Are Your New Business Programs Invisible?
How do your future clients find you… or not? Here are 28 rather basic questions you should be asking yourself — often: [Read more…] about Is Your Advertising Agency New Business Invisible?
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61 Best Social Media Tools From Buffer
I use Buffer to schedule and send out some of my Twitter, LinkedIn and Google+ thoughts and things like this very sweet list from Buffer.
Here is an example of Buzz Sumo, just one cool tool.
Here is a link to the full list.
These 61 should provide hours of fun. I am a tool freak and I am looking forward to using a few of them to help market this blog and get the word out on the new book.
Oh, and you Ms. Agency person… use these to dazzle your clients and new business prospects. There are lots of insights to be had here. Just look left to get started.
Inbound Content Marketing & Ad Agency New Business
Here is a sweet chart from a study on content marketing from Eloqua. The bottom line… create smart, targeted, strategic content (think blogs, white papers, SlideShare presentations, etc.) that will work as inbound marketing tools and client magnets. Content marketing works for me. That’s how I get my qualified leads. Here is the chart.
Easy Plan
Here is a fast micro plan for how to do it. Of course, the devil is in the details.
- Go get a blank media / creative brief and write it like you would do for a new client program:
- Determine who your target audience is. Is it any client with over $1,000,000 to spend? The dentist down the street? The entire automative category?It probably isn’t the art director at the competitive agency so stop writing the 7,000th blog post on responsive design with keywords only a web developer will be interested in.
- Determine what you want your target audience to do. Like, call you up. Or, join your mailing list.
- Create a two – three month content plan. Think like an editor. What will the subjects be that will be of interest to your audience? What are the keywords they use to search for information?
- Assign someone to mange and at least a couple of people to write the blog.
- Start with at least 15 blog posts of from 500 to 1,000 words.
- Keep at it. As the chart shows, it takes a loooong time to get up to speed.
- Tie the blog automatically to Twitter, LinkedIn and Google+.
Then…kiss your new clients.
How Advertising Agencies Should Find Clients
The RSW/AgencySearch New Year Outlook Survey is out. It was completed by 150 senior level marketers in December 2013. I haven’t had a chance to review it in detail but I found the section on how clients find agencies (or conversely, how advertising agencies should find clients) particularly relevant to my current agency new business clients.
I had two meetings yesterday where we discussed the balance between inbound and outbound marketing. I can’t see an agency only doing inbound marketing (social media, etc.) as suggested by some of my agency new business colleagues. Is is simply too passive and the great majority of agencies are not so specialized or well-positioned that they get a high level of incoming leads. I believe that its a mistake to put all of an agency’s chips on blogs, Twitter, LinkedIn, YouTube and Facebook. I stress “all.”
The research shows that agencies need to directly target clients and make the “call” — a warm call. Agencies also need to have a referral strategy to stimulate referrals from current and past clients, friends and family. Yes, even cousin George.
I have written about “warm calling” and how to grow referrals.
Back to the study. As you can see, 32% of marketers find out about agencies from direct contact and 48% use referrals. To not go directly to clients with the right message and not stimulate your referral base would be a huge mistake. You need sound strategies for both.
Why SlideShare Is A Smart New Business Tool
According to SlideShare’s 2013 recap, my presentations and white papers were viewed 3,012 times and I uploaded 15 “SlideShares.”
Beyond these general stats, I can’t make a direct correlation between SlideShare and my new business leads. But, I’ll gladly take 3,012 views since I can’t imagine that my advertising industry targeted documents are being viewed casually. I’ll take the inherent branding as a positive.
Given SlideShare’s ease of use and LinkedIn relationship, why wouldn’t you want to add SlideShare to your personal or advertising agency content-based business development program? SlideShare obviously drives message reach. Here is a portion of my personal SlideShare report. You will see an uptick in October. I tested what would happen if I did a bit of promotion on my blog and Twitter feed. It worked. I love the smell of social media synergy in the morning.
Need More Reasons To Use SlideShare For Advertising Agency New Business
Slideshare is the world’s largest content-sharing community for professionals. Here is how SlideShare puts it on their SlideShare 101 page.
With 60 million monthly visitors and 130 million page views, it is amongst the most visited 200 websites in the world. Besides presentations, SlideShare also supports documents, PDFs, videos and webinars.
Here is another fact. I put up my presentation “24 Advertising Agency Positions For New Business Development” about 3 months ago and it has been viewed by over 900 people. Not too shabby for an easy upload and distribution of an existing presentation. The presentation is a repurposed use of Part III of my series on how to position advertising agencies. Here are other reasons why I use (and love) SlideShare…
- It’s content marketing, baby.
- It has that huge audience. According to comScore, SlideShare has 5 times more traffic from business owners than Facebook, Twitter, YouTube and LinkedIn (which now owns SlideShare).
- SlideShare is primarily a business tool and has deep reach into my advertising industry target market.
- Google loves SlideShare and SlideShare presentations and PDF’s get indexed immediately.
- My SlideShare presentations and documents are automatically shared across LinkedIn.
So, without further ado, my “best selling” 2013 SlideShare presentation…
Need some more facts? Here’s an infographic on SlideShare from Column Five Media.
