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 […]
Content marketing is the fuel for an inbound marketing strategy for new business, if done the right way. It is now one of the most effective tactics to attract prospective clients, build their trust and gain a positioning of expertise. According to a research report by DemandGen, from a B2B buyer survey, 82% of surveyed senior […]
Timing is critical when it comes to engaging with your social media audience. To increase the Click-Through-Rate of your article links and boot your website traffic, you need to be posting and tweeting at the best times. Figuring out the best times to post, you’ll need to consider such as the time zones where your best prospects […]
There is a higher degree of trust from prospects when they are reading content from credible, third-party experts. The ability to easily access information from a variety of online sources has fundamentally changed the way prospects research advertising, digital, media and PR agencies and, ultimately, is how they choose their marketing partner(s). Instead of chasing business, it’s now more important […]
A framework for writing meaningful, properly constructed and search engine optimized posts will allow you to write faster and more effectively. I’ve known of Michael and his work in helping creative firms improve lead generation through social media for a few years now (I finally met him earlier this year) but recently I started to get […]
Content marketing provides a system to better understand and engage your prospects. I can intimately attest how difficult a consistent writing program can be. But, the reason that I’m such an advocate are the many benefits content marketing provides. It makes new business more focused and much easier than the interruptive type tactics of the past, […]
How to humanize your agency, build a positioning of expertise and make a personal connection with your best prospects. This is a guest article written by Jeff Fromm. Jeff is an Executive Vice President at Barkley, which is among the largest independent advertising agencies in the U.S. and the largest employee-owned agency. He is the founder […]
Using WordPress plugins enhances your reader’s experience, allows for easy customization and maintenance of your blog. I began writing Fuel Lines back in 2007 on the blogging platform Blogger. It wasn’t long before I graduated from Blogger to WordPress. Wordpress is by far the most popular blogging platform on more than 60 million websites. It has […]
If you can’t create online traffic, you won’t generate leads for new business. Your ad agency’s blog should be a central component of your social media strategy for new business. It personalizes your agency and can become an appealing magnet to quickly build a sizable targeted pipeline of prospects. But, you can’t just “build it […]
For agency’s, this is a great example on how to identify a niche and build a positioning of expertise. Agencies are historically bad at new business. Most do not have an identifiable target audience Many do not have a written plan to market themselves Inconsistent new business practices No positioning beyond constantly stating that, “we […]
Rainmakers who were good at new business in the past are struggling today.
According to a recent Agency-Marketer Business Report from RSW/US, the tenure of a new business director is 2 years or less. Only 26% of new business directors were viewed as successful.
I’ve worked face-to-face with more than 200 advertising, digital, media and PR agencies as they’ve struggled with the changes that have occurred in business development which was brought on by The Great Recession, the worst global recession since World War II.… Continue reading
This data will help you think through how you want to position yourself with prospects and what kinds of clients are the best fit for your agency model.
This is a guest post written by Drew McLellan. He’s a friend of mine who heads up the Agency Management Institute (AMI), an association of small to medium sized agencies that has been helping owners grow their agencies since the mid 90s.
This past summer AMI partnered with research firm Audience Audit and Luth Research to conduct an original study exploring the reasons that CMOs and business owners hire agencies, what they’re looking for and how agencies can position themselves for relevance with their target customers.… Continue reading
The Levitan Pitch. Buy This Book. Win More Pitches. is the most comprehensive guide for developing a winning pitch management system that I have ever read.
Pitching for new business is costly. A lot of time, money and morale are lost because of poor decisions, bad planning and a lack of adequately managing the pitch process.
“Approximately half (47% of respondents) of advertising professionals surveyed, by Provoke Insights, say they are dissatisfied with the current internal approach to pitching.”
Pitching doesn’t have to be a crapshoot.… Continue reading
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 news. It tends to be all about the agency. A primary reason the blog does little to create new business opportunities.… Continue reading
To be more successful, you’ll need to be less accessible.
Owners of small to midsize agencies are a key to new business. You must manage your time wisely. Learn to say “no” to the wrong requests and “yes” to the right ones.
This reminds me of the following quote from Michael Hyatt, author of the New York Times bestseller, Platform: Get Noticed in a Noisy World.
… Continue reading
Every time I say “no” to something that is not important, I am saying “yes” to something that is.
In less than a decade, social media has emerged as a great marketing channel providing opportunities for both agencies and their clients.
My business was made through social media. It was a critical element in building awareness, appeal and opportunities for my services internationally. I started my new business consultancy in 2007, only a year before Twitter was created. This was only a short 2 years after YouTube, 3 years after the launch of Facebook, and 4 years after LinkedIn was founded.… Continue reading
Content marketing is the fuel for an inbound marketing strategy for new business, if done the right way.
It is now one of the most effective tactics to attract prospective clients, build their trust and gain a positioning of expertise.
According to a research report by DemandGen, from a B2B buyer survey, 82% of surveyed senior executives said that content was a significant driver in their buying decisions.
With the rise of content marketing, agencies have jumped on-board creating articles, infographics, photos and videos.… Continue reading