New Business | Social Media Workshop
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New Business | Social Media Workshop

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How to fuel ad agency new business through social media.

How to fuel ad agency new business through social media.

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  • My story. Practicing what you preach and creating a differentiated position through inbound and social media marketing.\n
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  • 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
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  • Most agencies new business programs are like a roller coaster. Very inconsistent. It’s time to get your program off the roller coaster.\n
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  • 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
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  • 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
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  • 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
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  • 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
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  • 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
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Transcript

  • 1. 2012 New Business | Social Media Workshop Michael Gass Consulting | www.michaelgass.com
  • 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. Agencies don’tpractice what theypreach
  • 4. The Cobbler’s children who have no shoes
  • 5. Agencies look and sound just alike
  • 6. “Most agencies are in a perpetual state ofrebranding and redesigning their websites.”Michael Gass
  • 7. Only 9% of marketersbelieve agencies are doing agood job keeping up
  • 8. In 2010 Agencies Jump In
  • 9. Social media is asaviour not a nemesis; anasset rather than a liability; atime saver instead of a timekiller.
  • 10. Overthinking It
  • 11. The way you network offline isthe way you network online
  • 12. Agency Logo
  • 13. The Great Recession“Social media is about people connecting with people.”
  • 14. “People want to work withother people ... that theyKNOW, TRUST and LIKE”
  • 15. “Lead with BENEFITS rather thanCREDENTIALS and CAPABILITIES”
  • 16. “Expertise: the primary basisfor differentiating ourselvesfrom the competition”
  • 17. Experts Write
  • 18. Paradigm Shift
  • 19. 80% of decision makers saidthey found their vendors not theother way around
  • 20. 90% of energy andresources spent usinginterruption tactics
  • 21. Become the Prey
  • 22. Control the client relationship
  • 23. 24/7 Awareness
  • 24. what new business heaven is like
  • 25. The Great Recession
  • 26. The Great Recession
  • 27. “As important as it wasto have a website, it isnow as important tohave a blog.”
  • 28. read and“Leadersreaders lead”MichaelHyatt
  • 29. “Reading fuelsyour writing”
  • 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. generating leads
  • 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. 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. The 3 Steps in Positioning:1. Choose a focus2. Establish a positioning of expertise3. Back it up - “a look under the hood”
  • 35. A quick positioning exercise
  • 36. First Step• Target Audience• Descriptor statement• Blog title• URL• Key words• Categories
  • 37. Ph 205.370.7750Email michael@michaelgass.comBlog: www.fuelingnewbusiness.comTwitter: @michaelgasswww.michaelgass.com