Within just the next three to five years, social media is anticipated to rise from the least likely method for CEOs to connect with their audiences to the second highest method, just behind face-to-face interactions. I was recently speaking to a sold out event for the Nashville AMA on the dramatic changes brought upon business […]
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, […]
Speaking at events attended by your best prospects will provide you with instant credibility and create immediate new business opportunities. Public speaking is an excellent tactic for business development, particularly for small to midsize agency owners. Having the opportunity to speak in front of a highly targeted, interested group of prospects is the most effective form […]
Business development has undergone a major change. New business has historically been a problem for agencies. Most small to midsize agencies have no positioning and no point of differentiation. They look and sound the same. They are often treated as vendors because they lack a positioning of expertise. Most don’t have a target audience thus, […]
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 […]
Learn how to accelerate your agency’s positioning, inbound lead generation, network and referral business. Since 2007, I’ve conducted over 170 new business workshops for agencies in North and South America and Europe. No matter what country, I find there are some common problems when it comes to business development that makes it harder than it […]
Building an engaged online community should now be a core responsibility of business development. Inspiration for this article came from Duct Tape Marketing’s founder, John Jantsch, from his recent podcast interview with Jeffrey K. Rohrs, Vice President of Marketing Insights for ExactTarget, Jeffrey is also the author of AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers. […]
Social media is a primary force that is redefining the role of the men and women who oversee the world’s largest companies. Brands no longer ignore social media. The importance of social media on business has dramatically escalated. We have moved through the “hype phase of social media when businesses felt compelled to participate because […]
How agencies can reinvent themselves by developing consulting services to open the door for new business. For too long advertising agencies have been treated as vendors. They claim to be different, but most are pretty much the same and sameness always breeds differentiation based on price. There has been little innovation from agencies to migrate […]
Online information makes researching salary ranges easier than it has ever been in the past. For agencies to grow new business, they have to attract and retain talent. The turnover rate within the industry is over thirty-percent. It’s time for agency owners to get serious about inspiring their employees and keeping them happy. And, according […]
You may not be a fan of Jordan Zimmerman, but you will miss a lot of valuable lessons about new business if you neglect him.
I volunteered to read and write a review of Zimmerman’s book, Leading Fearlessly. After I read it, my first thought was, agency owners are going to hate this book. They’ll never read it. But, they’re going to be missing some great information that will help them increase their own new business.… Continue reading
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 reside. For instance, I’ve developed an international following for my blog Fuel Lines. I was able to do it by researching the prime social media times within the key markets I was targeting here in the US and also overseas.… Continue reading
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 to be found. This makes content an integral part of your new business. program.
There are some important insights to be learned about the effectiveness of content marketing from a recent study commissioned by The Nielsen Company, The Role of Content In Consumer Decision Making.… Continue reading
There ARE strong numbers behind successful advertising, digital, media and PR agencies that are applicable to yours.
Speaker, writer and ad agency consultant, David Baker led in a Fuel Lines’ webinar: “The New Business Metrics Behind a Successful, Growing Agency”.
David speaks to, writes for, and consults with the marketing industry via ReCourses, Inc. He’s worked with 800 firms and in-house departments.
His work has been discussed in the Wall Street Journal, USA Today, Fast Company.… Continue reading
Helpful tips for small and mid-size agencies in leveraging social to generate thought leadership.
The following is an interview conducted by Mark Sneider, president of RSW/US, for the Agency New Business Thought Leader Video Series.
I discuss with Mark the reasons why ad agencies aren’t finding success using social media for new business.
Agencies are still trying to lead with “brick and mortar” but social media is all about people connecting with other people.
Success begins by identifying with a specific target audience and creating a positioning of expertise.… Continue reading
“People trust brands that have people they can trust.”
Not only will a poor personal brand damage your agency’s brand, I believe a non-existent personal brand does so as well.
Steve Farnsworth writes and speaks about how smart companies can effectively integrate social media, PR and content marketing into their marketing mix. He is also the Chief Digital Strategist at Jolt Digital Marketing.
Steve raised this question in a recent article, “Can you damage your company’s brand by ignoring yours?”
… Continue reading
“I’ve had a surprising number of executives from the C-suite tell me that they don’t want to actively manage their personal brand.
This is a guide to highlight the best tips, practices and studies to help your agency succeed on Twitter.
Ever since I learned that only 1% of internet participants actively create original content, I knew that I needed to be in this elite group of Twitter accounts whose content is being read and shared by others.
I’ve been actively creating content since 2007, a year after Twitter was founded. I write articles about tips, tactics and trends for advertising, digital, media and Public Relations professionals.… Continue reading
A Free Webinar for Fuel Lines’ Readers, Monday, June 9th at 1 pm ET
Speaker, writer and ad agency consultant, David Baker will lead this webinar: “The New Business Metrics Behind a Successful, Growing Agency”.
It’s true that new business success isn’t a numbers game like it used to be, beating the bushes to surface any prospective victim who might be interested. But there ARE strong numbers behind the success stories, and we’ll look at all of them in a way that you’ll be able to apply, right then, right there.… Continue reading
Full service advertising agencies are filled with talented people but often lack specialists that have a much narrower focus of expertise.
Consumers, brand marketers and marketing channels have changed and so has the traditional advertising agency. Smaller agencies often possess specialties and a nimbleness that allows them to adapt quickly to a rapidly changing marketing landscape. They can complement or compete with much larger, full service advertising agencies.
Brands are electing to choose a multi-agency model because of the specialized expertise it provides.… Continue reading