Do your clients struggle to find consistency, working with multiple agencies to create an advertising campaign? Are you looking for a way to add more value to your clients? When you build out and provide more services, your agency clients want more and are more likely to choose you.

In today’s episode, we’ll cover:

•  Why agency clients want your agency to do more.
•  How branching out can help you find your agency’s niche.
•  3 steps to creating a team that supports your vision.

Today, I sat down with Meny Hoffman, CEO of Ptex Group, a full-service digital marketing agency. Meny started his agency over 18 years ago and has learned a lot about culture, customer satisfaction, and creating a business model that works. He’s here to discuss how to find your niche while delivering multiple services and creating a culture of excellence.

Why Agency Clients Want You to Do More

Over the years, I have talked to a lot of agency owners. And a good deal of them find the one thing they are good at and really knock it out of the park. But imagine what would happen if you were able to provide a team of experts to your client who can address all of their needs? Instead of going to one agency for branding, one for web development, and one for SEO, they can get everything they need under one roof and agency clients want more from you?

Ptex Group has multiple departments that each focus on one component of the marketing strategy. There’s a division for branding, one for design, and one for web development — they even have a call center! When you provide a comprehensive service your client will see greater consistency and they won’t have to go somewhere else for the next step, a win-win!

How Branching Out Can Help Your Find Your Agency’s Niche

I’ve said it before and I’ll say it again, you can’t underestimate the value of declaring your niche. The reason Meny’s model works is he is not trying to provide all types of services for all types of industries. If you are going to provide a larger range of services, you need to find your niche.

A lot of people are reactive to the market — they’re afraid to go all in. The best way to find opportunities (and discover what you’re good at) is to get down in the trenches. Go wide and let the market tell you where you are successful.

Remember, your niche won’t always be where you have the most clients. You have to find a path that aligns with your vision, passion, and your team’s skill set. When you bring your team into the conversation, you’re more likely to find success.

3 Steps to Creating a Team That Supports Your Vision

At the end of the day, this model won’t work unless you have a solid team to back you up. So how do you find the right people that will support your vision? It all comes down to culture.

It goes without saying, culture is more than ping-pong tables and babysitting (Meny calls these perks). To be successful, you have to create a culture of excellence. Where do you start?

1. Walk the walk. You can’t just put your values up on the wall. You have to live and breathe your core values. Culture is actionable and is what you do and what you say, not something that’s written on a poster.
2. Give room to grow. When you give your team infrastructure and autonomy to make decisions and grow, they’re able to shine and add value to the team.
3. Be open and approachable. Talk to your team. “How’s it going?” “What can we do better for you?” “How can you provide more?” Often it’s the little conversations to engage employees that make the biggest difference.

At the end of the day, we’re here to provide our clients with a quality service. The more you’re able to meet your client’s needs, the greater the opportunity you’ll have to grow.

Do Your Clients Need Help with Location-Based Marketing?

Would you like to help your brick-and-mortar clients so you can drive the right foot traffic to their locations? How about gaining insight into visitor trends for stores, chains, or retailers? Our partner, Reveal Mobile is reinventing how agencies use location-based analytics for geotargeting.

They help you bring new insights early in the sales cycle, easily build and deliver location-based audiences with their launch of VISIT Local Free. This is a FREE tool agencies can use to understand their clients’ audiences, from foot traffic patterns, store visitors that live and work nearby, frequency of visits, competitive information, and much more. Check out VISIT.RevealMobile.com/Swenk to get your free access to this amazing tool.

Moving Forward With Your Agency

During the lifetime of your agency especially when your agency clients want more, having strong processes will help you with ensuring projects run smoothly. However you will without a doubt come across other challenges you need to overcome — this is where I can step in.

I have advice for agency obstacles such as recognising common agency mistakes, how to keep great agency employees in your team as well as fostering the connections made with clients. If it’s challenging growing your business, I have agency growth hacks, the best ways to improve management of your business as well as why building a remote team can be beneficial in the long run.

Learn more about my career as well as tips, tricks, and insights by checking out my blogs that cover a wide variety of topics.

You can learn more from my experience from my Ask Swenk series and my videos on my Youtube channel. Check out advice and learn even more from other successful agency experts featured on Smart Agency podcast twice every week.