Today, we’re diving into the entrepreneurial journey of Tyler Cook, founder of HyperMedia Marketing. Starting in 2019, Tyler left his previous agency role to offer a full suite of marketing services. However, it didn’t take long for him to realize that trying to do everything was holding him back. In this interview, Tyler shares hard-won lessons on niching down, building a sustainable business, and the power of consistency.
1. Tyler, what made you decide to leave your previous role and start HyperMedia Marketing?
In 2019, I was working at a small agency that primarily focused on marketing automation. I quickly realized that clients needed more—a holistic approach that included everything from copywriting and paid ads to conversion rate optimization. I felt like I was handcuffed by the limited services we offered, so I decided to go out on my own and launch HyperMedia Marketing, where I could expand on those services.
2. What were some of the biggest challenges you faced in the early days?
One of the toughest challenges was getting clients, which is still a challenge sometimes. The agency space is saturated, and finding a consistent growth channel took time. Another big hurdle was the services-versus-pricing dilemma. When I first started, I was a full-funnel agency, offering everything from ads to website optimization and social media management. I was doing it all, but I wasn’t charging enough to afford any help, which led to burnout pretty quickly. I eventually realized that I loved email marketing, list management, and sales pipeline automation, so I decided to niche down and focus on those areas. This shift helped me attract clients willing to invest in premium services and allowed me to hire help, freeing up my time for growth.
3. You mentioned that niching down was a turning point. How did that decision impact your business?
Niching down was a game-changer. When I scaled back to just email marketing, list management, and sales pipeline automation, I felt a huge weight lift off my shoulders. It allowed me to refine my services, build systems, and create processes that made everything easier. I could also focus on finding clients who understood the value of specialized services. It was a relief to narrow down who I worked with and become world-class in a specific area. That focus made it easier to communicate my expertise and build a sustainable business.
4. What keeps you motivated, especially during the tough times?
When things get difficult, I remind myself of the good months and how small, consistent actions lead to long-term success. If I ever notice a dip in clients or my pipeline, it usually comes down to not doing the small daily tasks that build momentum. Remembering that progress is gradual and rooted in consistency has been crucial for me.
5. What advice would you give to entrepreneurs who are just starting out?
I’d say to anyone starting out: be prepared for the challenges. Running an agency can be harder, more stressful, and lonelier than you might expect, but it’s worth it. You’ll learn valuable lessons and experience incredible wins along the way. Another piece of advice is to focus on personal growth as much as business growth. If you’re not learning and adapting, the business can quickly consume you. And, of course, find your niche. Going deep into a specific area you love will allow you to attract clients who value your work and are willing to invest in what you offer.
6. What’s your vision for the future of HyperMedia Marketing?
My vision is to continue offering niche services at an exceptionally high level, helping businesses succeed through email marketing and relationship building with their subscribers. I want to create thriving relationships between businesses and their clients, which ultimately leads to long-term success for everyone involved.
Final Thoughts
Tyler Cook’s journey highlights the importance of finding your niche, building consistency, and focusing on quality over quantity. His story is a reminder that sometimes, scaling back and specializing can be the key to sustainable growth.
To learn more about Tyler and HyperMedia Marketing, visit hypermediamarketing.net.