Staying Versatile and Adaptable in Uncertain Times with Amy Jackson | Ep# 714

Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Are you considering narrowing your focus in the near future, or do you prefer to retain the flexibility to take advantage of growth opportunities in specific sectors? Our featured guest established a PR agency by recognizing the potential to connect forward-thinking companies with journalists. In the current uncertain economic climate, she opts for diversification and maintains the agility of her agency to capitalize on the expansion of emerging sectors. Gain insights into her journey of building a PR agency that harnesses technology to enhance brand visibility, her pivotal moments in realizing the agency's success, her strategies for solidifying its growth, and the ongoing learning curve inherent in the agency's evolution.

Amy Jackson is the founder of TaleSplash, a PR agency focused on effectively helping startups and emerging brands. She shares her journey from working in corporate PR to starting her own agency, discusses the role of the media in times of change, and explains how the agency is using AI to efficiently connect journalists with relevant sources and products.

In this episode, we’ll discuss:

• The power of versatility and adapting to economic shifts.

• Getting beyond the $ million mark.

• Why growing an agency is a continued learning experience.

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The Art of Brand Elevation and Media Matchmaking

After a decade in the corporate world and navigating the challenges of the pandemic, Amy recognized the pivotal role of media in shaping people's understanding of the world. This realization sparked her vision of bridging innovative companies with journalists to promote their products. Serving as a matchmaker between clients and journalists, she has steadily expanded her agency, empowering founders to elevate their brand awareness and position themselves as valuable resources for journalists.

So far, her agency journey has been one of discovery. As much as one can prepare themselves, speak with other owners, and read about the experience, you won’t really know until you jump in and start your journey. Her first year with the agency was about building and creating. After that, each year has brought on new challenges as they grow, like staffing and learning to run the business profitably.

Overall, she always keeps in mind what clients want from her agency, which is coverage at big outlets, speak at conferences, and have people pay attention to what they represent as thought leaders to bring in more customers, investors, and have more credibility. This commitment to meeting client expectations is vital in the face of intense competition, ensuring the agency's ongoing relevance in the industry.

Building an Agency Team of Experts

Amy first felt the momentum of her agency when she began enlisting the support of experienced individuals, enabling her to deliver top-notch services to her clients. She surrounds herself with people who have decades of experience. As a result, has been able to offer a diverse range of services and support to her clients, ultimately leading to their success.

Her team has helped multiple clients be recognized by the White House, brought into Senate hearings, and be a part of important conversations in the media. This level of support and expertise has added immense value to her clients and set her agency apart from others in the industry. All this is possible thanks to the team of experts she assembled.

The Power of Staying Versatile and Adapting to Economic Shifts

Amy cites the current economy as a key factor in why she hasn’t niched down her services. Amy’s agency needs to remain fluid during tough times while certain niches have their moment. Versatility makes it easier to focus on some key industries like AI, climate solutions, lifestyle brands, and health tech.

By diversifying, Amy can capitalize on growth opportunities in various sectors and mitigate risks associated with focusing solely on one industry while allowing her agency to adapt to changing economic conditions and industry trends, ensuring long-term sustainability and success.

Growth Strategies to Get Beyond the $2 Million Mark

Up to this point, Amy has relied on personal networking to drive her business. She has explored various marketing channels such as lead generation, attending events and conferences to connect with other industry professionals, and has also received some referrals. However, the majority of her agency’s growth has been attributed to meeting people at events.

Typically, this approach can only take a business so far, usually up to the $2 million mark, before hitting a ceiling. This is because the potential to meet new prospects at events is limited. To surpass this point, it is essential to establish alternative channels for business growth. These channels are:

• Inbound: This includes social media, podcasts, blogs, website, and ads as ways for the clients to find you and get to know you and your services before reaching out and becoming customers.

• Outbound: Building an effective sales team with a clear target and a deep understanding of the ideal customer profile to actively pursue leads.

• Strategic partnerships: A key component in any agency’s growth strategy. In her case, forming alliances with other businesses has helped her expand her agency’s reach, access new clients, and tap into new markets. Strategic partnerships also provide opportunities for collaboration, knowledge sharing, and mutual support, ultimately enhancing the agency's capabilities and competitiveness in the industry.

Grit, Growth, and Grace

In the world of PR, if you come from a traditional PR education and agency background, you won’t have any notion of sales and financial infrastructure. In Amy’s case, it’s something she’s had to learn on the fly as an entrepreneur and a focus of hers as her agency continues to grow.

The agency experience is all about continuous learning and overcoming challenges. As Guy Kawasaki explained in a past episode, looking back at his career he likes to break life up into thirds - grit, growth, and grace. This concept emphasizes the idea that learning is a lifelong process that involves embracing challenges, seeking growth opportunities, and remaining humble and open to new experiences and knowledge.

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