How to Find Brands That Don’t Already Have An Agency

With 92% of brands working with an agency in some capacity, only 8% of brands are without an agency. So how do you identify these brands in order not to waste precious marketing dollars advertising to brands that already have an agency?

Knowing that the majority of brands already have an agency, it can seem daunting to cast a wide net to promote your agency knowing that only 8% of the people you reach with your thought leadership and marketing tactics are potential clients.

And sure, it’s possible that not all 92% of brands are happy with their agency, so keep casting a wide net but take a step back and put a little more focus on reaching brands that don’t have an agency.

Agencies need to revamp how they acquire more clients. With a focus on brands that don’t have an agency yet, your client base can grow exponentially in 2024.

Be Strategic With Your Lead Capture Forms

Again, it’s okay to cast a wide net. So when you create your lead magnets gated with a lead capture form, include a field that asks if they’re currently working with an agency.

Segment the leads you get from your lead magnet into a list of brands with and without an agency. This is important because your email marketing efforts to nurture your leads after they fill out the form for your lead magnet will need different approaches to each list.

Another thing to try is creating a field that asks if they are happy with their current agency. This creates another segmented list to nurture.

Acquire Lists of New Businesses

Research new businesses. A lot of times, a new business doesn’t have an agency yet.

For my clients here at The Campfire Circle, I purchase a list each month from Get Prospects of startups that just launched AND they have funding. The funding piece is key so that you know they can afford you.

Additionally, it’s smart to purchase lists of new businesses each month that aren’t startups so that you’re covering all of your bases. Mailing Lists Direct is a solid service to use for this.

Each month, when you acquire your lists, set up a nurturing campaign and drip them content. The first 3 emails should be thought leadership and the 4th email should have a CTA to book a free consultation with your agency.

A Referral Program

Did you know that referrals are the number one way agencies land new business?

Don’t just sit there and hope your happy clients recommend your agency. Sometimes, they need a nudge.

Segment your happiest clients into a list and offer a little incentive for their referrals. Obviously, if they know someone to refer, you don’t have to worry about them already having an agency.

I recommend a $50 gift card for anyone that your client refers and books a call and a $250 gift card for any brand that comes on board as a client.

If you want to read my detailed approach to agency referral programs, check out this post.

Investigate Brands’ Websites

Often, in a brand’s About page or in the footer of their website, brands disclose their agency partnerships.

You can also skim through their blog to see if there is any mention of an agency partnership.

Analyze the website and resources the brand offers, and judging by the level of professionalism, it is usually apparent if there is agency involvement or not.

Lastly, look at the brand’s marketing team. If they have one. If there is no marketing team or if the marketing team is tiny, they’re likely working with an agency.

Networking

Networking at in-person conferences and online groups, with the nature of one-on-one interaction, can identify many brands that don’t have an agency yet.

Humanizing your agency and striking up conversations with brands lets you ask them flat-out if they work with an agency. If they don’t, you have the opportunity to pitch your agency.

Be Direct

You know the industries you do great work for, so spend some time identifying brands in your agency’s niche and make a long list.

Reach out to them directly and simply ask them if they are working with an agency. 

Create an email that is thought leadership and features a resource your agency has created and at the end of the email, ask them to reply to the email and let you know if they’re working with an agency or not. It’s less tacky to lead with a resource and secondarily ask about their agency partnerships.

Do Some Good Old Fashioned Googling

As per my point above, you already have a list of brands that you are targeting. Head on over to Google and try different searches to identify whether or not they work with an agency.

A lot of times agencies will list their clients on their websites. So try Googling “name of the brand” and “agency.” 

Do some digging and see if you can find anything. 

Send Out a Survey

You likely have a large email list of leads. But do you have a pulse on them?

Sending out a survey to all of your leads will help you segment your audience. Simply ask if they have an agency and if they do, ask if they’re satisfied with their agency partnership.

This will allow you to get a pulse on which leads you should focus on.

Do you have strategies to find brands that don’t already work with an agency? I’d love to read your insights in the comments below!