How to Get Started with a New Online Marketing Agency

1. Define Your Niche: Stand Out from the Crowd

One of the biggest mistakes new agencies make is trying to be everything to everyone. Sure, you want to help as many businesses as possible, but in the crowded world of online marketing, specialization is key. By narrowing your focus to a specific industry or service, you’ll be able to stand out, offer unique insights, and deliver more value to your clients.

Here’s How to Choose a Niche:

• Leverage Your Background: Think about your professional experience and areas of expertise. Have you worked in e-commerce, hospitality, healthcare, or tech? Using what you already know can give you a leg up.
• Consider Market Demand: Some niches are more competitive than others, but they also come with high demand. Research market trends and identify areas where businesses need the most help with digital marketing.
• Get Specific with Services: Beyond choosing an industry, you can also specialize in specific services. For example, you might focus on SEO, PPC, content marketing, social media, or conversion rate optimization.

Once you’ve found your niche, you’ll be ready to position your agency as the go-to expert in that field. For more on finding the right niche, check out our article on Choosing Your Digital Marketing Niche.

2. Build a Solid Business Plan

Building a business plan might not be the most glamorous part of starting an agency, but it’s crucial. Your business plan is essentially your roadmap—it’ll help you identify your goals, plan your strategies, and map out how you’ll get there.

Key Elements of Your Business Plan:

• Mission and Vision: What’s the big picture? What do you want to achieve, and why is your agency unique? Define your “why” and set clear objectives for your agency.
• Market Analysis: This section is where you analyze your target market and your competitors. Look for what’s already working in your chosen niche and identify any gaps you can fill with your unique services.
• Services and Pricing: Decide which services you’ll offer and how you’ll price them. Will you charge per project, by retainer, or by the hour? Your pricing strategy will depend on your niche, client budgets, and the value you provide.
• Sales and Marketing Strategy: Outline how you’ll attract clients. This might include inbound marketing (blogging, social media), outbound marketing (cold emailing, networking), or partnerships with other businesses.

With a clear business plan, you’ll feel more confident moving forward. It’ll also be a valuable reference point as your agency grows and evolves.

3. Register Your Business and Get Legalities in Order

Before you take on any clients, make sure your business is registered and compliant with legal regulations. Requirements vary depending on your location, but here are a few general steps:

• Choose a Business Structure: Decide whether you want to operate as a sole proprietor, LLC, or corporation. Each has its own tax and liability implications.
• Register Your Business Name: Choose a memorable name that reflects your niche and register it with the appropriate government agency.
• Get the Necessary Permits: You might need permits or licenses to operate legally, depending on your region. Check with local authorities to confirm requirements.
• Set Up Contracts: Have a lawyer help you draft client contracts that outline your services, fees, deadlines, and expectations. Contracts protect both you and your clients and help ensure smooth projects.

Getting your legal ducks in a row might not be exciting, but it’s essential for building a solid, legitimate agency. Once you’re set up legally, you can start marketing your agency with confidence.

4. Create Your Brand Identity

Your brand identity goes beyond just a logo or tagline—it’s how you communicate your values, tone, and personality to potential clients. A strong brand identity makes your agency memorable and helps you build a loyal client base.

Steps to Build a Standout Brand:

• Design a Logo: Invest in a professional logo that reflects your agency’s personality and niche. You want something that looks sharp and works well across different mediums, from social media to business cards.
• Choose Your Brand Colors: Colors have a psychological impact on clients, so choose a palette that aligns with the emotions and values you want to convey. For example, blue often represents trust and reliability, while green symbolizes growth and innovation.
• Develop a Voice and Tone: Think about how you want to “speak” to your clients. Are you formal and professional, or friendly and approachable? Keep your tone consistent across all platforms.

Your brand identity will influence everything from your website design to your social media posts, so invest the time to get it right. It’s worth it!

5. Build an Attractive Website

Your website is your agency’s virtual storefront, and it’s often the first impression potential clients will have of your business. Make sure it looks professional, is easy to navigate, and clearly showcases your services.

What to Include on Your Website:

• About Page: Share your story, your mission, and what makes you unique. Clients want to know who they’ll be working with, so make this page personal and inviting.
• Services Page: Clearly outline the services you offer and how they benefit your clients. Use language that speaks to your target audience’s pain points and goals.
• Portfolio or Case Studies: Showcase your past work and client successes. If you’re new and don’t have clients yet, create a few “sample” case studies or projects to demonstrate your skills.
• Contact Page: Make it easy for clients to get in touch with you. Include a contact form, phone number, email, and links to your social media profiles.

Your website should also be optimized for search engines (SEO) and mobile-friendly, as many clients will be browsing on their phones. Need help setting up a site? Check out our Guide to Building a Client-Friendly Agency Website.

6. Develop a Marketing Strategy to Find Your First Clients

Once your agency is set up, it’s time to find clients! This is often the most challenging part, but with the right strategy, you can attract clients who are a perfect fit for your services.

Top Client Acquisition Strategies:

• Networking: Connect with local business owners, attend industry events, and join online groups. Networking is one of the most effective ways to meet potential clients and build relationships.
• Content Marketing: Start a blog, podcast, or YouTube channel where you share insights about digital marketing. Over time, this content will attract clients who are looking for expertise in your niche.
• Offer a Free Workshop or Webinar: Hosting a free event can establish you as an expert and generate leads. Consider offering a workshop on a common pain point your target clients face, such as SEO basics or social media strategy.
• Ask for Referrals: Don’t be afraid to ask satisfied clients for referrals or testimonials. Word of mouth is powerful, and happy clients will often recommend you to others.

Getting those first clients might take some time, but consistency is key. Once you have a few clients and good reviews, building momentum will be much easier.

7. Choose the Right Tools to Streamline Your Work

As your client base grows, you’ll need tools to keep everything running smoothly. Project management software, social media schedulers, and CRM systems are essential for staying organized and delivering quality results.

Recommended Tools:

• Asana or Trello: Project management tools that help you track tasks, deadlines, and project progress.
• HubSpot CRM: A free CRM that lets you manage client information, track interactions, and automate parts of the sales process.
• Hootsuite or Buffer: Social media management platforms that make it easy to schedule posts and monitor engagement across multiple accounts.

Investing in the right tools will save you time, help you stay organized, and allow you to provide top-notch service to your clients. For a complete list of tools, check out our article on Must-Have Tools for Digital Marketing Agencies.