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13 Steps To Building A Well-Read Ad Agency Blog

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What Is The Purpose Of My Ad Agency Blog?

If you run an ad agency blog – or any other word-centric social media platform – you will often ask yourself the difficult question, “What should I write about today? What pearls of wisdom will get us more attention?” Despite blogging for 15 years, I ask this all the time. It is like having an editorial meeting in my head.

The blog you are currently reading has, with this, 651 individual posts. The vast majority are spot on dedicated to one primary subject… ad agency business development. This dedication has yielded me page one positions for my keywords on Google. Good news, Google is the main driver of my consultancy’s awareness and business.

What To Write About? Where To Start?

The first success-oriented objective of a blog is getting traffic. To get there, business blogs need to be focused. With a billion blogs and opinions out in the world, being a generalist will not cut it. This is especially true in the advertising space where agencies often regurgitate the same, as in, similar, subject matter.

To really kick it, you need a solid plan. I suggest using the same type of creative or media brief you use for your clients. Clarify and agree on the following:

  1. Nail your blog’s objectives. Is it general awareness (if so, you better act-up a bit more like Gary Vaynerchuck)? Do you want to own a category i.e. pet products? A technology like mobile advertising? Your city?
  2. Nail your target market. Is it current or future clients? Your staff? Future employees?
  3. Have systems for finding new subjects. I read the trade press. I read my competition. I get off topic sometimes. But, I always have my eyes and ears open to even accidentally hear about a smart blog subject. A smart, traffic-generating, subject like this: What Should I Write About On My Ad Agency Blog?
  4. Have a point of view. Have some attitude. Please. That means having some personality. A voice. People tell me that I write the way I talk. It works for me. I write good stuff but I do not sound too serious.
  5. If you have multiple authors, agree on some parameters.
  6. Create a scheduled content plan. Schedule out three or so months of subject matter on your content calendar. However, pay attention to today’s hot topics. Example, Facebook and privacy is really heating up as I write. L2’s Scott Galloway has a strong opinion… do you?
  7. Understand your frequency. When I started blogging a few years ago, I wrote two or more times a week. Today, once a week sustains Google’s attention and gooses its algorithm.
  8. Vary your content. You will need to must have a bunch of 1,000-word posts (to look like an authority) as well and shorter punchier posts. Add photographs and videos.
  9. Do expert interviews. A 15-minute interview recorded and then transcribed by companies like Rev.com yields the fastest easiest way to build content. The interviews from my book on pitching are also up on this blog.
  10. Repurpose your content as in amplifying it. Why just have your thoughts on the blog – re-post it as a long white paper (and vice versa). Take a blog post and turn it into a LinkedIn article. Amplify! Have this in your plan.
  11. Promote what you write. The idea that, “If I build it, they will come” is a recipe for disaster. Promote the blog on your website 9make it easy to find), in your emails, on your social sites, etc.
  12. Marketing 101! Make the blog a sales tool. This is a key reason you have it, right? Make an offer to your readers can’t resist that will get them to subscribe.
  13. Be very patient. Let’s face it, the world is not looking for another ad agency blog. However, the world is looking for relevant information that will make them smarter via insights and answers to their marketing questions — and even resolves their insecurities.

The blogger’s bottom line(s)… Nobody automatically loves you can and you can count the ones that do

Just realize that the world is not waking up every morning to read your blog. Give the people something they want to read. Serve it up in ways they will find it. A great ad agency blog will attract website views, will help sell you POV and will act as a powerful marketing tool.

One more bottom line… pay close attention to your blog’s analytics. I use both Google Analytics and my WordPress stats. Not surprising, my very targeted ad agency blog post, Cures For Poor Advertising Agency Profits is a hot seller this month.

 

 

What Ad Agency Clients Want

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The Client Need-Scape = What Ad Agency Clients Want

There is no single type of client. But, most clients want a similar array of attributes and deliverables from their ad agency. From an agency business development perspective, clearly enunciating that you understand the client need-scape, the what ad agency clients want from you, is critical in the early stages of your marketing.

So, What Do Ad Agency Clients Want?

I believe that although clients range from “I want to be cool and plugged into the culture” to “I need measurable incremental eCommerce sales”, they all have at least these three core needs. These are the needs that you must address in your outbound and inbound ad agency business development program.

Here’s my list. Your mileage may vary. But, I bet that you have to hit all or some of these points sooner or later.

The Need For Results – Think ROI

Many ad agencies lead with the ‘we are creative’ story. As an ex-agency owner and client, I fully understand this lead point. This is, without question, a key requirement for virtually any client that is trying to get there marketing noticed and break out of their competitive pack.

However, just saying that your ad agency is creative is simply not going to cut it. After all, being creative is a highly subjective point (like, how do you prove this to a wide range of clients – yes, awards do help) and even worse, being perceived as creative can be fleeting. Yesterday’s creative agency is quickly replaced by today’s. This happens every year. Remember when Crispin Porter + Bogusky was the hot shop?

Having a results-oriented – think ROI – positioning or just a serious and clear agency brand statement about meeting this need is a must have in 2018. Marketing is a tough game.

CMO’s come and go based on their sales success.

Procurement departments want measurable returns for less.

CEO’s want increased shareholder value and to make their performance bonus.

Owners want more cash in their pocket.

Therefore, address these results-oriented needs and pain points. At issue, is understanding your target market’s or brand’s definition of positive results in your marketing will be a bit tricky. Tricky? Yes, because the definition of results will vary by client type.

Some clients just need more qualified leads. Think B2B.

Some need measurable sales. Think eCommerce.

Some just need more targeted digital traffic. Think the travel category.

Some want engagement. Think fashion brands.

Some want to improve their image. Nike anyone?

Regardless of the type of results – clients want to hear you talk about how you know that they know that you will deliver a high return on investment. Need an example of a digital agency that gets it? Visit HawkSEM and see how they immediately message ROI. Of course, they are a type of agency that can put ROI right in your face. But, you get the idea.

Last point. Ad agency leaders worry about inroads by marketing consultancies. They should. Why? Well, one point. These guys fully understand what the ad agency client’s want…  Here is a direct quote from McKinsey’s About Us page.

We help our clients make significant and lasting improvements to their performance and realize their most important goals. With nearly a century of experience, we’ve built a firm uniquely equipped to this task.

You Have To Understand The Client’s Business And Industry

Prospective clients want to know that you understand their market, consumers and competitive landscape. They do not have much time for your education. [Read more…] about What Ad Agency Clients Want

Does Your Advertising Agency Do Content Marketing Right?

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Is Your Advertising Agency A Savvy Content Marketer?

I’ve read acres of advertising agency content (blogs, white papers, videos, on LinkedIn, etc.). Some rock and some suck. Many agencies, once they have stellar content, do not put in the effort to spread the wealth. As in, they do not amplify their brilliant thinking across a range of social media and traditional marketing platforms. This is a missed efficiency driver. Here’s a how to maximize your hard content building work.

To be clear, ‘content’ means the stuff that agency’s use to deliver their insightful thought leadership programs which are designed to sell the agency’s brains, expertise and to drive inbound visits and interest. Just for the hell of it, here is the definition of content from Google…

A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Here is another well-crafted definition from the Content Marketing Institute…

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Great Content: Part One

One of the best content marketing companies I’ve visited/read is TrinityP3 an Australian-based global marketing management consultancy with offices on four continents. TrinityP3 is a primary thought leader in the advertising client and agency space.

Darren Woolley, founder and Global CEO, along with Mike Morgan, are the driving force behind TrinityP3. To date, they have hundreds of blog posts covering a wide range of subjects including agency management, agency search, compensation, media buying, procurement, and scope of work and, even infographics. I’m talking lots of content.  [Read more…] about Does Your Advertising Agency Do Content Marketing Right?

3D Ad Agency New Business Marketing

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Ad Agency Marketing Is Holistic, Interconnected and 3D.

Brilliant ad agency marketing leads to searches that lead to your agency.  Today these searches are much more 3D and, often,  chaotic than you think.

Let’s imagine that you are the Marketing Director of Estee Lauder and you’ve just decided you need an ad agency to revitalize your women’s magazine program. Yes, magazines like Vogue still live. Before you go out and find an agency search consultant, you pull out your laptop and do a bit of research. You will use one or more of a combination of search tactics like getting referrals from like-minded marketing experts, you’ll review agencies that are current award winners, you’ll read ADWEEK and AdAge lists and on. You might even Google, “best women’s advertising agencies.” Believe me, having once been the CEO of two ad agency client companies, finding the right marketing partner isn’t easy.

Whatever the Marketing Director has done to get to a short list, her next stop is the agency’s website. I’ve written lots about how to build sales-oriented agency websites. However, I want to get a step beyond the website. It is a step I use whenever an ad agency client prospect contacts me. I take a look at their “about” / people page and then go to LinkedIn to get a bit more up close and personal about the agency’s key players. If I am interested, I’ll also check out the leader or employee’s Facebook page and Twitter feed. Here’s a duh… personal branding is critical these days. And, since an ad agency is made of its moving parts, in this case, its people, why wouldn’t Ms. Lauder check out the people’s brands and stories too. By the way, people chemistry is a key element in agency selection.

Best Practices:  LinkedIn, Facebook, Twitter, and Personal Brands.

I often see a total lack of consistency between the way an ad agency projects its image and the images that its people project.

Look, I get it. We are all individuals. But, there is a team benefit to being consistent – in key areas.

I think that agencies should have a set of best practices and agency-related branding guidelines for their key player’s personal branding with respect to their company’s branding. While we have all read about how to set up a killer social media profile, for example, chances are very good that some key players have simply not optimized their profile. This means, they simply do not look good to the outside world, including you, hopefully, next new client.

While an employee owns their own brand (and, of course, might actually be using their LinkedIn page to find their next job), each employee should at least sound and look like they work at your agency. Here are some examples of what I mean.

  • All related LinkedIn, etc. sites should have the latest agency branding (graphics and other branding devices.)
  • There needs to be some consistency in how the employee describes the agency.
  • It would be nice if the employee had one or more client Recommendations.
  • The profiles should be complete. I am not going to get into the art of personal branding. But, someone at the agency needs to do a review of the key people.
  • Last point, no you should not be the personal branding police. But, you do need to control your agency brand. Review your group’s personal brands and make sure that each person is aware of how you want your company represented.

Holistic Marketing.

In today’s marketing world, everything matters. Everything you do brands the agency. How you answer your phone, your agency email signatures, your position on Google, your relationship with the search community, your blog posts, all of your magnet sites including The Creative Ham. You know what I’m talkin about.

And…. how you look in your employee’s world. It all adds up.

If you want, give me a shout and I’ll use our Corleone moment to help you do a quick review.

How Do Clients Find Your Advertising Agency?

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How Do Clients Find Your Advertising Agency?

Let’s start with some defining and extremely important questions that you should be asking at least twice a year. OK, every month. In this case, I am aiming these questions at your advertising agency website.

  • How do potential clients find you? What was the path?
  • When they found your website, what did they look at?
  • What percentage of your visitors contacted you?
  • What percentage made some other actions like signing up for a newsletter or downloading a white paper?
  • Are you happy? Are the right clients making contact? Need to make adjustments? What’s your success metric?

Let’s break these down a bit.

How do potential clients find you?

First, let’s get referrals out of the way. Advertising agency business development research has indicated that referrals can account for over 80% of agency new client inquiries. While I love referrals and have written about the importance of having a documented active referral strategy, there is no question that referrals have become the default new business attractor because most agencies are not doing a stellar in or outbound sales job. Referrals then must drive the majority of leads. Not that there is anything wrong with referrals. They work. But, they can be a bit random.

The easiest way to determine how prospects found you is to ask them. Of course, many people will have forgotten their first intro to your world. They simply forgot or they used multiple ways in including a search, your LinkedIn page, that conference you spoke at, your tennis buddy, etc. But always ask this question – quickly before you get lost in sales speak.

Second, in respect to your website, use your Google or WordPress analytics to see where they came from. On Wednesday, 30 April, my individual visitors came to me via Google 116; direct 47 (where a user probably entered the URL); LinkedIn 5 and Bing 1 and other 9.

These numbers suggest that my content-oriented inbound sales strategy is working. Most people find me on Google because I have dedicated the past five years to writing over six hundred blog posts on the specific subject of advertising agency new business.

What did they look at? Did you help them get to the good stuff? Do you have a funneling plan?

Using Google and WordPress analytics, I know exactly what people are looking at on this website. Obviously, since my blog is so focused on one subject, my visitors are looking at my posts about ad agency business development. I mix this up occasionally by promoting edgier posts, like Gary Vaynerchuck Is Full Of Shit. But, the bottom line is that I am slavish to one subject. Frankly, most agencies have some trouble with being this focused and keyword conscious. It would also help if they had a focused positioning. Here are some thoughts on that rather important goal.

The typical advertising and communications agency website has a defining Home Page; an About page; Our Work; News or a Blog and a contact page. Is there a flow you want the visitor to take? A place you want them to end up? Are you funneling them towards an action? If they get lost or bail, are you tracking your exit pages?

If you are a B2B marketer, and that folks, is what an ad agency business development program is, you need to funnel the visitor to your contact page. Or, at least, have them ask for something like that brilliant white paper on a subject that supports your agency positioning and sales proposition. I build my mailing list via an offer of this paper: “22 Ways To Run A Highly Profitable Agency”. I admit that it comes to you via an ugly home page pop up. But, again, hey, it works.

What percentage contacted you and what’s your success metric?

Do the basic math. How well do you convert your visitors into sales prospects? Frankly, when I look at the number of visitors I get every day, I could get worried that I am not converting as many as I should. However, here is what I know:

First, I give a lot of information and insights away for free. Many agencies tell me that they often get all they can eat just by reading my stuff. This drives good vibes.

Second, I know that my sales cycle takes a long time. Many of my clients tell me that they have been reading my stuff for over a year. It takes most advertising agencies a long time to admit that they need business development advice.

Third, I am meeting my personal sales goals. Sure, I could dial up my website. But, it works. I am a lone ranger consultant. Given your agency’s overhead, you should be way focused on delivering a website experience that drives a high volume of the right leads.

What is your success metric? Without a metric, you will never know that your website is working.

So, give me a shout. Maybe its time for you to get some outside expert advice.