Peter Levitan & Co.

The New Business of Advertising

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HubSpot, Inbound Marketing & Pinterest

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Only a small fraction of advertising agencies have taped into the power of Pinterest marketing to increase the reach of their business development efforts. More should. To help the advertising world (magnanimous, yes?) I’ve written about the power of Pinterest as an advertising agency business development tool in the past.

HubSpot & Inbound Marketing & Pinterest

HubSpot hubspot on PinterestI was on the HubSpot site today looking for a blog post (Three Ways Foundering Agencies Find Growth) from Agency Post’s Jami Oetting that quoted me – I’ve been getting traffic off the mention –  and I stumbled on HubSpot’s Pinterest site. Its a big deep one. The HubSpot folks, who are clearly dedicated to the power of inbound marketing, do an excellent job of using Pinterest for the distribution of information and as a branding device. I suggest that you take a look at how they are using the site to support their business development program.

The fast, easy to use, visual nature of the site really helps to search for and find some of the tons of social media content that the HubSpot team produces. I think that Pinterest makes it much easier to find what you are looking for and also helps to stumble on the unexpected. Here are some of my favorites:

WonderfulWebinars (especially those of Dan Zarrella and Rand Fishkin)

Marketing Data

Promotion for their INBOUND Conference (including a promotional video that includes Cyndi Lauper)

And…. a review of some smart marketing campaigns (some great charts that you could steal)

The use of Pinterest for business is booming. There are some good ideas here. If your at all flummoxed about Pinterest, give me a shout. Note: This is my Pinterest-based advertising agency directory — are you in it?

The 10 Most Important Ad Agency New Business Actions

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10Here are the 10 most important actions that an ad agency must do to build a killer new business program:

 

 

  1. Have a business development plan. The plan could be a one-pager but it must include objectives, target criteria for categories and individual clients, strategies and actions.
  2. Treat your agency’s new business program like a client job. Have timetables, crystal clear internal staff assignments and responsibilities. A business development calendar with deadlines will help with planning and implementation.
  3. Put a senior manager in charge. Give this person the time to do the job. Consider a way to get past the billable hours issue. This job is too important to the health of your P&L.
  4. Think really hard about how to use and manage the power of social media for inbound marketing. The key here is to have a sub-plan for your social media efforts. This is how I rank the value of social media on a need to have basis: search engine optimized blog posts (and agency website copy), then Twitter and LinkedIn (both tied to broadcast your blogs), YouTube, Pinterest, SlideShare and then Facebook.
  5. Build a client prospect database (Excel works. Salesforce works even better — if someone has been assigned to manage it) and, most importantly, track all in and outbound marketing activities. Data is good.
  6. Be consistant. Don’t wait until you lose business to ramp up your new business program. Here is a guarantee – you will eventually lose business so keep filling the pipeline.
  7. Hold periodic status meetings. But, not too many.
  8. Track all activities. Data and analytics are your best friend. Do what works over and over. Kill what dosen’t.
  9. Make sure your CEO is involved. Hungry CEO’s are a very good thing. In my experience, No CEO attention = No ACTIVE business development program.
  10. Stay hungry. Be audacious. Kick ass. This is your chance to look and sound different from the other 3,999 advertising agencies and to drive awareness of a unique door opening message. Need some idea stimulation? Take a look at how London’s Joint uses humor to drive home the idea that they have a few open client categories.

If you need some help  developing your program, building your lists or managing your process give me a call.

Ogilvy, Pinterest and Ad Agency New Business

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ogilvy on pinterestTake a look at how Ogilvy is using Pinterest as a new business tool and as a rich information resource for their global employees. They have over 110 boards, 1,000 pins and over 8,000 followers.

Sure, Ogilvy has cadres of workers to pin the globe but someone in management is clearly committed to this new (OK, relatively new) and massively growing social media platform. This site looks like it has more infographics than, well, who knows. It’s a great infographic resource and they add to it every week.

I use Pinterest as a business development tool as well – it delivers traffic to this very blog. To gain a footprint on Pinterest and to target folks like you, I built the Pinterest advertising agency directory.

Do you need some help in deciding if Pinterest is a good tool for your agency’s new business program? Here is my post:

10 Reasons To Use Pinterest For Advertising Agency New Business

A Critical Ad Agency New Business Mistake

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MistakenThrough my agency consultancy, I have been able to look under the hood of lots of advertising, digital and video agencies. One of the most apparent mistakes that some, not all, just some, are making is to not step back and take a hard look at their current assets.

Here’s one mistake.

Online and mobile video marketing is booming. By now we should all know the power of YouTube as a business development tool (well, maybe I should write about this more) and the astonishing growth of video marketing across all of our screens – especially on mobile devices. With all of this activity and daily press, I cannot understand why advertising agencies are not using video marketing in greater numbers as a business development tool. Agency clients are looking for video solutions but most agencies are not leading with their video skill set.

The mistake isn’t that the agencies aren’t using video. The BIG mistake is that they are perfectly positioned to produce quality video but don’t. Huh? Well, if you are a full-service agency then you know how to make videos because you have been producing commercials, and telling short-form stories, for eons. Yet, most of these TV savvy agencies haven’t used video to tell their agency stories on their websites, build compelling YouTube channels, emailed out videos or used new tools like Vine. This is a crazy and a serious missed opportunity.

Here is just one video factoid: Forrester Research reported…

85% of people choose to watch a video about a company online rather than read the rest of the website.

Here is a great example of how to promote your agency using video from London Advertising. Note that their video is up front and way center. It’s the first thing that London wants you to see. It is one of the agency’s primary new business tools.

There is more on online video and that some agencies get it right here.

Business Insider Already Attacking Tumblr Yahoo Deal

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The press is already attacking the Tumblr deal. The Internet press, as in Business Insider, needs something else to do.

This Survey Says Tumblr Is a Ghost Town For Brands (YHOO)…

The median number of engagements per brand is … just two.

One issue Yahoo will have now that it plans to build out Tumblr’s advertising offerings is persuading advertisers to actually show up on Tumblr.

Gee… maybe give Yahoo more than a couple of days to play their cards.

Read more from the source: businessinsider.com

(Oh, I’m on Tumblr with my Widelux.)