Do you want to know how you can generate leads in a way that there are so many leads, there’s actually a wait list to work with your agency? Just imagine, people willing to wait to work with you.

I read recently that Tony Robbins has a 7-year waiting list for clients to pay $1 million to meet with him 3 times per year. He’s created such a demand for his service that he can command that high of a fee and people are willing to wait 7 years work with him. It’s definitely a goal for me with my business now… but we’ve got a lot of work to do. There’s demand there, but not a 7-year waitlist… yet.

Here’s what you need to do to start getting your marketing agency to the point of having a waiting list:

1. Clarity – get really clear on who your audience is. Be very specific. A niche is a really smart way to get this clarity.
2. Positioning – create a demand for the results your agency delivers. Don’t sell services, sell results.
3. Offering – create a unique selling proposition or a unique offering that makes your ideal clients want to work with you.

In order to have a waiting list, you have to be the best. Your agency will not have a waiting list if you deliver mediocre results. People have to know that you dominate in your field and they will get massive results from working with you.

A lot of agencies think you need to be a full-service agency in order to meet everyone’s needs and demands. That’s actually not the case… you just need to be really awesome at one thing. If you can dominate one area and get known for it, that’s all you need to set your agency apart from the competition. Why be a jack-of-all-trades, but master of none? Find the one thing you where you can totally crush it and go execute.

#1 – Using Case Stories to Attract New Agency Clients

Case stories can be a very powerful tool to share results with potential prospects. When you’re seeking case story material, get your clients to talk about:

Where were they before?
Where are they now?
What is life like now that you’ve achieved results?
What steps were required to get you there?
Who else would benefit from working with us?

Case Stories: Do They Matter?

The more detail you can add to a case study the better. “But wait, if I give out all this information, what incentive does the prospect have to come to me?” This is a question I get all the time, but it really has no solid basis. Over the years, I’ve produced hundreds of videos and hundreds of podcasts and I have no problem finding clients.

When you put the information out there, you’re providing tangible evidence of the value you provide. Sure someone can go and do the same thing themselves, but in most cases, they’re going to come to you to have you replicate the results rather than figuring it out for themselves. The number one benefit of putting it all out there is when a lead comes to you, there’s very little selling left to do.

Case studies are a great way to provide value and attract new clients. But you’ve got to put in the work. When you focus on the client instead of trying to sell your agency, you’ll have an easier time seeing results.

Using Successful Case Studies to Attract More Leads 

Case studies are an amazing way to generate leads because everybody within a particular industry wants to know what other people did that succeeded.

Some of my best lead magnets were basically bribing people into giving me their email address, it’s case studies. For example, I have one where I say:

“Do you want to know how one agency owner went from $25,000 a month in recurring to $80,000 a month in two months?”

It was a huge success. I had tons and tons of people opt into this and I basically just walked them through the strategy, because everybody wants to know.

So there are tons of things that you can do. I love what you can do with case studies, especially when you have success in a particular industry and then everybody else will want that success.

You basically share that with them and then at the very end you just say “hey, if you would like to know more about this, if you would like to chat with us and have your own success story like this WYZ client did, fill out the form below and we’ll chat with you.” And you can do this as audio, you can do it as video… I want you guys to think about macro marketing your content, where you create this really big piece of content and you slice it up into a thousand different ways.

One of the people doing this right now is Gary Vaynerchuk. If you check out his site, you’ll see that he’s basically creating one piece of epic content and then slicing it up.

#2 – Being a Podcast Guest Builds Authority and Generates Leads

Now let’s talk about a great strategy that can build a lot of awareness and generate leads for your digital agency business. I’ll also reveal one big mistake that can actually hurt your agency business.

So, a real game-changer for me and a lot of other businesses is being a podcast guest. The great thing about being a guest is that you just do the interview for 30-mins or so and then the host does all the rest of the work.

When you’re a guest on the shows your niche market is listening to, you have their solid, undivided attention. They’re listening to you speak about your experience and expertise. You’re spreading awareness and gaining authority in your market. It’s a brilliant way to generate leads… IF your interview is helpful.

Remember, help first to spread goodwill, don’t sell right off the bat.

It has happened to me that what should’ve been a great interview turns sour because the guest uses the interview as a pitch-fest. That is so maddening!

Look, I set up the expectations for my guests. I sent them the expectations for the interview. Our #1 goal for the podcast is to provide VALUE to my audience. That’s it… provide value. I also chatted with them before recording the show and tell them to focus on their experience running an agency.

Sometimes I can’t even use these interviews for my podcast because I refuse to expose my audience to this type of garbage.

So I want you to learn from this mistake and hear what I’m saying. When you’re interviewed on a podcast, just provide value with no expectations for an immediate return. I promise it will come back to you in the long run.

I can’t even begin to tell you what a game-changer this can be for your digital agency when you provide value as a podcast guest. Your ideal clients are listening to podcasts when they’re working out, in waiting rooms, on road trips, etc. People want to hear what you have to say and it will strike a chord for them. They will remember you for it, as long as you don’t use it as a forum for a sales pitch.

#3 – Speaking at Industry Events Generate Leads and Builds Authority

One of the best ways to generate leads for your agency and business is through public speaking. By speaking on stage, you can begin to build authority in your agency niche.

Speaking on stage is people #1 fear… so yeah, it can be scary. But, it can also be a total game-changer for your marketing agency.  And, isn’t that the whole point?

The first step is to select a niche. So many agency owners fight it because they want to be everything to everybody. However, when you know exactly who you’re best at helping and you choose that niche, you can showcase your authority and target your marketing to that audience.

Next, you need to figure out your target’s needs and desires. What do they want to become and how can you help them transform? You’ll get those speaking gigs when you can connect people to their goals and dreams.

The 3rd step is to make a list of where you want to speak. Where is your target audience gathering information and networking? Make a list of your top 20 or 50 events to speak and then go after it. Don’t shoot for just the big events, think quality, not quantity. You want to be where your target audience is at because that’s main goal, right? Lead generation. So given the choice between an event with 10,000 unqualified leads in the audience or one with 25 hyper-qualified leads in the audience. Go for audience quality every time.

Next, reach out to the event coordinators for the events on your list and see how you can help them out. One trick I’ve heard is to follow the event hashtag and see who’s tweeting about the 6+ months out. That’s how you’ll identify event coordinators because usually, no one else is tweeting about the event that early 🙂

Last, and most important — be patient. Make deposits before you make withdrawals. Be generous with your knowledge. Extend goodwill in the community; be helpful without a hidden agenda.

That’s how you’ll build authority and generate leads for your marketing agency.