Wednesday, January 4, 2012

19 Tips for Building an SEO Strategy for Ad Agency New Business

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Having a search engine optimization strategy, or SEO, is important to support lead generation for ad agency new business.

Most agency business development directors have a marketing strategy and are becoming competent with an inbound lead generation strategy that has as its centerpiece – content marketing. Understanding search engines is an important part to content marketing and blogging. Therefore, it is important for business development directors to become familiar with how search engines work and keep up with what is going on.

Recent changes to Google’s search engine ranking algorithms are already having an impact. Google’s own site, www.blogger.com, has seen a 20% drop in search traffic. 

How do you become more knowledgeable, reduce the impact of these inevitable changes and create an SEO strategy for new business? 

1. By understanding Google’s bottom line. It is important that you be natural and authentic so you will be less likely … Continue reading

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Thursday, December 29, 2011

The Top 10 Articles of 2011 for Ad Agency New Business

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How new business is being acquired for ad agencies is currently undergoing a paradigm shift; instead of pursuing clients, it’s now more important for your prospective clients to find your agency. 

I’m sure that you are well aware of the changing marketing landscape and the need to make fundamental changes to the traditional methods for business development.

  1. Data Explosion - 90% of the world’s data was created in just the past two years. Content marketing has become a key element in building awareness for agencies.
  2. Social Media Eruption - social media is now mainstream and is as a key engagement channel for prospects.
  3. Channel and Device Boom - The growing number of new marketing channels and devices, such as smart phones and tablets, are quickly becoming a priority for reaching prospective clients.
  4. Expanding Markets - Small to midsize agencies have a new window of opportunity to reach a larger market than ever

    5. … Continue reading

Filed Under: Best Practices, Compensation, New Business Tactics, New Business Talents, New Business Tips, New Business Tools, New Business Trends Tagged With: , , , , , , ,
Thursday, December 15, 2011

Content Marketing is Hard Work: 4 Tips to Make it Easier

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Content marketing is the wave of the future for ad agency new business, but to have success you will need to make advance preparations to consistently deliver quality content.  

I’ve recently written my 650th blog post article. I have a sense of jubilation mainly because I had been battling one of the most serious bouts of “writers block” since starting my blog. I had dealt with this dreaded writers malady in the past but I have never had this much trouble overcoming it.

Writer’s block is a condition, primarily associated with writing as a profession, in which an author loses the ability to produce new work. The condition varies widely in intensity. It can be trivial, a temporary difficulty in dealing with the task at hand. At the other extreme, some “blocked” writers have been unable to work for years on end, and some have even abandoned their careers.

… Continue reading

Filed Under: Content Marketing, Creating Content, New Business Trends Tagged With: , , , , , , ,
Tuesday, December 13, 2011

A Not To-Do List for Ad Agency New Business

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If you want to have a productive new business program, you must decide what you are not going to do.

Most everyone has a “To-Do List.”  But it can be helpful to periodically create a “Not To-Do List.” Simply make an assessment of all of the non-productive things you are currently doing that need to be eliminated.

“Deciding what not to do can be crucial to getting things done.”

Here are some things that I have found helpful creating my own Not-To-Do List:

  1. Review the previous year’s calendar of activities and evaluate which of your activities produced the best results for new business and which didn’t. I’d suggest making a list of your activities and create a ranking system.
  2. Create a list of agency activities you are involved in that have nothing to do with new business.
  3. Evaluate your current To Do List. Ask yourself this question, “Are these tasks

    4. … Continue reading

Filed Under: Time Management Tagged With: , , , ,
Friday, November 11, 2011

Think Multiscreen for Ad Agency New Business

Photo Credit: mbiebusch

Keeping up with mobile technology and how it impacts consumer behavior is important because it inevitably effects how ad agencies will be reaching prospects in the near future. 

“Most marketers are still struggling to figure out how to truly capitalize on the opportunities represented by long-form video and — more recently — social content. Now, a new imperative is clear, especially for those spending heavily on TV. Content and experiences that move seamlessly from one screen to another are an absolute must.”  Jeremy Lockhorn, VP Emerging Media, Razorfish

Consumers’ use of emerging media driven by new technologies is moving at such a lightning pace that it’s difficult for agencies and the brands they represent to keep up. There is also the tendency for marketers to “over-focus” on things like television, mobile and social media as stand alone mediums rather than fully comprehending consumer behavior and creating a multiscreen strategy… Continue reading

Filed Under: Digital, New Business Trends Tagged With: , , , , , , , , ,
Wednesday, November 9, 2011

20 Top Inbound Marketing Resources for the Paradigm Shift in Ad Agency New Business

Intersection Consulting

Advertising agencies, PR firms and digital shops should reverse their new business efforts from “Outbound Marketing” techniques to “Inbound Marketing.”

There is a dramatic paradigm shift for acquiring new business opportunities for advertising agencies, digital shops and PR firms. Agencies need to rethink their approach to new business and intensify their focus on inbound tactics, such as creating magnetic content that will attract prospective clients, rather than relying on the traditional interruption model which consumers are responding to less and less.

MarketingSherpa reported in a CMO Study, 80 percent of decision makers said they FOUND their vendors (not the other way around). Inbound Marketing is marketing focused on getting found by customers.

Most agencies are spending the majority of their new business efforts on “Outbound Marketing” tactics such as direct mail, cold calling, email blasts and other efforts that push their message out to a wide, diverse prospective client audience.  Their prospects … Continue reading

Filed Under: Agency Blogs, Content Marketing, Creating Content, New Business Tactics, New Business Trends, Social Media Tagged With: , , , , , , ,
Thursday, November 3, 2011

12 Initial Steps for Ad Agency New Business Directors

Photo Credit dennis.vetu

If you are charged with developing a new business program for a small to midsize ad agency, PR firm or digital shop, then this article is for you.

I’ve often found that new business development people often lack experience. They also usually have responsibilities other than new business development.

If this is your situation,  I’ve pulled together a list of brief steps to help you to get a jump-start for your new position.

1. Develop a SWOT analysis and conduct staff interviews.

SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats.

I recently wrote an article about creating a SWOT analysis that you may want to review as a resource to help you get started. A SWOT analysis was also a part of Steve Jobs’ 12 Rules of Success.

Conducting a SWOT analysis is a very straightforward, non-complicated process for gathering agency information quickly around 4 key categories: … Continue reading

Filed Under: Agency Leadership, New Business Talents, New Business Tips Tagged With: , , , , , , , ,
Monday, October 31, 2011

A 7 Step Guide to Successful Infographic Production for Ad Agency New Business

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An infographic can be a great way for small to midsize ad agencies to communicate their unique position in the marketplace. 

Infographics is derived from two words: ‘information’ and ‘graphics’, and stands for the graphical representation of data and information.

Why infographics for ad agency new business?

  • Visually create a positioning for your agency - “A picture is worth a thousand words.”
  • Gain a positioning of expertise within a particular industry or discipline.
  • If you include an  “embed code” for your infographic, it can help your agency’s website or blog site gain rankings for a particular niche. l
  • Infographics are easily shared and become viral that will also increase online traffic and build awareness for your agency.

Voltier Digital agency located in Delray Beach, FL, is a content marketing agency that has been creating lots of buzz for themselves through the use of Infographics. One of their newest inforgraphics … Continue reading

Filed Under: Digital, Promotion, Social Media Tagged With: , , , , , ,
Thursday, October 20, 2011

Ad Agency New Business 101: Conduct a SWOT Analysis

Photo Credit Pshegubj

A SWOT analysis is a good starting point for someone who is charged with creating new business opportunities for a small to midsize advertising agency, PR firm or digital shop.  

Part of Steve Jobs’ 12 Rules of Success: Perform SWOT analysis. As soon as you join/start a company, make a list of strengths and weaknesses of yourself and your company on a piece of paper.

This strategic planning method, when used properly, can be  a valuable tool for making decisions, setting strategy, and evaluating courses of action. You should use it as an initial step for defining your agency’s new business objectives. It is a helpful tool for reviewing your agency’s current focus and positioning.

SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. Internal factors are ones that you have control over. External factors are ones you don’t … Continue reading

Filed Under: Best Practices, New Business Tactics, New Business Tips Tagged With: , , , ,
Thursday, October 13, 2011

IBM Study: The 4 key challenges that CMOs everywhere are confronting

As CMOs struggle there is a window of opportunity for ad agency new business. 

A new IBM study of more than 1,700 chief marketing officers reveals that most CMOs are well aware of the changing marketing landscape and the need to make fundamental changes to traditional marketing methods of brand and product marketing.  But they are struggling to respond. Their unpreparedness to manage these key changes in the marketing arena presents a great opportunity for advertising agencies, PR firms and digital shops. But, only if they are prepared to lead.

The study’s findings point to four key challenges that CMOs everywhere are confronting: 

  1. The explosion of data - 90% of the world’s data today has been created in the last two years alone.
  2. The rise of social media - 56% of CMOs view social media as a key engagement channel
  3. Channel and device choices - The growing number of new marketing channels and devices,

    4. … Continue reading

Filed Under: Agency Leadership, New Business Trends, Social Media Tagged With: , , , , , ,
Tuesday, October 11, 2011

The All Business “No Bull Crap” Guide to Social Media Marketing

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Turning social media into social media marketing for ad agency new business.

No Bullshit Social Media is a new book that I highly recommend for ad agencies. It is hype-free advice on how to use social media marketing for business and contains a wealth of statistics, illustrations and case studies. The books insights will be of practical help to your agency and clients.

The reason your agency needs social media is that it can drive real new business opportunities and will provide a serious step up on your competitors. 

The book is co-written by Jason Falls and Erik Deckers.

I’ve known Jason since starting my own consultancy back in 2007. He understands ad agencies having previously worked for Doe Anderson, a regional agency in Louisville, KY. Jason has built a successful and highly regarded digital and social media consulting service, the Social Media Explorer. He also authors one of the most widely

… Continue reading

Filed Under: New Business Trends, Social Media Tagged With: , , , , , ,
Friday, October 7, 2011

The Single Most Important Twitter Tool for Ad Agency New Business

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TweetAdder is one of the most important tools you can use to build a targeted following on Twitter. 

There are hundreds of 3rd party tools for Twitter, but one stands out above the rest as the most productive for using Twitter for new business.

You don’t want followers just to have followers. Inbound lead generation will only happen if the bulk of your followers are your agency’s best prospects.

TweetAdder is a software program that charges a one-time fee to download and use this tool to build a Twitter database of people to follow.

The program allows you to search by profile data, such as searching for  a companies CMOs. Anyone with that title in their Twitter profile you can add to your database of people to follow.

Another important feature of TweetAdder allows you to follow everyone that follows a particular Twitter account. For example, you … Continue reading

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Wednesday, October 5, 2011

8 Reasons Why This Is Such An Exciting Time for the Smaller Ad Agencies

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Unconventional times call for unconventional methods for ad agency new business.

These are certainly unconventional times that we live in. A recent IBM study states that we will see more change in the next 5 years than in the previous fifty.

We are still in the midst of the greatest economic downturn since the Great Depression. The recession that began in 2008 still isn’t over and economists are forewarning the possibility that this could be a double-dip recession.

The rise of social media as another communication’s channel, has impacted our society and the way we do business. Social media marketing best practices are quickly evolving. But as soon as you start to get comfortable using Twitter, Facebook and LinkedIn, a new social media platform is introduced, such as Google Plus, and it’s back to school all over again.

Smart phones and tablets further impact our culture and how … Continue reading

Filed Under: Fuel for Thought, New Business Tips, New Business Trends Tagged With: , , , , , , ,
Tuesday, October 4, 2011

5 Tips for Using Direct Mail for Ad Agency New Business

Photo Credit Ian Broyles

Direct mail isn’t dead as a tactic for ad agency new business.

When everyone Zigs, maybe you should Zag. So much attention is being given to online tactics, it may be a good time to do the opposite and utilize some offline tactics such as direct mail to raise awareness for your agency and stay top-of-mind with prospects.

A lot of small to midsize advertising agencies fail at their own direct mail efforts because they give up after only a couple of mailings when there is little or no results. Direct mail isn’t dead. But it’s not very effective unless it is used consistently and that is usually a problem for most agencies. We are always our own worst client. 

Your agency is probably like most. When things get busy with client work, work for the agency is often neglected.  Here are 5 tips to keep your direct mail … Continue reading

Filed Under: New Business Tactics Tagged With: , , ,
Monday, October 3, 2011

Advertising Week: Resources for Daily Reports, Live Updates and Videos

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If you can’t attend Advertising Week here are some good resources to follow the events, capture insights and even participate in the dialogue through Twitter, Facebook, LinkedIn and Google +.

Oct. 3 kicks off Advertising Week, New York’s premier annual gathering of marketing and communications leaders from around the world.

Begun in 2004, Advertising Week now draws over 70,000 people who will attend some 200 events featuring the industry’s best and brightest thought leaders. The panels, programs and parties during Advertising Week are divided among multiple locations.

In honor of the week, The Huffington Post has dedicated a new site to cover the events, news, people, articles, blogs and buzz for the week: The Huffington Post Advertising Week 2011. This is a helpful resource.

Here are a few of the articles and insights from Day 1:

Filed Under: Agency Leadership, New Business Trends Tagged With: , , , , ,
Friday, September 30, 2011

Study: 69% of Businesses Increased New Business Leads Through Blogging

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Blogging greatly improves search engine optimization, which has proven to be a key lead generating factor for new business.

How new business is being acquired for ad agencies is currently undergoing a paradigm shift; instead of pursuing clients, it’s now more important for your prospective clients to find your agency. Blogs make their search easier.

In a recent 2011 HubSpot ROI Study,  69% of businesses surveyed said that blogging attributed their lead generation success. The study also found that 75% of businesses believed SEO was a primary factor. The study shows companies that blog attract 55% more website visitors than non-blogging companies.

Blogs generate far more visitors by:

  • Search visibility – blogs are organized to be search engine friendly. Plus the more content you have (well-linked) the more chances there are of attracting search traffic.
  • Click-through traffic - through posting interesting articles a blog gives a reason for other people

    • … Continue reading

Filed Under: Agency Blogs, New Business Trends, Social Media Tagged With: , , , , , , , ,
Thursday, September 29, 2011

A 70 Point Checklist for Jump-Starting or Tuning-Up Your Blog for New Business

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You should evaluate your agency’s blog to optimize its potential as a tool for lead generation, referrals and networking.

There is a dramatic paradigm shift for acquiring new business opportunities for small to midsize ad agencies. Agencies need to rethink their approach to new business and intensify their focus for creating magnetic content that will attract prospective clients, rather than relying primarily on the interruption model of cold calls and unsolicited direct mail, which consumers are responding to less and less.

Creating new business opportunities through social media is growing. In a recent Ad Agency New Business Survey that I conducted, 64% of the 430 responding ad agencies said they now have a blog. Unfortunately, a number of these blogs are not optimized for new business.

I’ve compiled the following 70 point check-list to help “jump-start” or “tune-up”agency blogs for new business:

  1. Identify your audience. This will help

    2. … Continue reading

Filed Under: Agency Blogs, Content Marketing, Creating Content, New Business Trends, Social Media Tagged With: , , , , , , , , ,
Friday, September 23, 2011

5 Ways Social Media Marketing Makes New Business Easier

Photo Credit NCinDC

For agency new business, you need to look at social media as a saviour not a nemesis; an asset rather than a liability; a time saver rather than a time killer.  

Having spent most of my advertising career in new business development I can tell you that social media marketing is the most efficient new business tool that I have ever used.

Here are 5 ways social media marketing makes agency new business easier:

1. Social media marketing allows agencies to easily define and adopt a differentiating new business strategy

The FOUNDATION of an ad agency’s new business program is its positioning.

When you have the right positioning, it’s like fishing for a specific fish, using  a particular bait. You know where the fish are, what bait is most appealing to them, the right equipment to use and you have developed the expertise to catch the real trophies.

Small to … Continue reading

Filed Under: Agency Blogs, Content Marketing, New Business Trends, Social Media Tagged With: , , , , , , ,
Thursday, September 22, 2011

4A’s New Business | Social Media Workshop

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A Formula for Fueling Ad Agency New Business Through Social Media

Nov. 3 , New York, NY

This is a rare, one-day workshop sponsored by the 4A’s. I usually conduct these workshops on-site, at individual agencies, and only do one or two of these open full-day workshop all year.

Registration is open to both 4A’s members and non 4A’s members.

CMO Study: 80% of decision makers said they found their vendors not the other way around.

Social media has already impacted advertising as we know it. It also impacts new business development. It’s more important to strategically place your agency in front of your best prospects online than to continually chase new business by interruption tactics such as cold calling.

This practical seminar is designed to “focus and kick-start” your agency’s understanding, participation, credibility and leadership in social media with less expense, time and frustration. Simultaneously, you will create … Continue reading

Filed Under: Agency Leadership, Best Practices Tagged With: , , , , , ,
Thursday, September 22, 2011

10 Prime Time Benefits of Blogging for New Business

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The majority of ad agencies have yet to comprehend what huge benefits a blog can make and why it deserves to be “prime time” for new business.

With help from American Business Media and the Business Marketing Association, Junta42 and MarketingProfs surveyed over 1,100 North American B2B marketers from diverse industries and a wide range of company sizes. The survey revealed that content marketing, including blogs, is a key lead generation source for 63% of the respondents.

  • Brand Awareness – 78%
  • Customer Attention/Loyalty – 69%
  • Lead Generation – 63%
  • Website Traffic – 55%
  • Though Leadership – 52%
  • Sales – 51%
  • Lead Nurturing – 37%

Here’s the story of how my blog helped launch my business

I started my consulting business just prior to The Great Recession. We had three kids in college at the time. I didn’t have a lot of funds to promote my services nor the time to

… Continue reading

Filed Under: Agency Blogs, Fuel for Thought, New Business Trends, Social Media Tagged With: , , , , , , , , ,