The Real Top 10 Things For Agencies To Consider When They Want To Expand into the US Market

In the ever-evolving global marketplace, agencies face the challenge of finding new opportunities for growth. With over 10 years of experience as a Managing Director for an UK based agency, I have witnessed firsthand the transformative power of strategic expansion. In this article, I will share the real top 10 considerations agencies must evaluate when embarking on a similar journey, drawing upon my experience of growing the US operations from zero to 3 million in annual revenue. The framework of this article is that I asked AI for a list of the top ten things for agencies to consider when expanding into the US and then I added my take on what to really consider. I hope it’s informative.

1. Market Research: Conduct thorough market research to gain insights into the unique characteristics and preferences of the US market. Understand the competitive landscape, identify growth opportunities, and assess the demand for your products or services. The Real: Knowing everything about the states is near impossible without the experience of living and working over decades in the market. So make sure you have a senior level leader who can be your knowledge base for all things US related.
   

2. Regulatory Compliance: Familiarize yourself with the complex legal and regulatory landscape of the United States, particularly regarding laws like the California Consumer Privacy Act (CCPA) or The Patriot Act. The first is data privacy and the second concerns regulations on setting up US banking. Ensure compliance with these regulations to avoid legal penalties and maintain consumer trust. The Real: Sometimes even having a senior leader is not enough to know every regulatory compliance issue from legal contracts, insurance, banking and so much more. One thing your senior leader should have is a network of business contacts who have the knowledge and experience to help navigate existing laws and laws on the horizon.
   

3. Localization: Adapt your products, services, and marketing message to resonate with US consumers. Consider factors such as language, cultural references, and consumer preferences to ensure your offerings are relevant and appealing to the local market. The Real: The US and Europe are generally the same size, but while there are multiple languages and very different cultures in Europe the US primarily speaks English and runs by similar business practices and laws. Which means there is more potential for new business with a smaller amount of localization needed.
   

4. Partnerships: Consider strategic partnerships with local businesses or influencers to enhance your brand awareness and reach. Collaborate with companies that have a strong understanding of the US market to leverage their expertise and established customer base. The Real: My recommendation is to look for more partnerships with third party suppliers like a mapping, CRM or media service than with another agency. The main reason for this is you have less contact with the clients and less chance for future commitment when another agency is the lead. It’s not that agency partnerships can’t work but you usually are not an equal partner and have little control over budget in the end.
   

5. Talent: Establish an efficient and reliable talent network to ensure timely delivery of your services to US customers. Consider factors such as location, experience, speciality and cost to ensure a successful outcome for your clients and agency. The Real: While having your own staff is the holy grail, when you start up it may be better to rely on a team of freelancers. This allows for more flexibility for the ups and downs of your first few years in the market. One other thing to consider if you really want to hire early is to use these employees for work outside of the US. That puts less of a demand on the US P&L to cover everything and allows the overall agency to thrive with a one company, one culture approach.
   

6. Marketing Strategy: Develop a targeted marketing strategy that appeals to the US audience. Utilize a mix of online and offline marketing channels, such as social media, search engine optimization (SEO), email marketing, and public relations, to reach your target customers effectively. The Real: It’s really hard to execute a marketing plan without an agency location. Many third party sites like Clutch and 50pros need to know your company is a legitimate company set up in a location in the US. Offline events also need the use of space to hold events. Not to mention that companies want to understand where in the US your headquarters is located. I recommend a major city like Boston and New York City to maximize your exposure to these big markets and global understanding.
   

7. Customer Service: Provide exceptional customer service to build a loyal customer base in the US market. Implement a customer-centric approach, including responsive customer support, personalized interactions. The Real: While the real work can be happening any way in the world great customer service begins with always being available to speak with your client and field their concerns. This all begins when the inbound lead comes in and is most important when a project might come off the tracks and the clients need to discuss their issues as soon as possible. Having to wait a day to do so can exacerbate their concerns.
   

8. Cultural Sensitivity: Understand and respect the cultural nuances and etiquette of the US business environment. Be mindful of language, humor, and communication styles to avoid misunderstandings and build rapport with US clients and partners. The Real: Sometimes the smallest things can make the biggest impact. Understanding the US market, people and cultures might mean making a small change in how you write, portray or design something. These little changes can make all the difference when it comes to client and customer experiences.
   

9. Pricing Strategy: Tailor your pricing strategy to align with US market expectations. Research competitor pricing and consider factors such as the perceived value of your offerings, market demand, and purchasing power of US consumers. The Real: While most overseas agencies can price their services under the high price standards of the US, that might always be the best bet. In many cases instead of giving the global discount you might want to think about why your services are on par or better then the service they receive in the US. If you are going to give a discount versus US rate cards make sure to have a good story as to why the rate card looks different.
   

10. Scalability: Plan for scalability as your business grows in the US market. Invest in robust technology infrastructure, scalable processes, and a skilled workforce to accommodate increased demand and ensure a seamless transition to a larger customer base. The Real: One of my favorite new slogans is “Arrive and Thrive”. Upon arrival, I am not sure building a perfect platinum agency is always needed right off the bat. Sometimes agencies need to build up to this after proving themselves in the market. But that doesn’t mean you shouldn’t be building the roadmap to “Thrive” in the US. Knowing where you are going means you can build the agency of your dreams over time.