Every career has a top level, and reaching this level can mean ultimate success. For freelancing, this top level is running an agency. Honestly, building an agency is not an easy task. It requires a lot of research, brainstorming for idea generation, and most importantly, ensuring top-notch service delivery to clients.
In the previous part of this article series on building a freelancing agency, we discussed what a freelancing agency is, why you should consider building one, and who it is best suited for. In today’s post, we will cover how to develop a successful freelancing agency step by step. Let’s dive into it!
1. Define Your Agency’s Niche
The first and foremost step in building a successful freelancing agency is defining its niche. Whether you’re starting an agency or working as a freelancer, defining your niche is extremely important. This helps you identify who your potential clients are and tailor your marketing strategy accordingly.
For an agency, it’s safest to choose the niche in which you are already offering services as a freelancer. This way, you will have a clear understanding of who your target audience is. Additionally, you can convert long-term clients from your freelancing career into clients for your agency. For example, since I was working in the graphic design niche, I continued with graphic design when I started my agency.
However, you can also build a multi-niche agency. Since an agency operates through teamwork, it’s possible to hire expert freelancers in different niches and offer a wide range of services. Over time, your agency will grow, and so will the number of clients.
2. Hire Expert Team Members
The success of any freelancing agency depends heavily on its team members. Always remember that your team forms the foundation of the agency. If your team lacks skills or expertise, running the agency will become difficult. Therefore, take time to hire the right people for your team.
When hiring, don’t just focus on finding experts in a specific niche. You also need team members who can work under pressure, meet deadlines, communicate effectively, follow directions, and remain transparent in their work. Without these qualities, even an expert may not be the right fit for your agency.
Where can you find these team members? I suggest starting within your own freelancing community. Many experienced freelancers are looking to join agencies and may be a perfect match for your needs. You can also post on your social media profiles like Facebook and LinkedIn.
Before hiring anyone, review their resume and portfolio, and conduct a short interview via call or video chat. This will help you determine if they’re the right fit for your agency.
3. Increase Your Agency’s Online Presence
Having a strong online presence is crucial for the rapid success of your freelancing agency. Don’t compromise on this. The first step is to build a professional website and stay active on social media platforms. For the website, using WordPress is a great option, and it’s best to get help from an expert web designer who can create a responsive and easy-to-navigate site. Your website should include agency details, contact info, pricing, client testimonials, and more.
Alongside your website, ensure you maintain active social media profiles on Facebook, Instagram, Twitter, and LinkedIn. Regularly post content, such as text posts, banners, and even videos, to keep your agency visible to potential clients.
4. Develop a Unique Marketing Strategy
To grow your freelancing agency, you need a powerful and unique marketing strategy. I’ve seen many agency owners copying other agencies’ marketing strategies, but this is a big mistake. Since every agency is different, a marketing strategy that works for one may not work for another. Always strive to develop your own unique strategy.
In the early stages, consider offering bundled services to attract potential clients. For example, instead of just offering social media ad copy, you could offer a bundle that includes ad copy along with promotional banners. You can also run paid marketing campaigns but ensure proper audience targeting and highlight customer pain points in the ad content.
Another great opportunity is attending networking events. These events give you the chance to learn from industry experts and connect with potential clients.
5. Create a Formal Agency Management System
Once your marketing efforts start bringing in orders, it’s essential to have a formal management system for your agency. Since an agency operates on a larger scale than solo freelancing, it’s important to define processes for client orders, payments, complaints, and even refund policies.
Establish a clear and formal system for managing client orders, payments, and feedback. Always maintain proper documentation when taking orders. Having a well-defined system will make it easier to manage the agency’s growth and avoid future issues.
6. Focus on Service Delivery and Customer Service
An agency is successful when it has a high number of repeat clients. But how do you increase repeat clients? By offering high-quality services and exceptional customer service.
Many agencies provide great services but fail to communicate effectively with their clients. This leads to clients deciding not to return. On the other hand, some agencies only focus on customer service but fail to provide quality service. Both aspects—quality service and excellent customer communication—are crucial for gaining repeat clients and building a successful agency.
