293. The Niche Blueprint, with Erik Olson

The Innovative Agency

In this episode of The Innovative Agency Podcast, Sharon Toerek sits down with serial entrepreneur Erik Olson, CEO of several thriving digital marketing agencies. Erik pulls back the curtain on his journey from running a single agency to building a powerful network under a holding company model.

Erik shares the bold choices behind specialization versus diversification, and how each path impacts growth, scalability, and long-term sustainability for agencies. His entrepreneurial insights offer both a blueprint and a forecast for agency leaders eager to explore new frontiers.

What you will learn in this episode:

• The decision-making process behind choosing to niche and the fear of alienation

• Challenges and lessons learned from spinning off and growing multiple agencies

• The importance of maintaining a financial safety net when considering business expansions or changes

• Insights into the creation and successful operation of a holding company that includes multiple specialized agencies

• The balance between specializations and diversification in building a resilient marketing agency

• The role of intellectual capital in expanding agency capabilities

• The future of agencies in light of technological advancements like AI

Bio

Erik J. Olson is a seasoned entrepreneur and the Founder and CEO of a growing portfolio of digital marketing agencies, including Array Digital, Rival Digital, and Crush Digital. While each agency specializes in helping specific industries such as law firms, HVAC contractors, and medical professionals, Erik’s vision extends far beyond day-to-day marketing. His ultimate goal is to build a $100M holding company by 2030.

Resources:

• Website: https://linktr.ee/erik.j.olson

• LinkedIn Personal: https://www.linkedin.com/in/iamerikjolson/

• LinkedIn Business: https://www.linkedin.com/company/business-of-agency-mastermind/

• X: x.com/iamerikjolson

• Million Dollar Journey: https://www.amazon.com/Million-Dollar-Journey-seven-figure-business/dp/B08X6DXB3M