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My next move?

by Tamara9182
18 replies
Hi everyone! Although I've only been a lurker, I am so thankful for this forum. WF has helped me grow my business from $0 a month 8K per month within just the last year by growing a PR/Social Media marketing consulting firm. However, because the majority of my business stems from sub contracting from one agency, I'm concerned about the "what if" (them terminating the relationship).

I'm at the point where I have a plethora of experience from working with big industry players in the technology sector (startups, companies acquired for hundreds of millions, etc), but I'm having an issue finding additional clients that are not brought to me through the agency/affiliated with the agency.

So my question is, what do I do? Do I continue to seek out additional clientele? If so, how (I have a website and active social presence)? Or do I move into another industry? Any and all help is much appreciated!
#move
  • Profile picture of the author iAmNameLess
    Originally Posted by Tamara9182 View Post

    Hi everyone! Although I've only been a lurker, I am so thankful for this forum. WF has helped me grow my business from $0 a month 8K per month within just the last year by growing a PR/Social Media marketing consulting firm. However, because the majority of my business stems from sub contracting from one agency, I'm concerned about the "what if" (them terminating the relationship).

    I'm at the point where I have a plethora of experience from working with big industry players in the technology sector (startups, companies acquired for hundreds of millions, etc), but I'm having an issue finding additional clients that are not brought to me through the agency/affiliated with the agency.

    So my question is, what do I do? Do I continue to seek out additional clientele? If so, how (I have a website and active social presence)? Or do I move into another industry? Any and all help is much appreciated!
    Congrats on your progress so far!

    How much of your business is through the agency subcontracting to you? Personally, I think the risk is too high if even 20% of your income is coming from one business/agency/person. If it's currently at like 80-90% your first goal should be bringing it down to 50% by finding clients on your own.

    You can do that by using pretty much any marketing strategy you want.

    Hell, you could probably offer your services here in the WF for other people wanting to outsource that to you.

    Responsible outlook on your behalf. Growing is one thing, growing while managing risk is another.
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    • Profile picture of the author Tamara9182
      Thanks so much for your reply! Currently, agency affiliated clients are 85% of my business. I'll definitely try to diversify and I'm glad I'm not crazy for being worried.
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      • Profile picture of the author savidge4
        It sounds to me that there is a pattern of sorts in the type of clients that the "Agency" deals with. I would suggest a 2 fold approach to this. #1 look at the Agency specifically. Determine what it is they are targeting, and start looking at HOW they are doing it. #2 Look at a couple of your "Competitors" as well as a couple of other Agencies. Who are they targeting and HOW?

        The idea here is to quantify the path that the agency you are currently getting work from. Not only who they are working with BUT.. who they may be targeting next. The second aspect of this is to look at the others around you. How are they different or are they kind of the same? find the patterns - they will be there.

        You should be able to fill in a nice big white board nicely...

        Agency A - they target this - They have these clients - there next likely target will be these those and that company.

        Agency B - they target this - They have these clients - there next likely target will be this this and that company.

        Firm C - they target this - They have these clients - there next likely target will be this this and that company.

        Firm D - they target this - They have these clients - there next likely target will be this these and those companies.

        Right now you are chasing a bit... you need to get on the flip side of that

        I would develop a few couple Industry targeted Parallax Landers that prominently show who you have worked for - INCLUDING the Agency ( unless there is something in a contract that does not allow this ) and I would do what you do best.. Get Social
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        • Profile picture of the author Tamara9182
          Originally Posted by savidge4 View Post

          It sounds to me that there is a pattern of sorts in the type of clients that the "Agency" deals with. I would suggest a 2 fold approach to this. #1 look at the Agency specifically. Determine what it is they are targeting, and start looking at HOW they are doing it. #2 Look at a couple of your "Competitors" as well as a couple of other Agencies. Who are they targeting and HOW?

          The idea here is to quantify the path that the agency you are currently getting work from. Not only who they are working with BUT.. who they may be targeting next. The second aspect of this is to look at the others around you. How are they different or are they kind of the same? find the patterns - they will be there.

          You should be able to fill in a nice big white board nicely...

          Agency A - they target this - They have these clients - there next likely target will be these those and that company.

          Agency B - they target this - They have these clients - there next likely target will be this this and that company.

          Firm C - they target this - They have these clients - there next likely target will be this this and that company.

          Firm D - they target this - They have these clients - there next likely target will be this these and those companies.

          Right now you are chasing a bit... you need to get on the flip side of that

          I would develop a few couple Industry targeted Parallax Landers that prominently show who you have worked for - INCLUDING the Agency ( unless there is something in a contract that does not allow this ) and I would do what you do best.. Get Social
          Thanks- this helps me put things in perspective.I work closely with the owner and what sucks is that most of the agency's clients comes from personal referrals. Meaning he went to boarding school with X Fortune 500 CEO, or his father sits on the board for X company which is worth hundreds of millions, etc.

          I'll definitely up my game in terms of networking. I just have to figure out a way to get in front of companies as my own entity, rather than as "girl from x agency".
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          • Profile picture of the author savidge4
            Originally Posted by Tamara9182 View Post

            Thanks- this helps me put things in perspective.I work closely with the owner and what sucks is that most of the agency's clients comes from personal referrals. Meaning he went to boarding school with X Fortune 500 CEO, or his father sits on the board for X company which is worth hundreds of millions, etc.

            I'll definitely up my game in terms of networking. I just have to figure out a way to get in front of companies as my own entity, rather than as "girl from x agency".
            This is where I would things could get interesting. You are looking at this from the inside out... you are the "girl from X agency" What happens when you start thinking you are "The Girl that X Agency goes to"?

            I would say that part of the marketing play here is to play up that you have been working with Agencies almost exclusively. BUT... you are looking to cut out the middleman.

            Listing 1 or 2 or 3 ( even better ) Agency names that you have worked with over the years puts you in a different class of Social Marketer. You aren't just being trusted by companies.. you are being trusted by an Agency that is trusted by many companies.

            YOU really are holding the equivalent of a Visa Card Black and have the ability to land just about any account you want... it all comes in how you present it.

            Blind side the Owner guy and ask him for a Testimonial... "Hey we are doing some site updates want to give me a testimonial?" Tie his name in with your marketing efforts... It starts pushing the.. "If that firm is good enough for that guy.. well geeze maybe we should be using them!"
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            • Profile picture of the author Tamara9182
              Originally Posted by savidge4 View Post

              This is where I would things could get interesting. You are looking at this from the inside out... you are the "girl from X agency" What happens when you start thinking you are "The Girl that X Agency goes to"?

              I would say that part of the marketing play here is to play up that you have been working with Agencies almost exclusively. BUT... you are looking to cut out the middleman.

              Listing 1 or 2 or 3 ( even better ) Agency names that you have worked with over the years puts you in a different class of Social Marketer. You aren't just being trusted by companies.. you are being trusted by an Agency that is trusted by many companies.

              YOU really are holding the equivalent of a Visa Card Black and have the ability to land just about any account you want... it all comes in how you present it.

              Blind side the Owner guy and ask him for a Testimonial... "Hey we are doing some site updates want to give me a testimonial?" Tie his name in with your marketing efforts... It starts pushing the.. "If that firm is good enough for that guy.. well geeze maybe we should be using them!"
              Never thought of it this way. Thank so much- what a different angle!
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  • Profile picture of the author AlexTee
    Originally Posted by Tamara9182 View Post

    Hi everyone! Although I've only been a lurker, I am so thankful for this forum. WF has helped me grow my business from $0 a month 8K per month within just the last year by growing a PR/Social Media marketing consulting firm. However, because the majority of my business stems from sub contracting from one agency, I'm concerned about the "what if" (them terminating the relationship).

    I'm at the point where I have a plethora of experience from working with big industry players in the technology sector (startups, companies acquired for hundreds of millions, etc), but I'm having an issue finding additional clients that are not brought to me through the agency/affiliated with the agency.

    So my question is, what do I do? Do I continue to seek out additional clientele? If so, how (I have a website and active social presence)? Or do I move into another industry? Any and all help is much appreciated!

    Thanks so much for your reply! Currently, agency affiliated clients are 85% of my business. I'll definitely try to diversify and I'm glad I'm not crazy for being worried.

    You're not crazy...just very much aware!

    My Questions...if you don't mind me asking...

    What prompted the "what if" scenario?

    Has it always been there or have you seen something different recently that has triggered the concern?

    Why are you having an issue finding additional clients?

    Your Questions...

    Do I continue to seek out additional clientele?

    Absolutely!

    If so, how?

    I would start with your current client base and ask for referrals. Start picking their brains for ideas & leads!

    Or do I move into another industry?

    I would stay with what you know for now and branch out as the opportunities present themselves.

    You're familiar with the language in the technology sector and you can use this to your advantage vs starting new.
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    • Profile picture of the author Tamara9182
      Originally Posted by AlexTee View Post

      Thanks so much for your reply! Currently, agency affiliated clients are 85% of my business. I'll definitely try to diversify and I'm glad I'm not crazy for being worried.

      You're not crazy...just very much aware!

      My Questions...if you don't mind me asking...

      What prompted the "what if" scenario?

      Has it always been there or have you seen something different recently that has triggered the concern?

      Why are you having an issue finding additional clients?

      Your Questions...

      Do I continue to seek out additional clientele?

      Absolutely!

      If so, how?

      I would start with your current client base and ask for referrals. Start picking their brains for ideas & leads!

      Or do I move into another industry?

      I would stay with what you know for now and branch out as the opportunities present themselves.

      You're familiar with the language in the technology sector and you can use this to your advantage vs starting new.
      Ahh, well the answer is complicated. They continue to bring me on to new projects; but I just feel an underlying disrespect. I think the "what if" scenario has always been there, but I was just so comfortable with the recurring money that I didn't care. However, now my eyes are wide open.

      Definitely will continue to pick the brain of my current clients. It's just tricky because the owner of the agency thinks that he should collect an exuberant fee for anyone he's even glanced at in his lifetime lol.

      I think that I'm having a difficult time finding new clients because the market that I'm familiar with is so close knit. The agency I work for requested that I add myself as X position at their company (although I still have my position at my own company listed on LinkedIn). So again, everyone views me as X's strategist. Hence why I was considering slowly branching into a different field rather than dealing with this.

      Sorry for the long reply!
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      • Profile picture of the author savidge4
        Originally Posted by Tamara9182 View Post

        The agency I work for requested that I add myself as X position at their company (although I still have my position at my own company listed on LinkedIn).
        They haven't said anything about this? So what happens if you put that you are Consulting as X position on your linkedin profile as well?
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        • Profile picture of the author Tamara9182
          Originally Posted by savidge4 View Post

          They haven't said anything about this? So what happens if you put that you are Consulting as X position on your linkedin profile as well?
          No, they haven't. And sorry for not being clear; I currently have both positions listed on my LinkedIn.
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          • Profile picture of the author savidge4
            Originally Posted by Tamara9182 View Post

            No, they haven't. And sorry for not being clear; I currently have both positions listed on my LinkedIn.
            A question then... is this a YOU LinkedIn profile.. or is it a Business profile?
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            • Profile picture of the author Tamara9182
              Originally Posted by savidge4 View Post

              A question then... is this a YOU LinkedIn profile.. or is it a Business profile?
              This is my personal LinkedIn - not my company/brand page.
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              • Profile picture of the author savidge4
                Originally Posted by Tamara9182 View Post

                This is my personal LinkedIn - not my company/brand page.
                I am not wanting to sound rude here.. but when are YOU going to dissolve yourself into your brand? as apposed to being "The Girl from Agency X"? Shouldn't it be "The Firm that Agency X uses"?
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                • Profile picture of the author Tamara9182
                  Originally Posted by savidge4 View Post

                  I am not wanting to sound rude here.. but when are YOU going to dissolve yourself into your brand? as apposed to being "The Girl from Agency X"? Shouldn't it be "The Firm that Agency X uses"?
                  No worries, you're not sounding rude. I need to hear (read?) this. I'm definitely going to change the conversation and start dissolving myself into my own brand rather than his.
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  • Profile picture of the author bizgrower
    Do you have a contract with the agency?
    Any covenant not to compete?
    Is the owner the litigious type?

    Those considerations aside, you do have to get your own book
    of business. Different field and/or getting clients from farther away
    geographically (people are used to remote via the internet by now).
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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    • Profile picture of the author Tamara9182
      Originally Posted by bizgrower View Post

      Do you have a contract with the agency?
      Any covenant not to compete?
      Is the owner the litigious type?

      Those considerations aside, you do have to get your own book
      of business. Different field and/or getting clients from farther away
      geographically (people are used to remote via the internet by now).
      I have no contract with the agency (1099).
      No NDAs or Non Competes.
      However, the owner is the litigious type.

      Definitely considering a different field and/or different demographics.
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      • Profile picture of the author Oziboomer
        Originally Posted by Tamara9182 View Post

        I have no contract with the agency (1099).
        No NDAs or Non Competes.
        However, the owner is the litigious type.

        Definitely considering a different field and/or different demographics.
        Hi Tamara,

        Just a word of caution...

        I had a great sales person working for me over many years and I'd trained them from when they were totally green and I'd tolerated all the crap over the time to get them honed and polished into a skilled selling machine.

        They'd left me a few times over our time together...once to pursue a passion...once to have a child....once to branch out and broaden their skills....

        The last time they departed it was my decision.

        They had started "self-promoting" using results from my company as testimonials on their own "blog"

        When it came to my attention that confidential company material was being used to "SET UP" the next venture I had to take legal action to protect my business.

        I hold no grudge against them for taking the leap into their own competitive business but I did take offence at using results gained utilising our systems and promoting them as their own.

        Needless to say there were public apologies made and settlements agreed.

        Some months later I had clients and friends of clients let me know they had been contacted by my then former employee...they had used confidential client data that they misappropriated from my business.

        Be incredibly careful with how you proceed.

        I'm all for people taking a positive step towards their future...

        ...those are the types of people I employ.

        Better to have someone good who will leave someday than someone who is ordinary who stays.

        If you are good you may want to see what growth you have inside the organisation before you sacrifice where you are for something you may not be able to easily replicate.

        You may be able to move to an independent contractor situation and still maintain a relationship with your previous employer.

        Make sure you get good professional legal advice, accountancy advice and if you go down the contractor route get good professional indemnity insurance.

        Work all those things out and the costs involved and then approach your employer with full knowledge and a game plan.

        That way you may transition to your own business or you may discover you can put yourself in a better position that will enable you to grow further without the pain and issues until you are fully prepared for the outcomes.
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        • Profile picture of the author Tamara9182
          Originally Posted by Oziboomer View Post

          Hi Tamara,

          Just a word of caution...

          I had a great sales person working for me over many years and I'd trained them from when they were totally green and I'd tolerated all the crap over the time to get them honed and polished into a skilled selling machine.

          They'd left me a few times over our time together...once to pursue a passion...once to have a child....once to branch out and broaden their skills....

          The last time they departed it was my decision.

          They had started "self-promoting" using results from my company as testimonials on their own "blog"

          When it came to my attention that confidential company material was being used to "SET UP" the next venture I had to take legal action to protect my business.

          I hold no grudge against them for taking the leap into their own competitive business but I did take offence at using results gained utilising our systems and promoting them as their own.

          Needless to say there were public apologies made and settlements agreed.

          Some months later I had clients and friends of clients let me know they had been contacted by my then former employee...they had used confidential client data that they misappropriated from my business.

          Be incredibly careful with how you proceed.

          I'm all for people taking a positive step towards their future...

          ...those are the types of people I employ.

          Better to have someone good who will leave someday than someone who is ordinary who stays.

          If you are good you may want to see what growth you have inside the organisation before you sacrifice where you are for something you may not be able to easily replicate.

          You may be able to move to an independent contractor situation and still maintain a relationship with your previous employer.

          Make sure you get good professional legal advice, accountancy advice and if you go down the contractor route get good professional indemnity insurance.

          Work all those things out and the costs involved and then approach your employer with full knowledge and a game plan.

          That way you may transition to your own business or you may discover you can put yourself in a better position that will enable you to grow further without the pain and issues until you are fully prepared for the outcomes.

          I definitely appreciate this advice- and it's why I've been so careful. Honestly, under the right circumstances, I would love to have an actual, full time position at this agency. I feel full time (50-60 hours a week+ dedicated)..except no benefits, paid time off, or even the ability for them to pay me on time (we'll pay you once the client pays....and oh yes, the client is on net 2 million....and is 60 days late.).

          Nevertheless, I'll be careful and definitely seek the counsel of a lawyer beforehand.
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