In part one of this series, I covered the fundamentals of getting more clients. The direct, sometimes uncomfortable work of mission, vision, outreach, and showing up where your prospects already are.
In part two, we moved into visibility and infrastructure. These are the sales channels that quietly work in the background and turn attention into conversations.
There is a reason this topic is broken into four parts. Growing an agency is not about finding one magic tactic. It is about stacking the right ones in the right order.
This installment is about the systems and plays that make your agency easier to find, easier to trust, and easier to choose. None of these ideas are new. Most are underused. When executed consistently, they reduce reliance on constant outbound and create a steadier flow of opportunities that feel less forced and more inevitable.
Outbound Mailings
Outbound mail still works because almost no one does it anymore. A short, clear letter or postcard sent to a tightly defined list ensures the right message hits the right audience. In these types of mailings, you have limited space, tangible cost, and no room for buzzwords. When I used outbound mail, the goal was not to sell. It was to introduce who we are, who we help, what problem we solve, and why we exist. Then I’d give them a reason to respond. Outbound mail is a way to break through the very noisy electronic inbox that we’re accustomed to ignoring.
Sponsorships
Sponsorships fail when they are treated like advertising. They work when they are treated like trust transfers. The only question that matters is whether your ideal clients already care about the event, organization, or group. If they do, sponsorship creates and reinforces familiarity and credibility. If they do not, it is wasted money. The logo is irrelevant. Access to the attendees and stakeholders are relevant, while relationships are the return.
Search and AI Optimization
SEO and AIO is how you get found when someone already wants help. It is slow, boring, and incredibly powerful over time. Every strong page you publish is a salesperson that never sleeps. The mistake most agencies make is quitting too early or writing for algorithms instead of humans. Clarity beats cleverness. Consistency beats hacks. SEO compounds quietly while you work on everything else. Most agencies think SEO won’t work for them. It works for your clients so why are you so negative on it working for you?
Social Media Engagement
Social media is not about posting. It is about engaging. Commenting thoughtfully, responding consistently, and being in conversations where your prospects already spend time matters more than chasing likes and impressions. I build relationships long before deals by simply being present IRL and online. Social media is how people learn who you are before they ever visit your site.
Funnels
A funnel is just a clear path from interest to conversation. Most agencies create content without telling people what to do next. That is not marketing; it is hope. Every piece of content should point somewhere intentional. Read this. Download that. Register here. Book time. If there is no path, there is no leverage. But don't have the false illusion that all you need is the perfect funnel to solve all your client acquisition problems. You need a lot more than that. You need brand and everything else that we're talking about in this series before a funnel will even work.
CTAs
Calls to action should be obvious and boring. Clever CTAs confuse people. Clear ones convert. Tell people exactly what happens next and why it is worth their time. The goal is not pressure. It is direction. People want to be led, especially when the decision feels risky.
Giveaways (Nonprofits, Pro Bono, Strategic Work)
Giving strategically builds goodwill and relationships that often turn into business later. Donating services to a nonprofit, supporting a cause, or helping an organization tied to your ideal clients creates trust without selling. Just like with a sponsorship, give where the organization or recipient's interests align with yours. Not randomly.
Apply for Awards
Even applying makes you articulate your positioning, results, and differentiation. Winning the award creates credibility, but just being nominated or listed still have an impact. It gives prospects social proof that you did not have to claim yourself.
Write a Book
Writing a book forces you to think clearly and commit publicly. It positions you as someone with a point of view, not just a service provider. As an expert. It opens doors to conversations, speaking opportunities, and partnerships that are hard to access otherwise. Plus frankly, it gives you something to talk about on social media.
Strategic Board Positions
Board roles put you in rooms where trust is built long before a sales conversation exists. You gain perspective, relationships, and influence without pitching. Over time, opportunities surface naturally because people already know how you think and operate.
Next week, we move into visibility, authority, and brand pull. We’ll cover podcasts, video, speaking, social media as an always-on presence, and how openly sharing wins and expansions shapes perception. We’ll also talk about using generosity strategically, including annual giveaways, to create credibility, reach, and control over your narrative so prospects already know who you are before the conversation even starts.
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I hope this helps and gives you something to think about.
~ Erik