The Discovery That Means Everything To Your Agency

Today's Manifest

• The Prospect Makes A Discovery

• Freebies From Tim

• Thanks to our Sponsor - ListKit

The Prospect Makes A Discovery

As agency folks, we spend A LOT OF TIME thinking about how to build awareness & visibility for our clients. We make ads, we send emails, we create content…but we don’t spend a lot of time thinking about how to do the same for ourselves. Sure, we might post on LinkedIn or rock a webby from time to time, but being DISCOVERABLE is something that we don’t really put a lot of value on for our own businesses.

I want to break down a few ways that your prospects discover you…

1. Someone they know/like/trust mentions or recommends you. 
   That is the #1 way that agencies get business → referrals. Something like 80% of all agency revenue happens because of a referral. So, here’s a question…why haven’t you built a system to generate more referrals yet?
   Your entire business runs on systems…maybe you should make one for referrals, huh?

2. They run into your content.
   Rarely are people discovering your content on your website. Think of your website as the end of your prospect’s journey, not the beginning. They are discovering you through social content, through podcasts, through industry articles, through hearing you speak or seeing your logo on some lanyard at a conference. That’s how most non-referrals find you. They run into your thinking somewhere and then make you part of the consideration set. Do you make content a priority? Perhaps you ought to…

3. They find you.
   They do a search on Google and they see your website, or they find you on Clutch or some other kind of directory. Even in these days of crazy AI, search still works. These leads generally vary quite a bit in terms of quality, but you should be thinking about your inbound lead flow process so that you can weed out the stinkers. When’s the last time you review the inbound lead experience?

4. You find them.
   This is such a hot topic at the moment. Super high tech signals and AI personalization and warmed domains and ads and all kinds of ways to force your way into your target market’s field of vision. How many times have you really sat down and seriously reworked your targeting & messaging to insure that you are in front of the right people?

There’s not a lot of other ways to get discovered by your market. And because you are so busy running your agency and all the other stuff you do, MOST of this stuff goes unmanaged by you, the agency founder. You might set something up once, and then it falls off your plate or you abdicate responsibility for it and whatever is happening in a particular channel isn’t of the quality or insight that you need.

Make yourself this promise, please: Every month take half a day and review & improve the systems that help you get found. It’s crucial.

• Maybe invent a client newsletter that asks for referrals and delegate the responsibility to someone on your team (BTW, I know an agency coach with is FAN-FREAKING-TASTIC…)

• Perhaps you can find an old blog post that is still relevant and repurpose it for social. (And then make that a regular practice).

• Spend 15 minutes and review your case studies to find the 3 or 4 things that you regularly fix and address with your clients and use that as cold e-mail content.

Make the investment - it matters.

Freebies From Tim

Did you know that I give away a ton of stuff? I do! Here are two REALLY high impact freebies that you can take advantage of:

1. The WTF Agency Assessment: This is a FREE assessment that gives you insight into your revenue, your growth, your profitability, your messaging & your management style. It’s free - it gives really good insight into the current state of your agency and the path forward. Take it now.

2. Free Sales Call Audit: I’ve been selling agency services since 2001. And as a CMO, I listened to tons of agency pitches. Drop a sales call recording or a transcript, and I will give you FREE feedback and a 20 minute walkthrough of actionable improvements you can make. If you work the changes, I can almost guarantee that your sales close rate is going to increase. Check it out.

Thanks to our Sponsor - ListKit

Cold Email Setup Offer

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