Peter Levitan & Co.

The New Business of Advertising

New Business

Advertising Clients, Yes You, Be Nice

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southA few years back, a client really pissed me off. They were disrespectful and frankly, I do draw a line. Sure I know that this is part of the client services program but please…. don’t be mean and wake up to the fact that poor behavior is counterproductive. In fact, love begets love. We were  “full-service” but not an S&M agency.

So, I addressed my perspective by writing the white paper, “I Heart My Agency” and sent it to all of my clients.

I was nice, not ranting. I think its a good blueprint for developing a more fruitful, symbiotic agency and client relationship. A win-win.

Here it is:

i_heart_my_agency

 

 

SEO, Me and Advertising New Business (Or How To beat Out Goodby)

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advertising agency new business Google SearchYes, I am going to pat myself on the back. Why, because in less than a month my website is now on the first page of a search on Google for “advertising agency new business.” Why is this cool? Other than the fact that this is good for my business, allow me repeat myself… “in less than a month my website is now on the first page of a search”… OK. I’ll stop that. Also, why only two listings with a picture? Pictures drive higher click-throughs.

But, here is the main point. I am blown away at how poorly many advertising agencies manage their website SEO. The ones that do are obvious because when you search on related terms, terms that could actually lead to new business, they show up. How is it possible that advertising agencies, even digital agencies, can’t get SEO right? Or, is it that they don’t care? Possibly, if you are not a local agency or specialized (as in a mobile or healthcare expert) you asume that your new business will come from search consultants or awareness from an AdWeek article on your latest Facebook campaign. I guess if you are Ogilvy, search isn’t that important. But, having worked across the Saatchi network, I can say that the smaller offices needed a high SERP.

For me, the bottom line is that many agencies seem to design their sites for the creative directors at other agencies and not prospective clients. In these cases, SEO isn’t a critical objective.

Want more (I bet not, but, I can’t control myself…) Below is a screenshot of a search on “San Francisco Advertising Agency.” Note the Pinterest advertising agency directory. That’s mine. Also about one month in existence.  But, I am especially hyped because I am listed ahead of Goodby, Silverstein & Partners and they were founded in 1983.

san francisco advertising agency Google Search

Advertising Agency “Coming Soon” Website: Really?

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Hey, what can I say? Like all advertising folks, and even regular types, I’d often wanted to make some immediate changes to my website (an especially grating proposition pre-CMS tools.) But… even with a new site in the works, I would never consider having a “Coming Soon” home page for an existing agency (or any company for that matter.)

We should all be able to live with what we have for awhile (patience) or, if you really think that  your website is underperforming to the degree that it might be pushing new clients away (and some agency sites I’ve seen do this) be innovative and come up with a simple creative solution that still assists agency branding. But, please, don’t run “Be Back Soon” as your lead message. There are lots of other agencies down the street that look very open for business.

Baron & Company

 

 

 

 

 

 

 

Advertising Agency New Business: Follow The Gartner Money

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This is like beating a dead horse. The ad budget money is going digital.

Gartner’s Digital Marketing Spend Report reports that:

Finding No. 1: 10.4% of 2012 Revenue Was Spent on Marketing, and Budgets Will Increase 6% in 2013

Finding No. 2: Digital Marketing Spending Averages 2.5% of Company Revenue

Finding No. 3: Digital Advertising Accounts for 12.5% of Digital Marketing Budgets

Finding No. 4: 41% of Marketers Say That Savings From Digital Marketing Are Reinvested

-> Finding No. 5: Up to 50% of Digital Marketing Activities Are Outsourced

Finding No. 6: 70% of Companies Surveyed Have a Chief Marketing Technologist — 80% of Them Report to Marketing

Finding No. 7: The Top 3 Digital Marketing Activities Key to Marketing’s Success — Corporate Website, Social Marketing and Digital Advertising

My favorite chart and what should be the guide for agencies (really not a big surprise but nice to see confirmation):

Key Findings From U.S. Digital Marketing Spending Survey 2013