What To Include In Your Marketing Agency Capabilities Deck

Marketing Capabilities Deck | Photo by William Iven on Unsplash

As a marketing agency, you know you’re capable of delivering quality work to your clients. Yet, the hardest aspect of running your business is landing new work and securing contracts with individuals and businesses.

In order to expand your clientele, you’ll need to focus on pitching yourself effectively. Potential clients want to see what makes your agency different, what services you can offer them and how you can take their business to the next level.

That’s why you need to have a solid capabilities deck for your marketing agency that you send to every new, potential client.

Not sure what should be included in your deck? Let’s take a look at the key components of what makes a marketing capabilities deck a successful sales tool.

Here’s What You Should Include In Your Marketing Agency Capabilities Deck

Agency Background Information

The first part of your capabilities deck should be background information on your agency. With thousands of marketing agencies available, what makes yours different from the rest?

Is it your expertise? How long you’ve been in business? A specific touch that clients can’t get anywhere else?

This is the part of your deck where you want to boast about your marketing agency. Include awards, accolades and anything that showcases your successes as a company.

Don’t be afraid of sharing too much, the more the better to show clients how seriously you take your business. If clients see that you go above and beyond to run an agency that is successful, they will trust that you can help them do the same with your skills and services.

Another aspect to include in your agency background is the employees that you have.

Are you a small team? Do you have consultants around the country?

Giving context to your agency culture allows your client to visualize what type of team they will have at their disposal. Some may prefer a global reach while others lean more toward the tight knit team that feels like family.

This is often a selling point for many potential clients, so don’t forget to include this in your deck.

Services You Offer

The second element of your marketing capabilities deck is the services you offer as an agency.

While some agencies categorize themselves as marketing, they may not offer the full stack services that a client is looking for. Therefore, you need to be very detailed in your list and explain each and every service you offer to clients.

If you’re a digital marketing agency, make sure you focus on digital services that can help a client grow their online presence.

Or, if you’re an agency that works on both print and digital projects, highlight the services you offer that can help grow their brand in person and online.

When you’re listing your services, it’s best to be detailed as possible. A simple listicle of capabilities isn’t going to be enough to intrigue a client.

For example, let’s say you offer the service of social media marketing.

Discuss why you as an agency believe social media marketing is important, how it has changed over the years, the platforms you excel at for growth and how you integrate social media into other aspects of your digital marketing plan.

Just by being meticulous and adding extra details to your service menu, clients will be able to see exactly how you approach a service and how it can be applied to their company.

Case Studies of Successful Work

Now, that the clients know what you can offer their brand, it’s time to roll out the best of the best - your cases studies of successful work.

You don’t really need an insane amount of past clients in order to land new work. Instead, think quality over quantity.

You want to show the best work you’ve done and what you are most proud of. This could be only 2 clients or could be 15. The number really doesn’t matter, it’s more about the end result and what you achieved as an agency.

Be sure to include details such as the strategy you created, any brand audits you did, metrics of success (numbers, numbers, numbers!) and any substantial growth that the company experienced because of what you were able to offer them.

This is truly your time to shine and flex your agency’s capabilities in this deck, so don’t be shy or hold anything back.

In this part of the deck, it’s totally okay for you to brag and be proud of what you’ve accomplished.

Testimonials

To pair with your case studies, you’ll want testimonials from clients who have worked with your agency.

Again, think quality over quantity. Even if you can only land one well-written testimonial, this is far better than several that give generic answers about their experience.

A testimonial should explain why the client enjoyed working with your agency, how you helped them grow and whether they would hire you again.

The most honest and open testimonials are the best to use.

So, reach out to clients who you have built a relationship with and can truthfully speak on behalf of your agency’s expertise.

A Curated Pitch For the Potential Client

The final element of your marketing capabilities deck is a small, curated pitch for your potential client.

This obviously means that your deck with be specific to this client, but the remainder of the information included above can be used for multiple decks. Just be sure to craft the pitch for the client you are sending it to.

This extra touch can speak volumes. It shows that you are taking the initiative and truly interested in your client and want to work for them.

A pitch can have a mock up strategy, a small brand audit, services you know they’d benefit from and why you want to work with their company.

If you want to land more clients while maintaining that personal touch, a curated pitch is the way to go.

—

There you have it, the 5 elements you should definitely include in your marketing agency’s capabilities deck. I hope you found this helpful and insightful, if so - let me know in the comments below.

And, while you’re here - don’t forget to read 4 Skills of Digital Marketing Web Experts