We recently had the pleasure of chatting with Andrew Peluso, a seasoned agency professional with a wealth of experience. Andrew started his first marketing agency in 2016 and is currently the owner of Bananas Marketing Agency and the CEO of Pesty Marketing. The specific insights he shares in this episode of the Snoball Effect podcast are helpful to anyone in the marketing field or any local business looking to improve their SEO.
Key Takeaways
- Niche Marketing: Andrew began his career with a broad web design and development agency, but he found that targeting a specific niche, like pest control, made a significant difference in his business success.
- Client Communication: He also highlights the importance of aligning marketing strategies with client goals and managing expectations from the outset.
- AI Tools: Using AI tools like ChatGPT has enhanced his team’s operations, from responding to reviews to creating content and automating processes.
Specialization and Niche Marketing
Andrew's journey in the agency world began with a broad approach, as he co-founded Websauce Studio in 2016. This initial venture aimed to be a web design and development agency for anyone for anything in Sacramento. Reflecting on this, Andrew noted, "I learned the hard way that trying to build anything for anyone is not the way to build an agency. It’s just not the best business model. There's very little differentiation." This broad approach proved challenging, so Andrew pivoted his strategy.
The turning point came when Andrew realized the power of specialization. He founded Bananas Marketing in 2019, focusing on search engine marketing services for home service businesses. However, even this wasn't niche enough for Andrew. "I found out [this] wasn't niche enough. And I had sold pest control door to door over 10 years ago," he recalled. Leveraging his familiarity with the pest control industry, Andrew further narrowed his focus to create Pesty Marketing, an agency dedicated exclusively to helping pest control companies.
Narrowing the industry down allowed Andrew to tailor his services more effectively. By understanding the specific needs and pain points of pest control businesses, Pesty could offer highly targeted solutions. "We specialize in working with pest control companies who are between, let's call it about a million, really ideally more like 2 million a year in revenue on up to about 20 million a year in revenue," Andrew said. This focus enables him to craft marketing strategies that deliver significant results for his clients.
Andrew's experience underscores the importance of finding a niche. Specialization not only differentiates an agency from its competitors but also allows it to become an expert in a specific field.
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Schedule DemoClient Communication and Expectation Management
Andrew believes that effective communication and managing expectations are crucial components of successful client relationships. "From the very first conversation I have with anyone who's a potential client, I’m asking them what their goals are," he illustrated. Understanding a client’s objectives from the beginning ensures that both parties are aligned and working towards the same vision.
Andrew also pointed out the importance of discussing budget and resource allocation early in the relationship. "It's a really good way to out clients who are not a good fit, who maybe think they can get a whole lot for very little," he disclosed. Setting realistic expectations helps to avoid misunderstandings and guarantees that clients are aware of the investment required to achieve their goals. This transparency is key to building trust and long-term partnerships.
Regular check-ins and updates are another critical aspect of Andrew’s approach. He mentioned, "For a lot of our clients, I have a monthly meeting where we're talking about goals for the month. Did we hit the goals for last month? And what are we trying to accomplish for the rest of the month?" These ongoing conversations allow for adjustments to be made and keep the client informed about progress. Consistent communication helps in managing expectations and ensuring that clients feel valued and involved.
Pro Tip:
Have a transparent conversation at the beginning of the relationship with a new client to set expectations, understand goals, and discuss budget.
Andrew's commitment to transparency extends to reporting and analytics. He explained, "We're very transparent about the work and about the results. And we have built a lot of trust with our clients in that way." By clearly delineating between branded and non-branded searches and providing honest assessments of performance, Andrew’s agency builds strong, trust-based relationships with its clients.
Early Adoption of AI Technologies
The rise of AI and automation has transformed many industries, and marketing is no exception. Andrew's agency has fully integrated AI into its ethos, encouraging team members to embrace innovation and continuous learning. "I’ve made it a part of the ethos of our organization to be innovative, to be early adopters, to move fast, to try new things," he stated. This culture of innovation allows the agency to stay at the forefront of technological advancements, continually improving its services and delivering exceptional results for its clients.
Andrew Peluso
CEO @ Pesty Marketing
"I’ve made it a part of the ethos of our organization to be innovative, to be early adopters, to move fast, to try new things."
One of the first applications of AI in Andrew’s agency was in responding to reviews on Google business profiles. Speaking of a specific employee in the Philippines, he said, "With the help of a large language model like ChatGPT, he is able to provide very thorough, very kind responses to reviews on behalf of our clients.” This use of AI not only saves time but also ensures consistency and quality in communications.
Content creation is another area where AI has made a significant impact. Andrew mentioned using a tool called Koala for initial drafts of articles, which are then refined by his team. "To be able to use AI as the starting point has just made an unbelievable difference in our ability to scale our content and to resources that previously would have gone to getting it just to the 85, 90 percent point that the AI now does," he analyzed. This approach allows the team to focus on enhancing the quality of content, making it more engaging and valuable for readers.
AI also plays a role in automating repetitive tasks, freeing up time for more strategic work. For example, they developed a tool to evaluate websites for link-building prospects. "That saves our prospecting team a bunch of time because rather than manually going through and looking at every single site, we can cut out all of the lowest quality sites," he described.
Practical Tools for Enhanced Marketing Efficiency
Andrew Peluso’s approach provides many specific ways to achieve marketing success through specialization, effective client communication, and the strategic use of AI and automation. For those interested in leveraging the same tools that Andrew recommends, here is a list of specific tools he suggests using:
- ChatGPT: Used for creating detailed and empathetic responses to customer reviews and generating content drafts.
- Koala: Utilized for initial content drafts, saving time and resources while ensuring high-quality output.
- Featured.io: A platform for gathering expert quotes to enhance content quality and credibility.
- Zapier: Automates workflows, such as turning YouTube transcripts into email newsletters and podcast transcripts.
- Google Business Profile Call Tracking: Helps track and analyze customer service and sales calls for quality assurance and training purposes.
By integrating these tools into your marketing strategy, you can improve efficiency, scale your efforts, and deliver exceptional results, just as Andrew Peluso has demonstrated with his successful agencies.
