When people first start out, they sometimes take any client who comes their way. But with time, agency owners and freelancers realize that not every client is a good fit for their company from a culture and profit standpoint. With that in mind, how do you find the right clients for your agency?
Marco: We launched Palabra on January 11, 2022, but Alessandra, Nicole, and I have been involved in email marketing, on average, for over 10 years, and we have been in this sector for over 15 years. As a result, we have a vast network of contacts and are doing well for ourselves, mainly because we get many word-of-mouth referrals. Potential clients who reach out to work with us typically know a bit about us and understand what we do well already.
Of course, we sometimes interact with prospects who don’t exactly meet our objectives. So, in those cases, we would love to offer our services to all prospective clients at, say, a lower rate, but we’re committed to and more interested in providing clients real value first.
Alessandra: We’re also very vocal about sharing our values, both as professionals and as a company. Over the years, I’ve learned that it takes a certain degree of compatibility to work well and create a win-win relationship with a client.
How did you decide between branding the business vs. being the individual names/faces of the agency?
Marco: Alessandra’s, Nicole’s, and my faces are known more than our logo, but we know that this may, and should, evolve in time to help bolster Palabra, independent of our reputations.
Alessandra: Today, all 3 of us carry strong personal brands, which benefits the agency as well. Our goal is to consolidate the reputation of Palabra and make it synonymous with first-class email marketing.
What makes an agency portfolio stand out?
Marco: An impressive portfolio is diverse, not just a portfolio full of known logos. In my previous experience, I often learned from experiences with lesser-known clients than from campaigns for big-name brands. A diverse portfolio tells me that an agency has managed to sell its services to various companies.
Alessandra: It’s about balance. While you can work with and learn from smaller clients, you should also try to demonstrate your value and expertise by landing a few big names and including them in your portfolio to make it clear that you can manage larger projects.