There is more than one way to tackle the critical issue of new business planning. Here are some thought starters. My goal is to keep the process to a minimum and zero in on intelligent, long-term solutions.
1. New Business Assessment: I will work with you to examine your positioning, target list (from realistic/easy to unrealistic/difficult), differentiation (or not), agency sales proposition, in and outbound techniques and hit rate assessment.
2. Positioning: A more detailed assessment of the agency’s sales proposition including market GAP analysis and positioning review i.e. how to stand out or reinvent the agency for growth. Savvy positioning means more than figuring out a new way to say “full-service” or “interactive.”
3. Agency website and digital marketing review. The me-too nature of industry marketing is mind-blowing and an opportunity for you to break out. Take a look at my Pinterest agency website directory to see the sea of sameness that future clients see.
4. Inbound marketing review of your content and social media marketing: its not the Holy Grail (not in a world where 30+% of agency websites have Twitter feels on their home page) but it works if done right. This includes a thought-leadership review, opportunity assessment (based on your target new business list and specialization) and how to build a sustainable content marketing plan. Easier said than done for most agencies.
5. The Business Development Director: How to hire, compensate and manage this critical agency position. I’ve been one and hired a few. I understand the position and motivations.
For a detailed look at my views on how to run agency new business head over here for one of my new business Insights.
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