The skill set for doing agency new business is changing so be prepared to adapt.
“There are not a whole lot of people who have done this job in the past who know how to do it well now,” Avi Dan, a former new business executive at Euro RSCG, Berlin Cameron United and Saatchi who’s now president of Darling in New York.
A significant paradigm shift is taking place that impacts how ad agencies acquire new business and also affects the knowledge and skill sets new business rainmakers need for success. For instance, content marketing and inbound lead generation have become an integral part of agency new business and require those in business development to acquire the necessary skills to adapt to this change.
Video is Becoming Important for New Business
Adding video to your new business toolkit is a great way to personalize your agency. It offers prospects bits of content that has “pass-along value”. The kind of content they will want to share on YouTube, Facebook, Twitter, LinkedIn, Google+ and Pinterest.
- 83.1 percent of the total U.S. Internet audience viewed online videos in a single month – comScore
- Every minute, 24 hours of video is uploaded to the network and 2 billion videos are being watched per day – YouTube
This rabid popularity of video is fueled by new technologies. For example, the Tablet, has moved beyond eBooks and video games. It has become a portable television. The growing use of the Tablet has helped to popularize video content. People, including your prospects, now watch more videos than they do traditional television.
Creating video is becoming a necessary component to your agency’s content marketing strategy. In a recent article written for REELSEO, David Murdico, executive creative director for Super Cool Creative, writes,
“Video is the crown jewel of content marketing because people can both see and hear your message and they can be moved and called to action in ways rarely possible with other forms of content. Essentially, video is all of the other forms of content rolled into one.”
Understand the Basics of Video Production
I predict that a good portion of our time and resources will be devoted to creating, editing, and distributing unique agency content by way of video. Business development professionals will need to be skilled using editing software such as iMovie, Final Cut and GarageBand.
The use of video is a creative way to develop a strong appeal for your agency’s services among its best prospects. This is true, especially given that production is inexpensive and easy, with the familiarity of a few tools.
My friend, Tom Martin, founder of Converse Digital, provides us with a great example of what can be done with the simplest video production tools. He honed his video skills through a project that was produced entirely from his iPhone, Talking With Tom, a new blog where he posts video interviews with leading digital thinkers. Each video is shot, edited and published to this blog using nothing other than an iPhone4.
“‘TalkingWithTom’ is my effort to show everyone that you don’t need a heap of money to create and manage effective social media campaigns. You just need a cool idea and quality content.” Tom Martin
From this experience Tom shares these video tips this recent presentation 28 ways To Create Awesome Blog Content with an iPhone.