Do you know your agency’s purpose? Have you established a solid framework? When you know what you do and have a process to follow, both your agency and your clients are more likely to find success.

In today’s episode, we’ll cover:

• 2 Reasons your agency should put purpose before profit.
• How to set up a solid agency framework.
• How your agency can cut through the clutter.

Today I sat down with Robin Whalen, president of Church + State, an independent marketing agency. Robin has been in the agency world for over two decades, and during that time, she has seen a lot of changes. She’s here to discuss how developing a solid framework can make everything else so much easier.

2 Reasons Why Your Agency Should Put Purpose Before Profit

We all got in the agency world to make lots and lots of money, right? No. Just me? Kidding aside, as agency owners, we have a tendency to look at the bottom line and set goals based on those numbers. I hear it all the time — agency owners tell me they want to have 5X margins within a certain number of years, or they’ll say, “I want a team of 50 people by the end of next year.” It’s great to set goals, but if you want to be successful, you need to put purpose before profits. Why?

1. Your time is important. We all remember staying up until 4 am burning the midnight oil. But as the agency realm shifts, bags under your eyes are no longer a badge of honor. Work/life balance is important for you and your team.
2. You’re able to set clear goals. When you prioritize profits, you lose your focus on what type of agency you want to become. What you really need to be thinking about is what type of services you want to provide, what type of clients you want to work with, and what type of culture you want your agency to have.

How to Set Up Your Agency’s Framework

When you have a solid framework, everything else has a way of falling into place. Plus, you’ll gain your clients’ trust when you have proven processes in place. But how do you develop a successful framework?

It goes back to knowing your purpose. What type of agency do you want to be? What is your guiding force or true north?

Robin says brands are known by three things: what they think, what they do, and what they say. Focus on these areas because when what you think, do, and say don’t line up, you have a serious integrity problem. At Church and State, the three leaders all have their own goals and their own distinct specialties. However, they all come together for one solid goal, to create the bridge between content and advertising. Find your goal and what guides you and implement a process that supports it.

How Your Agency Can Cut Through the Clutter

Think about what you are saying to your clients and prospects. How great is your reach? Sure, you spend countless hours creating and developing campaigns for your clients, but what about your agency? You need to cut through the clutter and let everyone know you are here.

This may come in a few different forms. Robin says her agency has written a book, delivers marketing presentations, and recently started a podcast.

You don’t have to do all these, but you do need to put yourself out there. If you’re just starting out, this can be as simple as consistent social media posts. If you have some experience under your belt, I highly suggest a podcast to gain authority and generate leads.

Focusing on profit will only get you so far. At the end of the day, you have to remember why you started your agency. Start with your purpose, develop a framework, and create a culture that supports your vision.

Are you looking for a simple solution to document your agency’s SOP’s?

If you want to keep your team working smarter and not harder, you need to check out what our partners at Trainual have to offer. Trainual is the top-rated software for keeping teams aligned and accountable from anywhere. Their software makes growing your agency easier than ever by keeping all your “how-to’s” and “need-to-know’s” in one place. With dozens of customizable templates, Trainual is an affordable way to increase consistency in the way your team works on repeatable processes.

For a limited time, Trainual is offering our podcast listeners a free the Smart Agency Masterclass Agency Onboarding Template pre-loaded into your account when you signup.