Professional Guest post by Michael Gass, Business Development Consultant | Speaker |Author of Fuel Lines
Learn how to accelerate your agency’s positioning, inbound lead generation, network and referral business.
Since 2007, I’ve conducted over 200 new business workshops for agencies in North and South America and Europe. No matter what country, I find there are some common problems when it comes to business development that makes it harder than it needs to be.
Here are some practical tips I hope you find helpful to make new business easier:
- Personalize your agency.
For small to midsize agencies, the agency owner is a key component for new business. The agency owner should be the face of the agency. Why? New business isn’t built on ‘brick and mortar’, it’s built upon relationships. People want to work with other people that they know, trust and like. Using your personal social media accounts, such as Twitter, Facebook, LinkedIn, Google + and even Pinterest, can become effective networking tools. You can engage with dozens of prospects daily without having to rely upon interruption type tactics.
- Identify your best prospects.
This has been a major challenge, particularly for small to midsize agencies. This inability to clearly define their target audience has many agencies floundering when it comes to developing a lead generation pipeline and a consistent new business program. A considerable amount of time and effort is wasted chasing the wrong type of accounts. Learning when to say no is an important component to a successful new business program.
- Look for the decision makers, not just the companies.
To make the best use of social media marketing for agency new business, you should be mining the executives of the C-Suite, not their companies. Do the research to identify who they are, where they are online and begin to follow and engage with them personally by using your personal social media accounts.
- Create a differentiated positioning.
Positioning is the foundation of any agency’s new business program. Without a differentiated position, ad agency new business is much harder than it needs to be. This is an area that the majority of agencies have not addressed because of procrastination or, more likely, their unwillingness to make the difficult business decisions. But, contrary to common belief, all agencies have pretty much the same basic capabilities, and processes. I know how difficult agency positioning can be but, I also know that a lack of positioning creates even more hardships.
Creating the right positioning is a lot like fishing. A successful fisherman fishes for a specific fish, using a specific bait. He knows where to find the fish and uses the best fishing tackle. He has also developed the expertise to land the real ly big trophies.
You can use social media to test and refine your positioning by “fishing away from the boat” and apart from your agency’s branded website. You can do this through a “niche blog” that lives offsite. It can become a gateway for new business to a much narrower target group than you have ever imagined. The narrower the focus, the faster you can build awareness and appeal to a specific target group.
- The Barkley Agency Finds A Niche in Marketing to Millennials. Learn how Jeff Fromm developed a positioning of expertise within 18 months, The Barkley Agency Finds A Niche in Marketing to Millennials.
- Holland + Holland: A small 25-year-old agency creating national attention through social media (Hired by Porsche). Agency owner and creative director, Stephanie Holland is the author of the niche blog She-conomy. Stephanie’s story is told in this article, Ad Agency New Business Success Through Positioning.
- Shift from outbound tactics to inbound.
Inbound marketing techniques are rapidly becoming more important for agency new business. Over the past six years, I’ve seen a steady progression of agencies embracing social media as part of their new business program. This is primarily because of the way their prospective clients are now researching for their prospective agency partner. Traditional “outbound marketing” methods, such as cold calling, direct mail and email blasts, are becoming less and less effective.
My epiphany for a paradigm shift from outbound to inbound came in January of 2008. I was reading a CMO Study that stated, 80% of decision makers surveyed found their vendors, not the other way around. That stat impressed upon me the shifting importance from chasing new business to “getting found” by your target audience.
- Create a written marketing plan.
After you have defined your target audience and point of differentiation, you need to turn that into an executable strategy. It still amazes me that most advertising agencies do not have a written marketing plan. I find this amazing. If you don’t know what you want to achieve, you wont’ achieve what you want.
Having a plan makes new business easier and much more consistent with a plan, you have a program that only gets better with time because it is measurable . This allows you to refine and improve it.
- Hire a new business director/manager.
Someone needs to oversee your agency’s new business program. This person is like the ‘rudder of a ship’ who should keep everyone focused on new business, even when the agency is at its’ busiest. This person is responsible for executing your new business plan. I’ve learned through experience, “if everyone” is responsible for your agency’s new business, in actuality, no one is. This doesn’t mean that others, particularly agency principals, aren’t involved in the process.
There’s an old saying that cobbler’s children have no shoes. It refers to the fact that a busy cobbler will be so busy making shoes for his customers, he has no time to make some for his own children. Agency’s are their own worst clients because the majority of their focus is servicing clients. A new business director or manager can help alleviate this problem. Their total focus should be on the agency’s business development. It isn’t a billable position, but it’s one of the most important positions within the agency.
- Use PR to create awareness and interest.
No other marketing tool replicates what PR can do when it comes to building trust with important audiences. PR greatly enhances your agency’s credibility. Strategic use of public relations can help small and midsized agencies level the playing field with larger competitors. Can you think of a better advantage over your competitors than being positioned by a credible third-party source as a leading expert in your field?
PR helps make your agency “discoverable” through local, regional, national or international consumer media coverage; niche industry trade publications, websites and blogs your prospects read.
If your agency is too busy to execute its own PR strategy, then hire a PR firm to do it for you. Wouldn’t it be fun to be the client for a change? It’s worth the cost to have a consistent PR effort.
Post by Michael Gass, Business Development Consultant | Speaker |Author of Fuel Lines