Conquered Freelancing, Let's See How I Do Scaling an Agency

[BlackSuperman]

Hey FLF friends!

It's been a minute since I've last posted, and I think it's time to get back to it. My last trial, going from zero to hero freelancer status went swimmingly (which you can find here . Now it's time to take what I learned from my journey as a freelancer and apply it to an agency I can scale.

So far I've been at this since mid-July. Booked my first client a mid-size eCommerce platform. Put together an awesome team who knows how to get sh*t done, shout out to these awesome dudes!

I'm going to keep this short:
Current Agency Clients: 2
MRR: $1,000/month

I'm going to use this as a knowledge source for those who also want to move away from freelancing and plan to scale an agency.

P.S. I'll be sharing all my systems and processes as I go. I promise the next update will have more actionable information.

 

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[Andy Black]

If you deal with these big problems well they can sometimes be turned into a positive. Put your hand up and own what you did wrong, and see if you can turn it around. If not, then it’s a lesson learned.

EDIT: Dumb phone typos.

 

[BlackSuperman]

Update: Looks like we'll continue to work together!

Another lesson: Don't let mistakes ruin your day. I felt like crap the last few hours. Now I feel relieved and back at the grind.

 

[BlackSuperman]

This weekend I devoted myself to lead generation. Since @Madame Peccato & I have the agency's SOPs in order, I should focus on helping grow the agency by getting more clients.

I've used a cool new trick involving Google Search and search operators and found a list of 900+ SaaS startups hiring. I made a copy of the list and am now going through it and adding all the CEOs to LinkedIn.

My plan to reach out will involve LinkedIn connecting, email outreach, and a non-intrusive cold call (hopefully, it's non-intrusive). Now I haven't conducted a cold call in a very LONG time, so this will be a grind and a very valuable learning experience.

I'd also like to point out that although I've left Upwork as my primary client acquisition channel, I still utilize it from time to time. Hell, I have a call with a potential client I met through Upwork. So again, it can still be a viable lead gen option, but now I'm VERY picky with who I choose as my clients. I also devote a maximum time of 10 mins per proposal.

Current Clients: 2
Goal by the end of 2021: 10

MRR: $1,000

PS: I did make far more as a freelancer but I also never had time. With an agency, I can multiply my earning potential since my time requirements are minimal. Thus why I decided to go the agency route vs. sticking to freelancing.

 

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[Lex DeVille]

Today's post is less of an update and more of a lesson that I hope NO ONE ELSE REPEATS!

I'm hoping it blows over but it may cost me one of my bigger clients. So instead of waiting a few days, I want to get the message out now.

The agency recently got some awesome success for one of our clients and because of that, my head got a little too big and WAY too excited.

I wanted to make a case study right away so the agency could drum up more business (since we'd have data/proof of our results).

This may seem like common sense (which I clearly lacked in that moment) but if you're going to publicly release any case studies, data, articles, anything about your clients in a public way I HIGHLY recommend you bring it to your client's attention first.

What I initially thought would generate tons of new business may actually cost me my biggest one.
When you get results for your clients it's great to be excited. But don't do what I did and let that get to your head. That pride will most definitely cost you (and it's costing me right now).

Again, anything you decide to release on your website, blog, social networks that involve data about your clients, RUN IT BY THEM FIRST!

Tomorrow I have a call with the CEO. I hope I haven't damaged our relationship beyond repair. I will update this thread once all this blows over.

One way you can avoid problems with this in the future is to build it into your contracts as a stipulation of working with you. A statement to let the client know that by engaging you for services, some data may be used for case studies that will be shared through your blog, portfolio or wherever.

 

[BlackSuperman]

Update:
I just got off a call with our biggest client. The call went well.

We talked about:
1. Next steps for upcoming articles
2. Webinars/Videos/Product Demos (so now I need to find a competent freelancer who can handle that)
3. Guest Posting (Now they want the agency to guest post on Medium)

They gave us full access to the platform, making content creation that much easier (since we'll finally understand how their platform works).

And best of all: He provided me a list of all the directories he focuses on getting customers from. This means I now have about 10 sites with a list of 1000+ companies in our niche I can reach out to.


I was going to be bold and ask about a case study, but I decided that maybe next month I'll ask (plus I should have better data).

At this point, the agency is almost fully systemized, and now I can and should focus solely on lead generation to scale our agency. My teammates @Madame Peccato and @Edgar King are on point, so I thank them for being awesome

I more than likely will not update this thread until I either massively fail to see results (and that way, you will have info on what to avoid doing) or when I book another client (so you'll know how we did it).

 

[BlackSuperman]

It has been a hot minute since I've shot an update.

The last time I provided an update, the topic was about the case study and the consequence aftermath.

All has been well with this client. Mid-Oct/Early Nov, I realized that it might be a bit difficult to convince our target market to hire us with the way I set up the agency.

So I took a back seat on the lead, focused on getting my current clients absolutely killer results. That has been the focus. Now, it looks like it's paid off. One of the agency's bigger clients (even though now work requests have slowed on their side) said that between the time of us starting and that particular week, sales have doubled (for the same 2 quarters, not the whole year), which is great!

Currently, I'm awaiting video testimonials and for our clients to release the data I can share in a case study.

Now, I did end up picking up a remote job. I ran out of money and thus needed to earn some. I applied for a remote pt position as a phone customer service rep. I got promoted to handle corporate accounts literally a few days ago.

So now money flow is there, I still have time and plenty of energy to work on the agency's client acquisition strategy and implementation.

I'm in a comfortable yet uncomfortable spot, as I've never felt so motivated to keep moving forward. Probably because I finally have proof that what we're doing is bringing in positive ROI for our clients. Just confidence boost. It helps, though, a lot!

At the moment, I'm splitting my team with networking, SEO, and getting content created for the agency. Before, I wanted it to be a secondary business, but now I really want to make it a 6, maybe even 7, figure agency.

But yeah, that is what's been going on!

PS: Hard tasks were taken as well.

1. Our website has been re-designed, SEO optimized, and content is currently being created to help improve MQLs.

2. Documented strategies, processes, and "templates" have been implemented for our team. This helps unify all projects/campaigns.

3. I've submitted the agency to over 30+ marketing directories for backlinks as well as the occasional random "walk-in/website landing."

4. I've picked up a PT, fully remote job to help pay bills but also allow me to experiment with more paid solutions to my problems/bottlenecks.

5. Services have expanded based on need. Many potential clients were interested in content but needed results ASAP. Some others had a content system but has a terrible time promoting that content. I've done SM, PPC, and CM so far. Figured I can create a full-service solution for my target market.

 

[BizyDad]

Don't put this case study thing into your sales process. It will be a sticking point for people more often than you'd think. It gives people one more reason to say no to your agency. And they don't trust you yet. I would absolutely say no because I value my company's right to keep my data and success private.

Rather than having to overcome that self-inflicted objection, go with your first approach of picking the clients you want to do a case study about and approach them when appropriate. Find a way to spin the case study into a benefit for them (easy enough to do).

 

[BlackSuperman]

Small Update:

Just got off a call with one of my clients. She mentioned that social media content for her is taking WAY too much time. She also was concerned about social media in general because most social media professionals she spoke with wanted to charge her $1,500 to create social media/manage her social media.


This was concerning to me, so I asked why they charge $1,500 if all you need is content creation, and she said they didn't offer it. So I said we can handle it for her for an extra $200 because it's only 12 posts, she has everything we need available, and we're already writing her content. She agreed, and so we'll be handling that aspect for her. Not managing her social media, she'll still do that, BUT we'll be creating content. I also provided her a general game plan to follow so she'll maximize her results.

Lesson to take away:
Ask more questions.
Dive into their pain points.
Get to the why.
Offer a solution.

But only if you can realistically do it. We offered her social media content creation but not management because it's just something we can't do. Don't over-extend yourself but also be open to opportunities.

MRR increased by +$200

 

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[Madame Peccato]

I'm following this execution either way as I'm one of the mentioned team's members

This is going to become an excellent venture, I can feel it.

 

[BlackSuperman]

Alright, here is a little background information.


What sparked me to go from freelancer to agency owner?
When I was a freelancer, I discussed with Speed and @Black_Dragon43 the next steps I should take. During that discussion, I realized that it's time to start moving away from the actual content writing and really focus on managing. This, in turn, led me to chat with a few other great content writers, and after much discussion @Madame Peccato and I decided to do a superhero team-up. And thus the birth of this big burden of a baby, haha.

Did I start with clients?
Yes, 100% had to. I was already working as an ongoing content writer for a few clients but with the bonus of also providing big picture consultation (free advice). So I decided to take @Black_Dragon43's advice again and "upgrade" them after a brief call.

But that's not where I got my first client...

What the hell do I mean?
Well, about a week after, I met my first client from Upwork. He was looking for a content writer, but after a VERY lengthy call (a 30 min call turned into 2 hours) he decided that our team would be far more beneficial (and may I say god d*mn we are good).

We're handling content strategy, planning, creation, and promotion. Then one of my smaller clients just recently reached out for us to also handle her content marketing.

And that's where I'm at. 2 clients. 1 big. 1 starting to grow.

I've established SOPs, correct communication channels, file-sharing, project management with Trello, and a slow but organic funnel to get more clients.

 

[BlackSuperman]

Happy Sunday, everyone!


Today's actions were all focused on getting lead gen started and optimized for the upcoming weeks.

1. Finally finished 3rd blog post (which looks like this on the homepage)

2. Submitted agency information to a handful of marketing agency directory websites.
3. Continued to add CEOs to connect on LinkedIn (to send out Loom videos to generate interest in content marketing).
4. Chatted with a few freelance designers and SEO specialists who reached out to work together. Let them know I'm more than happy too. Also provided an incentive to each lead generated that ends up signing on with us.


Outside of lead gen, I also took the time to proofread, edit, and re-proofread all of our articles due this week. Seriously both my writers are fantastic.

I feel it will be a great week, and I'll also be implementing @Edgar King & @Black_Dragon43's LinkedIn strategy for connecting.

 

[BlackSuperman]

Those 3 because I already have pretty massive proof of results. Just makes it easier. Also, thought to myself why not. haha. My current clients seem to be interested in the additional service so im really pleased i made the right mvoe. Now I just need to close them on the new pricing. Becuase it's vastly dif then what they are paying.

 

[DonnieBrasco]

Offer whitelabel work to other agencies in high salary countries, worked tremendously well for me (8-11k gross profit per month atm and we grow month after month).

 

[Edgar King]

This weekend I devoted myself to lead generation. Since @Madame Peccato & I have the agency's SOPs in order, I should focus on helping grow the agency by getting more clients.

I've used a cool new trick involving Google Search and search operators and found a list of 900+ SaaS startups hiring. I made a copy of the list and am now going through it and adding all the CEOs to LinkedIn.

My plan to reach out will involve LinkedIn connecting, email outreach, and a non-intrusive cold call (hopefully, it's non-intrusive). Now I haven't conducted a cold call in a very LONG time, so this will be a grind and a very valuable learning experience.

I'd also like to point out that although I've left Upwork as my primary client acquisition channel, I still utilize it from time to time. Hell, I have a call with a potential client I met through Upwork. So again, it can still be a viable lead gen option, but now I'm VERY picky with who I choose as my clients. I also devote a maximum time of 10 mins per proposal.

Current Clients: 2
Goal by the end of 2021: 10

MRR: $1,000

PS: I did make far more as a freelancer but I also never had time. With an agency, I can multiply my earning potential since my time requirements are minimal. Thus why I decided to go the agency route vs. sticking to freelancing.

There's a certain appraoch Black Dragon taught to get connects that worked amazing for me.

When I tried it, 18/20 digital marketers connected and we're all very happy that I did.

It goes like this, "Hey Johnny Bravo, saw your profile and thought it would be cool to connect with a successful {whatever they are} like yourself!” And I think it works because you're giving them a positive experience, and thereby they're a loooot more open to any requests they might say. So it might helps tons in your case.

 

[BlackSuperman]

Thanks for sharing, and that’s good advice.

How did the meeting go? Did you take it on the chin and get forgiven for being overly enthusiastic, or had you overblown the situation in your head?

The phone meeting is actually tomorrow (the meeting is about work stuff, but I figured they'd probably bring up the case study issue). After my initial apology and correction, the CEO sent me a message saying it was all good, and now I know for next time.

I think it was a combination of the 2. I know they were upset because the initial message (before they deleted it) was intense. But that was last night, and this morning after I noticed the "bad" message disappeared, my mind went to 2 places:

"They either deleted it because they didn't want to make it bigger than it needed to be or because it mentioned continuing our relationship but that this event might have hurt it."

Either way, I think a combination of us getting them awesome results, having a good attitude with no excuses, and being calm regardless of the high emotions, led to this seemingly chiller conclusion.

I'm still thinking about the whole thing so I hope all I wrote makes sense.

 

[BlackSuperman]

What kind of tools do you use for lead generation?

A hint: you could write your own, easy Python script for reaching many companies. I could help you with that free of charge.

Numerous "tools".


Few things:
1. I use google-fu A LOT. Example:

• site:docs.google.com/spreadsheets B2B Software Startups

2. I also browse MANY articles/lists/directories related to my industry like -> growthlist.co
I add the CEO or highest executive I can on LinkedIn (but this is more relationship building vs. lead generation).


3. Cold emails (and maybe even cold calling as @Black_Dragon43 suggested to me). I'll be honest I get mega anxiety thinking about cold calls, but I'm great on the phone, so it might become my most potent strategy. Who knows.

4. Highly targeted keywords + Google Ads (PAID ads)

My process in a nutshell:
1. Find a company who could use help with content marketing
2. Load the company website into SERPStat
3. Analyze traffic/visibility trend
4. Find/Add CEO to LinkedIn
5. Load website into hunter.io/Google/whatever to get email of CEO
6. Build email list
7. MANUALLY email each member on the list with a personalized email. Firsthand data indicated CEO's will not open an email unless its highly personalized and REALLY speaks to their need.

 

[Black_Dragon43]

Following

 

[BlackSuperman]

Today's post is less of an update and more of a lesson that I hope NO ONE ELSE REPEATS!

I'm hoping it blows over but it may cost me one of my bigger clients. So instead of waiting a few days, I want to get the message out now.

The agency recently got some awesome success for one of our clients and because of that, my head got a little too big and WAY too excited.

I wanted to make a case study right away so the agency could drum up more business (since we'd have data/proof of our results).

This may seem like common sense (which I clearly lacked in that moment) but if you're going to publicly release any case studies, data, articles, anything about your clients in a public way I HIGHLY recommend you bring it to your client's attention first.

What I initially thought would generate tons of new business may actually cost me my biggest one.
When you get results for your clients it's great to be excited. But don't do what I did and let that get to your head. That pride will most definitely cost you (and it's costing me right now).

Again, anything you decide to release on your website, blog, social networks that involve data about your clients, RUN IT BY THEM FIRST!

Tomorrow I have a call with the CEO. I hope I haven't damaged our relationship beyond repair. I will update this thread once all this blows over.

 

[BlackSuperman]

One way you can avoid problems with this in the future is to build it into your contracts as a stipulation of working with you. A statement to let the client know that by engaging you for services, some data may be used for case studies that will be shared through your blog, portfolio or wherever.

Definitely would have been a good idea.

 

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[BlackSuperman]

Don't put this case study thing into your sales process. It will be a sticking point for people more often than you'd think. It gives people one more reason to say no to your agency. And they don't trust you yet. I would absolutely say no because I value my company's right to keep my data and success private.

Rather than having to overcome that self-inflicted objection, go with your first approach of picking the clients you want to do a case study about and approach them when appropriate. Find a way to spin the case study into a benefit for them (easy enough to do).

Love this great idea. Appreciate the advice.

I got a bit ahead of myself since another client wanted a case study.

I shouldn't have been so reactive and instead just continued proactive effort to get clients that fit well with what I do.

Case study isn't even necessary and I'm seeing that now.

 

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[BlackSuperman]

Process Update:

Things have remained steady—unfortunately, no new clients. But I am reaching out to my market. No excuses.

My process involves:
Pulling prospect info from Apollo.io
Exporting to Google Sheet
Importing the Sheet into Hubspot
Load the prospect's website into an SEO platform like SEMRush or Ahref's
I look for specific indicators. Once found, I update the "lead status" & add their name as a card on Trello. They've officially entered my contact sequence.

From there, I add them on LinkedIn & send out the first cold email. Usually, I get no response, so I plan to continuously follow up every few days until they reply/8 emails go by without a single response.

I've sent out about 20 emails so far (my list is HYPER targeted, though), and I know these particular companies are trying to create content but can't consistently. So no giving up. They'll all eventually find some agency. I might as well be the first in line!

Current Clients: 2
End of 2022 Client Goal: 10

 

[Raja]

following

 

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[Edgar King]

Words aren't needed, looking forward to this adventure!

 

[ALC]

Following !

 

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[Alfie321]

Good luck. I work for an agency and with time you can really charge your clients. We sell development packages of $2000/mo for 8 hours that if you don't use they are gone for the next month.

There's clients who have not bothered us for months, I'd say 50% of them actually make use of their full hours.

I'd totally do this if I was in the US, but for now I think this would be much much difficult to pull with a remote operation. Let me know if I can help ya.

 

[Edgar King]

Let's GOOOOO

If you're building through Linkedin, it might help to boost your domain authority so others see you as an expert.

Andy put it like this...
To become known for xyz...
1. Post content on xyz
2. Help someone with xyz
3. Be seen helping someone with xyz

Doing this might help gain you a lot of exposure and interest as the go to in your field (Content marketing).

 

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[Black_Dragon43]

Numerous "tools".


Few things:
1. I use google-fu A LOT. Example:

• site:docs.google.com/spreadsheets B2B Software Startups

2. I also browse MANY articles/lists/directories related to my industry like -> growthlist.co
I add the CEO or highest executive I can on LinkedIn (but this is more relationship building vs. lead generation).


3. Cold emails (and maybe even cold calling as @Black_Dragon43 suggested to me). I'll be honest I get mega anxiety thinking about cold calls, but I'm great on the phone, so it might become my most potent strategy. Who knows.

4. Highly targeted keywords + Google Ads (PAID ads)

My process in a nutshell:
1. Find a company who could use help with content marketing
2. Load the company website into SERPStat
3. Analyze traffic/visibility trend
4. Find/Add CEO to LinkedIn
5. Load website into hunter.io/Google/whatever to get email of CEO
6. Build email list
7. MANUALLY email each member on the list with a personalized email. Firsthand data indicated CEO's will not open an email unless its highly personalized and REALLY speaks to their need.

LinkedIn itself is a good source for CEO emails. Just click "Contact Information" and you usually land upon a personal email.

 

[Lyinx]

Case Studies: just make them generic (if possible)

Example, We did a job for a client, they work in B2B between manufactures and end user hospitals.. by leveraging our advanced SAAS platform, they were able to increase sales by 30% without hiring any new people, AND their existing employees were able to do it without working weekends!
Their employees attributed their success (mostly) to our SOP section of our platform... see a video of our SOP section in action by clicking here (youtube link, keeps it under 30 seconds)

 

[BlackSuperman]

Every freelancer desires a website & a great rating of the services that you provide, irrespective of how old school your business or clients may be or you have to be a great profile on all social media channels.
Even if they locate you on social media or Google, they may need to visit your website, and like your Google listing, it serves to promote your business 24 hours a day, seven days a week. I describe LinkedIn for how you can generate great leads on Linkedin by:
Make Their Eyes Get Stuck On Your Business page
Reach Out to Relevant Audience
Write Content that Initiates Conversation
Try To Build Healthy Relationships
Identify Your Top-Performing Content via LinkedIn Analytics

For further details & how to apply these techniques, read this blog.

This sounds more like a promotional post....

 

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