3 Things An Ad Agency New Business Director Needs for Success

ad agency new business training

How ad agencies acquire new business has changed dramatically and that effects the knowledge and skills new business directors need to make it happen. People who have done this job in the past are struggling. The tenure of a new business director is now two years or less. In a recent survey conducted by RSW/US, […]

Use The Right Bait When You Fish For Ad Agency New Business

How to put yourself in front of prospects so they can’t help but find you. Since 2007, I’ve pioneered the use of social media, content and inbound marketing strategies specifically for agency new business. I originated a system that makes targeting, positioning and differentiation easier and helps agencies to find, attract and engage their best prospects online. […]

Calls To Action Are Needed for Ad Agency New Business

calls to action for ad agency new business

A call to action is an important element for generating inbound leads. Inbound marketing earns the attention of prospects and makes your agency easy to be found primarily through content. By creating interesting and helpful content, written for a specific audience, you help draw prospects to your site. Website traffic is very important. It’s the initial step, but you […]

How to Read a Book a Week for Ad Agency New Business

Reading for Ad Agency New Business

How to read 10 times more books in a fraction of the time.  If you’re serious about content marketing, know that reading fuels your writing. Content marketing is proving to be beneficial for gaining a positioning of expertise and thought leadership. It can improve current client perceptions and aid in client retention. It has also become […]

You need to do this one thing to build your ad agency’s brand …

writing for ad agency new business

  If I were the owner of an advertising, digital or media agency, to build my agency’s brand, I would WRITE!  This isn’t a new discovery for me. Since the beginning, I’ve written my way into a thriving new business consultancy. My blog provides a consistent flow of inbound leads. I’ve never had to make […]

Ad Agencies: How to Seduce Prospects Without Giving Your Work Away for Free

Jami Oetting ad agency new business

How to create a predictable pipeline of leads through inbound marketing. You want to attract new clients from outside of your current sphere of influence, spend less time on unqualified prospects, avoid client reviews, and build a predictable pipeline of targeted accounts. And you can accomplish everything on this wish list with blogging. But there’s one problem: […]

Marketing Your Ad Agency Should Be A Priority for New Business

Douglas Burdett ad agency new business

Prospective clients shouldn’t hire a marketing agency that can’t market themselves. I wanted to share some excerpts of an interview conducted by Jami Oetting, content strategist for Agency Post, an online publication for agency professionals. The subject of the interview is Douglas Burdett, former artillery officer, Madison Avenue ad man, stand-up comedian and the principal of […]

The Riches are in the Niches for Ad Agency New Business

Creating a niche for ad agency new business

A perfect platform for new business. For over ten years I’ve prescribed creating a niche blog for agency new business and have helped create over 200 personal blogs for agency principals. A personal blog can provide small to midsize agency owners with a perfect platform to create positioning of expertise and appeal to a very specific […]

LinkedIn Publishing for Ad Agency New Business

LinkedIn for ad agency new business

LinkedIn has become an ideal platform to strengthen your professional identity by sharing your insights and expertise. When I first started using LinkedIn, it was primarily a place to post your resume and get a job or research prospective clients. It has now become much more. “LinkedIn is opening up our publishing platform to our members, […]

The Anatomy of Content Marketing for Ad Agency New Business

anatomy of content marketing for ad agency new business

A SMALL agency won BIG business through a strategic content marketing strategy.  Despite their tradition with print-based content marketing, advertising agencies are struggling to understand and convert their content-marketing efforts into actual new business success. Why? Most are doing it wrong. Though many agencies now maintain blogs, the content usually highlights things like awards, hires and client […]

Ad Agency New Business is Harder Because One Key Ingredient is Lacking

Ad Agency New Business Missing Ingredient

Creating and maintaining agency new business is often harder than it should be because one key ingredient is often lacking.

Positioning is the foundation of any agency’s new business program. It is also the area that many agencies have not addressed because of either procrastination or, more likely, their unwillingness to make the difficult business decisions.

“Contrary to common belief, all agencies have pretty much the same basic capabilities, and processes. They all claim to have proprietary tools, and they may have different labels for what they do, but the approach is essentially the same at big or small agencies.” – Avi Dan, Forbes contributor who has 30 years of leadership experience with top global Madison Avenue agencies.

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Report: Thought Leader Survey for Ad Agency New Business

Ad Agency New Business Survey

Most agencies have an active new business plan but 67% of responders don’t view their program as successful.

“When it comes to new business, it’s important that agencies never become complacent, even when times are good. In order to nurture and grow a vibrant agency, there must be a steady stream of new business opportunities in the pipeline. Clients can be unpredictable and losing a piece a business without replacing it quickly can be detrimental to an agency’s future.” – Laurie Mikes, Chief Operating Officer of Second Wind

I was asked to be part of the annual Thought Leader Survey conducted by RSW/US, a full service, outsourced agency lead generation and new business development firm.… Continue reading

Ad Agency Prospects are Looking for Expertise 

ad agency new business

Agencies fail to realize the importance prospects place on having a knowledge of their industry and a positioning of expertise.

Small to midsize agencies continue to promote themselves as full service, even though it’s rare for an agency to have a full service client. They use “full service” to broaden their appeal to most prospects. But these old adages are true, “a jack of all trades is master of none” and “when you try to appeal to everyone, you appeal to none.” 

Isn’t it time to drop the “full service” way of thinking for new business?

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Describe Your Ad Agency in Six Words or Less

ad agency tag lines

Here’s a challenge for advertising, digital, media and PR agencies.

Let’s take it one step further … Can you describe your agency in six words “without” using these 10 Things Ad Agencies “usually” Say About Themselves?

Ten things agencies are most likely to say about themselves:

  1. Full service
  2. Comprehensive solutions
  3. Great ideas
  4. Results oriented
  5. Integrated marketing approach
  6. Wide range of experience
  7. We are strategic
  8. Great chemistry
  9. Out-side-the-box
  10. Award winning creative

If you are up for the challenge, share your description in six words or less in the comment section below.… Continue reading

Successfully Executing a New Business Strategy Requires a System

A System for Ad Agency New Business

A plan is just a plan until it’s executed. Execution is the battleground that determines success or failure.

According to the RSW/US survey report,

66% of agency execs stated their new business hire was unsuccessful because the person lacked a methodology.

How many annual planning meetings has your agency gone through to create a strategic new business plan only to have it fail in its implementation? Maybe this year, instead of focusing so much attention on the plan, use annual planning to create a dynamic process for execution.Continue reading

Making Time for Ad Agency New Business

A Calendar for Ad Agency New Business

Time Management: If it’s not on your calendar, it doesn’t exist.

The working atmosphere of an ad agency is chaotic. It is an environment that is in a perpetual state of distraction.

Have you often reached the end of a day with nothing to show for it? I know exactly how you feel. An entire day can be disrupted by just one phone call or email.

One of our biggest challenges for new business is knowing what to work on each day.… Continue reading

Social Media Isn’t Working for Ad Agency New Business

social media and ad agency new business

 

If your agency’s social media participation isn’t developing new business leads, it’s important to know WHY. 

From my experience, most agencies finally got on board with social media in 2010. They created their agency’s blog, Twitter, LinkedIn, Facebook and Instagram accounts and jumped in.

70% of marketers report that social media marketing delivers poor or average return on investment.

Many agencies thought that by merely having a social media presence, it would give them social media credibility.… Continue reading

Podcast: Inbound prospects in 30 days

Inbound Marketing for Ad Agency New Business

How to speed up the process of developing inbound leads for ad agency new business.

I recently had the pleasure of being interviewed by Jake Jorgovan for this episode of his, Working Without Pants Podcast, sponsored by Outbound Creative.

I share in-depth tactics to help agencies with their inbound marketing strategies. A lot of agencies have a hard time seeing new business results from inbound marketing, or success is taking a long time. I show ways that inbound and social media can start creating an impact within 30 days.… Continue reading

8 Primary Problems for Ad Agency New Business

Problems for Ad Agency New Business

 

Agencies have lots of problems when it comes to new business.

Almost my entire career in advertising was spent in business development. I’ve been a consultant to advertising, digital, media and PR firms for over ten years. I’ve worked one-on-one with over 270 agencies. From my experience, new business is becoming more complex and challenging. 

Here are eight of the most common problems of small to midsize agencies and what to do about them:

1.  

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CEOs Can’t Afford to Ignore Social Media

the social ceo

Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies.

The importance of social media to business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because it was such a fad. We have entered a productive phase where companies are starting to crack social’s code to turn it into a genuine marketing advantage.… Continue reading