Fueling Ad Agency New Business
Social Media = transparency and you can’t be more transparent than ad agency CEO Bob Hoffman. If you are an agency CEO and don’t have a blog, you are missing a prime opportunity to develop a following of loyal fans, ready to do business with you and your agency.
My experience working with ad agencies, many who are accustom to writing for print have a difficult time writing for Web. In order to write effectively online you must understand how people read on the web. Nielsen Norman Group ‘s research found that 79 percent of their test users always scanned any new page they came across; only 16 percent read word-by-word.
Small-to mid-size ad agencies should do for themselves what they do for their clients: develop a clear positioning that builds on the agency’s distinctive strengths, differentiates the agency from its competitors, and makes the agency powerfully appealing to prospective clients.
There is a growing roster of ad agency new business blogs that provide a platform for thought-leaders to exchange ideas, learn from each other and their audience. From these I have I’ve created a repository of 75 ad agency new business articles, posts, white papers, reports and surveys discovered as part of my daily reading.
Your readers can tell you a lot in regards to what is of interest and what isn’t. They act as a judge and jury over your content. Pay attention and follow their interests by consistently reviewing your blogs analytics to learn which posts generate the best traffic. Out of more than 336 ad agency new business FUEL LINES articles, readers selected these as their Top 25.
Many agencies have a blog to be able to say, “yes, we have an agency blog.” But their blog’s content is all over the place. No focus, no target, no purpose and therefore no traffic.
The tips below are going to differ considerably from other recommendations in the blogosphere. But please be reminded that they are intended primarily for agency principals of small-to midsize ad agencies and given entirely from a new business perspective. Agency principals have to “get” social media. You can only “get” it by being a participant.
I have a great new business idea for you. Why don’t you write your own book? Think about the benefits. How a book would positively position you and your agency in the minds of your target audience as being an expert in your field. Not to mention the speaking and additional writing opportunities that also puts you in front of prospective clients.
Blogs, email, if they are not relevant and delivering consistent value to those reading them, then what’s the point? Please take the poll and let me know how I can better help you with your agency’s new business and social media. Multiple answers are allowed. You can also list specific requests using the “other” answer […]
Michael Gass, Business Development Consultant | Speaker | Author of Fuel Lines
Fuel Lines provides new business resources for Advertising, Digital, Media and PR Agencies.
It has been rated among the top 100 marketing blogs in the world, according to Ad Age’s Power 150.
Since 2007, Michael has helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Read more about Michael
An essential component to your agency's new business program is a prospective client data base.
In my opinion one of the most accurate online database of marketing and advertising decision makers is Winmo. I highly recommend them.
I'm Michael Gass, I'm an author, speaker and a new business consultant to advertising, digital, media and PR agencies.
Since 2007, I have helped pioneer the use of social media, inbound and content marketing strategies specifically for agency new business.
Fuel Lines is my social media 'home-base. It has been ranked among the top 100 marketing blogs in the world, according to Advertising Age’s, The Power 150.
Learn more about me