Ultimately, a blog can be your most highly effective, powerful and low-cost new business marketing tool.
I recently conducted a new business seminar for an ad agency. One of my recommendations was to use social media to help build new business opportunities for their agency with an agency blog as the platform. They’ve committed the next 90 days making this a priority.
Why would I recommend a blog as one of the most important tools for ad agency new business?
Having an agency blog is well worth the time and effort. It provides many great benefits. Below are some of the important lessons I’ve learned through blogging and the ten reasons why your agency should have a blog:
- Communication that Connects. The most important lesson I’ve learned, “you don’t know what you know until you write it down.” I’ve been associated with great writers and I know that I’m not one of them! Blogging has helped me to be a better communicator.
- New Business Paradigm Shift. New business for ad agencies is undergoing a paradigm shift; instead of hunting for clients, it’s now more important for your prospective clients to find your agency. Blogs make it easier for your prospective clients to find your agency. They’ll even initiate contact when they are ready to engage.
- True Expertise. Clients want leadership not partnership from their agency. In the early days of television, programs were produced by ad agencies, leading the way utilizing a new technology. Today, when ad agencies should be leading, they are woefully behind in Web 2.0 marketing expertise.
- Prominence of a Blog. At one time it was said, “every business needs a Web site.” Today it’s, “every business needs a blog.” A blog will become the gateway to your agency, make your agency easier to find and provide a reason to visit online often. Your agency’s Web site becomes more your agency’s online brochure. That’s good news for the majority of agencies that know how difficult it is to redesign and update their Web site!
- Learning is Doing. It is difficult to learn to use the Web 2.0 tools, such as blogging, through a conference or seminar. You must experience it and discover the potential benefits it has for your agency and your clients.
- If its Good Enough for Your Client, It Better Be Good Enough for You. Blogging is an excellent tool for new business. Demonstrate how these tools have helped your agency by practicing what you preach. It makes for a powerful demonstration when you’ve actually used the tools you recommend to your clients. Also be sure to point out, in your next prospective client meeting, that your competitors aren’t using it.
- Personal Enrichment Tool. Blogging will enrich your professional life, keep you up to date with the freshest thinking and help you too be aquainted with the newest and best new trends. That will also be good for your clients, and position you in their minds as a trusted expert.
- Positioning Tool. Most ad agencies struggle with narrowing their target audience and thus have great difficulty in positioning and differentiating themselves. Blogging is an excellent tool to help ad agencies discover their positioning. A good example is the She-conomy blog, positioning a small ad agency as an expert marketing to women, who by the way, make 85% of all brand purchases.
- Focus on Client Benefits. Blogging keeps your agency focused on what is important to your prospective clients. It forces you talk to their benefit instead of talking about your agency.
- A Passion to Assist. Blogging isn’t for every agency. If your agency doesn’t have a passion to help your audience succeed you wont succeed with blogging. As soon as you start to “sell” your agency or brag about your credentials and awards, you will lose your credibility and your audience. Instead, provide rich content that helps your prospects with their marketing challenges and build trust. Then new business will come.