Fueling Ad Agency New Business Through Social Media
Roper Public Affairs, 80% of business decision-makers said they prefer to get information via articles, not ads. 70% said content makes them feel closer to a company and 60% said content provided by companies helps them make smarter buying decisions.
Agencies are historically bad at new business. They seem to lose their marketing minds when it comes to marketing themselves.… Continue reading
strat·e·gy : A plan of action or policy designed to achieve a major or overall aim.
Since I launched my consultancy using social media in 2007, social media has become main-lined into traditional marketing. But, a lot of agencies were caught “flat-footed” when it caught fire, being fueled by the greatest economic downturn since the Great Depression. Most agencies didn’t jump into the social media arena until 2010.… Continue reading
The 1992 movie, Glengarry, Glen Ross, was about a group of desperate and struggling real estate agents. Alec Baldwin plays the role of their sales motivator. He shares with the group the AIDA formula and then informs them that they must compete in a sales contest where the losers will be fired.
This is an excellent 4-step formula for any writing project: screenplays, sales letters, ad copy, blog posts, news releases, agency presentations and web pages. It is helpful for all communications.… Continue reading
According to a recent agency survey, 86.2% of the respondents believe that content marketing is now an important part of an agency’s new business efforts. The study also indicates that few have found the keys to success of blogging for new business.
Sam Weston, Director of Communications at the digital agency Huge, was recently quoted as saying,
“Nobody reads agency blogs, and there are so many out there it’s impossible for people to keep up anyway.
This video is an interview that was conducted by McDougall Interactive in Boston, MA. I share my philosophy and tips on how agencies can use a niche blog for new business.
Agencies have a commonality of problems when it comes to new business.… Continue reading
A survey was sent to advertising, digital, media and public relations executives to assess their attitudes toward social media, where they are finding success, what tools they use and where they continue to struggle.
Most agencies sat on the sidelines during the rapid rise of social media and didn’t really participate until around 2010.… Continue reading
I’ve been an early evangelist of social media for new business since launching my consultancy and utilizing this new communication channel back in 2007. Fuel Lines has been the centerpiece of my social media strategy from the beginning. It hit the 1 millionth page view mark back in January of 2012 and the site now averages about 47,000 page views per month.… Continue reading
Content marketing is proving to be beneficial for gaining a positioning of expertise and thought leadership. It also is the magnet for generating leads and creating new business opportunities without having to pitch for them. It can also improve current client perceptions and aid in client retention.
Even though there are big rewards from content marketing for new business, it is also a huge challenge.… Continue reading
In 1948, at the age of 37, Ogilvy founded the agency that would become Ogilvy & Mather. Starting with only a staff of two and no clients, he built his agency into one of the eight largest advertising networks in the world. Today it has more than 450 offices in 169 cities.
“On the occasion of his 75th birthday, Ogilvy’s staff put a book together of all Ogilvy’s best memos and speeches [The Unpublished David Ogilvy].
Business development for agencies has gone through a significant paradigm shift. In the past, agencies relied on outbound or interruption type marketing tactics that pushed their message through email blasts to purchased lists, cold calls, outsourced telemarketing, and direct mail. Outbound marketing has become much less effective in reaching prospects due in large part to social media.
It’s now more important for prospects to “find” your agency online.… Continue reading
Read more about me
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 The List. 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.
My social media 'home-base' is Fuel Lines, which in 3 years time grew into an influential business development blog and has been ranked among the top 100 marketing blogs in the world, according to Advertising Age’s, The Power 150.
Learn more about me
