Digital Marketing Agency Structure

We had enough messages from you guys asking
us about what we do and how we’re set up, so I’m going to walk you through exactly how
we’re different than most agencies you’ve dealt with. Most marketing agencies are set up in one
of three fashions. Traditional style is going to be singular
office or maybe multiple office locations. Everybody’s in those locations all the way
from management down to specialists down to content writers, graphics designers, web development. Everything’s done in house. That’s more the traditional way that’s been
going on for, let’s say, the past 30, 40, 50 years. The way that people are moving to is kind
of the exact opposite of that, which is 100% remote. So with the remote type of setup, you get
the flexibility of finding talent in different cities and allowing the employees to have
the flexibility of working from home, working from a coffee shop, doing it on their time,
except for, let’s say, core hours of 10:00 to 3:00, or something like that. So the remote way works for some different
types of agencies and some business models. What we’ve done here at 5 Fold is we’ve kind
of got a split of a 50/50, traditional versus remote. So while we have three locations in Austin,
Chicago, New York, we’ve got people, some of our team is in house every day. Some of our team is remote, 100%, and then
as we scale we figure out do we need to bring somebody in 100% in house, or can that person
be remote? It’s a little bit different than what a lot
of agencies that we go up against are set up as. So when we’re dealing with prospects and trying
to close people into clients, they’re comparing us to sometimes either a small agency of a
couple people, sometimes a large agency of 60 to 80 or 100, where they’re all in house
with multiple locations. Not Very often are we dealt with people that
are a 100% remote, so it’s a little bit different here. We rely heavily on technology when it comes
to managing our team. So we have systems put in place. Our project management system is Teamwork
Projects. It’s kinda like Asana, or Basecamp, or systems
like that. Basically everything revolves around that. When we get a new client, they come into our
system, we set them up with a username, we try not to Email. The reason why is because we want to have
one central location for all members of our team that are working on things and the client
together to have a singular login into our system to where they can access everything,
whether it’s files, whether it’s messages, whether it’s chatting, whether it’s content
approvals. All that stuff is set into Teamwork Projects. It’s a super dope system, we’ve been using
it for now about two and a half years. All of our processes, approvals, procedure
is backups. Everything goes on in this system. That’s how we communicate with our teams at
different locations and whether or not they’re in house or they are remote, working remotely
throughout the country. The reason why we chose to go down that path
is that you can’t just have Emails going back and forth. Everything needs to be organized with task
lists and approvals and Teamwork allowed us to have that central location and also bring
clients in. So when the client comes in, they’re able
to see everything in one spot and it makes it much more efficient from their standpoint
when they’re trying to share things with other teams or, instead of forwarding Emails and
forgetting to CC people, they just go in, everything’s there, everything’s categorized
with files, approvals, what they needed to do, and it’s super easy for them to work through
the system. So comparing us to other agencies, a lot of
agencies are dealing with typically, in two different categories. Either they’re B to B, or B to C, or they’re
a combination of both. You’ve got some agencies that do niches out
there, where they’re working on a specific industry, or they’re doing a specific vertical,
so either they work with only one type of client, you know, B to C with consumer goods,
or B to C with electronics, or something like that. And then you’ve got people that will say,
I only do social, I only do PPC, I only do a web development. The way that we’re set up to differ from that
is that we combine those together to where we’re doing essentially a couple of different
industries, but we kind of categorize that, just like our hashtag up on the wall, that
says for companies that #makecoolshit, or #docoolshit. So it’s a way for us to generalize that. We work with people that physically make things,
they manufacture in industrial environment. That’s my background, that’s what some of
our employees backgrounds are, and we focus on that because we understand exactly the
hurdles that they deal with. Whether they’re going after the OEMs, manufacturing
companies that actually sell the product, and they’re making it for them, or they’re
doing it from a standpoint of going after other subcontract manufacturers. The industrial manufacturing sector is a significant
chunk of our business because that’s what we know the most. The flip side of that is that we deal with
consumer brands that we feel have products, or have services, that really hit home, that
we feel like we’re excited about. We do not work with real estate companies,
dentists, lawyers, retail, any sort of small businesses, or mom-and-pop type shops, or
people that have a service to people, or in healthcare, or things like that. We don’t get involved in that just because
that doesn’t excite us and at the end of the day we want to be excited about the clients
that we’re bringing in and be passionate about what it is that they do. So we’re somewhat selective about markets
that we go into, which, from a scaling standpoint and growth, that does provide some sort of
hindrance to going, you know, really big really quick. But it also allows you to have controlled
growth to where we’re strategically going after certain industries or sectors and saying,
we want to deal with a mountain biking company. Let’s go figure out who is the best mountain
biking company out there. Let’s pitch to them, market to them, do some
branding to them and figure out who out there is available for us to pick up as a client. If we’re going into consumer goods, we find
products or or things that are out there, wearable technology or things that are exciting,
new, that aren’t just the regular type of consumer goods, and then we figured out that
strategically who we want to go after. So there’s a lot of times that people come
to us and say, will you do our marketing? Can we get some pricing? And we say, that’s just not a fit for us because
we’re not going to compete with companies that just work with everybody. Our niche is very controlled and strategic
to the vision that I have for the agency, so we want to stick with that. If we just go out and do a shotgun and say
we’ll do anything with anybody, then that’s going to basically put us into a “me too”
type agency where we’re not providing, really, any sort of difference from the other agencies
that already do it. So with us being strategic from a size of
the company standpoint, we typically do not get involved with a lot of startups unless
they are heavily funded, and we feel like there is an opportunity for that product,
or service, or whatever it is that they’re doing to really scale. We don’t just do anything for any size company,
even if they’re in one of our verticals from an industry, or a product standpoint that
we want to deal with. We’re selective to where we have certain thresholds
that they have to meet from current revenue standpoint, and current budget for marketing,
before we consider bringing them on. Because at the end of the day, there’s a lot
of agencies that say, like I’ve said in some of our other videos, you can spend $1000 on
your marketing and we can do this, this and that for you. We don’t get into that battle with other agencies
because it’s just not going to do enough for the types of clients that we want to deal
with want to scale at a more significant level than just a 2% growth. Unless that 2% growth is a significant amount
of money for their business because they’re already massive, then maybe that would be
okay, but as a general rule of thumb, like right now our smallest client is around 5,
6 million in revenue. Our largest client right now is around just
over a billion in revenue. We have a wide range, but we have minimum
thresholds. To start doing business with us it’s going
to be a few thousand dollars minimum a month just to get us to start doing things because
we have to do, at a minimum, a three pronged approach. So that three prong approach is going to be,
we won’t come in and just do your PBC, or just manage your Email, or just do your videos,
or just do your web unless we feel like there’s an opportunity down the road to do more with
you, because we want to provide the most impact and really be integrated in from a partnership
level. So at a minimum we typically look at SEO,
content marketing, and social media management because now we’re managing the longterm play
with the SEO, and managing the website. We’re creating content, whether it’s written
articles or video production, and then we have a distribution source with social. At a minimum level that’s what we always go
to because those three things have to be in our control for us to then be ranked and valued
from the client standpoint for them to say, are you guys moving the needle? Well if we’re just managing your social, but
your content isn’t that great, then we don’t have control over whether or not that’s going
to produce the results you want. There’s agencies that will do that, and if
you have enough good content, they can look at it, but we want to be in more control to
look at the entire picture of the strategy, the creative, the distribution. That’s the best way to get the results. Now, from there, we get into pay-per-click
advertising, whether it’s Youtube, pre-roll, whether it’s Google AdWords, social media
advertising, video production, doing things like Email marketing, CRM management. We can go to the wide range of being the partner
agency that does everything for your one or two person marketing department. Or if you have nobody in your marketing and
we’re dealing directly with a COO, or a VP of sales, that’s fine. Or we can just do an aspect of it. Some of our clients have teams of 6 to 10
people and we are just handling a smaller portion of it to off shoot some of that heavy
lifting from them. We’re set up to be nimble in that aspect,
but at a minimum level we have to at least do a few of those different creative points,
a few of the distribution sources, and going all the way up into if you have brand collateral
that you want, pitch decks, graphics design types of things, brochures, line cards, cell
sheets, we do those on a project basis. Some of our clients have us on retainer to
where we’re doing it every single month because that’s how often they’re rolling out new products
or making changes, but for the most part those are one off things. From a web development standpoint, SEO, we
want to build a website, but then we also want to manage the website, and then we also
want to increase traffic to the website. If we build you a website and it’s beautiful
and looks great, and then you guys fail, as a client, to push that new content out there
or to drive traffic through your own channels, then that’s going to reflect badly on us because
we want to make sure that the new site gets as many eyes as possible on it. So we try and look at it from that standpoint
of doing more than just a singular aspect, but we do take on projects where if we feel
like there’s a longterm potential from a true partnership, we will go into it and say, we’ll
do that singular project, let’s talk about the distribution, or driving traffic to that,
or getting eyes on that once that’s completed so that way we can get the most bang for the
buck. So hopefully that gave you some insight into
how we do things. Maybe that sparked some interest for you guys
to reconsider your agency and look at other agencies. Before you pick your agency, make sure you
ask them those questions of how they’re set up, how their team is, how are they going
to communicate, what other things can they do? You don’t want to have five agencies where
everybody’s got their niche of the vertical of what they do because you need one overarching
agency that’s managing the overall strategy. So get multiple quotes from multiple agencies
and really look and expand outside your geographic location of having somebody be local and look
at potential remote agencies. Maybe they’re across the country, maybe they’re
in a different stat. But really ask them a lot of questions, dig
through, how are they set up? Who were they working with? What types of passions do they have? Why do they do the things that they do, and
maybe you could have a better experience with them. So if you guys got some value out of this,
hit that like button. If you’ve got questions, leave a comment. We’ll see you on the next one.

Stephen Childs


  1. @Kyle Milan Thank you for this great video. Yours provided much more in depth info than other ones out there. Keep it up bro.

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