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Build Expert Systems to Run Your Agency (Joshua Johnston) (2)

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>> DOWNLOAD the presentation slides here <<


In this presentation, Joshua Johnston lays out some steps we can use to assemble a team to run our own marketing/ad agency.



The Goal: To make profits while advancing in "Levels".

Level 1 - You're doing everything within your business.

Level 2 - You make decisions but delegating the labor.

Level 3 - You delegate the decision-making.

The goal is to advance from Level 1 to Level 3.

The higher the level, the better the systems you need to put in place.



Step 1)Build Your "Lanes". Identify the biggest key levers in your business, separate all those key levers into departments (aka "lanes"), then break down each lane into divisions.

If you're a marketing agency, your lanes would probably consist of:

-Marketing (attracting clients for your agency - create content, expand reach, community engagement e.g. FB groups)
-Sales (to turn leads into clients - convince them your agency can deliver value and do so with consistency)
-Fulfillment (actually running campaigns for clients - creatives, facebook ads, google ads)
-Operational Resilience (e.g. team wellness, bookkeeping and taxes, legal requirements, automations)



Step 2)Breaking Down Lanes into Divisions.

(You can use the free online tool Miro to draw this type of chart.)





Step 3)Build SOPs (Standard Operating Procedures).





To avoid the common issues above - here's the RIGHT way to make SOPs: Don't do written step-by-steps. Use images, audios and videos.




(Note: "Action capture" just means to make videos.)


And remember...





>> DOWNLOAD the presentation slides here <<

Attend the next Ad World for FREE! Details are here.

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Speech video added! Many thanks to the iStack Conferences team for granting us permission to post the video!



Amy

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