Break Through Imposter Syndrome and Charge What You're Worth

It's a feeling many agency owners and marketers know all too well: imposter syndrome. 

That nagging doubt that makes you question your qualifications, your value, and ultimately, your pricing. 

We recently sat down with Milou Pietersz, founder of Simply Multimedia, a boutique marketing agency based in Austin, Texas, to discuss this often-vulnerable topic. 

Milou, a true superstar in the agency world, shared invaluable insights on how to conquer imposter syndrome, define your worth, and attract the high-paying clients you deserve.

Click here to check out the full interview.

What Exactly is Imposter Syndrome?

Milou defines imposter syndrome as "that feeling of thinking that you're doing something you're unqualified to do." 

It's the internal monologue asking, "Who am I to charge for this? Who am I to speak on this topic when showing up on social media? Because I'm not an expert. I'm not qualified to do so."

This feeling is particularly prevalent among social media managers because we're often the public face of our own brands, consistently promoting ourselves and walking the talk for clients. 

It’s a constant cycle of visibility and self-assessment. As Milou candidly admits, it never truly goes away. 

"It comes and goes. It's more about how you deal with it and respond to it, rather than whether you have it."

How Imposter Syndrome Impacts Your Agency

Imposter syndrome doesn't just mess with your head; it directly affects your bottom line and client relationships.

Underpricing Your Services

One of the most common traps is underpricing. 

Milou state, "Typically, what I say to social media managers, without looking at your prices, I already know you're undercharged." 

In an industry as vital and rapidly growing as social media, the value of your skills is immense. Yet, many struggle to attach a price tag that truly reflects their worth.

Attracting the Wrong Clients

When you underprice or lack confidence in your value, you often attract clients who also don't value your expertise. 

As Milou points out, if clients are constantly telling you you're too expensive, "it's because you're targeting the wrong people. Those are not the type of people that are probably ready to outsource this and hire someone qualified." 

While paying bills and supporting a team are valid concerns, consistently taking on low-budget clients can perpetuate the cycle of undervaluing your work.

Project and Deliverable Impact

Imposter syndrome can also influence the types of projects you take on. You might hesitate to commit to ambitious deliverables, fearing you won't live up to expectations. 

Milou emphasizes the importance of being data-driven to combat this. Her agency relies heavily on data and creates case studies for all clients. This not only proves their value but also eliminates speculation. 

"We're relying on the data and saying, 'Here's what's happening, and here's what we're gonna do to make it better.'" Data, not just pretty feeds, resonates with business owners.

It’s also crucial to set realistic expectations from the start. 

As Milou explains with her signature Dutch directness, "I'm not gonna tell them, 'Hey. This is gonna change your life overnight.' It is a long-term investment... And so you really need to be in this for the long run." 

This transparency protects both your agency and the client, fostering a more successful relationship.

Busting Through Imposter Syndrome: Actionable Strategies

So, what can you do to overcome this mental block?

1. Reflect on Your Accomplishments: "Put down on paper the things you have done and remind yourself who you are." This simple act can be incredibly empowering.
   
   
2. Prioritize Your Own Brand: Milou believes this is a "big game changer." She uses her personal brand as a "playground" to experiment with new strategies, test theories, and prove her capabilities. This not only attracts new clients but also builds immense trust, as they can see her work in action.
   
   
3. Start Small with Showing Your Face: For those who cringe at the thought of being on camera, Milou advises starting with what you're comfortable with and slowly building up. "Once you break through that, because it's really a mindset block... there ain't nothing can stop you at that point." Remember, the world wants to see your face and connect with the human behind the brand.
   
   
4. Focus on Your "Why": Shift your focus from self-consciousness to your deeper motivations. As Milou suggests, if your "why" is your family, and showing up helps you attract more business for them, "you're not gonna care as much about being cringe, but instead you're gonna focus on, hey. I wanna show up because of my family."

Attracting the Right Clients

Once you're more confident in your value, the next step is attracting clients who see and appreciate it.

1. Define Your Ideal Client: It's essential to clearly define who you want to work with. It's perfectly fine to focus on local businesses with tighter budgets if that's your passion. The key is to align your messaging accordingly.
   
   
2. Align Branding, Pricing, and Strategy: These three elements go hand-in-hand. Your messaging needs to attract clients who will pay your package prices, and those packages must be based on the actual value you provide, not just industry standards. Your strategy skills then come into play by showcasing that value.
   
   
3. Be Transparent with Pricing (When Appropriate): While some industries benefit from "email us for a quote," for established businesses with limited time, not showing your pricing can be a roadblock. Milou learned that owning her prices and making them accessible attracted clients who "don't blink at those prices."
   
   
4. Build Case Studies: Beyond your general marketing, dedicate effort to creating detailed case studies that highlight your results. Share these on your website and even as social media posts. "A case study post may not make you go viral, but it probably will attract leads on people that are interested in those results."
   
   
5. Don't Solely Rely on Word-of-Mouth: While referrals are great, Milou emphasizes the importance of proactively generating your own leads through your brand. It's a "dangerous game" to rely solely on word-of-mouth because "you never know if someone doesn't renew."
   
   
6. Network In-Person: Attending relevant conferences and networking events is a powerful way to build trust and connect with potential clients. People get to hear you talk in person and really connect with you, which can be invaluable. Use tools like Eventbrite to find local opportunities.

Pricing Your Value: Looking Inward

Instead of benchmarking against competitors, Milou advises looking internally at the value you provide.

• Experience: How many years of experience do you bring?
• Client Success: How many clients have you already worked with?
• Team: Are you an agency with a team, or are you a solo freelancer? The depth of your team adds value.
• Data and Case Studies: Prove your value with quantifiable results.

Ultimately, your pricing should reflect the years of experience, the successful outcomes, and the seamless client experience you offer.

The Cloud Campaign Difference

As Milou shared, platforms like Cloud Campaign can significantly enhance your value proposition. 

Its all-in-one capabilities, including white-labeling, approval processes, and robust reporting, streamline operations and reduce additional tech stack costs. 

By consolidating these essential functions, you increase your efficiency, provide a superior client experience, and can justify higher retainers.

Client experience is huge! Implementing seamless systems and processes, from inquiry to onboarding, is a major differentiator. 

When clients know exactly what to expect and find it easy to collaborate, it speaks volumes about your professionalism and the value you bring.

Beyond the Screen: The Importance of Your Website

Even in the age of social media, a professional website remains a critical asset. 

Milou, who drives everything to her website, believes it "makes you look more professional" and is essential for showcasing your work and case studies. 

For high-value clients, an easily navigable website with transparent service and pricing information is a must. 

While a simple funnel might suffice when starting out, don't rush to cancel that website subscription—invest in it to reflect your evolving brand and expertise.

The journey to confidently charging what you're worth is a process. It involves recognizing and combating imposter syndrome, strategically attracting the right clients, and continuously refining your value proposition. 

By embracing these insights from Milou Pietersz, you can elevate your agency, attract your ideal clients, and truly thrive in the social media landscape.

Ready to take your agency to the next level? Start your free two-week trial and see how Cloud Campaign can empower your social media services with powerful automation, white-labeling, and streamlined workflows.