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.
Prospective Clients:
- 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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Nice post! There’s no other way to understand this space other than use it , test it, experiment! Knowing about it isn’t enough. Credibility comes when you emerse your agency/ here I mean people.
Yes, it’s a risk but what are the consequences when you don’t anything? Too many to list.
Thanks for sharing your thoughts. You echo what we talk to communicators, agencies, marketers in New Zealand about.
Marie, thank you for taking the time to share your thoughts. I fully agree and glad to have affirmation from what is being communicated to agencies in New Zealand.
I agree, you can’t understand what social media is unless you use it. I talked to a number of AE’s last week and they didn’t really understand what social media was all about. They were relying on others to tell them. This is a gigantic disservice to their clients and to the agency. It’s to everyone’s benefit within the agency to understand all disciplines of what goes on inside an agency. I had no idea what twitter, Facebook, linkedin or Digg was until I just made the leap of faith and started doing it myself. While I am no pro by any means when it comes to social media, I can now talk about it with some intelligence.
I am still on the fence about using Social Media to promote the agency. I think if you are able to promote your clients brand via social media you are in fact promoting your agency.
Nc, thanks for taking the time to comment. In regards to promoting an ad agency or PR firm using social media, it must be used correctly. Social media must lead with genuine benefits to your audience. It isn’t a platform for boasting about the agency. You have to earn the respect of your audience. But when you do, they will not only do business with you, they will become your agency’s best evangelists.
Michael – thanks for this post. As a small virtual agency, you give me hope that shops my size still have a chance. I truly enjoy following you on Twitter.
Jim, Shops your size for sure will have great opportunities during this recessionary period that is coupled with a communications evolution.