From dealing with demanding clients and tight deadlines to managing complex projects and constrained resources, running a successful agency is a tough business.
In fact, the latest Benchpress – Profit & Growth report 2023 by the WOW agency – found that the average gross profit of £1m+ agencies has dropped to 40%. According to the report, a healthy agency should aim for a gross profit above 50%.
We’ve pulled out the top six lessons you can learn from the top-performing agencies.
Those agencies which measure gross profit by project are likely to be the most profitable.
To calculate gross profit, first, you need to track time and costs against your projects, clients, and services. Then, you can analyse your revenue by project/client/service vs. the cost to deliver the project/client/service.
Gross profit = revenue – direct expenses – cost to deliver
Understanding which projects, clients and services are most profitable can help you make better decisions for growth.
The most successful agencies track their projects in real time. This way, they can spot if things are starting to overrun and get things back on track.
If you’re just ploughing on, you will lose money – and may as well not have taken on the job. Monitoring in real time will keep you within timings and budget.
Aiming for an operating profit above 20% (once you’ve paid yourself) will put you in a strong position, giving you a platform to invest in your growth strategy.
Agencies often cite ‘if it wasn’t for that one job’ or ‘if only we hadn’t taken on that one client’ as reasons for not reaching their target profits. This is when they then start normalising single-figure operating profit.
The familiar bane of creatives is completing their timesheets. But time is what you’re selling, so it stands to reason you need to understand what this is costing.
And the most successful agencies were those where the directors did less client work – demonstrating the impact of working on the business rather than in the business.
Read Agency utilisation rates: everything you need to know
Agencies that use spreadsheets for project management had an average utilisation rate for non-director roles of 66%. Those using software had an average rate of 75%. That’s a big difference. For a team of 10 chargeable staff at £100ph, that would be an extra £174k of profit per year!
And the most popular software used by these agencies? Synergist 🙂
Agency life is fast paced and it can often be easy to get caught up in the whirl of day-to-day activities. But adding in some structure, strategy, and planning will help your agency move from surviving to thriving, keeping workloads manageable, jobs on time and on budget, and profits where you want them to be… growing.
It has never been more crucial to keep ahead of the curve with the constantly changing world of search engines. Google’s highlighted snippets are one such leading edge in the SEO industry. These bite-sized chunks of information are prominently shown in search results, meeting the demand of users for timely, pertinent information.
Given the great visibility and authority of featured snippets, it is understandable why both companies and bloggers are striving for attention. Let’s examine some best practises for content optimisation before delving into the nuances of Google’s highlighted snippets.
Many search results have a box at the top with a succinct response or summary, especially those that ask a question. The infamous “featured snippet” appears in this box. Instead of requiring consumers to read through the results and go through to a website, as is the case with standard organic search results, the snippet seeks to give them an immediate and conclusive response to their query.
The digital world has experienced significant changes over time, with search engines fine-tuning their algorithms to provide the most accurate results. An important factor in this evolution has been Google’s highlighted snippets.
Before Google introduced this feature, customers had to trawl through numerous links to find the information they needed. This conventional search strategy wasn’t always user-friendly, especially for people looking for prompt responses to simple queries. Google introduced highlighted snippets because there was an apparent need for an effective, direct-response strategy.
There are various benefits to being first in Google’s search results, including:
Increased visibility: When a user searches, snippets are shown prominently and frequently receive the majority of their attention.
Boosted authority: Getting a snippet slot can increase the credibility of your brand. It’s similar to getting Google’s approval that your material is trustworthy and relevant.
Increased click-through rates: Featured snippets can greatly increase the click-through rates for your site, resulting in an increase in organic traffic.
There are three primary types of featured snippets:
Paragraph type: These offer concise answers in text format. They are ideal for direct questions, such as ‘what is a featured snippet?’
List type: Ideal for how-to guides, ‘top X’ lists, or recipes. They present content in either a bulleted or numbered list.
Table type: Perfect for presenting data, these display information in a structured table layout.
To optimise your content for Google’s featured snippets, it’s crucial to implement a few tried-and-tested strategies. These are:
Start by identifying the queries that your audience is posing. Here, tools like SEMrush or Answer The Public can be really helpful. Understanding the questions that people in your area are asking can help you organise your content such that it offers clear solutions.
Understanding your audience—not just what questions they are asking—is crucial to accomplishing this effectively. Create in-depth personalities for your target audience. What are their concerns, inquiries, or enquires? Your content may become more snippet worthy if you customise it for these personalities.
Start your content optimisation by adding a headline that asks, “What is [keyword]?” This gives Google a clear indication of the content’s potential relevancy for a highlighted snippet. Usually, you should place this heading just after your introduction, making sure that it melds in with the rest of the text.
Google gives authoritative and reliable content priority. Concentrate on writing well-researched, original content that benefits readers directly. While a wide range of topics must be covered, depth is necessary for snippet optimisation. Don’t create information that only scratches the surface. Investigate the subtleties of a subject when speaking about it. Comprehensive how-to articles or in-depth how-to instructions can stand out and are frequently highlighted in snippets.
Additionally, it may be worthwhile to concentrate on disseminating knowledge about less-discussed sub-topics in your industry. These specialised articles frequently have less competition and are suitable for featured snippets.
Make use of the ‘[Keyword] is…’ phrase structure to optimise featured snippets. This pattern, which can be seen in many successful featured snippets, helps Google identify content that is pertinent. Using this approach as your introduction can improve your snippet possibilities.
Many people ask questions in a conversational tone as smart speakers and voice-activated assistants gain popularity. By framing your responses in a natural, conversational style, you can make sure that your material can accommodate this trend.
Make sure your material concisely summarises the subject in two to three phrases. Clarity is key here:
Aim to replicate the format of the featured snippet that currently appears for your query on the search engine results page (SERP). Include a related paragraph or two of text in your article if the sample is in paragraph form, for instance. If it’s a list, though, be sure your content matches that.
Brand names may exclude your work from being included in snippets. Snippets drive voice search, thus information must be comprehensible to everyone. To increase your likelihood of being included, swap out brand-specific phrases for generic ones.
First-person language can be difficult, just like brand names can be, especially when taking voice search functionality into account. For clarity and general relevance, second-person language is preferable.
In general, pages with higher rankings are more likely to get a featured snippet. Focus your strategy on keywords where your page already has a top-five position.
While the basics provide a solid foundation, exploring more advanced tactics can further enhance your chances of snagging that snippet spot.
For featured snippets, Google’s transition to semantic search—understanding user intent rather than just keywords—has major ramifications. To address this, you ought to:
Describe the “why” and “how”: Beyond the “what,” make sure your material explains the context of the inquiry and offers thorough answers.
Internal linking: Internal links that are pertinent can assist Google comprehend the scope and depth of your content by demonstrating how completely you cover each topic.
A type of microdata known as schema markup gives search engines a better understanding of the context of your content. Including this allows you to:
Enhance SERP presentation: Schema can make your material look better and more appealing for a snippet by enhancing how it is displayed in SERPs.
Clarify the type of content: To ensure that Google displays your content correctly, indicate whether it is a product review, how-to manual, recipe, event, or another type of content.
According to observations, Google extracts heading tag data periodically for featured snippets.
The world of SEO is no stranger to myths and misconceptions, and featured snippets have certainly attracted their fair share. Some common myths are:
Although it’s true that many featured snippets come from pages with high rankings, this is not an exclusive group. Google’s main focus is finding the most accurate and succinct response to a question. It has a chance if your content, even if it comes from a page with a lower rating.
Many people worry that because snippets give straightforward responses, users won’t click through. In reality, though, featured snippets frequently boost brand authority and visibility, resulting in better click-through rates all around.
Despite their popularity, lists, tables, and Q&A forms aren’t the only content categories that are featured. Step-by-step instructions and other types of material that successfully respond to user queries may have snippet value.
While obtaining a featured snippet spot might improve your site’s exposure and authority, it’s equally crucial to take a comprehensive approach to your SEO strategy. It can be detrimental to focus only on the snippet position without taking other important SEO factors into account. Instead, keep your attention continually on the more general objective of giving your users value and enhancing their overall user experience.
The use of highlighted snippets is anticipated to increase as voice search usage grows and AI-powered digital assistants become more pervasive in our daily lives. For instance, well-known gadgets like Google Home and Amazon Alexa frequently use information from featured snippets to respond to voice searches.
The format of snippets is expected to change along with technology. In the not-too-distant future, we might start to see more interactive snippets or those including multimedia components.
Although appearing in Google’s highlighted snippets is an admirable accomplishment, it’s critical to see it as a part of an all-encompassing SEO and content strategy. Need assistance with this? For any of your SEO needs, get in touch with Bristechtonic SEO immediately.
Emmaus Bristol Wins Place on Noble Deeds Digital Marketing Programme
Emmaus Bristol, which helps people out of homelessness and poverty, has been declared this year’s winner of a place on the coveted ‘Noble Deeds’ programme. Supporting charities and not-for-profits in the South West to carry out their essential activities, Emmaus Bristol will receive an £18,000 package of digital marketing support over the course of six months through the programme.
Emmaus Bristol provides a home and support to up to thirty formerly homeless men and women (known as companions), who also receive training and work experience by helping to run the charity’s shops and its other social enterprises. Enabling them to build the confidence and skills they need to secure future employment.
Funding its vital work, the charity also has three shops across the city and its surrounds, selling pre-loved furniture, clothes and household items. Including its Stokes Croft base which also houses a large warehouse and yard for sorting goods to sell or recycle.
Started in North America twenty years-ago by its sister company, this is the second year Bristol-based digital performance marketing agency Noble Performs has run its Noble Deeds pro bono initiative. The programme, which commits to putting a percentage of annual turnover to dedicated CSR activities, has increased this year’s prize fund by over 30% on its 2022 launch amount.
Entry to become a Noble Deeds Programme recipient opens in May each year with the winning not-for-profit announced ahead of the programme start in September, which runs through to February.
Creating a high level of interest this year once again from the local charity sector, Emmaus Bristol was selected due to the long-term impact it has on the community when it comes to supporting people out of poverty and homelessness.
Lorenzo Campbell, Noble Performs and chair of UK Deeds committee explains; “We love what Emmaus is doing in terms of how it equips people with the skills and experiences they need to build life beyond being a companion. In turn, creating a continuous pathway for those facing homelessness and poverty to get back on their feet and create a way forward for themselves. The way Noble Deeds works itself is not dissimilar, our aim is to help charities maximise the impact of their work through digital channels during the six-month programme, while at the same time giving them the skills they need to continue doing so in the long term.
“There is so much potential here with Emmaus Bristol having several elements to what it does – however, knowing where to focus and what activities will have the maximum impact is not easy. That’s where we come in, helping the in-house marketing team to get that clarity and to build an effective digital marketing programme that will give them maximum return on their efforts.”
With numerous worthwhile entrants to this years’ programme, given the cost-of-living crisis and the increased numbers of families and individuals facing homelessness and financial hardship, Emmaus became a clear winner due to its work in this area.
Talking about how the programme will help Emmaus in its current objectives, Stacey McDevitt, Regional Communications Manager, said: “We are delighted to be working with the Noble team to look at how we can shape our digital marketing efforts further to boost donations and create new revenue streams. As well as our shops and upcycling operations, we also have our online sales team, house clearance service and two new eco-pods for tourists, all raising vital funds for the accommodation and support we offer to help people rebuild their lives.
“This all needs to be communicated to the right audiences by a small in-house team and we hope the Noble programme can help us improve the way we do this. Like many charities right now, being able to fund our activities and do everything we need to do can be a challenge. Being able to identify and reach the right people who might be able to support us through digital channels is an essential part of this. We’re looking forward to drawing on Noble’s expertise here so we can be really targeted and make sure our efforts create the maximum impact. There are so many people who need our help right now in such difficult times financially so the more we can do to support them the better.”
To find out more about Emmaus Bristol go to https://emmausbristol.org.uk, to find out more about Noble Performs go to https://nobleperforms.co.uk,
Loom Digital will be hosting weekly digital marketing surgeries throughout September, providing free advice to businesses in Bristol.
“We know it’s not an easy environment for businesses at the moment, and we’d like to do our bit to give back to the Bristol business community.” Karen Pearce, Director
Every Friday morning in September, Loom will be opening their doors at Temple Studios to marketing managers and business owners in Bristol and surrounding areas who would like advice on anything related to digital marketing strategy, PPC, SEO and content. The surgeries are delivered on a 1-2-1 basis and will last one hour. All information shared in the surgery will be kept confidential and participants will leave with tangible takeaways to supercharge their digital marketing.
The surgeries are ideal for marketing managers or business owners looking for forward-thinking digital marketing advice. Each surgery will be tailored to your business, below are a few examples of topics businesses might like to discuss::
There are a limited number of slots and appointments are first come first served. To find out more and to request a slot please visit https://www.loomdigital.co.uk/bristol-digital-surgery/
This year Loom Digital celebrated 14 years as a Bristol digital marketing agency. Starting off as a niche search agency, over the years Loom has grown their remit to cover SEO, content marketing, Google Ads, Meta advertising, LinkedIn advertising, digital strategy, data and analytics.
For sole traders or small teams looking for desk space in Bristol for a few days a week, here’s something that may interest you.
We’ve got space in our office at Boxworks, right next to Temple Meads Station and we’re looking to offer space on days when we aren’t in. At the moment, that’s three days a week.
In addition to access to dedicated, furnished space in the city centre, we can also offer:
✅ Access to co-working / meeting space at The Engine Shed next door to us, and other spots in Bristol, Frome, Taunton and Exeter.
✅ Bike parking and shower facilities.
✅ Kitchen facilities with tea / coffee.
✅ Energy / utilities / rates included in cost.
If anyone is interested, and prepared to make a quick decision either way, we’re happy to chat. My contact details are on my LinkedIn profile.
We’re in Box 15 in the picture, btw.
Are you looking to kick start your Graphic Design career?
Would you like to experience life in a vibrant Packaging Design agency?
We are Episode Two, and we have an exciting paid internship opportunity for anyone 18+ to come and be part of our lively creative studio, based in Wick, Bristol.
During this Internship you’ll have the chance to learn from passionate, talented mentors and experience working on an exciting and varied range of clients – from household brand names to quirky new start-ups.
Interested? Contact [email protected] for more information.
We often get asked what is “managed web hosting”, and why should a client host their website with us. When we build a website we always ensure it is built to modern coding standards, the core code is quick and efficient and there is no bloat or unnecessary plugins or code blocks that the website doesn’t need.
To ensure clients websites are hosted in the right way we recommend clients use our managed web hosting service for a variety of reasons.
We say to clients let us worry about your website so you can focus on your business, with our years of experience we can take care of the technical jargon and leave clients to get on with generating business. One of our business aims is to form long term business relationships and we have succeeded on this year after year, many of our clients have been with us since we started back in 2008 and we continue to this day, we are trusted to host their important websites that generate leads, sales and interest day in day out, 24,7,365.
But I can get hosting for £4.99 a month!? Yes you can get your website hosted for less than an expensive coffee per month, but you will not have any support, you will not have any backups, no updates, basic security, the website will be shared with thousands of other customers and you won’t get our great customer service and all the extras that come with that.
If you would like to find out more about our managed web hosting service, our web design service or for anything else please do not hesitate to contact us.
Read the full article on our website https://www.eckhomedia.co.uk/what-is-managed-web-hosting/
On August 1st, Park Street based agency Dirty Design unveiled their rebrand. Timed to coincide with the 20th anniversary of the company’s founding by Charlotte Hockey-Berry in 2003, the new look is a huge development from the previous creampuff logo and signature Pantone 806 pink.
After a tumultuous few years which saw the unexpected loss of their founder, the Dirty Design team felt it was time to take stock and find a way to mark the progression of the company and acknowledge this new chapter, while still paying tribute to their roots.
The fresh identity expands on the existing colour palette with the addition of primary and secondary shades, which are paired with a bespoke font and set of unique and fun illustrations. The new Dirty Design logo is said to “reflect who we are as a company today; it’s personal, flexible and friendly”.
“After many years of putting our own visual identity on hold, we finally decided to practise what we preach and give ourselves a long overdue refresh. We pride ourselves on being a friendly and approachable agency, and our aim was to show that in our new look. It’s been great fun working on this with the other designers and collaborating with the whole team, to develop a style that suits who we are now and the company that Charlotte started 20 years ago.”
– Steve Harris, Head of Design
The rebrand marks an exciting time for the agency, who this year are expanding their work within the charity sector, including producing all design assets for this years YoungMinds #HelloYellow campaign, supporting national children’s charity Barnardo’s in design for various campaigns, and creating a fresh look and feel for the Motability Foundation’s direct mailer pack.
“I’m so proud of the whole team. Our new Dirty look is simply fabulous, and although light years away from the original it still portrays what we’re all about; a creative and fun bunch – and of course it’s still very pink! I’m so excited to see what the future holds and for us to continue to do what we do best, produce stunning designs and provide outstanding account management – to work with and support our incredible clients.”
– Lucia Boccacci, Managing Director
You can see the full rebrand in action at Dirty Design’s website; dirtydesign.co.uk. You can also watch their 2023 showreel below:
Life during Covid-19 was altered dramatically for many people around the globe, we were forced to form new shopping, exercising, and working habits. Today, over three years on from the first UK Lockdown, we are still seeing changes in consumer behaviours long after the hazy brain fog that was the Pandemic Era.
As a result of the new shopping habits we formed, return rates to high-street stores increased from 8% pre-pandemic to 25% for online purchases (Paazl). Interestingly, Barclaycard research discovered that 30% of shoppers deliberately over-purchased online and returned unwanted items. 19% admitted to ordering multiple versions of an item so they could make their mind up once delivered. If consumers had the option to somehow model the clothing prior to purchasing, the rate of returns to online businesses could be reduced, alongside the environmental impact, too.
Google has taken steps to make that a reality with an article outlining a new AI feature that will “…accurately reflect how an item of clothing would drape, fold, cling, stretch and form wrinkles and shadows on a diverse set of real models in various poses.” Already launched in the US, Customers can use this feature with top brands such as H&M, Anthropolgie, Everlane and LOFT. A virtual fitting room is the next innovative step in the transitional journey from traditional high-street shopping to online retail. Another barrier to the consumer experience has seemingly started to crumble. But how will this tool impact the PPC endeavours of online clothing retailers? Will the addition of this tool drive up conversions through PPC material, or will brands be put off by a further reduction in control over how their products are presented to consumers?
As the consumer landscape continues to adapt and evolve, innovating is essential for businesses dealing with the effects of longer term crises. Tools such as Googles’ generative AI can help businesses curb the cost of processing returns, or reducing the wastage of stock that can’t be resold. In addition, external market factors such as the cost of living crisis will impact the aforementioned 30% of shoppers who were deliberately over-purchasing and the 19% ordering multiple versions of clothing products.
Is there a reason for brands to be hesitant over the introduction of AI tools into the marketing mix? Well, perhaps. From the introduction of Performance Max campaigns, the phasing out of Smart Shopping and the recent Sunsetting of Universal Analytics, it feels to some that over the past year Google has slowly removed the level of control that marketers have over the way that products are presented to people. It’s hard to optimise your marketing campaigns when you have fewer levels to pull and buttons to press. Instead, you may be left hoping that Google is actually optimising your campaigns as best as they say that they are. From an advertising perspective, we are interested in the introduction of the 3 Cs presented at the recent Google Marketing Live event scaling Customer Connection, Creative and Confidence, look out for our thoughts on the 3Cs coming soon.
Remember, a strong marketing campaign is one that both generates value and captures value in return. This generative AI tool enables clothing retailers to not only enhance the user experience and provide consumers value, but also remove the existing barriers to consumer’s online retail experience, providing scope to increase the conversion value for retailers. Marketers should embrace these tools and adapt ahead of the curve to get the most out of it. And finally, in a world of increasing climate responsibility, why wouldn’t anyone want to adopt tools that could reduce carbon impact too?
Get in touch with our Paid Media team to further discuss this story.
McCann Bristol has strengthened its strategy operation with a senior promotion and the appointment of two new team members, including a new Strategist and a Strategy Director.
The strategy team are integral to the creative services offering at McCann Bristol, uncovering the truths that allow everyone to work together potently so we can create impact for our clients.
Sarah Warewinter, who joined the team as Associate Director in October 2022, has been promoted to Managing Partner, having made a significant impact with current clients as well as supporting agency growth.
Additionally, Matthieu Mondin joins the team as Strategy Director, bringing his CRM and digital strategy experience with him. Before joining McCann, he worked in Paris as a strategy specialist for Publicis and Dentsu before moving to Tessi as a shopper and retail strategist and, most recently, as a CRM and digital strategist. Matthieu will be working alongside Sarah to develop the strategy department with an approach that champions creativity and effectiveness.
Meanwhile, Beth Evans joins as Strategist, bringing her experience working in brand positioning, marketing strategy and consumer behaviour.
Managing Director at McCann Bristol, Andy Reid, said: “Our strategy team is integral to our success, ensuring that the work we create is truly effective for our clients. The growth we’re seeing within the business is a testament to our hardworking team and their commitment to help our clients deliver work with impact and potency.”
Sarah Warewinter, Managing Partner – Strategy, added: “We’re thrilled to welcome Matthieu and Beth to the team. Between them, they bring a wealth of knowledge and a different point of view that is already proving invaluable to our clients. I’m looking forward to seeing both of them grow and thrive here at McCann Bristol.”
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