# How I Successfully Doubled My Agency's Revenue and Plan to Repeat It
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Chapter 1: The Catalyst for Change
In 2020, I faced a significant downturn at Kaleidico, burdened by debt and a substantial loss of clients. Then the pandemic struck, which compounded our challenges.
Previously, I had resorted to large-scale layoffs during crises—a common move in the agency world. However, I was determined to avoid that path during a global health crisis. I needed a transformative approach.
The blueprint for our revival encompassed three fundamental principles:
- Shift from targeting the market to becoming an expert within it.
- Narrowly define and position ourselves based on that expertise.
- Generate and distribute an abundance of middle-funnel content.
Many of these strategies emerged serendipitously from necessity and opportunity. With a limited budget, I had to halt our PPC campaigns, which were underperforming anyway. I pivoted to directly engage with the market I understood best—mortgage lenders.
To help you achieve similar results, let’s delve into how these core principles can be applied to your situation.
Section 1.1: Identify Your Comfort Zone
Evaluate your experiences and your current clientele. Where do you feel most at ease? What areas highlight your expertise?
This approach isn’t exclusive to business owners; it’s applicable to anyone in sales, such as loan officers or insurance agents. Remember, at Kaleidico, I operate as a solo sales team. This framework serves as both a sales and marketing strategy.
Engage deeply with your clients to understand their needs and desires fully. Even if these insights seem unrelated to your offerings, grasping what causes them stress or joy can be invaluable.
Now that you’ve positioned yourself as an expert in this niche, concentrate your marketing efforts on this specific audience.
Section 1.2: Revamping Our Positioning
We altered our website tagline from:
"Creative Web Design and Digital Marketing Solutions"
(basically, we cater to everyone)
To…
"Lead Generation Agency for Mortgage Lenders and Law Firms"
We had developed a digital playbook tailored for these sectors that assured client satisfaction—delivering high-quality leads at scale.
By speaking their language, we could enhance their businesses and establish a lead-generating asset within their operations, something our competitors struggled to match consistently.
Finally, we embarked on a journey of extensive writing and publishing regarding our playbook and our 90-day marketing strategy for mortgage and legal sectors.
Explore the playbooks (core assets) here:
If you peruse our blog, you'll notice that each article is an adaptation of these core playbooks, tailored to various contexts and sizes. This middle-funnel content has been instrumental in attracting a steady stream of leads—clients ready to take action and eager to discuss how we can assist them.
That's the essence of how we've doubled our revenue and plan to do so again.
I hope you can implement aspects of this framework into your sales strategy or business practices.
Chapter 2: Learning from Industry Leaders
In this chapter, we will explore insights from seasoned professionals on generating substantial monthly revenue.
The first video, titled "How To Add $200k Revenue Every Month To Your Business | Agency Founders 2024 Full Speech," offers valuable strategies for scaling your agency's revenue.
Chapter 3: Advanced Revenue Strategies
In this section, we will discuss targeted approaches to achieve $50K in monthly revenue.
The second video, "Agency Owners' Guide to $50K Monthly Revenue in 2024," provides a comprehensive guide for agency owners looking to enhance their financial performance.