Build a Better Agency Podcast

Every year we partner with Audience Audit to conduct research that we know will benefit agency leaders. This year, we decided to re-visit some of the questions we initially asked in 2014 to see if there had been significant shifts. In some ways, the results showed a consistent trend and in some other areas, there'd been some pretty significant changes. In the 2019 study we included clients from the US, Canada, Australia and the UK and there were over 1,000 respondents who participated. In this episode we'll walk you through some of the most significant ah ha moments in the study in terms of what clients value, how they view us, and the kinds of work they think we do best. We will also talk about some of the new questions around agency specialization and agency owner involvement in key accounts. Listen in as Susan Baier, president of Audience Audit and I explore the insights and talk about the implications of this new research. We'd also like to invite you to join us on November 12th (if you're listening to this in real time) as we walk folks through every single question and data point in a live webinar just for you! A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/. What You Will Learn in this Episode: What remained steady and what shifts we saw from the 2014 study The three distinct audience segments we uncovered and how each of them view agencies Why over 50% of all respondents work with an agency who is 200+ miles away from them How you can get the complete download during the webinar on November 12th Ways to Contact Susan Baier: Website: www.audienceaudit.com Email: susan@audienceaudit.com Twitter: @susanbaier

In the agency world, there are days where it seems like tomorrow will never come. It's easy to get fixated on what is broken or what else needs to be done. There's always one more tweak and THEN things will be good. Actually, no matter where you're at in the ebbs and flows of agency life, it's all pretty good. Even on your worst day, you have it better than most. The problem is, we often fail to realize that. We get tunnel vision digging ourselves out of holes and preparing for the next fallout when things are going well. In this solocast of the Build a Better Agency podcast, I share the story of a conversation I recently had with a friend who just sold his agency. His perspective was so telling and for me, so inspiring. My hope is that it will give you a fresh look at how to approach agency ownership, no matter what the day brings. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in this Episode: Why some agency owners fail to enjoy the ride How to show gratitude and the impact it will have on your agency How to recognize the privileges of being an agency owner or leader Why it matters that you slow down and appreciate your role Different ways that you can improve as an agency leader How to articulate what your clients and employees mean to you Drew McLellan is the CEO at Agency Management Institute. He has also owned and operated his own agency since 1995 and is still actively running the agency today. Drew's unique vantage point as being both an agency owner and working with 250+ small- to mid-size agencies throughout the year gives him a unique perspective on running an agency today. AMI works with agency owners by: Leading agency owner peer groups Offering workshops for owners and their leadership teams Offering AE Bootcamps Conducting individual agency owner coaching Doing on-site consulting Offering online courses in agency new business and account service Because he works with those 250+ agencies every year, Drew has the unique opportunity to see the patterns and the habits (both good and bad) that happen over and over again. He has also written two books and been featured in The New York Times, Forbes, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog "One of 10 blogs every entrepreneur should read." Ways to contact Drew McLellan: Email: drew@agencymanagementinstitute.com LinkedIn: www.linkedin.com/in/drewmclellan Website: https://agencymanagementinstitute.com/

Our agencies and the work we do will inevitably be impacted by artificial intelligence in the next 3-5 years. That's just a fact. Odds are, it's probably already changing the way you do business every day. There's a lot of hype and buzz about jobs going away and most agencies are struggling to figure out how to keep up. Questions of what data to use, how to analyze it, what tasks can be automated, and what AI can do for clients pop up all of the time. And it all shifts on what seems like a daily basis. Fortunately, the agency space has a beacon to light the way into the uncharted territory of AI. His name is Chris Penn, and he is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, and artificial intelligence/machine learning in marketing. Chris is a generous guy who frequently shares his knowledge over his own podcast, Marketing Over Coffee, as well as through books like "AI for Marketers: A Primer and Introduction." I was thrilled to welcome Chris as my guest for episode #208 of the Build a Better Agency podcast. I barely scratched the surface of questions I had but we got a good start, talking about data analysis, keeping up with the flux of AI, and the tasks that agencies can automate to save time and money. The conversation was fascinating and I'm excited to share it with you. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/ What You Will Learn in this Episode: What data actually looks like in the agency environment The importance of hiring people with analytics and software skills to an agency How to keep up with the ever-changing field of AI in an agency setting Common mistakes agencies make around data and analytics The most onerous tasks that can be automated using AI The capabilities of machine learning and where humans come in during the process What Chris does to keep current with technology in the agency space Ways to Contact Chris Penn: Chris's Blog: https://www.christopherspenn.com/ Website: https://www.trustinsights.ai/ Chris's Podcast: https://www.marketingovercoffee.com/

I'm a big believer in love. Sure — romantic love or the love you have for your family is awesome but that's not what I am talking about. I am talking about loving the people on your team and your clients. It's amazing the level of connectivity you can create when you lead with love. It may seem odd, but I think love is especially important in the workplace. Agencies lead with love towards their employees and clients will likely keep those employees and clients and enjoy the fruits of those relationships for many years. That's why I knew I'd love Steve Farber's new book Love is Just Damn Good Business. Steve has decades of experience as a leadership trainer and expert, he's an internationally sought out speaker and best-selling author. (He was my guest on episode #46 and we mentioned love a few times there too!) In episode #208 of Build a Better Agency, Steve and I talk about the impact of love on a business' ROI, employee retention and employer satisfaction. This is one of my favorite conversations I've had, and if you only listen to one episode of the podcast, I hope it's this one. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/ What You Will Learn in this Episode: Why Steve's message is so important in today's world The benefits of building a work environment based on love Building love and relationships with clients How to demonstrate love to employees The powerful message of being fully present with people What empathy really looks like in action Showing love and kindness in the most difficult times Serving your employees by being a "strong frame" Ways to Contact Steve Farber: Email: steve@stevefarber.com Website: https://www.stevefarber.com/ Steve's Book: https://www.amazon.com/Love-Just-Damn-Good-Business/dp/1260441229 m/

Many agency owners are struggling to not only understand laws like the CCPA and GDPR, but more important — determine what your agency has to do to be compliant and avoid liability. What laws apply to your shop and your clients? What does compliant even mean in terms of practical do's and don'ts? What is the chain of responsibility if clients make bad choices? What are mistakes we should avoid? My guest Ruth Carter is an Arizona-based business, intellectual property, and internet attorney; a best-selling author who literally wrote the book on the legalities of blogging; has been living and breathing the new CA privacy law and works with agencies every day to help them manage the hype and interpret the laws accurately. Ruth and I had a lively conversation about privacy laws and what they mean for agencies. Ruth is a wealth of legal and privacy information for agencies and a brilliant navigator for this tricky subject. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/ What You Will Learn in this Episode: What determines which privacy laws an agency and our clients need to follow How agencies can protect themselves if clients don't follow privacy recommendations and get into legal trouble Privacy disclaimers, policies, and declarations needed for an agency's website Whether your agency has to abide by the California Consumer Privacy Act (CCPA) and/or the General Data Protection Regulation (GDPR) Privacy mistakes that get agencies into hot water The importance of transparency when adding clients to your email list Why most agencies can take a deep breath – they're probably already complying with the law Ways to Contact Ruth Carter: Email: ruth@carterlawaz.com Website: https://carterlawaz.com/ YouTube: youtube.com/user/CarterLawFirm Personal Blog: UndeniableRuth.com

There are people who are considered leaders because their title says they are and then there are people who lead, no matter where in the org chart they may be. Agency owners can't afford to be leaders in title only. We have to step into true leadership if we want our agency to thrive and grow. David Wood, founder of Play For Real, is my guest on this episode of Build a Better Agency. David is a pro at spotting what it takes to be a strong leader in the workplace. David was a former consulting actuary to Fortune 100 companies like Sony Music and Procter & Gamble. When he left his Park Avenue job, he began to explore the world in a different way in terms of helping high-performing entrepreneurs, executives and leaders play the game of personal development as well as it can be played. In this episode of the Build a Better Agency podcast, David and I talk about what it means to show up as a leader who is not afraid to be daring, authentic, and vulnerable. We talk shop on how to encourage employees to be better leaders, how to build an environment of trust, and how true leadership can make all the difference. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here: https://www.whitelabeliq.com/ami/ What You Will Learn in this Episode: Ideal traits and practices for leading people The differences between relational and posturing leadership How to recognize leadership flaws and train employees to keep you accountable The importance of incentivizing employee contributions and collaboration What being an authentic and daring leader looks like How your leadership skills translate directly to running a more profitable agency The power of listening to people's problems rather than giving advice or trying to fix them Action steps for becoming a more vulnerable leader Ways to Contact David Wood: Website: http://playforreal.life/ Email: private6@solutionbox.com

As agency owners, we all want to hire the mystical, magical salesperson that will allow us to hand that task to someone other than us. Can it be done? Yes, but probably not the way you think or wish it would happen. Sales is a challenging activity no matter what you're selling. Selling for agencies, even more so. In this solocast, I will walk you through the make-up of that unicorn of a salesperson so you can spot one out in the wild. I'll help you identify some prime places to search what traits are non-negotiable, and how to build a compensation package, if you happen to find one. Even if you find this unicorn of a salesperson, you won't be able to walk away completely. I'll also discuss the agency owner's role in the biz dev process. With the right people, the right assets, and the right communication, you'll be well on your way to a successful sales operation for your agency. A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in this Episode: What makes agency owners uniquely qualified to be the best agency salespeople What an outside salesperson has to understand about your niche to sell for your agency The traits of a good salesperson The different kinds of agencies and how that impacts salespeople's success rates A compensation model for outside salespeople and how long it will take them to start making sales What assets salespeople need to set them up for success Why salespeople need access to the agency owner Drew McLellan is the CEO at Agency Management Institute. He has also owned and operated his own agency since 1995 and is still actively running the agency today. Drew's unique vantage point as being both an agency owner and working with 250+ small- to mid-size agencies throughout the year gives him a unique perspective on running an agency today. AMI works with agency owners by: Leading agency owner peer groups Offering workshops for owners and their leadership teams Offering AE Bootcamps Conducting individual agency owner coaching Doing on-site consulting Offering online courses in agency new business and account service Because he works with those 250+ agencies every year, Drew has the unique opportunity to see the patterns and the habits (both good and bad) that happen over and over again. He has also written two books and been featured in The New York Times, Forbes, Entrepreneur Magazine, and Fortune Small Business. The Wall Street Journal called his blog "One of 10 blogs every entrepreneur should read." Ways to contact Drew McLellan: Email: drew@agencymanagementinstitute.com LinkedIn: www.linkedin.com/in/drewmclellan Website: https://agencymanagementinstitute.com/ Tools & Resources: Get 10 hours for FREE for a Project with More than 50 Hours with White Label Here.

Lawyers, financial planners and insurance salespeople. You joke about avoiding them at cocktail parties, but they are definitely not who you should avoid as agency owners. Many owners think of attorneys as an expense. I can tell you – the preventative investment you make with a lawyer to get a good contract and other tools is a pittance compared to what I have seen agencies lose when they don't have those good tools. If you are a high-risk gambler – grab a contract off the internet and use that. That's why I invited Jamie Lieberman, founder of Hashtag Legal LLC, to be my guest on this episode of Build a Better Agency. She has over 15 years of legal experience and specializes in helping agency owners protect themselves before they get into hot water. Jamie brings extensive experience in contract creation and negotiation IP issues agencies face, web and mobile app terms and conditions, and influencer marketing legalities. Settle in – she's ready to give you a free hour of legal counsel! What You Will Learn in this Episode: Why you need to find the right attorney for your agency The absolute necessity of drawing up the right contracts for your agency and some characteristics of the ideal contract How agencies can (and should) protect themselves from potentially hazardous legal situations caused by clients The ins and outs of independent contractors and how to avoid legal headaches and fines Navigating non-compete and non-solicitation agreements for employees and contractors The importance of confidentiality agreements and defining what constitutes confidential information Claiming domain names while avoiding copyright or trademark infringement Why agencies owners should stay abreast of popular trends in the industry, especially in areas such as influencer marketing Ways to Contact Jamie Lieberman: Jamie's Email: jamie@hashtag-legal.com Jamie's Website: https://www.hashtag-legal.com/ Course: https://www.whitelabeliq.com/ami/ Get 10 hours for FREE for a Project with More than 50 Hours with White Label Here.

One of the most expensive mistakes many agency owners make is leaving too much money in the business. It's too easy to forget that the retained earnings in the agency's checking account is actually your money. You've earned it. You've paid taxes on it. It should be in YOUR bank account. But, when you leave it inside the agency you often spent it on bad financial decisions, like staying overstaffed rather than making the tough call to downsize if business shifts. You need to build your wealth outside of your agency. I dove into that topic in detail in episode 115 if you want to go back and review it. For many agency owners – when they think about building that wealth outside their agency, they think about real estate I'm a big fan of this strategy and it's been my go-to for years. But it's easy to make big mistakes if you aren't well educated (I wasn't) or don't have a good advisor. In the early days, I made some costly mistakes that I'd like to help you avoid. That's why I wanted to talk with a true expert in real estate investing so we could all learn from one of the masters. My guest, Chris Prefontaine, has been creating wealth through real estate and teaching others how to do the same for years. This conversation is going way beyond flipping houses. There are so many ways to make a profit in real estate, and the barriers of entry are much lower than you might think. Chris has always been a big advocate of constant education which is why he's written Real Estate on Your Terms: Create Continuous Cash Flow Now, Without Using Your Cash or Credit. He's also the founder of SmartRealEstateCoach.com and the Smart Real Estate Coach Podcast. He's been in real estate for over 25 years. His experience includes the construction of over 100 single-family and duplex homes (mostly 1990's and selectively to date) as well as ownership of a Realty Executives franchise (Massachusetts 1994-2000) as a broker, where he maintained high per-agent standards and eventually sold to Coldwell Banker in 2000. Chris runs his own buying and selling businesses with his family team, which buys 2-5 properties monthly, so they're in the trenches every single week. They've done over $80 million in real estate transactions and help clients do the same thing around the country. What You Will Learn in this Episode: Why you need to start building wealth outside your agency today How real estate can become a source of income beyond your agency How to use tax liens as an instrument to earn income via real estate The wide variety of ways you can earn through real estate Why you don't need a massive cash reserve to get started in real estate How to minimize the outlay and risk in real estate When to consider remote real estate transactions, and when to work on transactions closer to home How to ride out market fluctuations to make the most of your real estate investments Ways to Contact Chris Prefontaine: Website: https://www.smartrealestatecoach.com/ Free hard copy (including shipping) of New Rules of Real Estate Investing: http://newrulesforfree.com (this link mentioned in the show seems glitchy. The hyperlinked title should get people right to the site.)

You've seen all the stats and you've personally experienced the explosive growth of video in the last 5+ years. It is not a channel we can or should ignore for ourselves or for our clients. But unless you or your client have a skateboarding cat – producing a compelling video that will attract and connect with viewers is no small task. (If you do have a skateboarding cat – can I borrow him?) In this episode, we're going to deconstruct what it takes to create a compelling, engaging video that connects you with your ideal audience. My guest is an expert who has spent over a decade exploring and perfecting the art of the marketing video. Beyond learning how to best our own hang-ups about being on camera, there are even broader questions. What are some best practices? What elements need to be in place to have an effective video? What does effective video even mean these days? My guest Gideon Shalwick is a serial entrepreneur who has been creating businesses in the online video space since 2006. He's been experimenting, studying trends and making plenty of money off video for over a decade. Today, his focus is on his business Splasheo which is a video captioning service where humans manually transcribe your videos and then burn those captions right into your videos using a variety of engaging layouts. They're perfect for social and if we're connected on LinkedIn, you've seen my weekly video's new look, thanks to Splasheo! Gideon also occasionally offers private coaching and training to help people grow their businesses using video marketing. What You Will Learn in this Episode: Why video content is not primarily about transferring knowledge How to connect with your video audience so they want to engage with you How to structure your video content for maximum engagement Tips on how to look natural on camera Why audio is just as important as imagery in creating a video How to use social proofs both as a novice and after you gain traction in video Creating video out of your audio content Why captions make such a big difference in video engagement How to slice and dice your existing content into valuable video nuggets