10 Things I’ve Learned in 10 Years of Running My Marketing Agency

This year we ticked over 10 years in business. Some days it feels like it has flown, and other days it feels like we’re only just getting started.

It’s been an interesting time full of lessons, challenges, and growth. As I reflect on the past decade, I wanted to share some of the biggest takeaways that have shaped me as a founder and CEO of a boutique marketing agency.

1?. The power of relationships: Clients, team members, and partners make or break your business. As the leader of the business, it’s easy to get caught up in the numbers and deliverables, however being conscious to approach relationships from a human-first perspective will help make them long-lasting. Treat people with respect, compassion and positive intent and think twice about burning bridges. You never know where your loudest supporter will come from.

2?. Imperfect action beats perfect plans: As an over-achieving perfectionist, this one has been a long lesson for me to learn, but I can happily say that I think I’m getting there. The beauty of marketing is, if you’re doing it well, it’s essentially a calculated experiment. The “perfect” moment doesn’t exist. Sometimes, you just have to jump in, adapt, and learn as you go.

3?. A clear vision drives everything: Knowing your “why” keeps you focused and helps others align with your goals. Business ownership is not for the faint-hearted, especially when starting from scratch. It’s so easy to get bogged down in the detail and overwhelmed by the mountain ahead, but knowing and reminding yourself of why you’re doing this, helps immensely. It’s your north star when things get tough.

4?. Tailored solutions win: I worked out very early on that I was really good at Strategy Development, and the ability to distil strategy into practical, executable plans was a unique skill. The thing I love about strategy development is there’s no one-size, fits all. Every business is unique so it’s essential to tailor all work to suit. Yes, it takes time, but it’s interesting work, meaningful and valuable work that yields better results for clients.

5?. Surround yourself with the right people: A strong team with shared values is everything. Over the years, I’ve learned to hire for attitude and aptitude first – any gaps in hard skills can be developed with the right attitude. At the end of the day, we spend a lot of time working, so I have learned to surround myself with positive, can-do people that care about what they’re doing.

6?. Client fit matters: Saying “no” to clients who aren’t aligned with your values or goals can be scary but crucial for growth. If the “fit” is not right, they will take an exorbitant amount of mental and physical energy for little return. Energy that can be better utilised concentrating on clients that you have a mutual appreciation and respect for.

Yes, it can be hard to say “no” to guaranteed income, especially in the early days. But I’ve learnt that there’s no reward in flogging a dead horse. If values, attitudes and intent aren’t aligned from the beginning, they never will be.

7?. Marketing and sales need to be best friends: As CEO of a marketing agency, I’d be forgiven for thinking I would get to spend all my time working on marketing projects. But no, sales plays a much more prominent role in my job, and is essential for sustainability and growth.

Over ten years in business, I can’t count the number of businesses I’ve worked with that treat Sales and Marketing separately. The number of marketers that had never touched a product, or physically visited a customer is unbelievable.

As marketers, there’s only so much “understanding our customers” that can be done from behind a computer screen. Successful marketers will prioritise conversations with sales teams, customers and end users. Don’t work in silo. Bridging the gap between these sales and marketing is essential to achieving real results for clients.

8?. Time is your most valuable resource: You can’t do everything. That’s a fact. There’s only so many hours in a day, so outsourcing and delegating aren’t just helpful - they’re necessary. But do so in a considered way. Outsource the things you’re not skilled in first (such as accounting etc), and make sure you protect the client relationships and service delivery at all costs. Invest in systems and software to streamline your business, so that you and your teams can spend less time on admin, and more time focusing on delivering high quality work for clients.

9?. Celebrate the small wins: Now, I’m notoriously terrible at this. I am so future focused that I so often forget to pause and celebrate wins along the way. However, building a marketing agency is a marathon, not a sprint. Don’t focus solely on results. Take time to appreciate progress, no matter how small it seems. Write it down. Keep a record folder of “wins” and great achievements and moments, that you can look back on fondly when you need a little reminder of how far things have come.

10. You never stop learning: The marketing landscape is always evolving. The principles stay the same, but as an “old-school” marketer that started her career with Yellow Pages advertising and printed newsletters in the marketing mix, I can tell you, the way we deliver has changed dramatically. Stay curious and humble. Talk to people. Read articles. Listen to podcasts. Keep abreast of new technology advancements and embrace the ones that make sense to you and your business. Staying curious, open-minded, and willing to adapt has been my secret weapon for staying ahead.

I’m sure there are many more lessons, but these are the ones that come to mind today.

Here’s to the next decade of growth, learning, and making an impact!

Erin Smart is the Founder and CEO of Impact Marketing, a full service marketing communications agency offering targeted marketing strategy development and implementation support for medium and large organisations. If you're looking for a marketing partner who will deep dive into understanding your business, dedicated to helping you achieve your business goals, feel free to get in touch with me via [email protected]

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