Earlier this summer, my agency, Carabiner Communications, celebrated a milestone — 20 years in operation. But what sets us apart is not just our longevity but our original business model that was way ahead of its time: experienced professionals providing top-quality services while working from home, the beach, mountains or wherever they choose to be.
In our post-pandemic world, this model is no longer “out there,” as many businesses temporarily embraced remote work during COVID-19 by necessity. Even now, many still offer some degree of flexibility (such as working from home on Fridays) to attract and keep top talent. And with technology advancements, it’s easier than ever to support this type of work.
But can agencies thrive solely through remote work? Based on our own success story, the answer is a resounding yes.
A remote-work experiment
Carabiner was founded in June 2004, largely as a remote-work experiment to see if high-performing teams could be virtually assembled to meet client needs without the real-estate overhead, long commutes and nine-to-five hours of traditional agencies. Our agency’s founder had picked up on a trend of skilled industry veterans who were either going out on their own or were working in traditional agency or corporate roles but felt confined. These individuals wanted to focus on their strengths while breaking away from the cycle of job dissatisfaction and burnout.
In pre-pandemic times, our 100% remote-work model was an outlier, one we sometimes had to justify until the caliber of our services outweighed any concern. Two decades later, our setup is rarely questioned, in part due to WFH’s growing acceptance and in part due to our steady reputation for successfully helping B2B tech and healthcare companies to build their brand, raise visibility and drive sales.
A full-time virtual agency
Today, Carabiner is a marketing and PR services provider with 35 active team members and over 30 organizations on our client roster. We keep our client relationships on average three-and-a-half to four years, commendable by today’s standards and with many going much longer.
Drawing from my experience, following are five suggestions for constructing a successful virtual agency that can withstand the test of time. This means one that can benefit from the long-term benefits of remote working — from greater worker satisfaction to lower operating costs — while still being able to thrive and grow in a competitive market by offering top-notch services:
Be choosy. Not everyone is meant to be their own boss, and we see our team members as being exactly that — their own boss. We vet thoroughly, selecting those with at least 10 years of direct experience in marketing or public relations, preferably in B2B tech or health care, and many have much more. Beyond hard qualifications, we look for soft skills that indicate self-motivation, professionalism and the ability to produce without supervision.
Leverage technology. If anything positive emerged from the pandemic, then it’s the proliferation of communication and collaborative tools that help remote workers feel less… remote. A variety of platforms and applications exist — from conferencing solutions like Zoom and Microsoft Teams to Slack, Dropbox, Google Docs and more.
Create a strong inner network. Establishing cohesive teams when workers are miles or coastlines apart means going the extra step. We plan in-person and virtual luncheons to build camaraderie, and also publish a monthly internal newsletter to keep everyone up to date on personal and agency news. Our client teams communicate with each other multiple times per day, and our agency hierarchy is flat to promote an open-door policy that addresses problems and offers solutions.
Keep a professional posture. As a fully remote agency, we ensure that the client experience is exactly the same as if our entire team was in one office suite. From dedicated phone lines to email signatures and Zoom backdrops, we maintain the look and feel of a physical office environment.
Evolve. While Carabiner began primarily as a PR shop, we’ve diversified our offerings over time to support new practices, adding services that now run the gamut from digital marketing to video production, graphic design, web design, social and more. While recent times have seen a return to public relations to restore market credibility and brand integrity, we remain versatile to be a one-stop shop for our clients.
It’s true that many business founders have a hard time “letting go,” especially when a move to fully remote teams means less oversight and control. This is why trust is the key factor, which requires working with team members who are the best of the best in the business.
The pandemic taught many talented workers that there is more to life than a nine-to-five job and an endless daily commute. It also taught companies that exceptional work can be accomplished outside of the confines of a traditional brick-and-mortar office. The time is right for fully remote successful ventures as long as the necessary steps are taken to ensure the highest standards of professionalism, exemplary work and a seamless customer experience.
Dana Cogan is president of Carabiner Communications, a full-spectrum marketing and public relations agency headquartered in Atlanta. With over two decades of experience, Cogan provides strategic counsel to clients and has planned and led countless campaigns that include product launches, thought-leadership initiatives, brand awareness, and visibility programs for executives. Her career also includes tenures at Hill & Knowlton/Blanc & Otus and SocketPR.
Illustration credit: who is danny
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