Search Results

As an agency leader, you know that setting the right expectations is crucial to keeping clients happy and campaigns on track. When expectations are unclear, misalignment leads to frustration, wasted spend, and potential churn. To avoid that, it’s essential to take a structured approach that ensures both your agency and your clients are working toward the same goals—right from the start. t’s explore three key steps to setting proper expectations for your next digital marketing campaign. 1. Evaluate Past Campaign Data First things first—has your client run a similar campaign before? If they have, great! This past data provides a goldmine of insights that can shape realistic expectations. Whether it’s analyzing past performance metrics, audience engagement trends, or return on investment (ROI), having access to this historical information helps you set achievable goals based on proven results. If they haven’t run a similar campaign, that’s okay. This is your opportunity to establish a baseline by tracking key metrics early and adjusting as the campaign progresses. Key Questions to Ask: What worked well (or didn’t) in the past? What platforms and tactics delivered the best ROI? How has audience behavior changed over time? Remember:  Knowing where you’re starting is half the battle in determining where you can go. 2. Use Real Business Math to Set Goals Success isn’t just about impressions and clicks—it’s about results that matter to your client’s business. To set meaningful goals, it’s essential to move beyond surface-level metrics and focus on tangible KPIs that impact revenue. Ask yourself (and your client): What is their average order value? How many leads or sales are needed to make the campaign worthwhile? What’s their customer lifetime value (CLV)? Once you have these figures, use tools like Conduit’s Goal Calculator to turn vague objectives into quantifiable KPAs (Key Performance Actions). This approach takes the guesswork out of campaign planning and provides a clear roadmap for success. Example: Instead of saying “We want more leads,” the goal should be: “We need 100 leads at a $50 CPL to achieve a positive ROI.” Pro Tip: When you align campaign goals with real business numbers, you empower clients with clarity and build credibility for your agency. 3. Secure Client Buy-In with Transparency Transparency is the key to building long-term relationships and reducing client churn. Once your campaign goals and KPAs are set, the next step is getting your client on board. Ensure there’s a mutual agreement on success metrics—whether it’s a $50 cost per lead (CPL), a 3x return on ad spend (ROAS), or a percentage increase in website traffic. When clients clearly understand the benchmarks and expectations from the start, they’ll feel more confident and trust the process. Key Steps to Achieve Buy-In: Review goals together and explain the rationale behind each KPI. Outline a clear reporting structure to track progress. Emphasize that marketing efforts require optimization and flexibility. With a shared understanding of what success looks like, everyone is rowing in the same direction—and that alignment leads to stronger partnerships and better results. Final Thoughts: By taking the time to analyze past data, define clear goals, and gain client buy-in, you’re setting your agency up for long-term success and retention. At Conduit Digital, we help agencies like yours streamline their operations with clear reporting, goal-based tracking, and full-service campaign execution. Ready to streamline your agency operations and scale smarter? Schedule a Discovery Call with us today. Conduit Digital. Keep Clients Longer. Grow Them Faster.

As a growth-driven agency leader, you’re constantly looking for ways to keep clients longer and grow them faster. Scaling client accounts isn’t just about throwing more dollars into campaigns—it’s about timing, positioning, and delivering impactful opportunities that align with your client’s growth journey. Let’s dive into three key steps to grow your client accounts faster and scale your agency smarter. 1. The Right Time to Pitch Additional Budget The best time to ask for more budget? When you’re already winning. If your agency is consistently meeting or exceeding the key performance numbers your client agreed upon—whether it's lower CPAs, higher ROAS, or increased conversions—then it’s time to go bigger. Why?  Because success is the strongest indicator of future potential. If their current investment is delivering results, scaling up can amplify those wins even further. Clients want to see momentum. When they do, they’ll be more open to investing additional resources to maximize growth. Strike when the fire is hot—add more fuel! Pro Tip:  Use Conduit’s holistic reporting dashboard to track KPIs and identify the perfect moment to propose an increased spend. 2. Position Yourself as a Growth Partner, Not Just a Vendor Clients don’t just want an agency; they want a trusted partner who’s invested in their long-term success. To grow accounts faster, you need to position yourself as a key player in their growth journey. This means: Aligning your strategies with their evolving business goals. Understanding their market challenges and opportunities. Proactively offering insights and strategies that extend beyond digital ads. When you show that you’re genuinely invested in their success—not just upselling for the sake of revenue—you build trust and become an indispensable part of their team. Remember:  Scaling up should always be presented as a mutual opportunity, not just an agency agenda. 3. Present the Opportunity with Impact, Not Just Numbers When it’s time to propose an expanded budget, don’t just throw out a higher spend figure—show the impact. Your client needs to see how additional investment translates to tangible business growth. Instead of saying, “Let’s add $10K to your ad spend,”  reframe it like this: “With an additional $10K, we can generate an extra 200 leads based on your current CPL, potentially driving $X in revenue.” This approach transforms the conversation from an expense  to an investment , making it easier for clients to say “yes” with confidence. Pro Tip:  Use data-backed insights, projections, and case studies to reinforce the value of scaling up. Final Thoughts: Growing your accounts faster isn’t about being pushy—it’s about being strategic, insightful, and aligned with your clients’ goals. By focusing on performance benchmarks, positioning yourself as a growth partner, and framing expansion as a strategic investment, your agency will be poised for sustainable growth. Ready to take the next step? At Conduit Digital, we help agencies like yours streamline operations and scale smarter with our fully integrated digital marketing services. Let’s talk about how we can support your growth. Schedule a Discovery Call today. Conduit Digital. Keep Clients Longer. Grow Them Faster.

As a growth-focused agency leader, tracking digital metrics is more than just reviewing reports—it’s about ensuring your clients’ goals are met with precision and transparency. When tracking is done right, it becomes the backbone of your agency’s success. In this blog, we’ll walk through three key steps to ensure your digital performance tracking is accurate, actionable, and aligned with your client’s business objectives. 1. Identify the Right Trackable Metrics Not all metrics are created equal. It’s easy to get caught up in vanity metrics like impressions or clicks, but those don’t always translate to real business results. The key is to focus on performance-driven KPIs that contribute directly to the client’s signed-off goal. Some essential trackable metrics to consider include: Cost Per Acquisition (CPA): Is the campaign delivering customers at a sustainable cost? Return on Ad Spend (ROAS): How effectively is the ad budget driving revenue? Qualified Leads: Are we attracting the right audience that converts into actual sales? By working backward from the goal and pinpointing the specific metrics that need to be hit, you create a clear roadmap to success. 2. Establish a Single Source of Truth Here’s a reality check—if your tracking isn’t rock solid, your reporting is just guesswork. Are you and your client pulling data from the same place? Whether it’s Google Analytics, a CRM, or Conduit’s holistic reporting dashboard, it’s crucial to have one centralized source of truth to eliminate confusion and ensure data integrity. A single source of truth allows you to: Maintain consistency across all reporting. Align client expectations with real-time data. Make informed decisions backed by reliable numbers. Set these expectations early and ensure tracking is properly configured, tested, and consistently reviewed. When everyone’s on the same page, trust and confidence grow. 3. Pacing and Transparency – No Surprises Tracking isn't just about collecting numbers; it’s about understanding how those numbers align with your goals in real-time. Regular check-ins on pacing allow you to adjust strategies and avoid last-minute panic. Are you hitting your benchmarks, or falling behind? Staying ahead of performance trends ensures: No surprises at the end of the month. Opportunities to optimize and pivot mid-campaign. Clear communication with clients about progress and next steps. Transparency is key. Proactively sharing insights and adjustments with your clients not only reassures them but also positions your agency as a proactive, data-driven partner. Pro Tip:  Leverage automated reports and dashboard alerts to keep both your team and clients informed at every stage. Final Thoughts: By refining your tracking approach with focused metrics, a centralized data source, and proactive pacing, your agency can build long-term trust and achieve measurable success for your clients. At Conduit Digital, we help agencies like yours stay on top of their performance with transparent reporting, goal-based tracking, and expert strategic support. Ready to take your agency’s tracking game to the next level? Schedule a Discovery Call with us today. Conduit Digital. Keep Clients Longer. Grow Them Faster.

Crafting a marketing strategy that covers every stage of the customer journey can feel overwhelming—but it doesn’t have to be! By leveraging the unique strengths of 20 digital marketing channels, you can build a full-funnel approach that’s both powerful and practical. Whether it’s attracting new audiences, engaging curious prospects, or closing the deal, every channel has a role to play. Here’s a breakdown of how to align these channels with the three key stages of the funnel: 1. Top of Funnel: Build Awareness with Broad Reach and High Impact Channels At the top of the funnel (TOFU), your mission is simple: get noticed! This stage is all about making a memorable first impression and generating brand awareness. Go-To Channels for TOFU: Programmatic Display Ads:  Reach potential customers wherever they browse online with visually compelling ads. Social Platforms:  Meta, TikTok, and Snapchat excel at grabbing attention with engaging, scroll-stopping content. OTT/CTV (Over-The-Top/Connected TV):  Platforms like Hulu and Disney+ deliver premium video ads to large, targeted audiences. Audio Ads:  Spotify and Pandora let you connect with listeners during their daily routines, like commutes and workouts. These channels provide the massive reach needed to introduce your brand to new audiences. Think of it as planting seeds that will grow into interest and engagement down the line. 2. Mid-Funnel: Nurture Interest and Educate Prospects with Engaging Content Once your audience knows who you are, it’s time to build trust and educate them on why you’re the right choice. The middle of the funnel (MOFU) is where curiosity turns into consideration. Best Channels for MOFU: YouTube Ads:  Showcase your brand story or answer FAQs with educational, engaging videos. SEO and Content Marketing:  Blogs, guides, and case studies help prospects find answers while positioning your brand as an authority. Pinterest Ads:  Perfect for inspiring ideas and showing how your product fits into the user’s life. LinkedIn Ads:  Ideal for B2B audiences looking for professional solutions. Programmatic Video Ads:  Visually rich and targeted, video ads help bring your value proposition to life. By educating and inspiring, you’ll keep your brand top of mind while building the trust that motivates prospects to take the next step. 3. Bottom of Funnel: Drive Conversions with Targeted, ROI-Driven Performance Channels Metrics-Driven Strategies: Success depends on defining and tracking Key Performance Actions (KPAs) and account goals, such as cost per lead or return on ad spend. At Conduit, we integrate goals directly into campaign management to ensure every effort is ROI-focused​. Partner Education and Support: Provide continuous learning opportunities for your team and the partner agency. For instance: Workshops and Webinars:  Share knowledge on new trends or tools. Strategic Sales Support:  Arm your team with data-backed recommendations to close deals​. Shared success metrics foster accountability and shared wins. Education initiatives help your team stay ahead in a dynamic digital landscape, ensuring the partnership's longevity. Why a Full-Funnel Strategy Works When all funnel stages work together, the magic happens. For example: TOFU Channels  introduce new audiences to your brand. MOFU Channels  guide them with the information they need to feel confident in your solution. BOFU Channels  deliver the final push that turns potential into profit. By leveraging all 20 channels in harmony, you create a seamless experience that ensures no opportunity slips through the cracks. Next Steps Curious how to tie all these pieces together into a cohesive strategy? Dive deeper with our blog,   Why Clients Stick Around: The Secrets to Lasting Agency Relationships . Ready to bring your funnel to life? Contact us today to explore how Conduit Digital’s 20-channel expertise can elevate your agency’s results.

Establishing a successful strategic digital partnership requires thoughtful planning and robust communication. As an agency leader, your focus should be on building a foundation that supports streamlined processes, mutual growth, and unparalleled client success. Here’s how you can make it happen: 1. Clear Onboarding, Resource Education, and Process Alignment The Onboarding Experience: The cornerstone of a successful partnership lies in setting clear expectations from the start. During onboarding: Define Roles and Responsibilities:  Ensure both parties know their specific contributions and goals. Educate and Empower:  Provide training materials and walkthroughs, like Conduit's custom onboarding experience with tailored dashboards and support tools​​. Align Processes:  Integrate your agency’s workflow with your partner’s tools and processes. At Conduit, for example, our onboarding meetings include live collaboration and documentation updates to ensure no stone is left unturned​​. Onboarding alignment sets the stage for seamless operations and long-term synergy. When processes are mutually understood and resources are clearly outlined, you avoid confusion and operational inefficiencies. 2. Ongoing Transparent Communication and Tool Utilization Foster Proactive Dialogue: Transparency is a non-negotiable in strategic partnerships. Key actions include: Regular Check-ins:  Schedule periodic meetings to review performance, address concerns, and strategize adjustments. Use of Shared Tools:  Platforms like Conduit’s white-labeled performance dashboard provide a single source of truth, keeping all stakeholders informed​. Open Channels:  Encourage feedback loops through project management tools, Slack integrations, or real-time collaboration software​. Ongoing communication strengthens trust and enables agile responses to changes, ensuring both parties remain aligned on objectives. 3. Collaborative Performance Management, Education, and Support Metrics-Driven Strategies: Success depends on defining and tracking Key Performance Actions (KPAs) and account goals, such as cost per lead or return on ad spend. At Conduit, we integrate goals directly into campaign management to ensure every effort is ROI-focused​. Partner Education and Support: Provide continuous learning opportunities for your team and the partner agency. For instance: Workshops and Webinars:  Share knowledge on new trends or tools. Strategic Sales Support:  Arm your team with data-backed recommendations to close deals​. Shared success metrics foster accountability and shared wins. Education initiatives help your team stay ahead in a dynamic digital landscape, ensuring the partnership's longevity. Next Steps Looking for more insights on how to optimize your agency’s collaborations? Check out our blog on How to Communicate Effectively with Clients to Achieve Goals. Ready to elevate your agency with a partner that prioritizes your success? Let’s connect and discuss how Conduit can help streamline, upgrade, and scale your operations.

Pricing white-label services effectively is one of the most critical steps for agency growth and profitability. The right strategy not only ensures healthy margins but also positions your agency as a trusted partner for your clients. In this blog, we’ll walk through three best practices to price your white-label services in a way that balances value, transparency, and profitability. 1. Implement a Strategic 1.5x Markup for Healthy Margins Without Overpricing A simple yet effective pricing approach is applying a 1.5x markup to the cost of your white-label services. This ensures: Sufficient Margins:  Covers your operational costs while generating a healthy profit. Market Competitiveness:  Keeps your pricing in line with market standards to avoid client pushback. This multiplier strikes a balance between value and affordability. For example, if a white-label partner charges $1,000 for a campaign, you can present it to your client for $1,500. This approach ensures you’re compensated for your time and expertise while keeping your client satisfied with the cost. 2. Tailor Pricing Based on the Service Type to Maximize Value Different white-label services offer varying levels of complexity, ROI, and client perception. Adjusting your markup based on the type of service helps ensure you’re pricing for maximum value. Service-Specific Strategies: High-Value Services (e.g., SEO, Paid Media):  Consider slightly higher markups (1.6x-1.8x), as these services deliver measurable ROI and are perceived as high-impact by clients. One-Time Deliverables (e.g., Website Design, Content Creation):  Keep margins tighter (1.4x-1.5x) to remain competitive and align with client expectations for these project-based tasks. Premium Offerings (e.g., Programmatic OTT, Advanced Analytics):  With more sophisticated solutions, higher markups (2x or more) may be appropriate to reflect their specialized nature and results-driven appeal. This tailored approach ensures each service is priced according to its value, complexity, and impact, reinforcing your agency’s expertise while safeguarding margins. 3. Position Value First with Transparent Communication Clients don’t just buy services—they buy results. By positioning your pricing through the lens of value and ROI, you create trust and reduce price sensitivity. How to Communicate Pricing Effectively: Showcase the Benefits:  Use real-world examples, case studies, or performance metrics to illustrate how the service will directly impact the client’s goals. Bundle Services:  Offering packages (e.g., “SEO + Paid Media Campaign”) not only simplifies decision-making but also helps justify premium pricing. Be Transparent:  Explain what goes into your pricing. For example, highlight that your agency includes white-glove service, performance tracking, and reporting alongside the core deliverable. Positioning value first shifts the conversation from "how much does it cost?" to "how much will it deliver?" This approach minimizes pricing objections and reinforces your role as a trusted partner. Bring It All Together: An Example magine offering a white-label Google Ads campaign that costs $2,000 from your partner. Here’s how you might price it: Apply a 1.5x Markup:  Present it to your client as $3,000. Tailor Based on Service Type:  If it’s a highly competitive industry, consider adjusting to 1.6x for $3,200. Position Value:  Highlight ROI metrics (e.g., "This campaign drives $10,000 in monthly revenue for similar clients") and offer bundled add-ons like retargeting or analytics dashboards. Next Steps Looking for more insights and strategies? Check out our blog,   How to Adapt to Changing Client Needs without Upheaving Your Agency . Curious how Conduit Digital’s white-label services can help you deliver measurable ROI and scale with confidence? Let’s talk about how we can help streamline your pricing strategy.

In the world of digital marketing, nothing scales faster than a well-executed large multi-channel campaign. But what does “large” really mean, and how can your agency execute one effectively? Whether you’re looking to expand into high-value accounts or scale your current operations, understanding the anatomy of these campaigns is essential. What Defines a Large Multi-Channel Campaign? A large multi-channel campaign is about more than just running ads on a few platforms. These campaigns: Operate Across Multiple Platforms:  Platforms like Google Ads, TikTok, OTT, programmatic display, Spotify, and Meta work together to reach different audiences and stages of the funnel. Require High Budgets:  They involve significant investments, often exceeding $40,000 monthly, making efficiency and ROI critical. Integrate Advanced Targeting and Data:  Audience insights from one platform inform strategies on others, creating a seamless customer journey. Deliver Unified Messaging:  Consistency is key—every platform should reflect the same brand voice while catering to its unique audience behavior. Key Components of Large Multi-Channel Campaigns 1. Platform Variety A successful large campaign leverages the strengths of various platforms. For example: OTT and CTV Ads  for high-impact video impressions on Hulu or Peacock. Programmatic Display  to boost awareness. TikTok and Meta  for engagement and conversions. Google Ads  for capturing high-intent search traffic. 2. Unified Messaging and Creative These campaigns require consistency across all platforms. While the core message stays the same, creative execution adapts to platform-specific formats, like TikTok’s vertical videos or Spotify’s audio ads. 3. Cross-Channel Data Integration The best campaigns don’t treat platforms as silos. They use data integration to retarget and optimize, such as following up OTT ads with programmatic display or search campaigns to guide users further down the funnel. The Benefits of Large Multi-Channel Campaigns When executed properly, these campaigns: Increase ROI by maximizing the strengths of each platform. Enhance efficiency through data-driven optimization. Create a cohesive user experience that drives conversions and brand loyalty. Next Steps Ready to take on large multi-channel campaigns? Watch our video, Large Multi-Channel Campaigns to see these strategies in action. Already seen it? Check out our blog   Scaling Ad Management: Mastering the Transition to High-Value Accounts  for tips on growing your agency with high-value clients. The next step to scaling smarter starts here!

Stopping a campaign might seem harmless. Whether it’s due to budget constraints, new creative, or waiting on client approvals, many agencies pause campaigns with the intent of picking up right where they left off. But here’s the reality: stopping and starting campaigns can significantly hurt performance and cost more in the long run. Here’s why consistency is key and how pausing campaigns disrupts your progress. 1. The Algorithm’s Learning Phase Resets Every ad platform—from Meta to Google to TikTok—relies on a learning phase. During this phase, the algorithm gathers data to optimize targeting and delivery for better performance. When you pause a campaign, the algorithm essentially forgets what it’s learned. When you restart, the campaign re-enters the learning phase. This means wasted impressions, subpar targeting, and inflated costs until the system recalibrates. It’s like trying to restart a marathon after sitting on the sidelines—momentum is lost, and it takes time to regain efficiency. 2. Audience Momentum Stalls Digital campaigns thrive on frequency and visibility. Consistent exposure builds trust and keeps your brand top-of-mind for your audience. When you hit pause, that momentum halts. Your audience may forget your message, disengage, or move on to competitors. Restarting doesn’t just pick up where you left off—you’ll have to rebuild awareness and engagement, which takes more time and money. 3. Higher Restart Costs Stopping and starting campaigns also creates inefficiencies that cost you. When you restart, the algorithm works harder to regain performance, leading to inflated CPMs and CPCs. What’s worse, any competitive edge you had during the original campaign may be lost, requiring a bigger investment to catch up. The Key to Long-Term Success Consistency is your secret weapon in digital marketing. Instead of hitting pause, consider adjusting budgets, refreshing creatives, or shifting strategies to maintain campaign momentum. A steady, ongoing approach not only avoids the pitfalls of pausing but also builds trust, drives results, and keeps your costs in check. Next Steps Want to avoid these costly mistakes? Watch our video, “The Cost of Inconsistency”  for deeper insights. Already seen it? Check out our blog, The Best Social Media Platforms to Advertise Your Business On  to learn how an integrated strategy can maximize efficiency and ROI. Take the next step today—your campaigns (and your clients) will thank you.

Are you running a seamless, retention-focused agency, or are you stuck in a constant battle to keep your clients from walking out the door? Client retention is one of the most significant challenges agencies face, but it’s also one of the biggest opportunities to cement long-term success. The key? Taking control of the marketing mix, improving performance with data synergy, and building trust as a reliable performance partner. Let’s dive in! 1. Take Ownership of the Marketing Mix Retention starts with ownership. When your agency manages the full spectrum of a client’s marketing strategy—social, OTT, programmatic, and beyond—you become indispensable. Why? Because your team isn’t just executing campaigns; you’re ensuring the entire strategy runs like a well-oiled machine. This holistic approach positions your agency as the linchpin of their success. Clients see you as the glue holding everything together, making it far less likely for them to shop around for other partners. Owning the marketing mix isn’t just about efficiency—it’s about creating undeniable value and becoming an integral part of your client’s business. 2. Leverage Data Synergy to Improve Campaign Performance One of the most underutilized tools in the agency world is cross-channel data synergy. Managing campaigns across platforms gives you access to a treasure trove of insights, but the magic happens when you connect the dots. Synthesizing cross-channel data doesn’t just optimize performance—it builds trust. When you can demonstrate how social ads are driving awareness that feeds into programmatic retargeting or how OTT campaigns are sparking conversions, you elevate your agency from being a mere vendor to a strategic, data-driven partner. This continuous improvement not only reassures clients but solidifies your role as a results-oriented expert they can count on. 3. Build Trust as a Performance Partner At the core of client retention lies one thing: trust. Clients stick around when you consistently deliver results, maintain transparency, and communicate proactively. They need to know their success is your priority—and that you’re fully invested in achieving it. Trust isn’t just about avoiding mistakes. It’s about owning the process, being honest about challenges, and celebrating wins together. When clients view your agency as integral to their business success, they’re far less likely to consider alternatives. A trusted performance partner doesn’t just execute; they align with the client’s goals and become part of their team. The Key to Long-Term Retention Retention isn’t just about keeping clients on your roster; it’s about building relationships that last. By taking ownership of the marketing mix, delivering measurable results through data synergy, and establishing trust as a performance partner, you can create long-term partnerships that fuel your agency’s success. Start small. Reflect on these strategies and identify where your agency can make improvements today. Sometimes, even minor changes can yield big results in your client relationships. Next Steps If you haven’t already, watch our video, Is Your Agency In Control?  for insights into what it takes to create seamless, retention-focused workflows. If you’ve already watched it, dive deeper by reading   Overcoming 4 Common Obstacles to Growing Your Agency  to explore actionable ways to address growth challenges and scale effectively. Take the next step today, and start building stronger, longer-lasting client relationships!

You’ve been there. The project starts off smooth, and then it happens: “Can you just add this one little thing?” Suddenly, that “one little thing” snowballs into a full-blown detour, and your margins are circling the drain. The culprit? A poorly defined (or ignored) scope. But here’s the good news: mastering scope management doesn’t mean saying “no” all the time. It means saying “yes” the right way—strategically and transparently. By nailing your scope process, you’ll keep your clients happy, your team focused, and your bottom line intact. Here’s how to do it! 1. Start with Clear Expectations Ever hear, “Can you just…?” That seemingly innocent question is a harbinger of scope creep. Setting clear expectations from day one is your defense. When onboarding a client, take the time to outline exactly what’s included (and not included) in your services. Be precise. But here’s the kicker: hold your client accountable  to the scope. When they inevitably try to sneak in extra requests, call it out professionally. “That’s a great idea. Let’s discuss how we can include it in a future scope.” “We’d love to help! Here’s what that would entail in terms of additional investment.” Being upfront doesn’t just protect your team; it also positions you as a strategic partner who respects your work and theirs. 2. Create a Process, Document Everything, and Be Transparent Processes aren’t just for your ops team—they’re a lifesaver for scope management. A few essentials: Document everything.  From kickoff meetings to every “quick update” call, ensure there’s a paper trail. Share updates frequently.  Use project management tools or status dashboards to show clients exactly where things stand. Transparency is key. When clients see what’s happening behind the curtain, they’re less likely to question timelines, deliverables, or the effort it takes to execute their vision. Bonus: it also helps your team stay aligned internally. 3. Highlight Out-of-Scope Work to Show Value Let’s say a client asks for something outside the agreed-upon scope, and you decide it’s worth doing. Cool. Just don’t let it go unnoticed. Line-item every single thing  on the invoice—even if you credit it back. This does two things: It makes your client aware of the extra effort you’re putting in. It reinforces the value of your partnership. For example: Social media campaign assets (credited) — $500.00 Additional SEO keyword research (credited) — $250.00 This subtle tactic says, “We’re going above and beyond, but this isn’t free.” It also sets the stage for future upsells since your client now understands the added value you can bring. The Bottom Line Ready to dive deeper? Check out our video, "Creating and Maintaining a Scope,"  for more actionable tips on how to manage your projects with precision and transparency. Already watched it? Great! Take your client management skills to the next level by reading our blog post,   "How to Improve Communication with a Holistic Dashboard."  It’s packed with insights on how better reporting can elevate your agency’s client experience. Streamline smarter. Your agency (and your profit margins) will thank you!

In the world of digital marketing, it's easy to get caught up in the flashy numbers. "Look at our click-through rate! Watch those video views skyrocket!" But let’s be real: if those metrics don’t translate into real business results, what’s the point? Vanity metrics may make your reports look great, but ROI (Return on Investment)  is what actually drives success for your clients. So how do you make sure you’re reporting on metrics that matter? Let’s break it down with three key shifts in how you approach performance tracking. 1. Buyers Are Trained by the Sellers Here’s a hard truth: your clients are used  to being sold on vanity metrics. They’ve probably been bombarded with buzzwords like "engagement," "impressions," and "reach" for years. But here’s the kicker: you  have the power to train them to focus on what really matters. Instead of touting "great engagement," flip the script and ask: "How does this metric directly impact your bottom line?" By leading the conversation with a focus on ROI, you position yourself as an expert, not just a number-pusher. If you show your clients that you understand their business goals, you’ll start shifting the conversation away from fluff and toward real impact. 2. Shift Your Focus to Metrics Tied to Business Goals If you want to show up as an expert, you need to start every campaign with a crystal-clear understanding of what success  looks like for your client. Spoiler alert: it’s not about the number of likes on a post. Success should be tied to actual business outcomes: Leads generated Conversions Sales Once you know what your client’s objectives are, you can tailor your metrics to measure the progress toward those goals. That’s how you demonstrate real value. 3. Metrics Like Click-Through Rates and Video Views Only Matter if They Contribute to Business Outcomes It’s easy to get lost in the numbers game, especially when clients ask for metrics like click-through rates (CTR) or video views. But here’s the truth: those numbers are only valuable if they’re moving the needle on business outcomes . A high CTR or a viral video may feel good in a report, but does it actually lead to more sales? More leads? More conversions? If not, they’re just vanity metrics. Be sure your reporting shows how those metrics are impacting what matters most: revenue, growth, and long-term success. The Bottom Line The bottom line is this: if you’re not measuring what matters, your agency is doing a disservice to your clients. Vanity metrics are a thing of the past. It’s time to get serious about ROI by focusing on metrics that align with your client’s business goals. Shift your conversations from clicks to conversions, and watch how you move from vendor to trusted expert. Want to dive even deeper into how to prioritize ROI over vanity metrics? Check out our video, "Vanity Metrics vs. ROI,"  for more insights on why it’s crucial to focus on what really counts. Already watched it? Awesome! Take the next step and read our blog post,   "What Are KPAs? What Are Goals?" , where we break down how to set Key Performance Areas (KPAs) that will actually drive success for your clients. Time to ditch the fluff and start tracking what truly drives growth!

In the world of agency growth, finding new clients is tough work. But what if we told you that your existing clients  could be the secret to your next big revenue boost? Enter the Land and Expand methodology . It’s a strategic approach that focuses on building stronger relationships with your current clients and expanding the services you provide to them, rather than constantly hunting for new business. Let’s dive into why this approach works, and how you can leverage it to scale your agency with the clients you already have! 1. The Probability of Selling to Existing Clients Is Sky-High You know the drill: new client acquisition is hard. Really hard. The probability of converting a new prospect typically ranges from just 5% to 20% . Meanwhile, selling to an existing customer  has a much higher probability, hovering between 60% and 70% . Why? Because existing clients already trust you. They know what you’re capable of, they’ve seen the results, and they value the partnership. That trust is the foundation for successful upselling. In fact, focusing on your existing clients can often be the fastest, easiest way to scale your agency. 2. What Is ‘Land and Expand’? Upselling. So, what exactly is "Land and Expand"? In simple terms, it’s upselling . But here’s the catch: it’s not just about selling more for the sake of selling more. It's about offering your existing clients additional services that complement their needs, driving more value to them in the process. For example, if you’ve been helping a client with SEO, you might "expand" your relationship by offering complementary services like paid media or conversion optimization. The key is to expand based on the client’s needs, not just your desire to increase revenue. When you get this right, upselling becomes a win-win: your client gets more value, and you get to scale. 3. Frame Upsells as Strategic Solutions, Not Budget Filler Here’s a common mistake when upselling: thinking of it as just “adding more to the client’s budget.” That’s the wrong mindset. To truly scale, frame upsells as strategic solutions  that will help your clients grow, achieve long-term objectives, or enter new markets. When you present an upsell, you should be presenting it as a solution to a challenge or opportunity your client is facing. For example: "By adding a targeted email campaign, we can help you convert leads you’re currently missing." "Expanding your ad spend will help you capture market share in this new region." When upsells are framed as solutions to real business problems, they feel less like a sales pitch and more like a strategic partnership. Your client will appreciate your insight, and you’ll build a long-lasting relationship that supports both their growth and your bottom line. The Bottom Line The Land and Expand methodology isn’t just a buzzword—it’s a proven strategy that can help you scale your agency with the clients you already have. By shifting your focus to upselling based on client needs, rather than adding random services, you can create a stronger, more profitable relationship. After all, the easiest way to grow is by deepening your connection with the clients who already trust you. Want to dive deeper into how the Land and Expand methodology works? Check out our video, "The Land and Expand Methodology,"  where we break down how you can scale your agency using your existing clients. Already watched it? Awesome! Check out our blog post,   "Zero Direct Clients, Global Growth" , where we explore how agencies can scale globally with no direct clients—using the Land and Expand approach. Ready to scale smarter? Let’s get to work!