Social Media

Three Must Have Social Media Content Strategies

Peter · March 8, 2020 · Leave a Comment

Repeated For Effect: Here are three important social media content terms and strategies to add to your advertising agency’s 2020 marketing plan.

The world of social media “content” (what a strange, and a bit anti-descriptive, term) is going through major changes and increasing challenges. Getting seen is muy difficult. Example: there are now over 500 million blogs. There were 150 million in 2010. Instagram addicts upload over 95 million posts and 400 million stories every day. Given this content and brand attention-seeking barrage… How does one stand out in an overrun world of social media content?

I could give you more stats that show how difficult it is to break out from the clutter. I won’t here. All you have to do is a quick search to see lots of websites that list stats for every corner of the social media landscape.

So, back to the question… “how do you stand out?”

Three Social Media Content Terms and Strategies You Should Be Thinking About Using.

1. Omnichannel.

Today one has to think through getting past a one or even two-channel strategy. Too often I see advertising agencies concentrate on one channel. Examples… blogs or LinkedIn or Facebook or Twitter – or you name it. Simply put, in a world of serious customer ADHD, you and your sales prospects will use Youtube, Netflix, multiple phone apps, maybe a blog, and on — today. The way to get out in front of this craziness is to go Omnichannel. Just do it, use more than one channel in your marketing. Here is a Wikipedia definition.

Omnichannel is a cross-channel content strategy that organizations use to improve their user experience and drive better relationships with their audience across points of contact. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate.

2. Content Sprouting.

For years I have been advocating what I have called content amplification. [Read more…] about Three Must Have Social Media Content Strategies

Time To Kill Your Advertising Agency Blog?

Peter · August 13, 2019 · 8 Comments

Is It Time To Kill Your Advertising Agency Blog?

I’ve updated my 2017 blog post about the power of the advertising agency blog and the question of should y’all continue to go for it or kill it. To blog or not?

I think that this is a big question that should be reviewed every year. Another question. Would anyone miss your blog?

To help answer these, I am going to discuss the pros and cons of advertising agency blogging. The kind of content creation that has been considered an integral element in an agency’s business development program. Blogging has been a key element of an agency’s Attraction Strategy.

Me

I have been consistently blogging since the early 2000’s. I started blogging as the CEO of my Oregon agency Citrus (I covered both advertising issues and the late 2000 recession’s effect on marketing).

The advertising agency business development blog you are currently reading has over 650 blog posts and acts as the core of my inbound marketing program. Good news for me, it fills my new client pipeline. Blogging has been very good to me.

But, but… my opinion about blogging, well at least for low volume advertising agency blogs, is that they are losing their power to attract a targeted audience, as in client leads. I see a few reasons for this.

There are zillions of blogs and blog posts every day. There has been a dramatic increase in the last five years.
There are hundreds (thousands?) of advertising agency blog posts and insights posted every week.
Most agencies write about the same subjects over and over.
Many agencies do not use online SEO tools to determine what blog post subjects will attract the most readership. I great way to do this is to look at what works for your most successful competitors.
Most agency blogs are boring.
Many client prospects are moving to podcasts and videos for their marketing information.

OK, Back To You. Should You Maintain Your Advertising Agency Blog? Or, Get Real And Just Kill It.

I look at a lot of advertising agency websites and their blogs. Many of the blogs are informative and brand building. However, way too many are just me-too blogs that actually deliver very little benefit to the agency.

The benefits should, stress should include the generation of incoming new client interest, showing that the agency Thinks Different (in a world of thousands of agency and advertising services options), help sell the agency as being on top of the advertising market, reinforces current client perceptions, demonstrates that the agency get content marketing, and demonstrates some personality and chutzpah. I call the chutzpah part… being Unignorable.

Start Here: Some Huge Blog Stats

The world really does not need another blog. As Steven Pressfield says in the title of his must-read book: “Nobody Wants to Read Your Sh*t: Why That Is And What You Can Do About It”. [Read more…] about Time To Kill Your Advertising Agency Blog?

Does B2B Social Media Still Work?

Peter · June 11, 2019 · 2 Comments

Does B2B social media marketing still work for advertising agencies?

I’ll get to that answer in a minute.

Background: I have been thinking of writing a book on the why, how, when and when to move overseas. Thinking about this is a result of my being asked every week about the how and why I moved from Portland, OR to San Miguel de Allende, Mexico in 2016. My book would be crammed with facts by country, the personal side of living overseas (with many interviews with digital nomads and expats) and associated benfits and costs.

I mentioned this new idea to my wife and she asked me… why not a blog? It has an ongoing life and gets written in manageable chunks vs. a static book. Plus a blog can be monetized. Publishing books in 2019 is a pain in the ass – for both traditional publishers and self-published authors (I know, I’ve published four books).

Of course, like so many business endeavors, the rubber hits the road when one starts to figure out how to market the blog or book. That is how I got to starting to think about how to grow an audience.

Me

This blog has gotten between 75 and 60 thousand visitors a year. I’m happy – these are strong numbers for a focussed blog about advertising agency business development.

I know that growth has come from a small set of factors.

I started in 2012 when there were significantly fewer blogs in general and a smaller set of advertising agency consultants.
I have strong SEO skills that have helped me to live on page one for the right Google searches.
I did a lot of guest posting from 2014 to 2016. This got my name and URL out there.

However, like many of my marketing friends and agency clients, I am seeing a reduction in traffic. I believe that this is a result of market shifts:

Competition for B2B eyeballs is much stronger.
Organic reach is tanking. Google is less friendly (for many reasons).
Mobile viewership continues to grow (smaller screens do not help me get shares and convert – this might be an arguable point).

Spend Money

Many of the agencies that thought that all they had to do is to spend the time writing brilliant blogs posts to build audience are not getting the traction they had hoped for.

The solution… you must market your social media programs. Even $100 a month marketing budget can help your company’s social media program reach its prospects. Passive is way too passive in today’s competitive social universe.

But… writing blog posts and managing LinkedIn and Instagram and even more costs money and time itself.

My solution is at the bottom.

Daunting Social Media Facts

Here are some facts about social media platforms in 2019 that might cause a marketer to really think hard about the competition for eyeballs. Simply put, given the growth in all social media platforms, can your blog and other social media efforts ever deliver the audience you seek? I come to this question via both my personal journey and watching dozens of advertising agencies fail at driving interest via social media.

Blogs: There are over 500 million blogs. WordPress alone estimates that there are 60 million WordPress blogs.
LinkedIn’s monthly active user base is over 260 million (Apptopia).
Instagram: Instagram has over 1 billion monthly active users. More than 500 million use the platform every day (Statista).
Facebook: Over 2 billion active users (Statista).
YouTube: Total number of YouTube monthly viewers worldwide – 149 million (Statista).
Twitter: From the Washington Post – “Twitter claimed 321 million monthly users, down 9 million, or more than 2 percent from the same time last year.”

Repeated Point Coming

(!) The solution… you must market your social media programs. Even $100 a month marketing budget can help your company’s social media program reach its prospects. Passive is way too passive in today’s competitive universe.

(!) Something else to consider – really grow your account based marketing program. Go beyond social media marketing to doing more direct marketing to your list to make sure your sales message is delivered.

Oh, try this: Talk to me.

11 Must Have Ad Agency Business Development Tools

Peter · June 8, 2019 · 1 Comment

11 Must-Have Ad Agency Business Development Tools (Updated From 2014).

NOTE: I first wrote this 11 Must-Have Ad Agency Business Development Tools blog post at the very end of 2014 and a few minutes ago the website checker app Checkbot pointed out that this post has a couple of dead links. (4.5 years later and it is interesting to see what tools have survivied). So, I thought that I’d repost and make things work. I suspect a reason for the broken links is that some of these tools are history. Here is what I found.

Back to 2014 – it is still worth the read… Blog post Consistency, actually the lack of it, is one of the most pressing issues that reduces the effectiveness of most advertising agency new business programs. So… Here are some ad agency business development tools that I recommend to keep your agency’s new business and content development program on track. (Tweet this.)

These tools (and there is a big world of tools out there these days) will help your efficiency and, more importantly, make you look like a subject matter expert because you are on that ball. Even better, as you use these tools for your own business development efforts, you will be gaining social media expertise that will dazzle your client prospects.

Clients (the ones you do not have yet) need your help according to this research from Ascend2.

Almost half of the clients surveyed have significant social media obstacles to overcome. You can help them by helping yourself.

This list of 11 tools is my first set of recommended online social media management tools. There will be more coming. [Read more…] about 11 Must Have Ad Agency Business Development Tools