Building The Right Team: Taking Advantage of The Largest Untapped Talent Pool, with Sara Jensen | Ep #694

Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Is your agency work affecting your family life? Are you challenged by finding the right talent to assemble a team to take over some of the work? Today’s guest thought she’d always be a solopreneur but as her workload mounted, she realized she needed reinforcements to maintain her level of service and keep clients coming back. Getting the right talent to balance it all was not easy but she relied on a largely untapped talent pool: moms looking to keep their careers thriving while raising their families. In this episode, Sara discusses her experiences scaling her agency and balancing motherhood with a creative career.

Sara Jensen owns Brighter Messaging, a digital agency that helps small businesses manage their online presence and generate leads through content-based marketing. Sara shares her journey from being a solopreneur to running a digital marketing agency.

In this episode, we’ll discuss:

• Building a compensation model to empower your team.

• Taking advantage of the largest untapped talent pool.

• Getting wiser about client choices.

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Delegating for Success: From Solopreneur to Agency Owner

Starting as a freelance writer, Sara began to build her agency right as she had become a first-time mother. That was twelve years ago and she was building her agency from the ground up while navigating motherhood. At the time, she was ghostwriting, blogging, and juggling clients' demands. As the business grew, clients began requesting more services, and Sara realized she needed to level up by building a team.

The first role she hired was a virtual assistant, although she admits to being hesitant and unsure of how to work with someone else. Despite her initial reservations, Sara took a leap of faith and trusted her VA to help her navigate the process of delegating tasks and creating processes.

One of the key challenges she faced was the fear of losing control and not being able to deliver the same level of quality to her clients. This fear is common among entrepreneurs who are used to doing everything themselves. However, Sara's willingness to trust her team members and let go of some responsibilities ultimately led to the growth and success of her agency.

Incentivizing Success: A Compensation Model to Empower Your Team

Sara’s assistant was the first person to introduce a project management system – Asana – to the agency, changing everything about how they worked. To this day, it’s become an essential element of how her team works together and how she manages to get her ideas from her notepad to the team.

Having introduced a more structured system to the team’s everyday work and communications, Sara understood the importance of building processes and started to do so herself, a task she later delegated to the new project manager. For her, having consistent processes is a huge piece that helps set clear expectations for everyone on the team.

Another important factor for finally letting go of many tasks was being intentional about the compensation piece. At her agency, the team works as contractors and they’ve structured their compensation model around client retainer packages. Each role within the agency gets a portion of those retainers, as an incentive to be more invested in the client’s success.

By building trust, setting clear expectations, and providing opportunities for growth and development, agencies can create a culture of success and achievement that benefits both the team and the whole agency.

Taking Advantage of The Largest Untapped Talent Pool

Another important aspect of how Sara has structured her agency to serve the interests of the working moms that mostly make up her team is offering flexible hours and part-time work. Most of her team members have side gigs and are in some stage of motherhood figuring out how to have a career while still dedicating time to their families.

For Sara, offering flexible work to moms is a very important part of her business model. In her view, moms are a largely untapped talent pool simply because they opt out; they don’t think they can work while taking care of the family and most companies certainly don’t offer choices for them to do so.

Getting Wiser About Your Client Choices to Prioritize Your Family Life

For agency owners, their family life suffers if they fail to flip the switch from agency mode to family mode at the end of the day. However, Sara believes it’s misleading to think of it as something you can switch on and off. It depends on the day and what she’s doing. In her experience, it also gets easier when you get wiser about the type of clients you choose.

Setting expectations and boundaries early on is a big part of ensuring clients respect the balance between work and family life. Sometimes this means the agency loses certain opportunities that just weren’t the right fit. However, by making these choices the team solidifies the values they uphold and stays within that lane.

In Sara’s case, it took a long time to get to a point where she could prioritize family time and set boundaries with clients. In this sense, a big part of this shift came from investing in coaching to clarify what she wanted their life to look like and defining her values and goals. Through this process, she was able to identify the types of clients that aligned with her values and boundaries.

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