Cómo crear y construir una agencia de marketing digital que genere dinero
Su guía para el éxito en la agencia
So, you’ve decided to take the plunge into the world of agency life — congrats!
As you surely already know, starting (and growing) a marketing agency can be a long, painful, exhausting — yet rewarding — process. From registering your LLC to finding your first clients, there will be many hoops to jump through.
That’s why we’ve put together this ultimate guide to help! 💪
Below, you’ll find helpful tips, advice and resources on how to successfully start and grow your marketing agency. And if you’re someone who has “been there,” let us know in the comments if you have any other wisdom to share.
Parte 1 Primeros pasos y promoción
Aspectos básicos
Should your agency go broad or niche?
One of the first things you should consider when starting your own marketing agency is what exactly you want to offer your clients. 🤔
Al igual que las empresas de productos intentan encontrar un mercado adecuado para su producto, usted necesita encontrar el mercado adecuado para sus servicios.
And while there are many full-service agencies out there who create great work across a variety of disciplines, it’s important to consider the option of being a bit more niche when first starting out.
Why? Because if you can show clients that you can do a few things really well, rather than everything only at half capacity, you’re a much more valuable asset to them. And let’s be honest: if it’s just you, or a small team, working for your agency, the last thing you want to do is stretch yourself too thin from the beginning. 👎
Are you great at SEO? Web design? Social media promotions? It’s best to sit down and list the services you’d like to offer, then really think about whether or not those services are your best assets.
Knowing your expertise early on can really help in the long run. 🙌 Plus, when work starts to pile up, it’ll give you a better idea of what tasks you can pagar a los contratistas independientes for. Ideally, it’s good to keep your core expertise in-house. But for other supplementary tasks, you might want to consider outsourcing.
Companies can sometimes worry about being too niche and missing out on clients, but think about it this way: if you offer a few really great services, you’re going to have clients who need those services and, in turn, you’ll be doing work you actually want to be doing (plus, it’s work that you’re great at).
“Top of the food chain” or subcontractor
Another thing to consider in the beginning is to whom you’d like to offer your services, and how.
Are you interested in working with end-clients directly, or do you want to contract out your services to other companies that want to carry out specific projects? 🤷
Deciding this early on will help cut down on confusion in where your agency stands in the “food chain,” so to speak, of the companies you work with. Plus, it helps you better prepare for the types of clients you want to look for when prospecting.
For instance, if you’re not going to be working with end clients directly, it’s better to prospect with big agencies that don’t have your specific expertise in-house.
Branding and identity
As a marketer yourself, this is probably a no-brainer: you need a brand! 😅
Pero, para ser justos, a veces es más fácil decirlo que hacerlo. Sobre todo al principio, cuando hay un millón de cosas más de las que preocuparse en el negocio, la marca puede quedar relegada a un segundo plano.
It can be tempting to focus more on your clients’ branding than your own, but try to avoid this. 🙅
You’d never go to a hairdresser with bad hair or a dentist with bad teeth — so why would someone hire your marketing services if you don’t market yourself well?
It’s important to make a name for yourself in your respective field, and having a brand that is easily identifiable and tells the story you want to tell. 🤘
Column Five tiene una estupenda guía paso a paso sobre identidad de marca para abordar esta cuestión de frente.
Website and social media presence
Probably another no-brainer, but equally important, is your online presence. Once you have defined a brand identity, made a great logo, and logo design it’s time to show it off! ✨
If you aren’t necessarily ready to invest in a web developer to build your website, there are a few great low-cost self-publishing options, such as Squarespace. Another good alternative is Pixpa. Sites built with Pixpa have a host of built in tools like the SEO Manager, Marketing Pop Ups, Announcement Bar, etc.
For social media, be sure to secure your usernames and, if possible, make them consistent across channels. It doesn’t make sense to have your Twitter account as @Marketing_Agency_Example if your Instagram is @example.marketingagency — you get the idea. 🤓
Además, esta es una gran oportunidad para empezar a conseguir seguidores. Una vez que determines los canales que te convienen y tu agencia elabore un plan de marketing digital, ¡empieza a interactuar con otras cuentas!
Siga a los líderes de opinión relevantes de su sector en Twitter, únase a grupos de Facebook con personas afines, haga todo lo posible por formar parte de la conversación. Asegúrate de que tu sitio web y otros canales tengan buena velocidad; para ello, puedes utilizar potenciadores del rendimiento como Servidores VDS.
Finally, don’t forget to make yourself visible to people searching. Add yourself to different, targeted listings like this one for marketing agencies in Pittsburgh.
Presuma de cartera
Your past work can help demonstrate to prospective clients that you’re capable of creating great things.
Be sure to highlight your best work from your portfolio across your website and social media channels — though, don’t make your social media channels completely self-promotional. Conversations aren’t one-sided, and that goes for social media as well. 🗣
What works even better nowadays for agencies is to blog about their expertise and give their advice and opinions on things. It’s also perceived as less promotional — more on this in a moment.
Lo no tan básico
Set SMART goals
It can be one thing to say, “I want to build a successful company,” it’s another thing entirely to say, “I will sell my marketing services to financial services clients needing help with email campaigns. I will launch in 6 weeks and have 8 clients by the end of the year…”
Los objetivos deben ser tangibles, y una forma de garantizarlo es fijando objetivos SMART.
Los objetivos SMART son Específicos, Mensurables, Alcanzables, Relevantes y Limitados en el tiempo.
Crear objetivos en este formato le permite profundizar realmente en lo que quiere conseguir con su agencia. También puede ayudarte a ser más disciplinado con los plazos para cumplir los hitos.
Building your toolkit
There are plenty of tools out there to help you run your business in an efficient and productive way. Below are some suggestions for various SaaS tools. 🔧
Programación de redes sociales
· Sprout — a personal favorite of mine. Schedule, plan and track all of your social posts across every channel. The reporting tool is visual, easy to use and incredibly helpful for seeing which of your posts are performing best.
· Buffer — if you’re looking for a free tool, this one is great. Schedule and plan with ease.
· Hootsuite — a longtime fan favorite, as you can have multiple feeds visible on your dashboard at once. 🦉
Contabilidad y facturación
· FreshBooks — cloud-based accounting software, easy and intuitive.
· Xero — small-business accounting software that takes care of everything around invoicing, billing and accounting.
CRM
· Salesflare — surprise, surprise! Imagine loving your CRM: Salesflare is built to be the easiest-to-use sales machine of your dreams. 😍
Gestión de proyectos
· Airtable — it works like a spreadsheet but gives you the power of a database to organize anything.
· Notion — another personal favorite. Write, plan, collaborate and get organized with one tool. 🙏
· Trello — boards, lists and cards enable you to organize and prioritize your projects in a fun, flexible and rewarding way.
· Function Point — Manage your entire creative agency on a single software platform with functionalities that simplify project management, resource management, business intelligence, CRM & estimating, and agency financials.
· RedTrack – ad tracking & attribution tool for agencies and vendors. Track and compare the performance of your paid advertising, partner marketing, referrals, email campaigns, etc. – all in one tool for better optimization.
Extensiones de Chrome
Hay algunas extensiones de Chrome muy buenas, algunas de nuestras favoritas son Grammarly y Dux-Soup.
We created a guide to the best Chrome extensions out there — check them out and see if you can implement them into your everyday work. 💪
¿Encontrar un cofundador?
While not a requirement, it might be worthwhile to have a co-founder come on board. 👯
Algunas de las mejores agencias de marketing y publicidad surgieron de dúos. Pensemos en: Ogilvy & Mather, Wieden+Kennedy, etc.
Puede contar con alguien que está pasando por las trincheras con usted, y estará allí para ayudarle y motivarle aún más a usted y a su equipo en crecimiento.
No siempre es necesario, pero siempre merece la pena tenerlo en cuenta.
Marketing entrante frente a marketing saliente
I’m not going to get into the difference between inbound and outbound, because if you’re starting an agency, let’s assume you already know this stuff… 😉
But in any case, it’s important to plan how you want to go about bringing clients in at the beginning (and further down the line).
The best thing you can probably do is a mix of both — but definitely more inbound than outbound. Though, at the beginning, you will probably find yourself doing much more outbound.
Regardless, you don’t want to be too pushy to prospects, and you should want future clients to find you on their own or through word of mouth.
Throughout part two of this guide, you’ll see various examples of using both inbound and outbound marketing to build your business.
Part 2: Time to grow
Now that you’ve started your marketing agency, you need some clients so you can start to grow! 📈
Esta sección repasará algunas de las diferentes formas de encontrar negocio, así como consejos sobre cómo cultivar un modelo de negocio saludable que sea sostenible.
Finding your future clients
Utilizing your current network
Even if your network isn’t huge, it’s important to talk to friends, family and peers to get an idea of some of the pain points their companies have with marketing.
Invite them to coffee or lunch, and ask them about marketing at their company and some of the things that they feel stuck or frustrated with. 😤
Asegúrese de no intentar vender sus servicios de inmediato. Escuche. Y comprenda primero.
Even if they aren’t looking to hire a marketing agency at the moment, you can gain incredible insights and be top-of-mind for them whenever they do feel they need some extra help with marketing — and they might know of other people who could use your services.
Campañas de correo electrónico saliente
There are several outbound emailing tools out there, from Mailshake to MixMax to Autoklose. Or just send email workflows/sequences straight from your CRM, Salesflare. 📬
Elige el que mejor te funcione y luego consulta nuestra guía para manejar la automatización del correo electrónico como un profesional.
Do some basic SEO research
Palabras clave de la investigación that you want to associate with your agency — what kind of companies show up in the results? What are their pain points? Are they a good fit as prospects?
Even if you aren’t an SEO whiz, you can learn as you go along, and eventually apply your knowledge to future clients’ projects! 😄
And even outside of looking for clients, while you don’t need to be an SEO master to start a marketing agency, understanding the basics and why certain things drive certain results can go a long way.
Join groups — both online and IRL
Finding groups with common interests is not only a great way to make friends, but it can also be a great way to make potential business contacts. 🤝
This can apply to several things — Facebook Groups, Quora and Product Hunt are a few that immediately come to mind for online networking. 😻
Incluso hay algunas agencias que han creado grupos para su nicho, como Badass Marketers & Founders (BAMF), SaaS Growth Hacks y muchos más.
When it comes to networking IRL, check out local groups on Meetup or see if there are any interesting events coming up on Eventbrite. You never know what you might find — or who you might end up meeting!
Industry conferences can also be a great place to prospect. You’ll have to do a bit of research and legwork to ensure the companies attending are a good fit as potential clients, but this can be incredibly rewarding if done right.
If you’re looking for leads, LinkedIn is the place to be. It’s easily the biggest and most up-to-date list of leads in the world.
We actually created a super-helpful playbook all about how to find customers on LinkedIn — so be sure to check it out! Because, trust me, this can be a treasure trove of potential new clients. 💎
Bloguear
Crear un blog for your company can be the most valuable inbound marketing you can create — if done well. 😎
And if you need further convincing, here’s the deal: companies that blog have, on average, 97% more inbound links than those that don’t. Which means more search engine traffic and more opportunities for future clients to find you online.
But there’s more: 60% of consumers feel positive about a company after reading its blog and 70% of consumers learn about a company through its blog versus ads.
So, why wouldn’t you blog? 😱
Piensa en temas y puntos de dolor que intentas abordar con tus clientes. Crea páginas pilares, da consejos, ofrece recursos, muestra a los clientes potenciales que eres un líder de opinión en este espacio y que pueden confiar en ti.
There are also amazing tools out there that can make your content marketing workflow even better, such as StoryChief. It helps you plan, schedule and distribute multi-channel with one click. 👍
Warm (and maybe a few cold) emails
If at all possible, try to warm up to contacting prospects directly. 🔥
Y puedes hacerlo de forma sencilla: tal vez tengan un gran post en LinkedIn que tú comentes, o retuitees algo de su cuenta con algún comentario perspicaz.
Mejor aún: los conoces en un acto y haces un seguimiento poco después. O consulta las ofertas de empleo y comprueba si buscan ayuda específica en marketing.
However you decide to approach this, do it in a thoughtful and strategic way. If you’re just mass-emailing every company you want to work with, that’s not a great use of your time, and you probably won’t get any responses. 👎
You’re trying to build a relationship with these companies, so approach it in the same way you would want to be approached — in a more organic, thoughtful way. 💛
Cold emails don’t have to be bad or annoying, it can certainly be done well, but be sure to not send them an email saying how great you are and how much they should want to work with you.
Ew, no one wants that. ☹️
En lugar de eso, coméntales algunos de los puntos débiles que puedan estar sintiendo y pregúntales si puedes seguir hablando de ello. Haz que hablen de sí mismos, en lugar de hablar en exceso de tu empresa.
Cultivating a healthy business model
Making your agency profitable and defining your rates
Hay muchas formas de maximizar tus beneficios como agencia de marketing, y esta gran guía de Marketing Agency Insider es un buen punto de partida para inspirarte.
En esencia, todo se reduce a lo que quieras priorizar y a cómo quieras estructurar tu empresa. Cada agencia es diferente, pero hay algunos modelos de negocio que funcionan mejor que otros.
Consejo: una forma ideal de maximizar los beneficios es establecer precios basados en el valor, en los que cobras a los clientes en función del valor de los servicios y no de la cantidad de tiempo invertido en un proyecto.
Understanding your rates and the value you add to clients can help you greatly in the long run. Always know your worth! 🤑
Gestión de la facturación
Controle sus ciclos de facturación — and make sure your clients pay you when they should be paying you. 💸
Seems obvious, yes, but when you’re hard at work trying to make clients happy, the weeks can fly by and you’re left forgetting whether or not you got paid — and 99% of the time, your clients won’t remind you about it, either.
A CRM is a great way to track won and billed projects, but for invoicing, accounting, etc., be sure to have a tool like FreshBooks or Xero in place to keep everything in order. It’s important to be able to have a snapshot of how your company is performing financially. 📊
Objetivos de ingresos
Establecer los objetivos de ingresos adecuados para su empresa puede ser un proceso complicado.
Thankfully, there is a helpful guide over at SOMAmetrics that lays out how you can set effective revenue targets for your agency and beyond. 🎯
Getting this right early on can help an agency grow sustainably and profitably — and you can set these targets in a CRM, such as Salesflare, to track it more effectively.
Facturación
Be sure to track your time per client. But equally important: track your non-billable hours as well. ⏳
Things such as new business pitches, writing proposals, networking, admin work, meetings and client research are crucial in keeping your business alive — even though they aren’t directly generating revenue.
En cualquier caso, vigilar de cerca cómo gasta su empresa el tiempo no facturable puede garantizar que usted y su equipo trabajen de la forma más eficiente posible. Puedes hacerte una mejor idea de lo que te quita tiempo durante el día y si hay margen para mejorar los procesos que tienes en marcha.
Plus, it can also help you discover and identify any unprofitable clients and find more billable hours in areas that you need more work in. 👩💻
Herramientas como Timely son estupendas para hacer un seguimiento de tu tiempo y darte una mejor visión de a qué dedicáis el tiempo tú y tu equipo.
In terms of the agency’s billable utilization, this can vary, though a healthy target is around 70–80% — meaning only 20–30% of you and your team’s time is spent on non-billable tasks. The latter, of course, can be much lower as time goes on, but having a goal or framework in mind is helpful.
Looking for a way to calculate billable hours? Like Timely, Toggl is another great tool for this, as you can assign different rates for different team members or clients. ⏱
Ofertas
Establecer una estructura de oferta común es una gran manera de garantizar que su empresa sea coherente en sus precios. Las estructuras de tarifas de las agencias pueden dividirse en dos categorías principales: por proyecto y por contrato.
En el caso del trabajo por proyectos, en función del beneficio neto que se quiera obtener, hay que tener en cuenta algunos factores, como los costes horarios de los empleados, las horas facturables estimadas y los costes imprevistos (o ampliación del alcance).
The key here is to calculate those unknown factors and to determine profit margins on services that makes sense for your company — and don’t forget your LLC cost and administrative costs when calculating this! ⚠️
Retainer-based work is a bit trickier to calculate, as there is a lot of front-loaded work associated with it. That’s why you should be sure to have provisions in place in your contracts, such as termination clauses that protect the setup phase and ensure that if the client terminates the contract early, you are compensated correctly.
Un ejemplo de desglose de una estructura de precios anual sería:
- Fase de instalación, 2 primeros meses: $20.000
- Fase en curso, los otros 10 meses: $28.000
- Total: $48.000
- Amortizado en pagos mensuales: $4,000
So here, your monthly retainer for this client would be $4,000 — this should cover specific, itemized deliverables. And if your client wants more outside of these deliverables, then that would be the time that you negotiate some à la carte price points for their needs.
A good place to start with proposals is Better Proposals’ list of free proposal templates, which you can find here (they integrate with Salesflare, too). 🤘 Another online tool to create business proposals you can check out is this one from Qwilr.
Negociaciones
Negotiations can be tricky and a bit awkward when first starting out with your agency. However, that shouldn’t stop you from entering a negotiation with confidence and an open mind.
When it comes to dealing with enterprises, expect at least 5% discounts asked — this is quite common. But never agree to a contract that you don’t feel you can deliver on or you don’t feel confident about. 🤝
It’s all about compromise between you and your future client, but that doesn’t mean you should hand over work for free, either. This is when knowing your worth is crucial — and can help you get to an agreement that both parties can be happy about. 😁
If you feel a future client is trying to nickel and dime you to the point that the contract wouldn’t make sense, try to politely come to a middle ground, and if that isn’t possible, it might be worth reconsidering the agreement.
Leveraging the press
Building a PR campaign can be a great way to get your name out there, and this can be done in a variety of ways. 🗞
For example: you just signed on a major client — great! This can be announced via a press release (it’s even better if it’s a joint press release from their comms team, as it can give the announcement more weight).
Or, you can use the press as a way to position yourself as a thought leader in your field. Pitching story or column ideas to publications can be a great avenue to free promotion for your company — and it puts you in the spotlight as someone people can trust on certain topics.
A press strategy can take an entire life of its own — and requires a lot of time, resources and relationship building. But if this is something you are interested in pursuing as your agency continues to grow, this guide by Quick Sprout is a good way to get started.
Reflexiones finales
Everyone’s path to success in marketing agency life is different, but if you utilize this guide and apply it to your own company, I think you’ll be headed in the right direction. 👊
Y sé que acabo de darte un MONTÓN de información, que es exactamente por lo que he recopilado todas las guías, recursos y herramientas a las que se hace referencia en este post en una práctica lista.
¡Tachán! Puede encontrarlo todo aquí. ✨
Have any questions or do you think there’s something else we should include in this guide? Let us know in the comments!
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