If I had to do it all over again I would not start a marketing agency.

This was the biggest mistake of my life.

The reason behind this, is because I fell into the trap many marketing agencies owners do, especially when starting off, and it's this:

Providing a massive range of services prospects can “choose” from and never focusing on perfecting one specific process, for one particular group to achieve best results.

These are the 4 worst mistakes I made:

1. Marketing features over solutions

It’s great that you have all of these degree’s, certifications and experience, but at the end of the day prospects want to know if you can solve their problem. On every sales call I’ve been on, prospect’s pain points are profitability pressure and customer acquisition (CAC). Prospect wants the issue to be addressed, and a step by step of how the solution will be carried out. (Bonus points if you have case studies and testimonials)

2. Not creating processes

This not only goes for software, but the SOPs that should have been created from the start. If you don’t have a specific process on how you tackle your client’s problems, you are doomed at scale, and when issues arise. Recommend processes to clients, and make tech recommendations where you feel it will enhance your ability to achieve the desired outcome.

3. Avoiding nailing down who my client is

Each field has its own particular set of problems. Though, some problems and processes may be transferable, if you are looking to make a difference to each client in the long run, you better niche down. This will attract the right prospect, along with significantly boosting trust, retention rates and leads.

4. Missing out on the big picture

When companies are looking to hire agencies, they want to hire someone who is not just a ‘‘yes man.’ This hire needs to take on the role of a consultant and strategic advisor. In order to do this, the measurement of the client’s entire business has to take place and avoid siloing one department as “we just do marketing” or “we just do engineering.” Build out a method you can measure data so you  are seeing this bigger picture.

This was and still is a learning process for me,

But the more insight I gather,

The more CEO’s and prospects I speak to,

The clearer this becomes.

Marketing agencies are no longer in the business of services.

They are in the business of consulting.

Thoughts?