Agency Blueprint Robert Patin

What are your marketing and lead generation strategies? Where are you concentrating your marketing efforts? A well-balanced marketing and lead generation approach will help you manage resources effectively, build a sustainable pipeline, and steady growth.  
In this episode of The Agency Blueprint, I share various tactics to ensure your marketing and lead generation strategies balance your short-term, mid-term, and long-term goals. I explain when to focus on short-term goals and when to shift the balance to more mid-term and long-term strategies. 
Listen in to learn about some mid-term and long-term lead generation methods, how to evaluate potential partners for networking, misconceptions about paid advertising, and more!  
Key Questions:   
[02:05] How do you allocate your efforts between short-term, mid-term, and long-term lead generation strategies? [03:50] Are you diversifying your lead generation methods to avoid relying too heavily on one tactic? [05:55] Have you tailored your lead generation strategy to fit the specific needs of your target audience? [12:09] How do you evaluate potential partners for network marketing to ensure productive relationships? 
What You’ll Discover: 
[01:41] The different types of strategies for sustainable growth based on timeframes: short-term, mid-term, and long-term. [02:05] How your agency’s leads volume should guide your focus on short-term, mid-term, and long-term goals.  [03:50] The importance of diversifying lead generation methods to avoid relying solely on content creation/social media for immediate results. [05:08] How to track lead sources and evaluate the effectiveness of different strategies to maintain a balanced approach. [05:55] The importance of having tailored lead generation strategies for your target audience instead of copying others.  [08:12] Understanding the dangers of jumping between tactics without commitment and the importance of concentrating efforts for success. [08:53] Misconceptions about paid advertising being a short-term strategy, plus the time and financial investment needed for effectiveness.  [10:12] How to set minimum metrics and timelines for new initiatives to evaluate their success and make informed decisions. [11:43] Some mid-term oriented lead-generation strategies and tips on maximizing their effectiveness.  [12:09] How to evaluate potential partners in network marketing to build meaningful and productive relationships. [14:39] Some long-term lead generation strategies, how they require time, and should only be pursued once short-term needs are met. [15:21] The importance of balancing marketing efforts across different timeframes to ensure sustainable growth.  [16:30] Recognize that not all lead generation tactics are top-of-funnel and understand their place in the buyer's journey. 

What strategies can you implement to guarantee your clients choose to stay and grow with your agency? It is easier, cheaper, and more profitable to retain a client than to find a new one; ensuring your clients feel valued and understood from their first interaction with your team will keep them around for longer.  
In this episode of The Agency Blueprint, we discuss a comprehensive client retention method designed to enhance client satisfaction and loyalty. We explain the importance of having an initial kickoff call with the team and client, reviewing sales calls, and ensuring all team members understand the client's goals and expectations. 
Don’t miss this episode to learn about deepening client relationships, the necessity of defining and tracking clear KPIs, and more.  
Key Questions:   
[01:27] How thorough is your internal kickoff process, and are you setting your team up for success from the start? [04:28] Are you giving your internal team enough time to prepare before introducing them to the client? [12:57] Are you maintaining regular and meaningful communication with your clients to keep them engaged and satisfied?  [13:22] Can your client see how you’ will help them get to the next step of their business?  [22:18] Are you using clear KPIs and measurable goals to track your success and demonstrate value to your clients? 
What You’ll Discover: 
[01:27] The pitfalls of rushing into deliverables without proper internal communication, starting with an internal kickoff call. [03:04] The importance of recording sales calls and properly articulating the goals and deliverables to your team.  [04:28] How to set up internal teams properly before the client kickoff call to ensure understanding and preparedness. [06:41] The importance of continuing thoughtful and strategic communication throughout the client relationship. [08:50] The importance of aligning goals and setting expectations during the initial client kickoff call to avoid future disappointment. [12:57] How to hold an advisor’s position for your client by giving them value and painting a future in every touchpoint of your relationship. [14:19] How to deepen client relationships with consistent and structured communication to ensure you’re being seen as a partner rather than a vendor.  [19:37] The importance of strong project management to ensure timely delivery and client satisfaction. [22:18] The necessity of defining clear KPIs and measurable goals to track and demonstrate success.

Do you know that a well-crafted contract can transform your creative agency's success? There’s a clear difference between good and bad contracts for creative agencies. A well-drafted contract has customized legal agreements to mitigate risk and enhance agency business operations.  
In this episode of The Agency Blueprint, I’m joined by Josh Barrett to discuss how to reduce risk with good contract drafting for creative agencies. Josh is a partner at Matchstick Legal, the leading business law firm for advising creative agencies and their owners. Josh founded Matchstick Legal in 2011, driven by a passion for helping creative professionals navigate complex legal landscapes. 
Don’t miss this episode to learn the importance of having clear terms about intellectual property ownership in contracts, client obligations, termination rights, recognizing your negotiation power, and more!  
Key Questions:   
[01:03] Could you share a little about Matchstick Legal, what your firm does, and your background? [02:40] What are your experience and recommendations on the risks associated with not paying close enough attention to the process of good contract drafting?  [04:53] What frequency do you generally recommend that people review their contracts for contractors and clients?  [12:20] What are some of the big things you see missing or not considered in agreements when reviewing them?  
What You’ll Discover:   
[01:08] Josh describes Matchstick Legal’s specialized focus on business law for creative agencies, plus his background in the field. [03:02] The importance of good contract drafting and the risks associated with using generic templates without customization. [04:59] Why you should revisit contracts every 12 months to ensure they remain relevant, effective, and adapted to changes in the business environment.  [06:22] The benefits of using plain English in contracts, making them more accessible and reducing the likelihood of disputes. [08:21] The pitfalls of lengthy and overly complex contracts often used by large corporations.  [10:41] The importance of standing firm on key points to negotiate better client contract terms, plus Matchstick Legal’s "Report Card" service.  [12:41] The common elements missing in agency contracts include intellectual property clauses, termination rights, and client obligations.  [16:28] The importance of including a legal fees clause and clearly defining client obligations in contracts to deter bad actors and ensure project success. [19:31] Why you should recognize your leverage as an agency during contract negotiations and push for fair terms. 
Connect with Josh/ Matchstick Legal: 
WebsiteLinkedIn

Did you know that providing social proof can significantly boost your conversion rate in marketing and sales strategies? Clients’ case studies and testimonials are powerful tools in your sales and marketing efforts. But how do you effectively use your testimonials and clients’ results in various sales and marketing funnel stages? 
In this episode of The Agency Blueprint, I provide insights on the powerful impact of client results, case studies, and testimonials on marketing and sales strategies. I explain how to establish a client’s emotional needs and pain points before delving into the business challenges and objections they faced.  
Don’t miss this episode to learn more about integrating written, spoken, and video testimonials at various stages of the marketing and sales funnels. 
Key Questions:   
[01:23] What key emotional components are missing from your current case studies?  [01:30] How do you effectively establish your client's emotional needs and pain points before working with you?  [05:57] How are you leveraging spoken and written testimonials in your sales process?  [12:53] What is the potential impact of leveraging written case studies and video testimonials in your marketing and sales strategies?   
What You’ll Discover: 
[01:30] How to establish a client’s emotional need and pain points before delving into the business challenges and objections clients faced. [03:08] The importance of articulating the business outcomes and decisions behind your work with social proof.  [03:53] The various formats for testimonials and how they each fit into the different marketing and sales funnel stages. [04:49] The value of combining written and video formats on a case study page for comprehensive client understanding. [05:57] How to utilize spoken testimonials effectively in webinars, conferences, podcasts, and sales conversations.  [07:59] How to leverage written testimonials in emails, on your site, and in the sales process to address client risk assessments. [08:52] How to continue building trust and provide additional information for client evaluation by sending relevant case studies post-discovery calls.  [10:33] The importance of using video testimonials post-presentation to reinforce your proposal and build trust through client experiences.  [13:37] Why you should reflect on your current case studies and consider updates to enhance their emotional and narrative appeal.

How do you approach mentoring and investing in your team? If you want to grow and be better, you have to invest in your team. Your team is your pathway to a successful business – they are your product, service, and the core of your agency.   
In this episode of The Agency Blueprint, we discuss mentorship and how to approach investing in your team so you can grow in many areas of your agency. We also explain the importance of taking a genuine interest in your team members and clearly communicating your expectations.  
Listen in to learn how to humanize your team, have an open line of communication, make training tangible, and more.  
Key Questions:   
[00:47] How do you grow and improve your agency by improving your team and investing in them? [11:01] How do you go about setting time aside to invest in your team? 
What You’ll Discover: 
[01:40] How to set clear expectations by having the core fundamental responsibilities to allow your team to meet them.  [03:25] Understanding how communicating your expectations as a manager makes things easier. [07:04] The importance of taking a genuine interest in your team members, which plays into the overall team performance.  [11:01] Humanize your team and invite them to be part of your journey by sharing the lessons, issues, and failures you’ve faced. [14:12] How to have an open line of communication where your team sees you as a supportive mentor.  [18:26] The importance of making training tangible and easier for people to understand expectations.  [20:02] How to make available tools, resources, and knowledge your team needs to do their jobs.

What are you doing to show others that women can lead without being labeled a certain way? Women who lean into their strength and tap into what matters when leading achieve success and bring about much-needed change.  
In this episode of The Agency Blueprint, I’m joined by Carmen Reed-Gilkison to discuss women’s empowerment in business and marketing and our role in making it happen. Carmen is a Certified Online Business Manager and Whole Person Certified Coach with over 25 years of marketing experience. She works with female entrepreneurs to assess, develop, and optimize their businesses for sustainable profitability. 
Don’t miss the episode to learn more about fostering your path, creating a successful sales system for your agency, stepping into a CEO mindset as a woman leader, and more.  
Key Questions:   
[02:36] What are your thoughts about women being labeled bitchy, and what’s your experience and your clients’ experiences in this dynamic? [06:49] What advice would you give to a client or team member in a situation where the word bitch is being used?  [16:37] What common issues do women agency owners face when getting involved in the sales and marketing aspect of a business?  [21:57] What mindset tactics can women use to maintain their power and confidence?  
What You’ll Discover:  
[02:45] Carmen shares her thoughts on why ambitious women are labeled bitchy and how we can do better as we know better. [05:24] The responsibility of women leaders to show others what’s possible to bring much-needed change. [07:23] How to lean into your strength to de-escalate a situation where the word bitch is being used in a workplace environment.  [10:58] The personal strength and fortitude it requires to tap into what matters to you as a woman leader. [14:09] Understanding how women are fostering their own paths using their experiences and the benefits of that. [16:59] How to build confidence and own your expertise as a woman agency owner to create a successful sales system.  [20:59] The importance of prequalifying your leads to ensure you’re speaking to the right people and not just anyone.  [22:20] How to step into a CEO mindset and start looking at things analytically and setting aside time to plan for your business.  [26:35] Carmen’s Master Your Mindset in Business and Life class, plus a tip on overcoming difficulties.  
Connect with Carmen: 
WebsiteLinkedIn