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The Foundation for Agency New Business - Positioning


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Presentation to advertising, digital, media and PR agencies that were attending Hubspot's 2012 Inbound Marketing Conference, Bostion, MA

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The Foundation for Agency New Business - Positioning

  1. 1. Positioning is the Foundation for NewBusinessMichael Gass2012 Hubspot’s Inbound Conference Boston
  2. 2. Positioning is theFOUNDATION
  3. 3. 80% of decision makers said theyfound their vendors not the other wayaround
  4. 4. “Most agencies are in a perpetualstate of rebranding andredesigning their websites.”
  5. 5. Practice what you preach
  6. 6. No point of differentiation
  7. 7. Only 9% of marketers believeagencies are doing a good job ofkeeping up.
  8. 8. In 2010 Agencies Jump In
  9. 9. Agency Logo
  10. 10. A quick positioning exercise• Choose a focus• Establish a positioning of expertise• Backing it up “looking under the hood”
  11. 11. First Step• Target Audience• Descriptor statement• Blog title• URL• Key words• Categories
  12. 12. 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• Tools to repurpose content• Key words to build search rankings quickly
  13. 13. 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