Try This One Thing to Land More Clients For Your Agency
As we prep for the year ahead, we agency owners are racking our brains and exhausting the internet to come up with new ideas to land more clients in 2024.
Having been in the agency growth space for over a decade and having worked with so many agencies, there is one strategy that doesn’t often get implemented, but when I implement it for my clients, the reaction is usually, “Why didn’t I do this before?”
Ready to know the top-secret strategy? It’s spending less time getting to know your target audience and spending more time getting a pulse on your target audience’s target audience. Which I guess, in return, does help you understand your target audience as well.
The key is that brands will be searching for insights about their target audience and if they come across your thought leadership about their audience, your agency immediately becomes more favorable in their eyes.
Why You Need to Become an Expert on Your Target Audience’s Target Audience
Brands are willing to pay more for expertise. And if you can provide this expertise, you’ll generate more qualified leads.
Brands are constantly seeking information on pain points and purchase behavior regarding their own industries. These are easy to address once you are an expert in any given industry because brands will organically come across your thought leadership.
And something I’ve noticed is that when a brand seeks out an agency and they find and research an agency on their own, there is a psychological component that makes them feel proud they found an agency on their own and these types of leads convert higher.
Not to mention, thoroughly understanding your target audience’s target audience makes your PR and marketing efforts more successful.
3 Ways to Gain Expertise in Any Given Industry
Many agencies only scratch the surface when learning about their clients’ target audiences. They know just enough to run effective campaigns.
But what I’m suggesting is to do a deep dive below the surface and become a true expert. Here are three ways how to do just that:
Set Google Alerts to stay in the loop with new content coming out about each industry every day
Hit LinkedIn and connect with decision-makers in the industry you want to learn more about read the content they publish and ask them questions
Subscribe to blogs and newsletters from thought leaders in any given industry so that you are kept apprised of new trends that surface
3 Ways to Convey Expertise in Any Given Industry
Once you’re an expert in any industry, it’s crucial to convey that expertise to generate leads and turn leads into clients. Consider the following strategies:
Guest post on publications your target audience would go to for strategies and actionable insights for their PR and marketing efforts
Survey members of your clients’ target audiences and publish the data that you collect into an industry report with key takeaways
Host a webinar on marketing trends within the industry to generate leads and show off your knowledge of your target audience
How Will This Land Me More Clients?
Expertise gets the attention of your target audience. Strategically gate content with a lead capture form because generating leads is great but won’t get you far if you don’t strategically nurture them.
Once brands realize you are an expert in their industry, your agency will immediately gain more trust in what you do which leads to higher client acquisition.
Final Thoughts: Putting This Strategy Into Action
I’m sure all of this sounds great, but I’m guessing it also seems a little time-consuming.
The reason why I started The Campfire Circle is because agency owners spend a lot of time doing awesome client work and don’t have much time to grow their own agencies. That’s where I come in. If you want help with promoting your expertise to generate more leads than ever before, get in touch with me here.
If you feel like you are up to handling this strategy internally, that’s great. Just keep in mind that it takes time to become an expert and even more time to promote your expertise to land new clients. But I believe in you!
On a scale of 1-10, how well would you say you understand your target audience’s target audience? I’d love to read your perception in the comments below!
