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 […]
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. […]
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 […]
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, […]
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, […]
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 […]
A Formula for Fueling New Business through Social Media The new model for new business that will make the existing model obsolete might surprise you—instead of chasing new business, it’s more important for you to learn how to be found. Why? In a CMO Counsel study, 80% of decision makers said they found their vendors, […]
Creating and maintaining agency new business is often harder than it should be because one key ingredient is often missing.
I was recently included in RSW/US Thought Leader panel. Along with providing questions for their Thought Leader survey, each panelist provided Agency New Business advice and participated in an interview with RSW/US Owner and President, Mark Sneider. RSW/US is a full service, outsourced business development group for agencies.
Although each panelist presented different questions for the survey, a common thread across many of them centered on the need for an agency to have strongly differentiated positioning.… Continue reading
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 a cold call for any new business. The reason – I’ve always written helpful content to a clear-cut audience.
“Fortune 500 companies have an average of 17 agency relationships.” Association of National Advertisers (ANA)
Prospects are looking for expertise.… Continue reading
The new normal for new business integrates your personal life and your work life.
If you really want to generate new business through social media – get personal. Learn to use social media to humanize your agency. It’s the secret sauce that most agencies have neglected.
Because of technology and social media, the line between your personal and professional life has blurred.
Social media is all about people connecting with other people. When I’m helping agency owners to integrate their personal social media accounts into their new business program, I often get push back, especially if they’re boomers.… Continue reading
Too often good agencies succumb to bad writing. When it’s in high-stakes documents like proposals and client briefs, you put revenue at risk.
Emails, proposals, website copy, case studies – they’re all responsible for making a crucial first impression. Yet too easily agencies fall back on jargon, generalizations and wordiness when trying to get their message across. But when that game-changing RFP comes through the door, it’s your ability to write persuasively that distinguishes you from the competition and increases your chances of winning the business.… Continue reading
Agency new business is a very tough job.
There’s often a lot of rejection associated with the position of business development. It’s difficult to stay optimistic.
One thing that helps to inspire me are quotes that I pick up from my reading and from conferences and seminars. They condense wisdom into bite-sized memorable sentences that provide needed inspiration and motivation. Benjamin Disraeli, a British politician and writer, said it well,
“The wisdom of the wise, and the experience of ages, may be preserved by quotation.”
I hope my list of quotes provides a spark of inspiration for you:
- “What helps people, helps business.” Leo Burnett Tweet This
- “Brands are built around stories.” Bill Dauphinais Tweet This
- “Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work.” Dr.
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: Writing quality content and connecting this with lead generation isn’t easy. It’s time-consuming. It takes takes time to show returns.… Continue reading
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 Artillery, a small agency in Norfolk, Virginia. Douglas provides a good example of how agency promotion has evolved. The primary battle for new business has moved online. … Continue reading
The Barkley agency has created a number of thought leadership platforms that drive new business.
In this session of the Fuel Lines New Business Conference, Jeff Fromm, Executive VP at Barkley, shares how his agency has created a number of thought leadership platforms that drive new business. One of the most successful has been built around Millennial Marketing.
Jeff states, “In 2010, after losing the Sonic account, I went looking for a niche for new business that was consistent within Barkley’s brand authority and discovered a topic that hadn’t been covered well, Marketing to Millennials.”
Here are the results:
- Barkley has conducted some of the most extensive research ever done on millennials.
In recent studies, agencies have expressed that new business is more difficult than ever before, but it doesn’t have to be.
Don’t get me wrong, 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, no focus for business development efforts.
How Marketing Talent, Technology and Strategy Gaps Present Invaluable Opportunities for Agency Growth
“The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap, they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. SMBs need partners that can deliver fully integrated solutions and in essence function as outsourced inbound marketing teams. Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.” Paul Roetzer
In this session of the Fuel Lines New Business Conference, Paul Roetzer, founder and CEO of PR 20/20, presented a high-level look at the industry trends driving transformation, and share insights into how advertising, digital, PR and Media agencies can evolve to meet demand and accelerate success.… Continue reading