In this episode of Inbound Agency Journey, Gray Interviews Matthew Iovanni from FullFunnel. Matthew shares his insights on business building, customer acquisition, and the future of inbound.
After moving to San Francisco and a start-up experience that didn't go as planned, Matthew began using his customer acquisition acumen to help businesses grow, eventually founding FullFunnel.
Since then, FullFunnel has grown to over $5 million in revenue in 2.5 years. Here are the main takeaways from the interview:
Focus on Strategy over Tactics
You need to start with a strategy with your clients.
As a marketing agency, your strategy needs be focused on involves making a client more money. This strategy will dictate the tactics you use to achieve this goal.
Some agencies will focus too much on the sole service they use or a unique twist they have on the usual solution, but at the end of the day, the client is not so much concerned with what you're doing as long as it's getting them the results they're looking for.
As digital marketing continues to grow, it's important to look at an omnichannel approach to getting results for your clients.
Don't be afraid to customize your solutions for the client's needs. It can be less simple as an agency not using a one-size fits all approach, but the results will be better with a custom solution.
Get to the Root of the Problem
FullFunnel does a deep-dive discovery project with clients to get to the root problem they have as a business. This gets you paid for your insights and helps you deliver a higher quality of service to clients as well. You'll have a full inventory on what the client is currently doing and understand what you can optimize to provide better results.
Across most SMBs, the problems are generally the same 4-5. It's an issue with the company's clients, culture, hires, product, or business itself.
Most of these issues can be fixed too by improving communication with internally and externally with customers and in marketing.
Learning how to sell discovery projects will help your agency deliver more value than ever before.
Put Meat on the Table
At the end of the day, the client needs to see an ROI from working with you. They need to feel confident that if they are spending money with you, it's a more efficient use than if they hire someone internally to do the same type of work.
Be the solution to provide the quickest path to ROI for clients.
The channel, tactic, e-book cover, etc. don't matter as much as providing ROI for client's and their businesses. Matt sees the future of the agency world moving more in this direction where agencies will quickly die that can't deliver as organizations become more lean and efficient.
You need to see your agency as outsourced customer acquisition department for the company that will be an efficient use of capital within the company.
This interview was loaded with Matt's insights on serious business building and what it takes to cut it in the agency world.
Check out the FullFunnel blog to keep up with Matthew and his team.