How Carly Kerndt Built a Thriving Digital Marketing Agency from Scratch

At Girls Make Bank, we’re all about equipping women with the tools they need to succeed in sales and in life. Every episode features inspiring stories, practical strategies, and actionable insights to help you own your power and sell authentically. This week’s episode is no exception, as we welcome Carly Kerndt, the founder and CEO of Flydog Digital, who turned a pandemic layoff into a thriving business.

From Pandemic Setback to Entrepreneurial Comeback
In October 2020, Carly found herself unexpectedly laid off during the height of the COVID-19 pandemic. With the job market in chaos and no responses to countless applications, Carly decided to create her own opportunity. Starting as a virtual assistant, she quickly pivoted to offering social media services. What began as a necessity to make ends meet transformed into Flydog Digital, a full-service digital marketing agency serving clients across the U.S. and internationally.

Today, Flydog Digital offers services ranging from social media management and website design to email marketing, branding, and paid social advertising. Carly’s story is proof that adversity can lead to incredible opportunities with the right mindset and determination.

Key Takeaways from Carly’s Journey

  1. Embrace Continuous Learning: Carly taught herself website design by watching hours of tutorials and later expanded her skillset by taking courses in SEO, Google Ads, and paid social media. Her willingness to learn helped her grow both her expertise and her business.

  2. Hire Strategically: As her business scaled, Carly made thoughtful hiring decisions, bringing on specialists who could deliver better results than she could alone. This not only improved efficiency but also freed her to focus on running the business.

  3. Build a Business You’d Want to Work For: Carly prioritized creating a positive work environment, treating her team like people first. From fostering growth through professional development to supporting her team through life’s challenges, Flydog Digital embodies the values Carly wanted in her own career.

  4. Streamline with Systems: With the help of a full-time operations manager, Carly implemented tools like ClickUp and Dubsado to create smooth workflows, track client projects, and maintain high standards across the agency.

  5. Know Your Why: Scaling isn’t for everyone. Carly advises business owners to think carefully about whether they want to scale and manage a team or find other ways to grow revenue, such as raising prices or offering passive income products.

One of the highlights of Carly Kerndt’s business journey is her well-oiled and highly effective sales process. With an impressive 80% close rate, Carly’s approach to client acquisition and onboarding is a masterclass in preparation, transparency, and efficiency.

Here’s a closer look at how she’s perfected the process:

1. Warm Leads Only
Carly focuses solely on warm leads, which come through referrals, social media platforms like Instagram and LinkedIn, or her company’s website. By avoiding cold outreach, Flydog Digital ensures that every consultation starts with a genuine interest in their services.

2. Qualifying Leads Early
Once a potential client fills out the consultation form on Flydog Digital’s website, Carly’s operations manager reviews the submission to ensure the lead is a good fit. This step helps weed out mismatched expectations, such as clients seeking services at prices well below Flydog Digital’s offerings.

3. Transparent Pricing
A standout feature of Flydog Digital’s sales process is the inclusion of starting prices directly on their website. Carly understands that potential clients want clarity upfront. When leads receive the pricing guide along with their consultation scheduling link, they come to the call with realistic expectations, ready to discuss how Flydog Digital can meet their needs.

4. Consultative Sales Calls
Because pricing is addressed beforehand, Carly can use consultation calls to focus on understanding a client’s pain points, goals, and how her agency can deliver tailored solutions. This consultative approach shifts the focus from negotiating costs to building trust and offering value, making the calls more impactful and engaging.

5. Seamless Onboarding and Follow-Through
Once a client signs on, Flydog Digital’s automated systems, including ClickUp and Dubsado, ensure smooth onboarding and communication. The robust project management infrastructure eliminates confusion, keeps timelines on track, and enhances the client experience.

The Results
Carly’s approach not only simplifies her workload but also enhances the client journey from start to finish. By aligning expectations early and focusing on delivering value, she’s able to close deals efficiently and maintain long-term client relationships.

Takeaway for Your Business
Carly’s sales process demonstrates the power of:

  • Qualifying leads to save time and focus on ideal clients.

  • Using transparent communication to build trust.

  • Leveraging automation to streamline workflows and focus on delivering results.

Whether you’re just starting out or looking to refine your sales process, Carly’s model is a reminder that thoughtful, client-focused strategies can lead to sustainable growth and success.