To answer this critical question, you have to think like a client. However, putting yourself in the shoes of a client looking for that new shiny advertising, digital, etc. agency is not easy. Some client prospects are sophisticated buyers, more are not. Some have selected agencies before. Most have not.
I’ve written at length about how prospective clients find advertising, digital and PR agencies. You can read a bit here… “Ten Ways To Advertise Your Advertising Agency”.
But let’s keep it simple. There are essentially two primary methods of being found that you can manage…
- You work to let prospective clients know that your agency exists (direct account-based marketing; advertising; press; awards shows, ah, yes, actively managing referrals, etc.)
- You are visible where and when the client is looking (Google position; inbound-directed content marketing; agency and agency key employee LinkedIn profiles; agency directories; ad club lists, etc..)
Sure, there is a bit of a Homer Simpson ‘doi’ factor here. But, believe me, many agencies do not take advantage of every awareness opportunity that avails. A side story. When I moved back from Saatchi London to run North American business development I asked a competitive NYC agency principle, his name was on the door, what worked. He said’ “I have no clue what is the most effective business development strategy, so we do everything.”
More history. Fifteen years ago, I found out that my Portland agency’s previous owner had placed ads for us in the Yellow Pages (!) by the agency getting a Yellow Pages driven-lead from the USA’s largest saltwater boat company – we won the account. Who could have predicted that the boat company’s CEO used the Yellow Pages to search for an agency? Learning = be everywhere that makes sense. OK, I’d pass on today’s Yellow Pages (I think).
The agency search website Agency Spotter is a very active agency awareness resource.
Agency Spotter was launched in 2013 to help marketers find the right marketing communications agency. Believe me, in my role as an ad agency client, 1995 to 2002, finding the right agency and making this critical engagement decision was not easy. I had run business development at the world’s largest agency but even with that personal experience, it was a tough process for me to find and select the right agency.
Here’s Agency Spotter’s mantra.
Agency Spotter is reinventing how brands find and work with creative agencies, design firms and marketing service providers.
For every business, finding marketing agencies takes significant time and is full of risk. Agency Spotter’s aim is to help change that. Our digital platform makes it much faster and free to find great agencies and design firms that fit the needs of brands and provides more information to help them make confident decisions.
Whether you are a subject matter expert looking for a small niche agency to inject some innovation in a specific area of your business or you’re a marketing leader searching for a digital agency of record, Agency Spotter makes it easy for agencies and brands to find one another and work smarter together.
I recently had the opportunity to interview Agency Spotter’s founder and leader Brian Regienczuk about the service and its 2019 Marketing Trends Report. A survey of marketers.
The 2019 Marketing Trends Report
You can download the 2019 Marketing Trends Report here. There is some very good news.
- 57% of CEO’s and 63% of CMO’s expect to increase their 2019 marketing budgets.
- Marketers still dig advertising. “Advertising” is Agency Spotter’s most searched service.
- Today’s pool of decision makers is much more diverse. I find it interesting that 42.2% are 25 to 34 in age. Clearly, a high concentration of digital natives.
- If you are a woman-owned agency, you are in good shape. There were 74% more searches for ‘woman-owned’ agencies year over year.
OK, got to go here. There is some bad news for your advertising, digital and PR agency on Agency Spotter. You are in a highly competitive environment.
A search of the agencies listed on Agency Spotter turned up 2,302 advertising; 660 PR; 1,124 digital strategy and 696 social media agencies. And, there are even more sub-categories. This is bad news if your agency is not listed (a basic listing is free). As you might expect, if you pay more and you get more awareness goodies. Read More