I recommend using social media as a central component for your agency’s new business program. The primary reason is that it “teaches” small-to midsize agencies to do the things they should have been doing all along to acquire new business.
For social media to be effective you must:
- Identify your niche and your best target audience.
- Listen. Better understand your prospective clients marketing challenges, obstacles and frustrations.
- Be transparent. The success of your audience must be more important than your own. But it goes without saying if you can help your audience with their success you will be successful.
- Build relationships. People always want to work with people that they know, like and trust. Social media provides these opportunities. It is “networking on steroids.”
- Always lead with benefits rather than agency’s capabilities. It’s all about your audience. The moment you try to “sell” your agency’s services will be the moment you lose your audience.
- Become positioned as marketing leader rather than a marketing partner. Clients want leadership not partnership.
- Better communicate and articulate what you know. Agencies are often poor communicators. Don’t believe me? Ask any of them what they do. They can’t succinctly define what they do apart from a prolonged discussion.
These are the things agencies should be doing but most don’t.
Social media becomes the tool to put these things into practice. It helps agencies create a more clearly defined focus and differentiating business strategy that will give them a competitive advantage for new business, a higher-profile reputation, and an improved ability to attract and win the clients they really want.