Warm Robots founder and CEO Goldie Chan reveals tried-and-tested strategies for business growth and long-lasting client relationships when she appeared in DesignRush Podcast’s 56th episode.
Tune in to learn:
- The most cost-effective lead-generation tactics
- Why establishing yourself as a thought leader matters
- Why your agency should be transparent
- How partnering with other agencies can be a game changer
Who Is Goldie Chan?
Goldie is a top brand evangelist, recognized by the San Francisco Examiner. A global speaker often featured at Comic-Con, she was named Journalist of the Year by MUSE for her Forbes writing in July 2024. Dubbed the "Oprah of LinkedIn" by the Huffington Post, Goldie is a prominent figure in social media strategy and thought leadership.
The power of in-person connections cannot be overstated.
And at the risk of sounding cliché, we do live in a highly digital world in which we easily forget the value of good, old-fashioned, face-to-face interactions.
This is why Goldie believes that meeting people in person can be a game changer for your business.
Cost-effective Ways to Generate Leads
Generating quality leads need not be so costly, especially when you just established your business.
Goldie shares three of the most budget-friendly ways to do this.
#1: Attending conferences
“Going to conferences and physically meeting people [...] has always been such an effective way for me to get clients for my agency,” Goldie explains.
She highlights that a physical human connection effectively engages clients that you wouldn't have met before from behind the screen.
Case in point: 80% of respondents in the 2024 Freeman Trends Report chose in-person events as the top source for discovering new products and services, clearly demonstrating the power of in-person experiences in driving new leads.
#2: Hosting micro events
Goldie mentions that when she travels to other cities, she hosts underground, secret dinners, where she brings together other women founders and entrepreneurs who are doing interesting things.
Hosting these micro-events can be an effective way to bring in new clients without the pressure of a hard sell.
“These things that I host are also helpful ways that very subtly bring in people in the door because they're like, ‘Actually we need help with our social media strategy,’” she adds.
This approach is backed by data showing that 64% of brand executives believe providing better customer service and experience has contributed to their growth.
#3: Leveraging local meetups and educational workshops
“Whatever you are personally into or you are interested in can always be a venue to potentially get new clients in the door,” Goldie explains.
She adds that by getting involved in activities like hiking clubs or offering courses at community centers, you can showcase your expertise and connect with potential clients who may need your services in the future.
Be a Thought Leader, Literally
Seventy-three percent of decision-makers are more likely to purchase from businesses after consuming their thought leadership content.
Goldie highlights the importance of teaching what you know as a way to establish thought authority:
“I always tell people this, if you want to be known for something, teach it. Be a thought leader in it.
And the best way to do that is to quite literally teach it in your community with your area of expertise as an agency owner. If they don't really want to do that or they want to learn more from you, they can then hire you.”
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“If you are somebody that other people get along with, if you just put yourself out there more, people will hire you. People will hire you even if you don't have that exact skill set because you are a likable person,” Goldie adds.
Soft skills, such as likability, are becoming increasingly important in the job market today.
According to one report, the top four skills employers are looking for are all soft skills: dependability, teamwork/collaboration, problem-solving, and flexibility. Further research also suggests that soft skills can be attributed to 85% of job success.
Transparency Is Key to Lasting Client Relationships
When it comes to managing client relationships, Goldie emphasizes the importance of transparency.
“Say you are working with a client, on the agency side of things, it's so helpful to be very transparent [...] in good times and in bad. So like a marriage, it's helpful if you share with your clients very transparently.
If you are having trouble that month moving through a certain workload or if a big event is coming up and you will not be able to execute in the way that you normally would be able to, I think being transparent and upfront is always good,” she says.
In a previous podcast, DesignRush spoke with Dave Kurlan, a sales performance expert who shares the most effective ways to build a relationship with a client. Watch the video to learn more:
Transparency isn’t just about keeping clients happy but also building trust that can withstand the ups and downs of any business relationship.
Furthermore, companies that communicate openly about their practices see a 29% increase in customer satisfaction rates, while a PWC survey showed that 87% of customers are more likely to do business with a transparent company.
Niching Down and Partnering with Other Agencies
Goldie also highlights the strategy of niching down and partnering with other agencies:
“Being the agency that goes to other agencies and says, ‘Hey, I’ll handle all of your SEO,’ [...] is one great way to partner with other agencies,” she explains.
This approach allows agencies to focus on what they do best while forming strategic partnerships to fill in the gaps.
“If you're especially thinking about growth, one great way is to partner with other agencies and to take that section of their work that maybe they aren't addressing and offer a helpful crutch for them to lean on.
I think that that's true in the agency world. Think if you are always thinking, ‘How can I out-compete every single person?’ I’d never want to give somebody else business. You are fighting a losing battle by doing that,” she adds.
Listen to the full episode with Goldie Chan over on Spotify.
Let’s look at the facts: partnering with other agencies is a game-changer, especially as global demand for AI, tech, and sustainability services fueled a 9% revenue boost for management consultancies in 2023.
Also, companies are increasingly choosing partnerships as a faster, cheaper alternative to building in-house teams.
With partner programs gearing up to quickly generate revenue, the professional services industry could see annual growth hit 10-12% in 2024.
Considering that competition is tight out there, this agency-partnership strategy introduced by Goldie can be the difference between thriving and merely surviving.
Goldie’s advice shows us that building strong relationships, sharing your expertise, and teaming up with others can make all the difference.
Whether you're meeting face-to-face, teaching what you know, or partnering up, these approaches can really help your agency grow.
Keep these tips in mind, and see how they can take your business to the next level.
Editing by Katherine 'Makkie' Maclang
