How to generate traffic to and new business leads from your ad agency’s blog

First: Ad Agencies Need to Answer One Question Before They Blog

Kleber Marketing

I believe ad agencies need an integrated social media strategy for ad agency new business. An agency blog is the central platform. The place you can drive targeted online traffic through SEO, Twitter, email newsletters, Facebook and LinkedIn. The blog becomes the “gateway” to your agency.

To create an agency blog that will be successful in generating traffic and a consistent flow of leads, you first will need to answer one simple question.

The very first question you must answer, before you create your agency’s blog is, “who is our best target audience?”

Without answering this question you will find it extremely difficult to generate traffic. If your blog has not traffic, no audience, no community … then you will have NO leads.

If you don’t know who your target audience is you will also find it difficult:

  • Deciding what to write about
  • Where to find resources
  • What search terms to use for SEO
  • Where to locate your online audience

It is a fruitless exercise without having a target audience identified. I can provide dozens, and dozens of examples of agency blogs that have not identified their target audience. They are like ships without rudders. Aimless. I would list some of these for your but I don’t want to embarrass anyone.

But I will provide some examples of agencies that have clearly identified their audience:

Blue Collar Branding (From boots, bowling balls to boats. Manufacturers who need to reach blue collar workers)

She-conomy (male advertisers who should be marketing to women)

Healthy Conversations (health and healthy lifestyle brands)

Marketing Home Products (home product manufacturers)

A Brighter Shade of Green Marketing (companies interested in having an environmental component to their advertising/marketing)

Tech Marketing Blog (high technology companies)

TV Is Not Dead (retailers who should be using TV as a major part of their marketing mix)

Tradesmen Insights (B to B companies who target professional tradesmen)

We Play in Traffic (retailers)

Why Moms Rule (companies who should be targeting moms)

Additional articles that may be of interest:


About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. I discovered Mike a couple weeks ago. I was updating my linked-in page and a client noticed and told me that he was about to go forward with a project that had been on hold for a year (whew!). He asked me to the Memphis AdFed luncheon at which Mr. Gass was speaking about social media. Not only did i get the irony, i ran into two more potential clients that i had been trying to connect with. i have decided to get busy! thanks, mike. it was a great talk.

  2. jimmywarren says:

    Glad to hear the good news Eric. Social Media is like networking on steroids! Thanks for the kind words.

  3. Great info! Social media has come a long way in the last couple years. Exp on the business to business side.

  4. Thanks Matt.

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