How I Doubled My Agency’s Revenue Last Year, and How I’m on My Way to Doing it Again
A sales and marketing framework that positions you as the expert
In 2020, I was reeling from several missteps that left Kaleidico saddled with lots of debt and a mass exodus of clients. Then COVID hit.
I’d done massive lay-offs in the past in moments of crisis. It’s a pretty typical agency move. I was determined not to do that again – especially in a pandemic.
I needed a radical plan.
Here’s what I did and what has been doubling us year-over-year.
The core of the strategy includes three principles:
Stop targeting the market and become an expert in the market
Niche and position very tightly into that expertise
Create and publish middle funnel content like crazy
Most of these strategies were happy accidents out of necessity and opportunity.
I had to shut off PPC because we didn’t have the budget, and it wasn’t very effective in the way we were doing it (that is a whole different topic for the future).
I had to jump in and start writing and talking directly to the market I knew the best – mortgage lenders.
But, enough about me, let’s talk about how you can use these fundamental principles to have similar success.
Review your experience and current client base.
Where are you the most comfortable? Where are you, the expert?
By the way, this process isn’t just for business owners. If you’re a loan officer, insurance agent, or any other type of sales role, this is equally applicable. Remember, I’m a sales team of one at Kaleidico. This framework is a sales strategy as it is a marketing strategy.
Dig in with those clients and learn their needs inside and out. Even if it’s irrelevant to your product or service, understand everything that brings them stress and joy.
Now that you’re the expert in this type of client, focus on them exclusively in your positioning and marketing.
At this moment, we switched the tagline on our website from:
Innovative Web Design and Digital Marketing Strategy
(basically, we do anything for money)
Lead Generation Agency for Mortgage Lenders and Law Firms
We had a digital playbook for these industries that we knew guaranteed client satisfaction – high-quality mortgage and case leads at scale.
We could speak their language, grow their businesses, and create a lead-generating asset within their organizations.
Something no one else could do with the guaranteed consistency we can.
Finally, we started writing and publishing prolifically about this playbook, our 90-day mortgage/legal marketing plan.
You can take a look at the playbooks (core assets) here:
If you browse the blog, you’ll see that all of the articles are elements of these core playbooks, just recast for different scenarios, situations, and sizes.
This content is the middle-funnel content that has brought us non-stop leads – clients that are ready to get something done (they’re just looking for a plan) and hop on a call to validate you’re the real deal and then sign an agreement.
That’s it. That’s how we’ve doubled and plan to double our business again.
I hope you can apply some of this framework to your sales process or business.
If you have any specific questions, don’t hesitate to email me. I’ll do my best to help you out.