10 Lessons on How to Start your Own Digital Marketing Agency in Singapore

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Are you considering starting a digital marketing agency in 2023? The digital marketing industry has grown exponentially over the past decade. And with the pandemic accelerating the shift to online business, it’s no surprise that more people are drawn to this lucrative field. However, as someone who has been a digital marketer for over a decade, I’ve seen many aspiring agency owners launch their businesses with great enthusiasm, only to fall short due to a lack of preparation and knowledge.

In this blog, I want to share with you the ten essential things you need to know before starting a digital marketing agency in 2023. These are the hard-learned lessons I wish someone had told me when I started. From understanding the importance of business acumen to learning how to manage client relationships and expectations, I’ll provide you with practical insights you need to set your agency up for long-term success. So, grab a cup of coffee and let’s dive in!

Lesson #1 Master the Art of Selling

Starting a digital marketing agency requires more than just passion and technical skills. Surprise, surprise! It’s a business, after all! While knowing how to rank for search, creating content, and having a passion for growing brands online are essential, they alone won’t keep your agency afloat. You must learn how to sell and understand the sales process to succeed.

Sure, your expertise and technical skills matter, but if you can’t sell your services effectively, your agency won’t thrive. You need to learn the art of persuasion, how to communicate the value you bring to clients, and how to close deals. It’s not enough to rely on your passion or assume that clients will come knocking on your door. You must actively seek out opportunities, build relationships, and showcase your agency’s unique selling points.

Lesson #2 Learning a digital marketing skill can significantly set you up for success

Here’s a common denominator of failed agency owners: they didn’t learn any digital marketing skills. As exciting as it is to start a digital marketing agency right away, getting into the business without learning a skill is like setting yourself up for failure. 

When I started my agency, I was fortunate enough to have a strong background in SEO. This allowed me to understand the ins and outs of the industry and develop a unique selling proposition that set me apart from competitors.

Learning digital marketing skills can also help you sell your services more effectively. When you deeply understand the digital marketing landscape, you can confidently explain the value of your services to potential clients and show them how you can help them achieve their business goals. On the other hand, if you lack the necessary knowledge, it can be challenging to communicate the benefits of your services, which can result in missed opportunities.

In addition, relying on others to do the service delivery part of your agency can lead to various problems down the line. For example, without the ability to oversee and manage the work being done, you may struggle with maintaining consistency in quality or experience high employee turnover rates. By learning digital marketing skills, you can ensure that you have the necessary knowledge to manage your team properly and that your clients receive top-notch service.

Lesson #3 You need to have a solid and compelling offer

But what exactly does it mean to have a solid and compelling offer? It boils down to clearly articulating the unique value and benefits your agency brings to the table. It answers the fundamental question: “Why should a client choose your agency?”

To create a compelling offer, start by identifying your agency’s unique selling proposition (USP). What sets you apart from your competitors? What value can you offer that others can’t? This could be specialised industry expertise, a proven track record of success, innovative strategies, or exceptional customer service. Your USP is the foundation of your compelling offer.

Next, think about the specific pain points and challenges your target audience faces. How can your agency address these pain points and provide solutions? Craft your offer in a way that communicates the benefits and outcomes clients can expect by working with your agency. Focus on the results you can deliver and your positive impact on their business.

Another crucial element of a compelling offer is clarity. Ensure your offer is easy to understand and resonates with your target audience. Avoid using jargon or industry-specific terms that may confuse or alienate potential clients. Instead, use language that speaks directly to their needs and aspirations, showcasing how your agency can help them achieve their goals.

Consider offering a unique package or a specialised service that differentiates you from the competition. This could be a comprehensive digital marketing solution tailored to their specific industry, a results-driven campaign with a guaranteed ROI, or additional value-added services that go beyond the basics. Providing something distinctive and valuable makes it harder for potential clients to resist your offer.

Lesson #4 Getting your first few clients will always be the hardest

Starting from scratch is never easy. The same goes for starting a digital marketing agency business. So don’t be fooled by “gurus” on Youtube with hundreds of thousands of views preaching how profit is guaranteed in SMMAs or Digital Marketing.

When I first ventured into entrepreneurship and started my agency, I was optimistic and fueled by the desire to make a difference in the digital marketing landscape. Little did I know that getting those initial clients would prove to be a formidable task.

As I reached out to potential clients, I quickly realised that trust was a major hurdle. Why would they choose an unknown agency like mine when more established players were in the market? Rejection became my constant companion, and it felt disheartening to face countless lukewarm responses or deafening silence. Doubts started creeping in, and I wondered if I had made a mistake by pursuing this entrepreneurial path.

But here’s the thing: resilience and resourcefulness are the keys to overcoming this challenge. I tapped into my network, attended industry events, and engaged in meaningful conversations with like-minded professionals. I offered free consultations and demonstrations to showcase the value my agency could bring. It wasn’t an easy journey, but with persistence and a bit of creativity, I managed to secure those crucial first few clients.

So, aspiring agency owners, brace yourself for the uphill battle of acquiring your first clients. It won’t be easy, and you’ll face rejections and doubts along the way. However, remember that each rejection brings you closer to that resounding “yes.” Stay resourceful, tap into your network, and never underestimate the power of demonstrating your value. Once you land those initial clients, you’ll gain the momentum and credibility to propel your digital marketing agency to success.

Lesson #5 You need to embrace continuous learning

The digital marketing industry is one of the most dynamic and ever-evolving landscapes out there. Technology, algorithms, and consumer behaviours would constantly change, rendering my expertise outdated sooner than anticipated.

I witnessed firsthand how strategies that once worked like a charm became ineffective overnight. To keep up, I had to develop a mindset of continuous learning. I immersed myself in industry blogs, subscribed to newsletters, attended webinars, and even enrolled in online courses to stay ahead of the curve.

This commitment to ongoing education kept me up-to-date with the latest digital marketing trends and positioned me as an authority in the eyes of my clients. They appreciated my dedication to delivering the most effective strategies and that I was always seeking new ways to improve their results. Embracing continuous learning became the fuel that propelled my agency to new heights and ensured that we remained relevant in an ever-changing digital landscape.

Here are some subscriptions that can help you stay informed about SEO, Meta Ads, TikTok Ads, LinkedIn Ads, and other essential digital marketing tools:

  1. Hackalogy Newsletter: https://training.hackalogy.com/f/newsletter-signup 
  2. SEMrush: Explore their website at: https://www.semrush.com/
  3. Google Ads Blog: Find the blog at: https://blog.google/products/ads/
  4. TikTok for Business: Visit their website at: https://www.tiktok.com/business/
  5. LinkedIn Marketing Solutions Blog: Access the blog at: https://business.linkedin.com/marketing-solutions/blog
  6. Social Media Examiner: Find their website at: https://www.socialmediaexaminer.com/
  7. Adweek: Visit their website at: https://www.adweek.com/
  8. Ahrefs: Explore their website at: https://ahrefs.com/

Lesson #6 It’s essential to learn how to manage client relationships and expectations

Ah, managing client relationships and expectations—the delightful roller coaster ride that can make or break your digital marketing agency. I still remember my early days as an agency owner, navigating the treacherous waters of client interactions with all the finesse of a bull in a china shop.

Think of clients as a unique breed of creatures with their own set of quirks and demands. It’s like trying to decipher a cryptic code while blindfolded. One day, they’ll shower you with praise for a job well done, and the next, they’ll unleash their frustration faster than you can say “analytics.” Managing these relationships requires a delicate balance of empathy, clear communication, and a touch of mind-reading ability (if only I had invested in that superpower).

But here’s the thing: learning how to manage client relationships and expectations is an essential skill that no agency owner can afford to overlook. It’s not just about delivering outstanding results; it’s about being a therapist, a magician, and a mind reader all rolled into one. It’s about deciphering those vague requests, soothing their fears, and guiding them through the ever-confusing world of digital marketing.

Lesson #7 Finding an effective niche is not underrated

I know what you’re thinking: “Why bother with a niche? I want to conquer the entire digital world!” Trust me, I had the same grand ambitions when I first started my agency. I thought I could be the jack of all trades, catering to every industry under the sun. Oh, how naive I was!

Here’s the truth: finding an effective niche is like discovering the holy grail of digital marketing. It’s the secret sauce that sets you apart from the sea of generic agencies. Sure, you can try to appeal to everyone, but let me tell you, that’s like wearing a shapeless, one-size-fits-all sack—it’s not a pretty sight, and it won’t win you any admirers.

When you find your niche, you become the go-to expert in that specific industry. You understand your target audience’s unique challenges, trends, and language. It’s like speaking their secret marketing language and wowing them with your in-depth knowledge. So don’t underestimate the power of finding an effective niche. Embrace it, flaunt it, and watch as clients flock to you like bees to honey. It’s your golden ticket to standing out in the vast digital landscape.

Lesson #8 Client retention is key

One of the most critical aspects I’ve learned as an agency owner is the undeniable significance of client retention in building a sustainable marketing agency. Unfortunately, it’s an all-too-common mistake that many of us tend to prioritise client acquisition above all else, inadvertently neglecting our existing clients and failing to deliver the results they expect.

In the beginning, I was obsessed with attracting new clients. I put all my efforts into flashy marketing campaigns, persuasive pitches, and aggressive outreach strategies. Don’t get me wrong, acquiring new clients is important—it’s the lifeblood of any business. However, I initially failed to realise that the secret to long-term success lies in nurturing and retaining the clients we already have.

Think about it: your existing clients have already trusted you, invested their time and money in your services, and believed in your ability to deliver results. By neglecting them, we risk losing their business and tarnishing our reputation in the industry. Word travels fast, and dissatisfied clients can quickly spread negative reviews or switch to your competitors.

So, how do we shift our focus to prioritise client retention? It all starts with consistently delivering exceptional results. As a digital marketing agency, our clients rely on us to generate leads, increase their online presence, and ultimately boost their revenue. By delivering on these promises consistently, we can build trust, establish ourselves as reliable partners, and solidify long-lasting relationships.

Lesson #9 Hiring the Right People Can Make or Break Your Digital Marketing Agency

Trust us when we say this: Your digital marketing agency is only as good as the people behind it. Hiring the right people is crucial for the success of your agency. You need a team that not only possesses the necessary skills but also aligns with your agency’s culture and values. The hiring process can be overwhelming, with countless resumes to sift through, interviews to conduct, and decisions to make. It’s easy to get frustrated and wonder if you’ll ever find the perfect fit.

But here’s the thing: finding the right people takes time and patience. Rushing the hiring process just to fill a position can lead to costly mistakes. It’s better to take your time, thoroughly assess candidates, and trust your instincts. Look beyond their qualifications and experience; consider their passion, creativity, and ability to work well in a team. Remember, skills can be learned, but attitude and cultural fit are harder to change.

Hackalogy Blog - A photo of one of our trainers, Sir Hendry Goh explaining to his colleagues

Once you have your dream team in place, the next challenge is managing them effectively. As an agency owner, you wear many hats, and being a great manager is one of them. It’s about providing guidance, setting clear expectations, and fostering a positive and productive work environment.

Managing a team and hiring the right people can be a pain, but it’s also one of the most rewarding aspects of running a digital marketing agency. When you have a team of talented individuals who share your vision and are committed to achieving success, the results can be extraordinary. Learn more about how to find the right people for your team here.

Lesson #10 Your pricing is part of your branding

Here’s my last lesson for you: your pricing speaks volumes about your brand or agency. Your pricing strategy sends a message to potential clients about the value you provide. If you position yourself as a low-cost provider, you may attract price-sensitive clients but risk undermining the perception of quality and expertise. On the other hand, if you position yourself as a premium agency with higher rates, you convey a sense of exclusivity, expertise, and superior service.

Finding the right balance is crucial. You want to charge a fair and competitive price that reflects the value you bring to the table. Remember, clients are not just paying for your time; they are investing in your knowledge, skills, and the results you can deliver. Therefore, your pricing should align with the quality of your services and the expertise you bring to the table. 

Consider your agency’s unique selling proposition (USP) when determining your pricing. For example, what sets you apart from your competitors? Do you have specialised expertise in a specific industry? Are you known for delivering exceptional results? These factors can justify a higher price point and position your agency as a leader in the field.

Transparency is also vital when it comes to pricing. Clearly communicate your pricing structure to potential clients, whether it’s an hourly rate, fixed project fees, or retainer-based pricing. Avoid surprises or hidden costs, as they can erode trust and damage your agency’s reputation.

Moreover, don’t be afraid to charge what you’re worth. Many aspiring agency owners make the mistake of undervaluing their services, fearing that higher prices will deter potential clients. However, remember that quality comes at a price, and clients who are serious about their business will understand the value you bring and be willing to invest in your services.

Your pricing should also consider the long-term sustainability of your agency. Calculate your costs, overheads, and desired profit margins to ensure that your pricing covers all necessary expenses and allows for growth. Pricing too low can lead to burnout and difficulties in scaling your agency.

Lastly, regularly evaluate and adjust your pricing strategy. As your agency grows and evolves, you may need to reevaluate your rates to reflect the increased value you provide or changes in the market. Stay informed about industry benchmarks and pricing trends to ensure that your pricing remains competitive and relevant.


In conclusion, starting a digital marketing agency in 2023 can be a rewarding endeavour, but it’s important to be well-prepared and knowledgeable. The lessons shared in this blog highlight the crucial aspects you need to consider before diving into digital marketing. From understanding the importance of business acumen to learning how to manage client relationships and expectations, each lesson provides valuable insights that can set you up for success.

However, embarking on this journey alone can be daunting. That’s why I want to introduce you to our digital marketing coaching program, “Agency Accelerator.” Our program is designed to help aspiring agency owners like you navigate the complexities of starting and running a successful digital marketing agency. We provide comprehensive training, guidance, and support to ensure that you have the knowledge and skills needed to thrive in this competitive industry.

Whether you’re just starting out or looking to take your existing agency to the next level, Agency Accelerator can be your roadmap to success. With our proven strategies and expert advice, you’ll be equipped to tackle the challenges that come your way and build a thriving agency.

So, if you’re ready to turn your passion for digital marketing into a profitable business, I invite you to join “Agency Accelerator” and embark on this exciting journey with us. Together, we can make your digital marketing agency dreams a reality.