It takes some creativity, but you’ll be able to find a way to make your workspace functional and aesthetically pleasing. Remember, a workspace does not need to be fancy; it just needs to be functional.