Ad Agency New Business Through Social Media

michael gass consulting

FUELING AD AGENCY NEW BUSINESS THROUGH SOCIAL MEDIA michael gass consulting

“Social media teaches ad agencies how they should have been conducting new business all along.”

“Biggest challenge in marketing today, finding a target audience and connecting with it.” Ad Agency Chief Creative Officer

AGENCIES DON’T PRACTICE WHAT THEY PREACH

AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience

AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation

AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists

AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists • don’t use the tools they recommend their clients use

AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists • don’t use the tools they recommend their clients use • are in a perpetual state of re-branding themselves (along with redesigning their website)

2008: THE PERFECT STORM

2008: THE PERFECT STORM • signiﬁcant downturn in the economy

2008: THE PERFECT STORM • signiﬁcant downturn in the economy • large cutbacks in advertising budgets

2008: THE PERFECT STORM • signiﬁcant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up

2008: THE PERFECT STORM • signiﬁcant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up • rapid growth and acceptance of new media, now mainstream

2008: THE PERFECT STORM • signiﬁcant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up • rapid growth and acceptance of new media, now mainstream • agencies are unprepared and not in a position to lead in social media

FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS

FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired

FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired • SEO is now a major part of new business strategy

FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired • SEO is now a major part of new business strategy • an agency blog is a necessary component to market an agency

FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired • SEO is now a major part of new business strategy • an agency blog is a necessary component to market an agency • the growth of new media mandates agencies’ participation

A NEW BUSINESS PARADIGM SHIFT A recent CMO study: 80% of decision makers say they found their vendors, not the other way around.

SEO IS NOW A CRITICAL PART OF NEW BUSINESS STRATEGY 80-90% of business to business transactions begin with a search on the web.

AN AGENCY BLOG IS A NECESSARY COMPONENT FOR MARKETING YOUR AGENCY “As important as it was for an agency to have a website, it is now as important for an agency to have a blog.”

THE GROWTH OF NEW MEDIA MANDATES AGENCIES PARTICIPATION Social media is now mainstream. Your agency is suspect if it isn’t walking the walk, not just talking the talk.

BENEFITS OF SOCIAL MEDIA

BENEFITS OF SOCIAL MEDIA • professional enrichment tool

BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool

BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool

BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool

BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool

PROFESSIONAL ENRICHMENT TOOL

NEW BUSINESS TOOL:

NEW BUSINESS TOOL: • Lead with beneﬁts

NEW BUSINESS TOOL: • Lead with beneﬁts • Differentiate

NEW BUSINESS TOOL: • Lead with beneﬁts • Differentiate • Appeal

NEW BUSINESS TOOL: • Lead with beneﬁts • Differentiate • Appeal • ID target audience

NEW BUSINESS TOOL: • Lead with beneﬁts • Differentiate • Appeal • ID target audience • Leadership

NEW BUSINESS TOOL: • Lead with beneﬁts • Differentiate • Appeal • ID target audience • Leadership • Specialize

A BLOG IS A GREAT BRANDING TOOL • forces you to choose an audience • compels you to identify your point of differentiation • presses you to have an appealing position • causes you to lead with beneﬁts instead of capabilities • the missing ingredient of branding your agency, input from your target audience

PUBLIC RELATIONS TOOL

RESEARCH TOOL

GENERATING TRAFFIC = GENERATING LEADS

GENERATING TRAFFIC = GENERATING LEADS • SEO

GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters

GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter

GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers

GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers • eBooks

SEO

White Papers

eBook

PRACTICE WHAT YOU PREACH

“IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT”

PUBLIC RELATIONS TOOL

SOCIAL MEDIA IS NETWORKING ON STEROIDS

RECAPPING THE BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool

GETTING STARTED

GETTING STARTED • 60 day “jump-start program”

GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days

GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web

GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO

GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO • Generating trafﬁc

Ad Agency New Business Through Social Media

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