Running an agency isn’t all glamour and growth hacks—it’s about figuring out how to scale without getting buried in chaos. And let’s be honest, it’s easy to screw things up along the way.
Blake Denman, founder of RicketyRoo, knows this all too well. In a recent episode of Adventures in Local Marketing, Blake opens up about his journey of growing an agency, highlighting the big wins and the mistakes that taught him the most. Whether you’re just starting out or you’re knee-deep in scaling mode, this episode is packed with practical advice that’s as real as it gets.
Here’s a sneak peek into what Blake shared and what every agency owner should keep in mind when growing their business.
Why Picking a Niche is Key
“Focus is everything.”
That’s Blake’s mantra when it comes to growth. And he’s not wrong. Choosing a niche is one of the smartest things you can do as an agency owner. By focusing on a specific vertical, you build deep expertise, which not only helps you stand out but also makes it easier to streamline your processes. Blake’s advice? Go deep, not wide.
Picking a niche lets you offer tailored services that speak directly to your clients' needs, and it positions you as the go-to expert in that field. Whether it’s dentists, lawyers, or plumbers, niching down helps you cut through the noise in an oversaturated market.
Ruthlessly Prioritize Your Time
As an agency owner, time is your most valuable asset, but it’s also your biggest bottleneck. The trick, according to Blake, is to get ruthless with how you spend your hours. You can’t do it all, and you definitely can’t do it all well.
Blake’s growth tip? Learn to say “no” more often. Whether it’s a low-paying client that doesn’t align with your business model or a task that doesn’t move the needle, protecting your time is crucial. Focus on the stuff that pushes your business forward and helps your team thrive.
Building Strategic Partnerships to Drive Leads
Cold calling sucks—and it usually doesn’t work. That’s why Blake turned to building relationships as his lead-generation strategy. By partnering with other companies and local businesses, RicketyRoo became a trusted name through word of mouth.
"The best leads come from people who already trust you," Blake says. Rather than chasing every shiny lead-gen hack, focus on nurturing partnerships that deliver consistent, high-quality referrals.
Why Digital Marketing Conferences Are Overrated for Leads
Conferences might seem like the go-to spot for landing big clients, but Blake says that’s not always the case. Sure, it’s good for networking and rubbing shoulders with other industry experts, but if your main goal is to drive leads, you might want to think twice.
Blake found that conferences were terrible for lead generation. Instead, he focused on local SEO and partnerships—where the real, sustainable growth came from. His advice: unless you're looking to learn or connect with industry peers, there are more efficient ways to get leads.
When to Hire (and How to Do It Right)
Hiring too soon can cripple your business, but waiting too long can put a lid on your growth. Blake stresses the importance of hiring at the right time—and for the right roles. The key is to hire when you’ve maxed out your capacity but before it starts affecting your service quality.
Start by bringing in people to handle the tasks that take up too much of your time, so you can focus on what you do best: scaling the business.
Blake’s tip: Invest in your hires. Take the time to find the right fit, train them well, and nurture your team. They’re your biggest asset when it comes to delivering stellar service and growing your agency.
Want More?
Blake Denman’s journey is full of real-world insights that can help you sidestep common mistakes while scaling your agency. Check out the full interview to dive deeper into topics like client retention, creating efficient processes, and managing workloads.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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