2012 New Business | Social Media Workshop     Michael Gass Consulting | www.michaelgass.com
Laying a Foundation for New Business•   Commonality of Problems•   Paradigm Shift for New Business•   Making New Business ...
Agencies don’tpractice what theypreach
The Cobbler’s children who have no shoes
Agencies look and sound just alike
“Most agencies are in a perpetual state ofrebranding and redesigning their websites.”Michael Gass
Only 9% of marketersbelieve agencies are doing agood job keeping up
In 2010 Agencies Jump In
Social media is asaviour not a nemesis; anasset rather than a liability; atime saver instead of a timekiller.
Overthinking It
The way you network offline isthe way you network online
Agency Logo
The Great Recession“Social media is about people  connecting with people.”
“People want to work withother people ... that theyKNOW, TRUST and LIKE”
“Lead with BENEFITS rather thanCREDENTIALS and CAPABILITIES”
“Expertise: the primary basisfor differentiating ourselvesfrom the competition”
Experts Write
Paradigm Shift
80% of decision makers saidthey found their vendors not theother way around
90% of energy andresources spent usinginterruption tactics
Become the Prey
Control the client relationship
24/7 Awareness
what new   business heaven is like
The Great Recession
The Great Recession
“As important as it wasto have a website, it isnow as important tohave a blog.”
read and“Leadersreaders lead”MichaelHyatt
“Reading fuelsyour writing”
Content Creationand Curation•   350 to 450 words•   1 original post for every 4 to 5 curated post•   Key words in post tit...
generating leads
Jump Starting Blog Traffic•   Base of Content - 30 posts in 30 days•   Tool to Build “Targeted” Twitter Followers•   Integr...
A positioning tool +:• networking & referral business• no longer having to “chase” new business• skip the dating process• ...
The 3 Steps in Positioning:1. Choose a focus2. Establish a positioning of expertise3. Back it up - “a look under the hood”
A quick positioning exercise
First Step•   Target Audience•   Descriptor statement•   Blog title•   URL•   Key words•   Categories
Ph 205.370.7750Email michael@michaelgass.comBlog: www.fuelingnewbusiness.comTwitter: @michaelgasswww.michaelgass.com
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
New Business | Social Media Workshop
Upcoming SlideShare
Loading in...5
×

New Business | Social Media Workshop

264

Published on

How to fuel ad agency new business through social media.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
264
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • My story. Practicing what you preach and creating a differentiated position through inbound and social media marketing.\n
  • \n
  • \n
  • \n
  • Agencies/Inbound Marketers: Practice what you preach. Do for yourselves what you recommend your clients do.\n
  • Often used cliche to describe why agencies have such difficulty with business development: “The Cobler’s children have no shoes.” It’s time we end the difficulty with new business and “get these kids some shoes!”\n
  • \n
  • \n
  • Most agencies new business programs are like a roller coaster. Very inconsistent. It’s time to get your program off the roller coaster.\n
  • \n
  • Most agencies I know are in a perpetual state of rebranding and redesigning their websites. The reason they can’t bring it to completion is a lack of positioning.\n
  • Agencies aren’t perceived as experts and positioned as VENDORS.\n
  • \n
  • New business does not have to be difficult. INBOUND MARKETING + a strong positioning makes new business easier than it has ever been. \n\nAffordably build awareness and appeal far beyond your local market.\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Expertise is the only genuine differentiator from your competition. \n\nCombining a positioning of expertise with INBOUND MARKETING will accelerate your agency’s new business. \n
  • \n
  • \n
  • 2007 began a paradigm shift for agency new business. This paradigm shift was brought about by The Great Recession and the rapid rise of social media.\n
  • My epiphany: A CMO study conducted by the MarketingSherpa, 80% of decision makers said they found their vendors [agencies] rather than the other way around. It was now more important to be FOUND than to CHASE new business.\n
  • \n
  • \n
  • 2007 began a paradigm shift for agency new business. This paradigm shift was brought about by The Great Recession and the rapid rise of social media.\n
  • New business does not have to be difficult. INBOUND MARKETING + a strong positioning makes new business easier than it has ever been. \n\nAffordably build awareness and appeal far beyond your local market.\n
  • Positioning will bring focus and direction to your INBOUND MARKETING for new business.\n
  • Positioning will allow your agency to stand out from your competition using INBOUND MARKETING.\n
  • A positioning of expertise will allow you to charge higher premiums.\n
  • A positioing of expertise will allow you to better control the client/agency relationship.\n
  • A positioning of expertise will allow you to skip the dating process for new business.\n
  • Positioning and INBOUND MARKETING allows you to maintain a 24/7 awareness that is positive, not disruptive.\n
  • Positioning will allow your agency to stand out from your competition using INBOUND MARKETING.\n
  • A positioning of expertise ... your agency will no longer have to chase new business.\n
  • A positioning of expertise ... your agency will no longer have to chase new business.\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • New Business | Social Media Workshop

    1. 1. 2012 New Business | Social Media Workshop Michael Gass Consulting | www.michaelgass.com
    2. 2. Laying a Foundation for New Business• Commonality of Problems• Paradigm Shift for New Business• Making New Business Easier• Examples of Agency Positioning• Objectives and Best Practices
    3. 3. Agencies don’tpractice what theypreach
    4. 4. The Cobbler’s children who have no shoes
    5. 5. Agencies look and sound just alike
    6. 6. “Most agencies are in a perpetual state ofrebranding and redesigning their websites.”Michael Gass
    7. 7. Only 9% of marketersbelieve agencies are doing agood job keeping up
    8. 8. In 2010 Agencies Jump In
    9. 9. Social media is asaviour not a nemesis; anasset rather than a liability; atime saver instead of a timekiller.
    10. 10. Overthinking It
    11. 11. The way you network offline isthe way you network online
    12. 12. Agency Logo
    13. 13. The Great Recession“Social media is about people connecting with people.”
    14. 14. “People want to work withother people ... that theyKNOW, TRUST and LIKE”
    15. 15. “Lead with BENEFITS rather thanCREDENTIALS and CAPABILITIES”
    16. 16. “Expertise: the primary basisfor differentiating ourselvesfrom the competition”
    17. 17. Experts Write
    18. 18. Paradigm Shift
    19. 19. 80% of decision makers saidthey found their vendors not theother way around
    20. 20. 90% of energy andresources spent usinginterruption tactics
    21. 21. Become the Prey
    22. 22. Control the client relationship
    23. 23. 24/7 Awareness
    24. 24. what new business heaven is like
    25. 25. The Great Recession
    26. 26. The Great Recession
    27. 27. “As important as it wasto have a website, it isnow as important tohave a blog.”
    28. 28. read and“Leadersreaders lead”MichaelHyatt
    29. 29. “Reading fuelsyour writing”
    30. 30. Content Creationand Curation• 350 to 450 words• 1 original post for every 4 to 5 curated post• Key words in post titles• Write in inverted pyramid style• Lead with conclusion• Write for scan-a-bility• Writing schedule at least 2-3 posts per week• Spread content consistently over multiple social media platforms
    31. 31. generating leads
    32. 32. Jump Starting Blog Traffic• Base of Content - 30 posts in 30 days• Tool to Build “Targeted” Twitter Followers• Integrate: Blog, Twitter, Facebook, LinkedIn & Google+• eNewsletter• Tool to repurpose content• Key words to build search rankings quickly
    33. 33. A positioning tool +:• networking & referral business• no longer having to “chase” new business• skip the dating process• controlling the client relationship• ability to charge higher premiums• maintain top of mind awareness 24/7• personalized continuing education program• national & international new business• a social media program that works for clients
    34. 34. The 3 Steps in Positioning:1. Choose a focus2. Establish a positioning of expertise3. Back it up - “a look under the hood”
    35. 35. A quick positioning exercise
    36. 36. First Step• Target Audience• Descriptor statement• Blog title• URL• Key words• Categories
    37. 37. Ph 205.370.7750Email michael@michaelgass.comBlog: www.fuelingnewbusiness.comTwitter: @michaelgasswww.michaelgass.com
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×