Getting More Agency Clients

Getting More Agency Clients (11 Proven Methods)

Agencies live and die by their client roster. A steady stream of new business is essential to keeping the lights on and the doors open. But where do you find new clients? And once you do, how can you convince them to hire your agency?

In this article, I’ll be covering proven methods and approaches that you can use to land more paying clients for your agency, including:

  1. Utilize your network

  2. Promote your expertise through consulting and coaching

  3. Join an agency marketplace or directory

  4. Leverage social proof

  5. Think about productizing your services

  6. Treat lost clients like dormant leads

  7. Create (or buy) a product and give it away for free

  8. Join networking events

  9. Get involved in online communities

  10. Prioritize a great customer experience

  11. Launch a newsletter

Let’s get started!

1. Utilize your network

Your professional network is one of your most valuable acquisition assets. In fact, word-of-mouth referrals have the highest conversion rate of any customer acquisition channel at 3.74%.

If you’re looking for new clients, reach out to your network and see if anyone can introduce you to potential leads. Don’t be pushy—just ask if they know of anyone who might benefit from your services.

SPP client side referral link

And if simply asking isn’t enough, you can always sweeten the deal by offering a referral fee or commission. With the SPP agency client portal, every client gets a unique referral link as part of the Affiliate Program module that they can share with their network. When someone clicks on the link and becomes a paying client, the referring client gets a commission—it’s a win-win!

2. Promote your expertise through consulting and coaching

As the founder of an agency, your expertise is a valuable commodity. But how can you show it off in a way that will attract new clients?

One of the most effective (and direct) ways is to join a consulting or coaching marketplace, such as:

People use consulting marketplaces to connect with experts who can offer them valuable insights and advice. By joining one of these platforms, you can put your agency’s skills and knowledge on display for potential clients to see.

If you impress the right people, you may be able to land some high-paying consulting gigs—which can in turn lead to long-term agency clients. And at the very least, you’re improving your agency’s online visibility and backlink profile.

3. Join an agency marketplace or directory

This method is pretty similar to the one above. The difference is that with agency marketplaces, you’re not promoting your individual expertise—you’re promoting your agency as a whole.

Some popular agency marketplaces include:

By joining an agency marketplace, you can showcase your agency’s work and get in front of potential clients who may need your services. And as a side note, these marketplaces are great for collecting reviews, testimonials, and other forms of social proof.

Speaking of…

4. Leverage social proof

You’re probably at least somewhat aware that social proof is important when it comes to winning clients. But you might not be aware of just how insanely effective it can be. According to some studies, B2B reviews and testimonials can increase conversion rates by up to 270%.

So, if you’re not already leveraging social proof on your website and in your sales process, now’s the time to start.

Make it easy for past clients to leave reviews on the platforms we mentioned above by sending them follow-up emails or adding review links to your client portal. Once you have a few reviews under your belt, showcase them prominently on your website.

Chatty editorial marketplace social proof

As Chatty demonstrates in the example above, social proof works best when it’s interwoven with the main content of your website. That way, it gets absorbed naturally as visitors learn about your agency!

Related: Find out how Kieran Tie built the productized editorial marketplace Chatty with SPP.

5. Think about productizing your services

If you’re having trouble selling your agency’s services, it may be because you’re not packaging them in a way that’s easy for prospects to understand. That’s where productization comes in.

Productization is the process of turning your services into a repeatable, predictable product that can be sold on a consistent basis. You’re taking your services and creating a process around them so that prospects know exactly what they’re getting—and so your team can deliver those services consistently.

SPP is a client portal tool that’s specifically designed to help productized agencies make the most of this business model. With SPP, you can package your services into easy-to-sell packages, automate key parts of your sales and delivery process, and scale your agency more effectively.

Related: Want to learn more about running a successful productized agency? Check out this guide.

Grow your industry knowledge

Join thousands of agency owners and get our best agency growth content in your inbox, one email per month 👇️

6. Treat lost clients like dormant leads

It’s not uncommon for agencies to lose clients from time to time. But rather than writing these people off as a lost cause, view them as dormant leads.

More than anything, this is a mindset shift. Instead of seeing a lost client as someone who will never work with you again, see them as someone who is taking a break from your services.

To get them back into your funnel:

  1. Reach out to understand why they decided to leave. This feedback can be invaluable in helping you improve your agency’s services and reconnecting with the client tin the future, so make a note in your agency’s CRM!

  2. Reach out with relevant news. When you have news that’s relevant to the client (and the reasons they left), reach out to them and let them know. This shows that you’re still paying attention to their needs and could help reignite their interest in working with your agency.

A simple example would be a client who left your digital marketing agency because they needed social media management services that you didn’t provide at the time. If you’ve since added this service to your offerings, reach out and let them know—they may be intrigued enough to come back.

7. Create (or buy) a product and give it away for free

Giving a product away for free might sound counterintuitive, but it can actually be a great way to attract new clients.

SPP ebook productizing

By product, I’m talking about anything that offers real value to your clients—usually by solving a problem. The key is to make sure that your product is high quality and relevant to the people you want to work with.

Here are a few examples:

  • E-Books: A well-written, informative e-book can be a great way to attract attention from potential clients. In the e-book Break Free of Boring B2B, Toprank Marketing shows off their thought leadership and attracts attention from prospects in the process.

  • Templates: Templates can save clients a ton of time and help them get better results. If you have any industry-specific templates that you use in your work, consider sharing them. The Digital Marketing Templates Library by Backlinko is a great example of just how much information marketers are willing to give away for free.

  • Software and Tools: If you have a tool or piece of software that’s relevant to your target clients, giving it away for free can be an effective way to get their attention. Neil Patel bought the keyword research tool Ubersuggest for $120,000. He spends roughly $250,000 per month on maintenance. He also gives most of its features for free. Why? Because it’s great at turning users into paying agency clients.

In most cases, you’ll want to put some sort of lead capture form on your free product landing page. This way, you can collect the contact information of anyone who’s interested in what you’re offering.

Once you have their information, you can reach out and start building a relationship—which could eventually lead to them becoming a paying client.

8. Join networking events

Even though a lot of client acquisition is online these days, you should overlook the importance of face-to-face interactions—especially if you’re a people person. A lot of times, it’s easier to make a connection with someone when you’re actually meeting them in person.

One of the best ways to do this is to get involved with relevant, real-world communities and events, such as:

  • meetups

  • conferences

  • trade shows

  • masterminds

The odds are pretty good that you’ll be able to meet potential clients at any of these events. But even if you don’t, getting involved in these communities can help you build relationships, learn from others in your field, and generally become a more well-rounded individual.

9. Get involved in online communities

In addition to real-world communities, there are also a ton of online communities where you can interact with potential clients and find opportunities.

Just be aware, there’s often a clear distinction between educational communities and communities that are designed to help with lead generation. If you try to use an educational community for lead generation, you’ll probably end up getting banned pretty quickly.

Here are a few online communities where you can find potential clients:

Further reading: Easy Lead Generation Tactics for Agencies to Scale Client Growth

10. Prioritize a great customer experience

This last point is more of a long-term play. But if you want to attract and retain clients, you need to make sure that they’re having a great experience working with you. Customer retention has a better ROI than acquisition—plus, happy clients are more likely to become agency ambassadors.

So, how can you create a great customer experience? It starts with communication.

over-communicate in orders

Your clients need to be able to get the information they need from you when they need it. And the easiest way to make sure they do is by investing in a client portal. A client portal is a central hub where your clients can access all the information they need about their project.

This might include:

  • client reports

  • communications

  • task lists

  • contact information for team members

  • invoices and order histories

  • files and deliveries

  • support resources

With SPP, you can manage all of this information in one place—and give your clients 24/7 access to it. That way, they can always stay up-to-date on what’s going on with their project—and you can avoid those frustrating back-and-forth email chains.

11. Launch a newsletter

Agency owners can strengthen their brand value by launching a newsletter. Advertise it to your existing followers on Twitter and LinkedIn, and include it in email footers. The more subscribers you get, the higher your chances to find new customers.

When you decide to launch a newsletter, take some time to define a topic, focusing on pain points your ideal customers have. Or, you could target other agency owners, and build a relationship with them. Many agencies face the same troubles as you: they are having trouble generating leads.

As we’ve detailed in our case study with Podblade, instead of searching for new clients, they partner up with companies that would benefit from their white label podcast editing services, for instance podcast coaches, or marketing agencies.

Start scaling your agency with client acquisition today

If you want to get more agency clients, you need to start with a solid client acquisition strategy. By following the tips in this guide, you can put yourself in a position to succeed. 

And once you convert a new client, make sure they stick around by providing them with an amazing customer experience. If you do, there’s a good chance they’ll become a lifelong client—and maybe even an agency ambassador.

Ready to give it a try?

You're in good company. SPP is helping agencies like yours sell millions of dollars in services every month.