Fueling Ad Agency New Business
If your ad agency has or is considering writing a blog, deciding how to spread the word to acquire readers is important: If relevant corporate marketers aren’t reading it, the time you invest in writing may be in vain.
Common ways to promote your blog include:
I’m writing this post on the last day of a mini-vacation trip to Key West. My wife and I have enjoyed some amazing sunsets, incredible art, beautiful landscapes, foliage and excellent cuisine. The entire time, I’ve been able to stay connected and while I’m coasting, my new business program remains in place and continues to generate leads that I’m able to easily respond to by checking-in online a few minutes out of my day.
If you want to shake up your thinking regarding agency new business and following conventional wisdom, Alex Bogusky, the highly respected creative director for Crispin and Porter Advertising, shares his perspective. He was one of the featured speakers at Mirren’s annual new business conference in New York. He urged attendees to ‘defy convention’.
Can you define your agency’s positioning in a simple statement? I can’t begin to tell you how many agencies I know struggle with this. The starting point for any ad agency new business program is your positioning. It is a fundamental prerequisite for small and midsize agencies. Positioning is everything. But it is also the place where most agencies where most fail.
A great resource for content marketing, social media marketing and agency new business is Ernest Hemingway, one of my favorite authors. He was one of the most famous American novelists, short-story writers and essayists, who one both the Noble and Pulitzer prizes. I believe Hemingway would have easily adapted to write for Web and word limiting platforms such as Twitter.
Herschell Gordon Lewis, a copywriting trainer, at American Writers & Artists teaches The Four Great Laws of Copywriting. These are excellent tips for agencies to generate great content that produces inbound leads for agency new business through social media channels.
Out of a a group of 46 ad agencies, Kleber & Associates blog, Marketing Home Products, was selected as Fuel Lines’s Blog of the Month for May capturing 44% of the votes casts. How is your agency using a blog for your new business? Submit it for June’s blog of the month.
Following my 500th post and closing in on my third anniversary for FUEL LINES, I ask for your input on how I can make this blog more useful to you? Here are some areas you might like to comment on that I might improve upon:
Most small to mid-size ad agencies seem to be suffering from ADHD, attention deficit hyperactivity disorder, when it comes to new business. There may be lots of hyperactivity but most of that activity is unfocused. In turbulent times … the natural response is to try and “be everything to everybody.” To appeal to more clients seems like common sense, but it’s exactly the wrong growth strategy. If you try and appeal to everyone, you will appeal to no one.
Creating a community of followers through Twitter and a regularly updated stream of content on a blog builds engagement, boosts the agency’s presence on Google and ultimately bring in more prospective clients. nbound online marketing platform HubSpot’s The State of Inbound Marketing report that inbound marketing can double average monthly leads for small and medium-sized businesses. It can also generate leads for less money inbound marketing bring leads for less money.
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