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. Positioning is the Foundation for New Business Michael Gass 2012 Hubspot’s Inbound Conference Boston
- 5. 80% of decision makers said they found their vendors not the other way around
- 6. “Most agencies are in a perpetual state of rebranding and redesigning their websites.”
- 7. Practice what you preach
- 9. No point of differentiation
- 11. Only 9% of marketers believe agencies are doing a good job of keeping up.
- 12. In 2010 Agencies Jump In
- 14. Agency Logo
- 28. A quick positioning exercise • Choose a focus • Establish a positioning of expertise • Backing it up “looking under the hood”
- 29. First Step • Target Audience • Descriptor statement • Blog title • URL • Key words • Categories
- 30. 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
- 31. 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
Editor's Notes
- Agencies have made positioning more difficult than it should be because of their unwillingness to differentiate. This session will provide examples how agencies can use inbound and social media marketing to create a differentiating position that creates a strong appeal among their best prospects to make new business EASIER.
- POSITIONING is the FOUNDATION for INBOUND MARKETING for agency new business.
- My blog is the central hub for INBOUND MARKETING for new business. It is also a perfect POSITIONING TOOL for new business.
- My story. Practicing what you preach and creating a differentiated position through inbound and social media marketing.
- 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.
- 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.
- Agencies/Inbound Marketers: Practice what you preach. Do for yourselves what you recommend your clients do.
- 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! ”
- Without positioning agencies tend to look and sound the same.
- Lack of positioning: agencies are treated as vendors instead of specialists.
- Agencies aren ’ t perceived as experts and positioned as VENDORS.
- Agencies were late getting into social media.
- A typical agency blog. No positioning. No target audience. No traffic. No appeal. That ’ s why most agencies aren ’ t having success with social media and INBOUND MARKETING for new business.
- Social media and INBOUND MARKETING is about people connecting with other people. People want to work with other people that they know, trust and like.
- The MAIN REASON agency principals are afraid to commit to a positioning = missing opportunities. SOCIAL MEDIA and INBOUND MARKETING to removes the risks.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- Examples of Positioning for New Business through INBOUND MARKETING.
- 100 + Agencies have used this simple exercise for positioning their agency for new business.
- Ask everyone to follow this outline. These are the elements needed to create a niched blog for new business.
- Most agencies need new business sooner rather than later. How to jump start your traffic.
- A brief recap of positioning and using INBOUND MARKETING for new business.