Ad Agency New Business Social Media
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The document discusses how social media is changing the way advertising agencies acquire new business. It outlines that agencies traditionally struggled to identify their target audiences and differentiate themselves, but social media allows agencies to more clearly target potential clients. The document also notes that search engine optimization, blogging, and participating in social media have become essential for agencies to market themselves and generate new leads online where most business-to-business research now begins. It provides tips for agencies to get started with an effective social media strategy.
Ad Agency New Business Social Media
- 3. FUELING AD AGENCY NEW BUSINESS THROUGH SOCIAL MEDIA michael gass consulting
- 4. “Social media teaches ad agencies how they should have been conducting new business all along.”
- 5. “Social media teaches ad agencies how they should have been conducting new business all along.”
- 8. “Biggest challenge in marketing today, finding a target audience and connecting with it.” Ad Agency Chief Creative Officer
- 9. AGENCIES DON’T PRACTICE WHAT THEY PREACH
- 10. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience
- 11. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation
- 12. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists
- 13. 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
- 14. 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)
- 15. 2008: THE PERFECT STORM
- 16. 2008: THE PERFECT STORM
- 17. 2008: THE PERFECT STORM • significant downturn in the economy
- 18. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets
- 19. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up
- 20. 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
- 21. 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
- 22. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS
- 23. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired
- 24. 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
- 25. 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
- 26. 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
- 27. A NEW BUSINESS PARADIGM SHIFT A recent CMO study: 80% of decision makers say they found their vendors, not the other way around.
- 28. SEO IS NOW A CRITICAL PART OF NEW BUSINESS STRATEGY 80-90% of business to business transactions begin with a search on the web.
- 29. 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.”
- 30. 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.
- 31. BENEFITS OF SOCIAL MEDIA
- 32. BENEFITS OF SOCIAL MEDIA • professional enrichment tool
- 33. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool
- 34. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool
- 35. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool
- 36. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
- 41. NEW BUSINESS TOOL: • Lead with benefits
- 42. NEW BUSINESS TOOL: • Lead with benefits • Differentiate
- 43. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal
- 44. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience
- 45. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership
- 46. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership • Specialize
- 47. 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
- 53. RESEARCH TOOL
- 54. GENERATING TRAFFIC = GENERATING LEADS
- 55. GENERATING TRAFFIC = GENERATING LEADS • SEO
- 56. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters
- 57. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter
- 58. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers
- 59. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers • eBooks
- 60. SEO
- 67. White Papers
- 68. eBook
- 69. PRACTICE WHAT YOU PREACH
- 70. “IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT”
- 77. SOCIAL MEDIA IS NETWORKING ON STEROIDS
- 78. SOCIAL MEDIA IS NETWORKING ON STEROIDS
- 79. RECAPPING THE BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
- 80. GETTING STARTED
- 81. GETTING STARTED
- 82. GETTING STARTED • 60 day “jump-start program”
- 83. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days
- 84. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web
- 85. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO
- 86. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO • Generating traffic