Monthly Archives: April 2014

Ad Agency New Business: Blogging for Agency New Business: Pick One Thing & Do It Well

blog-iconBlogging is an essential part of any comprehensive agency new business program. If done well, it can bolster your position and help convert prospects to clients.

Unfortunately, many firms struggle with maintaining an effective effort. And, although there are no quick fixes, there are ways to streamline the process – starting with your content strategy.

Ask yourself this question:  Are your blog subjects unified or do they bounce from topic to topic?

FACT – Specialist agencies win more business than generalist firms. 

Ergo, your blog must reflect and reinforce your specialist position.  Derek Halpern from Social Triggers puts it best,  “Dig one hole 100 feet deep, not one hundred holes 1 foot deep.”

Stop writing if your themes are general and shifting. Examine your agency’s position and select narrow topics that provide real solutions to very niche audiences. Then commit to a series of scheduled posts and dive deep.

And, while you are at it, check out Derek’s website Social Triggers and his online course – The Blog That Converts. Both are great resources, filled with practical advice designed to help you create a winning blog.

We get it. Effective blogging is a big commitment. But, the competitive advantage it affords will far outweigh the work involved.

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Ad Agency New Business: Build a program. Don’t buy a list.

For most agencies, buying a list is like shooting an ant with an elephant gun.

Here’s why:

A successful new business program is a methodical one, designed to maintain regular and personal contact with key decision makers within VERY targeted organizations.

Collecting a large volume of contacts via various list services (many of whom may not be perfect fits) is counterproductive. Focus your efforts on identifying prospects that would make the best clients – those ripe for your unique expertise and market position.

Consider these tips when building your own customized list:

1.  Begin by identifying 50-100 prospect organizations based on your agency’s unique selling proposition (the narrower, the better).

2.  Research all of the decision makers and influencers within each, along with their relevant contact information (phone, email, mailing, social info, etc.).  Use LinkedIn and InsideView to help gather this information.

3.  Call and verify the information.  That’s right…CALL.  Especially if you bought or are working with an inherited list. Confirmation is key. Many lists are fraught with outdated contacts and misinformation – all of which can lead you down rabbit holes that waste valuable agency resources.

4.  Load into your CRM system. We recommend Salesforce. It’s affordable, easy to use and integrates with other new business assets like Constant Contact and Hubspot.

5.  Pace yourself. Begin your outreach and build your list in batches. Most mid-size agencies with a strong and narrow position realistically target approximately 500-800 organizations. Remember, this is not a mass marketing exercise. It’s a personal, relationship-building approach that takes time and discipline.

HG_Outreach

Your new business program is not a sprint. It’s a marathon. Take the time to choose your ideal prospects well, then research and confirm the identity of the decision makers and influencers within each of those organizations. Quality over quantity is the key to winning this race.

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