How to Start a Digital Marketing Agency in 2024

How to Start a Digital Marketing Agency in 2024

Key points

  1. Thorough market research, defining services, and establishing a clear unique selling proposition are critical first steps for starting a digital marketing agency in 2024.
  2. Proper financial planning, including initial investment, running costs, and revenue projections, is fundamental for a digital marketing agency’s success.
  3. To grow a new digital marketing agency, focus on acquiring the first clients through SEO, content marketing, networking, partnerships, and targeted cold outreach efforts.

Starting an agency in 2024 sounds like a walk in the park, but considering the sheer amount of competition and other factors, it’s not that straightforward. Today’s increasingly digital world allows almost anyone to become an agency owner. But only few of them are truly successful.

If you’re interested in starting your own digital marketing agency this year, this step-by-step guide is for you. It’ll turn you into an agency owner who is not only starting a digital marketing company, but also scaling it successfully.

What is a digital marketing agency?

A digital marketing agency is a company that specializes in promoting businesses and their products or services through digital channels. Their primary goal is to help businesses increase their online presence, attract more customers, and ultimately grow their revenue.

This type of agency houses a team of experts in various digital marketing disciplines, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content marketing, email marketing, and web design. As a full-service agency, they combine multiple skills in order to create comprehensive digital marketing strategies tailored to each client’s specific needs and goals.

Benefits of hiring a digital marketing agency

Hiring a digital marketing agency can provide several benefits for businesses. Let’s look at them in detail below.

Expertise and experience

Digital marketing agencies have teams of experienced professionals who stay up-to-date with the latest trends and best practices in digital marketing. By hiring an agency, businesses can access this expertise without having to invest in an in-house team.

Time and resource savings

Digital marketing can be time-consuming, requiring constant monitoring and optimization. By outsourcing to an agency, company owners can free up their time and resources to focus on their core operations while still achieving their marketing goals.

Measurable results

Digital marketing agencies use data-driven approaches to track and measure the performance of their campaigns. This allows them to continually optimize their strategies and provide clients with tangible results, such as increased website traffic, leads, and sales.

What types of digital marketing agencies exist?

Digital marketing is an umbrella term that holds multiple categories. As a result, these agencies can cover multiple disciplines (often known as full-service), or they cater to specific niches and areas of expertise. Let’s look at the most common types that form the digital landscape.

Content creation agencies

content creation agency

Content creation agencies focus on developing high-quality, engaging content that resonates with the target audience.

They specialize in creating:

  • blog posts and articles

  • landing page copy

  • email copy

Social media marketing agencies

Social Media marketing agency Two Step Social

Social media marketing agencies specialize in creating and managing social media campaigns across various platforms like Facebook, Instagram, Twitter, and LinkedIn.

They help businesses:

  • develop a social media strategy

  • create and curate content

  • handle the social media presence


SEO agencies

SEO agency Loganix

SEO agencies focus on improving a website’s visibility and ranking on search engine results pages.

Their tasks include:

  • conducting keyword research

  • optimizing on-page elements

  • defining a content strategy


Email marketing agencies

Email marketing agencies specialize in creating and managing email campaigns to engage subscribers, nurture leads, and drive sales.

They can:

  • design email templates

  • segment email lists

  • help with cold outreach

Influencer marketing agencies

Influencer marketing agencies connect businesses with relevant influencers to promote their products or services.

Their job is to:

  • identify the right influencers

  • manage influencer campaigns

  • form long-lasting partnerships

Mistakes to avoid when starting a digital marketing agency

There are many mistakes new agency owners make when it comes to running an agency. Let me introduce you to seven of them so you don’t have to make these mistakes.

Underestimating the competition

Many agency owners underestimate the competition.

Here’s what to keep in mind:

  • Don’t only factor in direct competitors with similar services. Indirect ones can operate in the same landscape.

  • Global competitors can swoop in and steal your clients. Always keep them in mind, and not just local agencies.

  • The lack of strategic planning can quickly be a game-over. Stay on top of the ever-changing digital marketing landscape.

Inadequate team & talent

Those who don’t hire top talent quickly realize that they should’ve spent more time and money on this activity.

Here’s how it influences their agencies:

  • Hiring individuals without the necessary skills, experience, or cultural fit. This can negatively impact your agency’s performance and reputation.

  • Insufficient training and development lead to skill gaps. In the end, other agencies surpass your company by being better prepared.

  • Leadership is lacking delegation skills. Top-level employees should know how to delegate so that they can focus on more important tasks.

Poor client management

A profitable agency knows how to manage their clients, and keep them for years to come.

Here’s why they often fail:

  • Failing to communicate effectively with clients can lead to lost business. Make sure both parties are on the same page.

  • Not being transparent about your services can damage your reputation. Make your service pricing as clear as possible.

  • Don’t overpromise when it comes to services. Surprise them by delivering more than they’d expect from you.

Outdated technology & tools

Running on spreadsheets will only get you so far when it comes to running a business. Here are a few pitfalls to keep in mind:

  • Outdated or inadequate software can hinder your agency’s productivity. Run it on client portal tools such as instead.

  • Continuous learning and training should be part of your budget. Invest in your team’s growth, and watch your agency scale.

  • If you don’t automate yet, you should change it. Automations not only save you time, but also money.

SPP logo
Scale your agency operations with the client portal.
Find out more

Lacking financial planning

Running low on cash can quickly put an agency on its knees. Here’s what to avoid when it comes to your financial planning:

  • Poor cash flow management can lead to financial difficulties. Use retainers or recurring subscriptions to plan easier.

  • Lacking a solid financial plan can lead to poor financial decisions. You’ll also not know when to invest into your agency’s future.

  • Spending money on random activities is not the way to run an agency. Track the ROI and measure what actually works.

Ineffective online marketing

Just because you’re the new kid on the block doesn’t mean clients will try your services out. Here’s what to keep in mind when it comes to online marketing:

  • A lacking marketing strategy leads to poor brand visibility. You won’t have any leads to convert into paying customers.

  • How do you close deals if you don’t know anything about sales? Learn how to market yourself and improve your conversion rates.

  • Neglecting where your ideal customers are. Why focus on Twitter when they hang out on TikTok?

Bad time management

Projects are rolling in, but you’re missing deadlines left and right. Here’s what to avoid when it comes to time management:

  • Failing to manage your time effectively can lead to missed deadlines. Make use of time tracking software for agencies.

  • Don’t accept more work than your team can handle. Alternatively, have a way to outsource tasks without sacrificing quality.

  • Manage client expectations when it comes to tasks. The more clients you have, the trickier this will become.

5 steps to start a digital marketing agency

Now that you’re aware of the mistakes to avoid when it comes to your agency, let’s lern how to start it. Simply follow the five steps outlined below to get your agency running this year.

Step 1: Do market research

Before launching your digital marketing agency, it's crucial to conduct thorough market research. This process involves analyzing industry trends and identifying your target market and audience.

do market research

Start by examining the current state of the digital marketing industry. Look for emerging technologies, popular marketing channels, and successful strategies employed by established agencies. This information will help you make informed decisions about your agency's focus and positioning.

Grow your industry knowledge

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

Next, identify your target audience. Consider factors such as industry, company size, and marketing budget. Understanding your ideal client's needs, challenges, and preferences will guide your service offerings and marketing efforts.

Step 2: define your digital marketing services

Once you have a clear understanding of the market and your target audience, it's time to define your services.

Identify your core service offerings

Determine which services you will offer based on your skills, experience, and market demand.

Common offerings include:

  • search engine optimization (SEO)

  • pay-per-click (PPC) advertising

  • social media marketing

  • content marketing

  • email marketing

Focus on services that you can deliver exceptionally well and that address your target audience's needs.

Determine your unique selling proposition

Differentiate your agency from competitors by identifying your unique selling proposition (USP). Your USP could be a specialized skill set, a proprietary process, or a niche focus. Clearly communicate your USP in your marketing materials and sales pitches.

Outline your service packages and pricing strategy

Create service packages that bundle your offerings in a way that provides value to your clients. Consider offering tiered packages at different price points to cater to a range of budgets.


Develop a pricing strategy that accounts for your costs, desired profit margin, and market rates. Be transparent about your pricing and communicate the value your services provide. You should also research your competitors and figure out how they’ve established their prices.

Step 3: plan your finances

Financial planning is essential for the success of your agency. Consider the following aspects.

Initial investment for startup costs

Estimate the funds required to launch your agency, including expenses such as:

  • business registration and licensing fees

  • office space or co-working membership

  • computer hardware and software

  • website development and hosting

  • marketing materials and branding

Create a detailed budget and secure the necessary funding through personal savings, loans, or investors.

Running costs for operations, tools, and talent

Plan for ongoing expenses related to running your agency, such as:

  • salaries for employees or contractors

  • subscriptions to marketing tools and software

  • rent and utilities

  • professional development and training

Factor these costs into your pricing and financial projections.

Financial projections with a break-even analysis

Develop financial projections for your agency's first year of operation. Estimate your revenue based on your pricing and expected client acquisition rate. Compare this to your estimated expenses to determine your break-even point.

Use this information to set financial goals and make informed decisions about investing in growing your digital marketing agency.

Step 4: Establish workflows and processes

Efficient workflows and processes are key to delivering high-quality services and scaling your agency.

Build a skilled digital marketing agency team

As your agency grows, you'll need to build a team of skilled professionals. Identify the roles and responsibilities required to deliver your services effectively. This may include positions such as:

  • digital marketing specialists

  • content creators

  • graphic designers

  • web developers

  • account managers

Recruit team members who share your values and are committed to delivering exceptional results for your clients.

Use tools to be productive

Invest in tools and software that streamline your workflows and enhance your team's productivity. Some essential tools for digital marketing agencies include:

Train your team on how to use these tools effectively and establish clear guidelines for their use.

Automate mundane tasks

Identify repetitive tasks that can be automated to save time and improve efficiency. This may include:

  • scheduling social media posts

  • generating reports

  • sending client onboarding materials

  • invoicing and payment processing

Use automation tools and integrate them with your existing workflows to streamline your processes.

Step 5: Find your first clients

find first client

Acquiring your first clients is a critical milestone for your digital marketing agency. Below are a few strategies to help you find and secure those initial contracts.

SEO and content marketing

Optimize your agency's website for search engines and create valuable content that showcases your expertise. This may include:

  • blog posts on digital marketing topics

  • case studies highlighting your successes

  • whitepapers or e-books offering in-depth insights

Attracting organic traffic to your website can help generate leads and establish your agency as a thought leader in the industry.

Networking and partnerships

Attend industry events, join online communities, and engage with potential clients and partners on social media. Building relationships and establishing agency partnerships can lead to referrals and collaboration opportunities.

Consider partnering with complementary businesses, such as web design firms or PR agencies, to expand your service offerings and reach new clients.

Cold outreach

Identify potential clients that fit your target audience and reach out to them directly. This may involve:

Be persistent, but respectful in your outreach efforts. Focus on communicating the value you can provide and how your services can help solve their specific challenges.

FAQ about starting a digital marketing agency

How much does it cost to start a digital marketing agency?

Starting a digital marketing agency requires careful financial planning. Costs vary depending on factors like location, services offered, and team size. Calculate $2,500 for web design, $200 annual for hosting, $500 monthly for software.

What tools and resources are essential for a digital marketing agency?

Must-have software categories include: project management and client portal (Service Provider Pro), SEO (Ahrefs), social media management (Hootsuite), Analytics (Google Analytics), and design (Canva).

How long does it take to become profitable as a new digital agency?

Achieving profitability depends on various factors, including your pricing strategy, operational expenses, and client acquisition efforts. Most new agencies can expect to break even within 6-12 months, with consistent growth thereafter.

How do I price my digital marketing services?

Pricing your services competitively yet profitably is essential for agency success. Consider starting off with hourly rates, and later switching to the value-based pricing model. You can also work with retainers or recurring subscriptions.

What legal and financial considerations should I keep in mind?

Starting an agency involves navigating legal and financial requirements, such as choosing a business structure, setting up a bank account, determining tax obligations, writing up contracts, and ensuring customer data protection.

Turn your digital marketing skills into a thriving business

Starting a successful digital marketing agency requires hard work, dedication, and a willingness to adapt to the ever-changing landscape of digital marketing. But with the right strategies and mindset, you can overcome the challenges and build a profitable agency that delivers exceptional results for your clients.

To kickstart this type of business, conduct thorough market research to identify your target audience and define your unique selling proposition. Develop a solid financial plan, establish efficient workflows, and build a skilled team to deliver high-quality services. Don't forget to leverage SEO, content marketing, networking, and cold outreach to land your first clients.

Avatar of Deian Isac
Head of Agency Success
Having worked as a content writer for 8+ years, Deian has partnered up with a lot of different agencies for content production. He understands their processes and now helps agencies scale up their operations with SPP. Besides his success activities, he also manages the content strategy of Service Provider Pro, writes captivating blog posts himself, and produces case studies.

Running an agency?

See how a Client Portal can help you sell more services…
Learn more