5 lessons I learned during the first year of running my marketing agency

I took a decade of marketing experience in the tech industry and decided to start my own agency. One year in, I'm sharing how I navigated the highs and lows?of entrepreneurship.

My biggest takeaway? Be your own best advocate.

Entrepreneurship has always been in my blood. As a kid, I'd design stickers and "sell" them to my parents, setting up a makeshift stand next to the CRT TV in our '90s living room. I'd chat up my "customers" until bedtime, much to my parents' amusement (or perhaps, annoyance). But that entrepreneurial spirit never left me.

Growing up, financial independence was a top priority for me. I started working at 18 while pursuing a degree in college, trying my hand at various jobs across retail. I even attempted to start a company a few times, selling products on marketplaces like Amazon and Etsy , but I never quite found an idea that stuck—something that tapped into my unique skills, matched my pace, and ignited my passion.

That all changed when I entered?the world of tech marketing. Over the next decade, I honed my marketing skills at companies like VolunteerMatch and Handshake , launching high-impact content initiatives and campaigns like the Handshake Early Talent Awards —a marquee annual campaign that celebrates the best employers for early careers.

A year ago, I took the leap. Armed with many years of tech marketing experience and a burning desire to create something of my own, I transitioned from my full-time job and started my agency the very next day. It was equal parts exhilarating and terrifying, but I knew it was the right move.

Thanks to my network, I established my first few clients, elevated their content strategy, and brought on three contractors to support the growing work (shout out Dina Elshinnawi , Benjamin Aguirre , & Sarah Bolling ). ??

In my first 365 days, I learned three times as many lessons. But the five I've documented below served as my key lessons to building a business. I think these tips apply not just to marketers, but to anyone doing something for themselves. Whether you're considering the leap into entrepreneurship or are already navigating the ebbs and flows of self-employment, I hope I can provide some helpful advice along the way. :)

1. Build a strong network—you'll need it someday

While attending conferences and events helped me grow my LinkedIn network, and most recently, "pilot" my agency model, it was my lasting workplace connections that ended up supporting the initial growth of my business.

My first step was tapping into my network and identifying my advocates—mentors who have gone to bat for me throughout my career. I asked their honest opinion about what I was offering and brought them along the journey of creating my business. It became exciting not only for me, but for them too. They became just as invested.

Not everyone was eager to support that journey, and that's okay. I'm grateful for the ones who responded—the folks I've reconnected with after years past, and the ones who have rooted for me all along. These advocates were willing to refer me to open contract opportunities in their own networks and this has been essential to launching my business.

My first takeaway can’t be overstated:

A strong network can offer invaluable support and referrals to help you build a robust client base. Tapping into these relationships created project opportunities that gave me a ton of momentum in my first few months.

2. Set clear expectations with clients up front

Establishing open communication and setting expectations with clients has been foundational to the success of my business. I make it a priority to discuss project scope, timelines, and deliverables upfront, often outlined in a Statement of Work (SOW). This ensures that both parties are aligned on what to expect.

As a solo entrepreneur managing various projects for different companies, I also communicate my availability and response times. While I try to be as responsive as possible, it's important for my clients to understand that I may not be as immediately available as an in-house marketer because I'm balancing a multi-client workload. Setting these expectations early on helps foster a positive and productive working relationship.

Check out my operating guidelines →

3. Advocate for your value, but do it tactfully

As your business grows and you deliver results for clients, it's important to recognize the value you bring to the table. However, advocating for your worth should be done thoughtfully and professionally.

When discussing rates or project scope with clients, focus on the tangible outcomes and the return on investment your services provide. Highlight your unique expertise, proven track record, and the dedication you bring to each engagement. By framing the conversation around the value you deliver, you can confidently navigate discussions about compensation without alienating potential or existing clients.

4. Set your business up for success (literally)

One of the biggest lessons I learned was the importance of setting up the right foundation for my business. Figuring out the appropriate business entity, tax classification, and medical insurance, and finding reliable service providers were all essential steps in getting my business off the ground and running.

Rocket Lawyer has been instrumental in filing paperwork to set up the business. I'm currently using Asana for project management, Calendly for easy scheduling, HubSpot for my marketing tech stack, QuickBooks Online for invoicing, Toggl for time tracking, and Framer for building and maintaining my website. All I would highly recommend.

Identifying, understanding, and implementing these tools has been a game-changer in running my first-ever business efficiently.

5. Delegate strategically as you grow

As my client base and project load increased, I recognized the need for additional support. When you feel yourself stretching too thin, consider bringing on freelancers or part-time team members to assist with your workload.

I approach hiring by having an initial conversation to gauge fit and then bringing the person on for a "pilot” project. This allows me to assess their strengths and determine how they can best support the agency's growth. By delegating responsibilities strategically, I've been able to focus on the big picture.

And what about work/life balance, you ask? Well, I'll be honest—it's a work in progress. ??

As an entrepreneur, finding that perfect balance between work and personal life can be challenging. But I'm learning to set boundaries, prioritize self-care, and make time for the things that matter most. It's not always easy, but it's a journey I'm committed to navigating (and one that my therapist personally holds me accountable to).

It's been a rewarding journey

Above all, the most gratifying aspect of running my own business is seeing the positive impact my work has. When a client shares that my marketing strategies have helped their business grow, it's an incredible feeling that makes all the hard work worth it. The sense of fulfillment I have gained is a powerful motivator and a reminder of why I took the entrepreneurial leap—to create something meaningful on my own terms.

Today, my agency Comarketer.ai is going strong with our unique blend of personalized marketing strategy and AI-powered optimization, offering high-quality bespoke content and in-depth consultation to help B2B businesses run more efficiently. Reaching your business goals is already hard enough; we're using AI to make it easier.

Interested in learning more about how Comarketer.ai can help your organization? We're accepting new client inquiries on a rolling waitlist basis, and we can't wait to hear from you.