Lessons Are Learned: 11 Things Running a Marketing Agency for 11 Years Has Taught Me

This year marks 11 years of unLOCKEd Company, and I’ve been reflecting on what this journey has taught me — as a business owner, strategist, and community partner. Running a marketing agency isn’t just about campaigns, ads, and analytics; it’s about people, persistence, and perspective. Here are 11 lessons I’ve learned in 11 years of building and growing unLOCKEd.

1. Relationships Are Everything

Clients stay when they feel heard and supported. More than flashy campaigns, what keeps people coming back is trust, communication, and a sense that you’re truly invested in their success.

2. Strategy Beats Tactics Every Time

Anyone can post on social media or run an ad. But without strategy—clear goals, smart positioning, and data behind decisions—marketing becomes expensive guesswork.

3. Flexibility Wins in Business

No plan survives untouched. Algorithms change, new platforms emerge, and industries shift. The agencies that adapt quickly (and help clients adapt too) are the ones that thrive.

4. Community Matters

Some of our best opportunities have come through local networking, volunteering, and community partnerships. Being present in your region isn’t just good PR—it builds real relationships.

5. Small Teams Can Do Big Things

Outsourced marketing works because clients don’t want the burden of managing 5–10 different vendors. With one point of contact and a trusted team behind me, we’ve delivered projects that rival the work of much larger agencies.

6. Creativity Needs Breathing Room

The best ideas don’t always come in back-to-back meetings. Building space into schedules for brainstorming, learning, and creative exploration has paid off tenfold.

7. Analytics Are Your North Star

Without measuring results, you’re flying blind. Tools like Google Analytics and Semrush have been key in showing clients proof that their investment is working.

8. Boundaries Protect Burnout

When you run your own agency, it’s easy to be “always on.” Over the years, I’ve learned that setting boundaries—not just for myself, but for my team—makes us more productive and sustainable.

9. Celebrate the Wins (Big and Small)

A website launch, a great ad campaign, a testimonial from a client—all of these are worth pausing to celebrate. Momentum builds when you recognize progress

10. The Learning Never Stops

From AI-driven tools to evolving consumer behaviour, marketing is always changing. Staying curious and willing to learn has been the most important lesson of all.

11. Marketing Is About People, Not Platforms

At its core, marketing is about connecting with people. The tools will change—TikTok today, something else tomorrow—but empathy, storytelling, and authentic communication will always matter.

Here’s to 11 years of growth, challenges, and lessons — and to what’s next for unLOCKEd.

— Victoria Wheal, Founder of unLOCKEd Company

Author: Victoria Wheal