Solved: Marketing Agency Not Getting Clients Despite Outreach

Hi there,

Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on getting clients for your SMMA. Starting an agency is tough, and it sounds like you're putting in a lot of effort with the cold outreach, which is good. However, it's also about working smart, so let's look at a few areas where you might be able to improve your approach.

We'll need to look at niching down...

Firstly, consider niching down. You mentioned you "handle literally everything", and while that might sound appealing to potential clients, it can actually be a weakness. When you try to be everything to everyone, you risk spreading yourself too thin and not truly excelling in any one area. It's much easier to become known as the expert for a specific industry.

I remember one client, they were in a similar position, offering a wide range of marketing services to all sorts of businesses. They weren't getting much traction. We advised them to focus on a specific industry, and suddenly things changed. They understood the industry's unique challenges, they spoke the language, and their marketing messages resonated much more strongly. Plus, it made their outreach efforts far more efficient. When you focus on a specific niche, you can tailor your services and marketing materials to their specific needs, making it much easier to close deals.

It might also give you an edge over other agencies in the same niche, who may be providing a generalist offering.

I'd say you should showcase proof of success...

Secondly, you need to showcase proof that you can actually deliver results. It's not enough to simply say you can grow businesses with ads and social media. Potential clients will want to see evidence of your success. Do you have any case studies you can share? If not, that's something you should prioritise creating.

Even if you're just starting out and don't have a lot of impressive results to show, you can still create compelling case studies. Focus on the small wins you've achieved, even if it's just a slight increase in website traffic or a few more leads generated. Highlight the specific strategies you used and the results you achieved, and quantify those results as much as possible. Be sure to show off any results for your clients where you exceeded expectations or improved results drastically. Remember, even small successes can be impressive when presented effectively. For example, I remember one campaign we ran for a B2B software company using Meta Ads, and we achieved 4,622 registrations at a cost of $2.38 per registration. This kind of result can be powerful proof of our capabilities.

If you really don't have any case studies yet, consider offering a free trial or a super low-cost starter package to a few select businesses. This will give you the opportunity to prove your value and generate some positive results that you can then use in your case studies.

You probably should improve your website to turn it into a lead magnet...

Your website is your digital storefront, and if it's not up to scratch, you're going to struggle to attract clients. Does it clearly communicate the value you offer? Is it easy to navigate and user-friendly? Does it showcase your expertise and build trust? If the answer to any of these questions is no, then you need to make some improvements.

Start by making sure your website clearly articulates your value proposition. What specific benefits do you offer to businesses? How can you help them grow? Use clear, concise language and avoid jargon. Highlight your unique selling points and what sets you apart from the competition. Think about what you want to tell potential clients who visit your website and make sure you're communicating this effectively.

Also, be sure to include plenty of social proof on your website. Testimonials, case studies, and reviews can all help to build trust and credibility. Add badges too so you're visitors can see you're trustworthy and your business is legitimate.

I recall a situation where a client's website was cluttered, slow, and lacked trust signals, leading to poor conversion rates. Rebuilding their start page with a more modern design, faster loading times, and prominent social proof elements dramatically improved their lead generation.

You'll need patience and persistence...

Finally, don't get discouraged by the inevitable rejections and setbacks. Building a successful SMMA takes time and effort, and you're going to face challenges along the way. The cold outreach numbers you're doing seem like a good starting point, so stay persistent and consistent.

It's important to stay focused on your goals and to keep learning and adapting. Attend industry events, network with other professionals, and stay up-to-date on the latest marketing trends and technologies. The more you know and the more connections you make, the better your chances of success.

And remember, every "no" brings you closer to a "yes".

I've detailed my main recommendations for you below:

Implementing these suggestions should help you increase your chances of securing clients for your SMMA. Hopefully it's helpful for you and gives you somewhere to start. It's important to take action and make sure your efforts match your goals.

If you'd like a more personalised review, we're happy to book in a free consultation where we can review your strategy and account together. We offer a free initial consultation to review your strategy and account, which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.

Regards, Team @ Lukas Holschuh