How Do Clients Find Your Advertising Agency?
Let’s start with some defining and extremely important questions that you should be asking at least twice a year. OK, every month. In this case, I am aiming these questions at your advertising agency website.
- How do potential clients find you? What was the path?
- When they found your website, what did they look at?
- What percentage of your visitors contacted you?
- What percentage made some other actions like signing up for a newsletter or downloading a white paper?
- Are you happy? Are the right clients making contact? Need to make adjustments? What’s your success metric?
Let’s break these down a bit.
How do potential clients find you?
First, let’s get referrals out of the way. Advertising agency business development research has indicated that referrals can account for over 80% of agency new client inquiries. While I love referrals and have written about the importance of having a documented active referral strategy, there is no question that referrals have become the default new business attractor because most agencies are not doing a stellar in or outbound sales job. Referrals then must drive the majority of leads. Not that there is anything wrong with referrals. They work. But, they can be a bit random.
The easiest way to determine how prospects found you is to ask them. Of course, many people will have forgotten their first intro to your world. They simply forgot or they used multiple ways in including a search, your LinkedIn page, that conference you spoke at, your tennis buddy, etc. But always ask this question – quickly before you get lost in sales speak.
Second, in respect to your website, use your Google or WordPress analytics to see where they came from. On Wednesday, 30 April, my individual visitors came to me via Google 116; direct 47 (where a user probably entered the URL); LinkedIn 5 and Bing 1 and other 9.
These numbers suggest that my content-oriented inbound sales strategy is working. Most people find me on Google because I have dedicated the past five years to writing over six hundred blog posts on the specific subject of advertising agency new business.
What did they look at? Did you help them get to the good stuff? Do you have a funneling plan?
Using Google and WordPress analytics, I know exactly what people are looking at on this website. Obviously, since my blog is so focused on one subject, my visitors are looking at my posts about ad agency business development. I mix this up occasionally by promoting edgier posts, like Gary Vaynerchuck Is Full Of Shit. But, the bottom line is that I am slavish to one subject. Frankly, most agencies have some trouble with being this focused and keyword conscious. It would also help if they had a focused positioning. Here are some thoughts on that rather important goal.
The typical advertising and communications agency website has a defining Home Page; an About page; Our Work; News or a Blog and a contact page. Is there a flow you want the visitor to take? A place you want them to end up? Are you funneling them towards an action? If they get lost or bail, are you tracking your exit pages?
If you are a B2B marketer, and that folks, is what an ad agency business development program is, you need to funnel the visitor to your contact page. Or, at least, have them ask for something like that brilliant white paper on a subject that supports your agency positioning and sales proposition. I build my mailing list via an offer of this paper: “22 Ways To Run A Highly Profitable Agency”. I admit that it comes to you via an ugly home page pop up. But, again, hey, it works.
What percentage contacted you and what’s your success metric?
Do the basic math. How well do you convert your visitors into sales prospects? Frankly, when I look at the number of visitors I get every day, I could get worried that I am not converting as many as I should. However, here is what I know:
First, I give a lot of information and insights away for free. Many agencies tell me that they often get all they can eat just by reading my stuff. This drives good vibes.
Second, I know that my sales cycle takes a long time. Many of my clients tell me that they have been reading my stuff for over a year. It takes most advertising agencies a long time to admit that they need business development advice.
Third, I am meeting my personal sales goals. Sure, I could dial up my website. But, it works. I am a lone ranger consultant. Given your agency’s overhead, you should be way focused on delivering a website experience that drives a high volume of the right leads.
What is your success metric? Without a metric, you will never know that your website is working.