Gary Vaynerchuk Is Full Of Shit. Too Harsh?
Before I get to the meat, as in the why of the “Gary Vaynerchuk Is Full Of Shit” blog post (the original, below) I want to point out that this post has received 6,369 views as of today. Clearly, the keyword Gary Vaynerchuk travels. Understatement. Saying ‘shit’ probably does not hurt either.
Plus, for all of you SEO geeks, Animalz told me to update this post.
Let me start with the word ‘shit’.
Here’s a story from my first days in Oregon after I purchased Citrus, my advertising agency. I am a born and bred New Yorker. “Fuck” is in our daily vocabulary. As someone who has lived around the world, I’ve modified the use of ‘fuck’ because some cultures are not as upfront as us. After I moved to Portland I found myself in an early AM meeting and I hear myself saying ‘fuck’. Being a highly sensitive type, I turn to the woman next to me and ask, “Oh, sorry, is it OK to say Fuck in a Portland meeting?” She says, “It’s OK to say it – but only twice.” I love Portland! That was one of my intros to the culture of Oregon.
OK back to Gary Vaynerchuk is full of shit.
Am I being too harsh? No. A while back I wrote on Linkedin about Gary’s take on traditional advertising. He did two minutes of dumping on the world of advertising which ran on an Ad Age Digital Crash Course segment. To maybe to make it easier for you, here’s the copy from the post from Linkedin…
I just watched the Gary Vaynerchuk episode of the Ad Age Digital Crash Course.
My take: Gary is full of shit. (OK, mostly).
First a moment of background. When I lived in New Jersey I was a happy customer of his huge wine shop and as an early digital media adopter, I was well aware of his significant social media foresight and skills. Gary was early and right. And, in a world of ad agency growth issues, he has managed to build a 500 person agency. Bravo.
Here’s the ‘shit’ part. In the video, Gary pontificates in ‘Gary Speak’ about how sales and marketing are not aligned i.e. agencies don’t care about selling products (only about winning awards); that emotion does not sell (tell that to “Think Different”); that ‘traditional’ advertising is inefficient (like much of digital isn’t); that creatives might want to consider shooting 10 spots for $300K each vs. one for $3 million (what world is he living in?) and that maybe we should think about testing advertising before we run it (hmm… that’s a new one).
I love self-promotion. And I get railing at the old ways of doing business to further one’s cause. But, please, cut the way too obvious crap and don’t be insulting.
Look, I get self-promotion. But, please, do not be so insulting (even if you are a little bit right.)
I actually like Gary and his Garyvee persona. I have super respect for his personal branding and VERY high energy. And, I dig that he has been well ahead of the curve re new technologies and marketing platforms like Instagram and now TikTok. Frankly, way too ahead of many advertising agencies.
Side note: Gary will also star in one of my new videos.
Now This: My 2020 Advertising Agency Survival Guide
Here is another well-viewed post… The Advertising Agency Survival Guide
Why Is Miller Ad Agency On Top At Google? Why The Answer Is Important For All Advertising Agencies No Matter Where Your Agency Is.
I’ve been doing some work for my advertising agency clients about how they get found by their future marketing clients. To narrow the process, I took a look at how Dallas advertising agencies are listed on Goole’s SERP home page.
It isn’t pretty.
Today is a rather important time to check every “how clients find your agency” box given the current state of the COVID-19 craziness and inevitable client spending pullback. If you were not around during the 2007 recession… ask someone who was. The agencies that fell asleep — fell off the map. I owned an agency at the time and got aggressive – we prospered.
Dallas Advertising Agencies And Google
As part of my research, I did a quick search on Google, via a Chrome incognito browser, to see what Austin, Houston and Dallas advertising agencies are listed first on Google (of course YMMV, depending on your browser and history). I did a fast search as if I was a prospective client searching for a new agency. My search term was simple… “Dallas advertising agencies.”
Here is a screenshot of the results. Kinda critical results for future clients as Google only provides a very limited list on page one.
- WALO Creative comes up first. They are smart to buy the ad to get out ahead given that Clutch says that there are over 500 Dallas advertising agencies.
- Miller Ad Agency is second. They have 75 reviews, so I assume that that helps Google make a decision. However, Slingshot with five reviews is listed as four. So, maybe the number of reviews isn’t the secret.
- Finally, I am going like, where is Dallas’ leading Richards Group? They are not on page one. Huh, given their size and history. This time I searched via Google map and Richards shows up as number 4. This makes sense, right? But, again, I am a bit perplexed since smaller Miller is number one.
- A “conclusion”. Miller has all five-star reviews as is listed at 5.0. Richards has lots of reviews but because it has a couple of lower review numbers has a 4.5 rank. But wait, Slingshot which is listed as number two only has a 3.4 review rank. Yikes.
My Conclusion… Find a seriously smart, expert SEM / SEO expert and drill down if you want to be listed high on Google’s results for Dallas Advertising Agencies. Maybe start at Google’s Improve Your Local Ranking On Google page. Keep reading – Google’s algorithms are fluid.
One more… make knowing where a prospective client will look for your agency and make sure you are there. If it means that you might have to buy an ad or a listing, do it. The way to get here is to put on a client hat and understand their buyer persona and act like them. Or, have your mom do the search.
Also, check out my article about there being too many advertising agencies. I also have a list of everywhere you want to be.
Note: If your superior expertise can help ME figure this specific Google ranking stuff out…. make contact. Thanks.
How Do Clients Find Their Next Advertising Agency?
In most cases, the number one answer is referrals or WOM. Of course, of course, this is a wonderful way to gain future client interest. However, the referral route is rather passive unless an agency has a highly active referral program. Even with a proactive in-house referral program, counting on referrals is not a high numbers game and is a bit too passive.
I am not a fan of passivity and think that an advertising agency needs to be everywhere a prospective client might look for them.
In the old days, that even included having a Yellow Pages ad. Call me if you do not know what the Yellow Pages were.
Back to the question… “How do your prospective advertising, design, digital or PR clients find your advertising agency?”
The general list of responses goes like this. I’ve included links to some previous thoughts on some of these front doors:
- Through direct referrals from clients, friends, and family. General word of mouth. Read: Six Business Development Referral Strategies.
- Clients find us using a Google search. Read: Google Will Screw Your Ad Agency.
- We run ads on Google.
- We are on third-party advertising agency lists. Read: The Ultimate Advertising Agency List
- We have won creative and marketing awards that increase our brand awareness. Clios help.
- We get press from advertising industry publications.
- We get press from client category/industry publications.
- A future client saw one of our ‘great’ existing client ads or programs and contacted us.
- Our social media programs attract new client interest. Read: Does B2B Social Media Still Work?
- Our account-based marketing sales program directly targets the clients we want.
- We get RFI and RFP requests advertising agency consultants. Read: 34 Advertising Agency Search Consultants.
- We are listed on the local advertising club website.
So, How Do Clients Find Their Next Advertising Agency? As in, like yours?
First, let’s agree that you want to be found (maybe not by every potential client. But, you still want to out there.)
The only way to do that is to be everywhere a potential client will look for you. If this sounds simple and you are already doing this, Great. If not and you need an actionable strategy and tactics to solve this formable problem/opportunity…