The final phase of our “How to Scale an Agency” series. In order to scale your agency from 5 to 10 million you need to become bigger than your brand and become a thought leader.
Scale Your Agency from 5 to 10 Million Dollars Video
0:20 Becoming bigger than your brand
1:20 You need to be a trusted source of information
3:50 Systematically doing what need to be done, and understanding what the next step is.
Hi. This is video number four in our series of how to skill your agency from 0 to $10 million. In this video, we’re talking about that final stage of the $5 to $10 million scale. There’s an important element to this part of the scaling process. This is really where you need to become bigger than your brand. You need to become a thought leader. Not a lot of agencies are going to scale past this point. Remember, I said not a lot. If you want to tell me that 1%, 2% or 3% of agencies violate this rule, I wouldn’t argue with this whatsoever. For the vast majority, if you’re the founder or CEO of an agency and you’re hitting that $4-$5 million range and you want to take it through the next scale, you really got to start thinking about how you can become a thought leader as an individual as well as through your brand.
Start getting on stage and speaking! –Tweet This!
This can be done a couple of different ways. This can be … You start getting on stage and speaking. You could have been doing this all along and it should have been helping your business grow if you’re doing it right. At this point, now it’s becoming critical that someone in your organization is the leader out into the world writing books, speaking, doing videos, being interviewed by other market insiders.
Also, your brand from a content perspective. Your brand now needs to be a trusted source of information. It can’t just be paid traffic to landing pages. It’s got to be that you’ve got hundreds of blog posts that are directly related to the questions that people have in your industry, and that you’re the trusted source that people go to when they need those answers. When you combine those two, that’s where you get the momentum through the $5 million dollar mark.
I’ve worked with a lot of agencies that have made this scale through with my last agency, National Charity Services, when I sold the company, we’re about $3.6 million in revenue from services, $1.4 million a year in product. We were right at that $5 million mark. I spent the last two years starting to build this momentum through the personal positioning and the branding. What actually happened was while I was doing that is I created enough awareness about the company that I started getting offers from people that wanted to buy it. I stopped. I looked back on the last four years in selling that company and I look at where that company is at today. Now, it’s a great company. It still has great revenues. It’s probably even more profitable, but they have shied away from growth. There is no leadership in the public eye out there speaking, talking, and writing books about the topic. Now does the website have any updated content from a Q&A perspective to be the industry leader. While they’ve stayed around that $3 to $4 million in service revenue line, they’ve made the choice to do that and maximize profitability for the company. I can directly see the correlation between my leaving the company in the focus on writing books, speaking, being a brand, and then creating content that creates industry … Creating industry leading content that positions us as the expert. That was not the mission of the people that bought the company. You can directly see the association between their activity and their results.
A lot of this can be done earlier. You can be speaking when you have a $500,000 a year company. You can be writing books when you have a million dollar a year company. You can be positioning yourself as a thought leader $1.5 million a year in revenue. If you are doing those things along the way, just make sure that you’re not getting distracted by them, that you’re leveraging them inside of the concepts of how to scale at the lower stages. When it is in a company meant choice, you’re good. When you start to think about branding and positioning first and don’t dial in your offer. Don’t set your systems and procedures. Don’t give a dependable, predictable outcome to every campaign that you implement. You’re going to struggle.
It’s about systematically doing what needs to be done and understanding what the next step is. Follow this process, you’ll have no problem scaling to $5 million, and in this video, talking about 5 to 10. I’d love to talk to you more about scaling your business through this cycle. I’m Roger from Enfusen, and this was part four of our video series of how to scale your business from 0 to $10 million.