Ad Agency New Business Social Media
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Ad Agency New Business through Social Media Michael Gass Consulting, Fueling Ad Agency New Business
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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