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Swenk Today: The Digital Marketing Agency Show

Jun 25, 2018

Should your digital agency become a certified partner as a lead generation strategy? I see this happened and I wanted to make a video about the trap of becoming a "certified partner."

In theory, certified partners get a bunch of new agency business thrown their way, but at what cost? I happen to think the certified partner thing can be a huge trap and a major mistake for your agency.

The certification trap: getting certified in order to fix your lead generation might be a solution in the short term but ends up costing you time, money and resources in the long term and it's hard to recoup those losses to make it worthwhile.

It's OK to become a certified partner if you're doing it to improve and train the existing skill set of your current employees. But, DO NOT ADD A SERVICE just to become a certified partner thinking this will solve your lead generation issues. It's a TRAP... and here's why:

1. When you add become a certified partner and add a service, you now have to staff that service arm of your agency. That means adding a project manager, account manager, copywriter or designer... at least 3 new hires.

2. As the provider accepts more certified partners, the leads will become more diluted among the other partners. The referrals will dry up.

What should you do instead?

1. Get LASER FOCUSED in what you're already good at and become the best at that one thing. Be the MASTER of your existing niche and be recognized as the go-to authority in that market.

2. Spent the time and money differently. Whatever it would take to become a certified partner, use those resources on outbound traffic and go after your ideal prospects that you know you can deliver success.

Look, you're not going to land business just because you're a certified partner. Your prospect are going to evaluation you based on your successes -- not on your certifications or awards.

Even if you're loving your current status as a certified partner, trust me it will change. Adding more services is NOT the solution. You'll get more new agency clients when you're super focused on one core service.

I love hearing from agencies. Comment below and tell me what types of lead generation strategies you're using to get your ideal clients working with your agency.

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Fresh out of college Jason was off to work for Arthur Anderson, one of the big 5 consulting firms. He quickly realized that he could never work for anyone other than himself. He decided to change direction, launch a digital agency that quickly grew to a multi-million dollar operation working with brands such as AT&T, Hitachi and Lotus Cars. After 12 years of steady growth, the agency caught the attention of bigger agencies and Jason sold it in 2012.

Now, Jason leads, a unique media company & consultancy helping marketing agencies grow & scale their agencies faster by applying the framework that he used to grow, scale and eventually sell his agency. Jason has helped over 10,000 agencies in 23 countries meet or exceed their business goals.

Jason currently hosts two shows that are available for download…

The Smart Agency Master Class Podcast, dedicated to providing tactics and strategies to agency owners and decision makers that cut through the BS, focus on exactly what works and what doesn’t; and

SwenkToday a daily VLOG that documents the entrepreneur journey of building another multimillion dollar business, where he share the latest strategies, and answers the most burning questions entrepreneurs have. 


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