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Ad Agency New Business Social Media

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Ad Agency New Business through Social Media

Michael Gass Consulting, Fueling Ad Agency New Business

Published in: Business, Technology
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Ad Agency New Business Social Media

  1. 1. michael gass consulting
  2. 2. FUELING AD AGENCY NEW BUSINESS THROUGH SOCIAL MEDIA michael gass consulting
  3. 3. “Social media teaches ad agencies how they should have been conducting new business all along.”
  4. 4. “Social media teaches ad agencies how they should have been conducting new business all along.”
  5. 5. “Biggest challenge in marketing today, finding a target audience and connecting with it.” Ad Agency Chief Creative Officer
  6. 6. AGENCIES DON’T PRACTICE WHAT THEY PREACH
  7. 7. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience
  8. 8. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation
  9. 9. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists
  10. 10. 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
  11. 11. 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)
  12. 12. 2008: THE PERFECT STORM
  13. 13. 2008: THE PERFECT STORM
  14. 14. 2008: THE PERFECT STORM • significant downturn in the economy
  15. 15. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets
  16. 16. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up
  17. 17. 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
  18. 18. 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
  19. 19. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS
  20. 20. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. A NEW BUSINESS PARADIGM SHIFT A recent CMO study: 80% of decision makers say they found their vendors, not the other way around.
  25. 25. SEO IS NOW A CRITICAL PART OF NEW BUSINESS STRATEGY 80-90% of business to business transactions begin with a search on the web.
  26. 26. 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.”
  27. 27. 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.
  28. 28. BENEFITS OF SOCIAL MEDIA
  29. 29. BENEFITS OF SOCIAL MEDIA • professional enrichment tool
  30. 30. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool
  31. 31. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool
  32. 32. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool
  33. 33. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
  34. 34. PROFESSIONAL ENRICHMENT TOOL
  35. 35. NEW BUSINESS TOOL:
  36. 36. NEW BUSINESS TOOL:
  37. 37. NEW BUSINESS TOOL: • Lead with benefits
  38. 38. NEW BUSINESS TOOL: • Lead with benefits • Differentiate
  39. 39. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal
  40. 40. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience
  41. 41. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership
  42. 42. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership • Specialize
  43. 43. 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
  44. 44. PUBLIC RELATIONS TOOL
  45. 45. RESEARCH TOOL
  46. 46. GENERATING TRAFFIC = GENERATING LEADS
  47. 47. GENERATING TRAFFIC = GENERATING LEADS • SEO
  48. 48. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters
  49. 49. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter
  50. 50. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers
  51. 51. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers • eBooks
  52. 52. SEO
  53. 53. White Papers
  54. 54. eBook
  55. 55. PRACTICE WHAT YOU PREACH
  56. 56. “IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT”
  57. 57. PUBLIC RELATIONS TOOL
  58. 58. SOCIAL MEDIA IS NETWORKING ON STEROIDS
  59. 59. SOCIAL MEDIA IS NETWORKING ON STEROIDS
  60. 60. RECAPPING THE BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
  61. 61. GETTING STARTED
  62. 62. GETTING STARTED
  63. 63. GETTING STARTED • 60 day “jump-start program”
  64. 64. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days
  65. 65. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web
  66. 66. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO
  67. 67. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO • Generating traffic

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