1. Learn to Use Social Media
Eric Kintz, a Hewlett-Packard marketing exec and blogger said: “I think they [agencies] are somewhat helping. But they need to show how social media has helped them further their own agenda. So if an ad agency comes to me, I’d ask if they have their own page on a social network site? Are they posting videos on YouTube? Do they have their own blog? And how has it helped them in their own business?”
Ad agencies have alot of non-traditional marketing tools now available to promote their agency. It is important that they understand how to use these tools because today’s clients are more resistive to traditional marketing practices.
- Don’t want to be interrupted
- Have found ways to screen out, throw out and tune out unwanted marketing messages
- Use online tools and techniques to seize control of their agency selection process
- Seek out the information they want when they want it
- Are finding their agency, rather than the agency finding them.
First and foremost, it is critical that you and your staff understand and participate in social media by learning about it firsthand. One of the best ways you can learn is to develop a blog site for your agency. Just remember that motive matters. It is not about your agency, it is about benefiting your audience. If done correctly, you will be amazed at the response.
Holland + Holland Advertising, a small ad agency in Birmingham, AL recently started a blog, She-conomy. The president and creative director, Stephanie Holland, is one of the few female creative directors in the country. Only 3% of creative directors are women but 85% of brand purchases are made by women. The agency’s blog site provides a clear point of differentiation from its competitors and a great opportunity to build a prospective client audience targeting men advertisers by helping them learn how to market to women.
Having your agency’s own agency blog will also help by:
- Defining your target audience
- Learning to write specifically to their needs
- Learning the basics of Search Engine Optimization so your target audience can easily find your agency
- Establishing a clear point of differentiation
- Testing your message
- Identifying the most important marketing challenges and obstacles your target audience is facing and providing solutions
You will also better understand YouTube, del.icio.us, Flickr, digg, MySpace, and Technorati.
Learn and use these great tools to reach your target audience. In turn, you will also understand how Social Media works and can better help your clients! A win-win.
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