DETAILED CASE STUDY: SCALING AN AGENCY TO BUSINESS CLASS REVENUES...
[IN 90 DAYS] 
CASE STUDY
Presented by Cat Howell | Founder Eight Loop Social
THE PROBLEM   
-> Revenues yo-yo from month to month, making it impossible to hire and scale... 

-> Doing a million things in your business, which means you have ZERO time for your own prospecting and funnel efforts...

-> Relying on referrals and word of mouth is inconsistent and creating unneeded financial pressure...

-> Unable to generate the right type of clientele for your business... 

THE TARGET: Full digital marketing agency focusing on social media marketing. 15 - 20 staff turning over $250k+ a month  
Expose Media is closer than ever to hitting targets since rolling out an automated funnel! 
Co Founder Hugh shown left. 
THE SOLUTION - A STEP BY STEP  
STEP #1: NICHING DOWN 

Niching down to a specific service offer and avatar doesn't have to be some long term thing, you should start with one service offer and one avatar - but, depending on how fast you can build out processes of your service, can be offering a second service within weeks and sometimes days! 

The key is to start as granular as you can. To aid with your marketing pipelines as well as to help you build out the competence of service deliverability - something critical to any agencies success long term! 
A niche should be made up of two parts: 

A specific service + an avatar 
When you are first getting started out you should not be able to divide the service or avatar into further groups (unless you have processes inside you business for each one already). 
term! 
Great examples of agency niches 
THE TARGET: A ragingly successful agency with a strong base of ongoing clients...    
Creatively Disruptive recently launched their own online program after hitting over $100K/mth in revenue in their agency! Co-Founder Russell shown left. 
STEP #2: CREATE A PROCESS OF YOUR SERVICE 

It's almost useless trying to find and recruit people into your business if you don't know what you actually need them to specifically do. And if you don't know what you need them to do, it likely means you don't have a process of the service you are selling. 

A process should be a step by step of the solution clients are paying for.  If we look at a common service being sold on the market these days (FACEBOOK advertising services), we can begin to see why so many agencies selling this service will struggle to grow. 

 
EXAMPLE PROCESS FROM EIGHT LOOP 

The service is Facebook Advertising, but - this in itself is made up of several processes, including: 

- Setting up campaign plan 
- Setting up and checking tracking 
- Building messaging and creatives 
- Launching campaigns 
- Split testing 
- Troubleshooting campaigns 
- Scaling campaigns 

Each one of these is it's own process and some have many processes within them. You should only be selling services to the solutions you have a process for. 

For example, if you only have a process around creative and copywriting for the ads, then this is the service you should first sell until you have written out step by steps for the remainder that make up the broader "Facebook Advertising" service. 

If you're offer requires a lot of creative skills that may be hard to list out, try to map out the steps you take to help you develop whatever creative outcome is needed so that all you now need to do is recruit people who share a similar eye to you. 

 
THE TARGET: a culture of growth, encouraging flexibility and quality work with the freedom to travel..     
Misfit Digital is making some bigs waves in the eCommerce space! Founder Katija shown left on a panel in Fiji presenting to over 70 other agency owners! 
STEP #3: BUILD A PRODUCTION TEAM 

The situation you want to avoid here is bringing people into your business to help take the load off and to allow you to scale only to end up with unhappy clients, increased workload trying to fix everything, and even deeper in the red financially. 

Once you have your processes mapped out, take some time to identify the skills required. You want to list out both technical skills as well as left brain thinking skills. 

For example, if a step in your process requires someone to build out the copy and creatives then you may identify the skills required for this task as: 

1. Copywriting 
2. Graphic Design 
3. Similar creative/tone as us (or our type of clients) 

Now, your challenge is to fulfil and source these talents. Ideally, this will be one person, but sometimes it may involve several.  When more than one contractor is required make sure you set yourself up with a project management tool to ensure the baton is passed along between the team properly and that quality controls (checklists are required to be signed off before being passed on). 

TIP: Training and onboarding new team members can ver a very time intensive (but critical) exercise. The avoid double up, create an onboarding portal in your agency (using Trello, Clickfunnels memberships or Google Drive) introducing your business, core values, the team, who everyone else (and contact details) and how to navigate portal 
 
EXAMPLE ONBOARDING PORTAL FOR TRAINING OF NEW RECRUITS
TIP: Training and onboarding new team members can ver a very time intensive (but critical) exercise. The avoid double up, create an onboarding portal in your agency (using Trello, Clickfunnels memberships Facebook Workplace or Google Drive) introducing your business, core values, the team, who everyone else (and contact details) and how to navigate portal. 

Below is an example using Workplace. 
 
THE TARGET: Build an agency where I can actually work on the business, create products, and grow my personal brand...    
Founders of Right Hook Digital Scott and Dee now turn over $200K/mth in revenue and speak on top stages across the world! 
STEP #4: SET UP LEAD GENERATION PIPELINES  

A healthy agency will ideally have two lead generation pipelines on the go at once. Meaning, it's able to confidently source leads two different ways. This protects the business from getting into the risky situation on becoming reliant on one source and therefore making it much more resilient and able to grow much quicker. 
Example of an agency landing revenue from speaking engagements 
TYPICAL SOURCES OF LEADS FOR AGENCIES

1. Directories (industry directories, Upwork etc) 
2. Strategic partnerships 
3. Referrals - most common but least predictable 
4. LinkedIn prospecting 
5. Cold calling 
6. Automated funnels (paid traffic "taps") 
7. Speaking engagements 
8. Facebook Groups 
FOUR MAIN HOOKS AN AGENCY CAN USE FOR AUTOMATED FUNNELS 

These are: 

1. Lead magnets (value based) 
2. Trials and performance based pricing 
3. Case Studies & testimonials 
4. Free audits

Sample ad for our event advertising services plus results (cost per lead) 
We've tried ads + funnels in the past with no success (funnels we THOUGHT would do well)...    
Engauge is now an agency to be reckoned with turning over $50K/mth in revenue! Founder Billy shown left. 
Generate high quality leads on autopilot through automated funnels and campaigns, hire and build out your production teams, and find and dominate your niche. A full suite of agency solutions - from DIY processes and incubators through to done for you services! Book in to get matched with the growth fuel your business needs today!
RESULTS FROM AGENCIES WE'VE HELPED  
STEP #5: CLOSE & ONBOARD   
Sales is another area that many agency owners and freelancers will struggle with.  Some agencies will do one call closes whilst others will need to run through audits before being able to put proposals together, but generally speaking a typical agency sales cycle looks like: 

First Call (assess needs) > Price Project > Proposal/Second Call/Pitch  
How to Onboard a Client Into Your Business - A Step by Step Process 
Once a client has been successfully closed, you should also have a process within your agency to ensure optimal customer experience and service deliverability - the video on the right shows the process we use at Eight Loop. 


STEP #6: GET HELP!     
For me personally I know that investing in my first mentor marked one of the most pivotal changes in my business. 

If you're ever stuck, remember to find mentors, peers and even free online communities to help you gain clarity on next steps and troubleshooting solutions. 
NEED HELP GROWING YOUR AGENCY?  
We can help you to generate high quality leads on autopilot through automated funnels and campaigns, hire and build out your production teams, and help you to find and dominate your niche in the market. We offer a full suite of solutions from DIY processes and incubators through to done for you services! Book in your free zero-obligation agency health check assessment today! 
RESULTS FROM AGENCIES WE'VE HELPED  
NEEDED GUTS TO CHARGE MORE...
AMY
PROBLEM: trying to do it all and lacking confidence  in processes and ability to build and manage
Signed a $7K client and $3K/mth retainer within 6 weeks!
LEFT HIGH $$$ JOB FOR AGENCY LIFE...
DANIEL & ROBBY 
PROBLEM: lacked the skill set to acquire qualified leads
Now turning over $100K/mth, winners of 2CC award! 
BURNT OUT WITH ONLY 1 CLIENT!...
JODY
PROBLEM: zero work life balance and need to learn how to build a team and manage them
Now turning over $20K/mth & has launched her own program!
ABOUT TO FACE BANKRUPTCY...
ANDY & RUSSELL  
PROBLEM: Unable to generate high paying clients for their business
Now turning over $100K/mth working with an "unwanted" niche!
NEEDS HELP BUT CAN'T HIRE...
BEN 
PROBLEM: don't have an online lead gen system so very hard to train/hire a good people
Signed 5 new paying clients from scratch!
JUST LOST CLIENT, NEED CASH FAST!...
LUCY  
PROBLEM: Undercharging and feeling uncomfortable charging higher price points 
Secured a $14k monthly retainer!
LEFT JOB ONLY TO BE TRAPPED BY AGENCY...
GARETH
PROBLEM: Doing everything in the business. Gut wrenching mortgage related months. 
Signed a $16K deal (4x what he was charging)!
RAN FUNNELS IN THE PAST WITH NO LUCK...
BILLY   
PROBLEM: Ran their own ads and funnels with ZERO success. 
Tripled revenue in six months!
We help agencies grow - book your obligation free strategy call today to speak to a consultant and find out if we can help you reach your targets this year! 
WHO WE ARE
Founded by Cat Howell 
The methods we use have become the foundation for growth for almost 600 agencies via Cat’s training. Cat is also the creator of the world's largest Facebook Media Buying Group "Facebook Ad Hacks" with 120,000 members and counting!  

Eight Loop is the agency where it all began.
Landing $10K accounts would be a dream but just not sure it's even possible...    
Evocative Media now works with some of the world's top brands, and Founder Jess (shown left presenting in Hawaii at an agency conference) is making ways in the world of strategic partnerships! 
TEAM
Perhaps a little unhinged, some would say. 

We call it creative. 

The verdict is out but one thing's for sure, we understand the agency world like the back of our hands and can spot the bottlenecks and solutions that unlock taps of cash! 

The perfect kind of partner to help you grow. 
WANT TO CHAT? 
The first step is to speak to one of our performance coaches. They will assess the health of your business and be able to advise on any blindspots and opportunities. If we feel like we can help we will also offer you an opportunity to partner with us! 
WE'VE BEEN FEATURED IN...
OK, SERIOUSLY, THIS IS YOUR LAST CHANCE... 
INCOME DISCLAIMER: The sales figures stated above are sales figures from (personal results, client results). Results are not typical. We are not implying that you will be able to duplicate these results and are using these references for example purposes only. Your results will vary and depend on many factors...including but not limited to your background, experience, and work ethic. All business entails risk as well as massive and consistent effort and action.

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