Your ad agency’s blog can become one of the most important tools for new business.
A blog is certainly the most critical component to fuel agency new business through social media. How? As a powerful traffic generator. Traffic = leads and leads = new business opportunities.
In a survey of business technology marketing executives by the research firm MarketingSherpa, blogs were voted the No. 4 tool for generating sales leads.
Your blog has the potential to create more web traffic than your agency’s website ever could. It can attract a high volume of quality traffic from the pool of prospective clients you are trying to reach.
Here are 5 Ways an agency’s blog can increase prospective client traffic:
1. Search visibility
The right search traffic doesn’t just happen. It will only occur if you consistently produce unique content. Frequently updated content makes search engines very happy.
Blogs are organized to be search engine friendly. With focus you can dominate search terms for your best prospects to find you. Writing focused content to a particular audience will help to optimize your blog quickly. When I want to rank well for something like “ad agency new business” optimizing my blog is much easier.
2. Repeat Traffic
Posting fresh content brings visitors back often. Most agency websites are too stagnant to produce repeat traffic. Helpful content that is reader-centric will naturally attract prospective clients to your site and provide top of mind awareness for your agency without having to rely on an interruption tactics such as cold calling for new business.
3. Click-Throughs from Twitter
At the time of writing this post, I have over 57,000 following my two Twitter accounts, @michaelgass and @fuellines. I’m able to fuel traffic by repurposing over 600 articles through these two accounts. This material gets retweeted often into other people’s Twitter networks and makes my content viral, growing my following and exposing my blog to a highly targeted audience.
If you are using Twitter alone, it’s not a very good tool for new business. But in combination with your blog’s content, you are one of the few providing helpful information for the many. Writing in an ‘evergreen’ style your blog’s content has a much longer shelf life than a Tweet. Twitter used in combination with your blog has the potential of creating even more targeted traffic than SEO.
You can continue to generate significant traffic for old posts, if you are intentional about it. Once the blog content is written, Third party Twitter tools like Social Oomph will allow you to easily create a system to consistently keep your content in front of a large audience with very little effort.
It’s hard to socialize an entity such as your agency. Social media is all about people and relationships. A blog puts a face to your age and allows your personality to shine through. You wont appeal to everyone, but that’s okay. You will have a strong appeal among the prospects who are the best fit for your agency.
A good example of this is Bob Hoffman, CEO of Hoffman/Lewis advertising in San Francisco. Bob’s personality really shines through his writing for his blog, The Ad Contrarian.
I first learned of Bob’s blog through a critical article highlighting his frequent rants about the ad industry, often laced with profanity. I was curious enough to find out for myself and found was intrigued with his writing. Bob came across as a ‘straight-shooter’ who cut through all of the branding and social media b.s. I ended up becoming a fan, as have a significant number of others.
Social media is all about connecting on a personal level. People have a natural desire to work with other people that they know, trust and like. A blog is a great place to foster these initial personal relationships with your prospective clients.
5. Viral Effects
A blog provides content that can be easily shared across multiple social media channels. It can also be repurposed and shared through an email newsletter, Twitter, Facebook, LinkedIn. You could compile related or the best of your content into an eBook or white paper. Readers will share it through bookmarking sites such as Digg, Delicious or StumbleUpon. You’re return-on-your-time-investment (ROTI), writing content, can be extensive.
Ultimately, a blog can be highly effective and the most powerful and low-cost new business marketing tool your agency will ever use. Provided you know your target audience, have the right positioning, messaging and rich content that is of benefit to those you are trying to reach.
Here are some additional agency blogging resources that may be a help to get you started:
- How to launch a blog for ad agency for new business — fast!
- 10 Ways to Create An Ad Agency Blog That is Reader-Centric
- 50 Blog Post Ideas to Fuel Your Ad Agency’s Blog
- How to Write Your Ad Agency’s Blog
- Using the Inverted Pyramid Style of Writing for Ad Agency New Business
- 40 Ways to Take Your Ad Agency’s Blog to the Next Level
- 21 Blog Post Writing Tips for Ad Agency New Business
- Ernest Hemingway’s Top 5 Tips For Writing Well