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 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

Use Your Personal Facebook Profile for Ad Agency New Business

Facebook for Ad Agency New Business

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

Persuasive Writing for Ad Agency New Business

1 jody

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

50 Ad Agency New Business Quotes

fifty quotes for ad agency new business

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: 

  1. “What helps people, helps business.” Leo Burnett ‪Tweet This
  2. “Brands are built around stories.” Bill Dauphinais Tweet This
  3. “Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work.” ‪Dr.
Continue reading

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: 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

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 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

Ad Agencies: How to Stop Chasing New Business

Jeff Fromm fuel lines new business conference

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.
Continue reading

Inbound Marketing For Ad Agency New Business

Michael and Terri Gass

Michael and Terri Gass

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.
Continue reading

The Indispensable Ad Agency

Paul Roetzer New Business Conference

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

The Preeminent Thought Leader on How to Win Ad Agency Pitches

1 peters book

Win more ad agency new business pitches. It’s easier than you think.

Peter Levitan has been described as a serial new business pitcher. He has delivered global, regional, and very local new business pitches for over 30 years. He has a Hall Of Fame pitch batting average.

Peter ran business development and marketing at Saatchi & Saatchi Advertising Worldwide in New York and London, and bought and sold three of his own agencies (including Portland’s Citrus). Continue reading