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)
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
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
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.
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
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
79. RECAPPING THE BENEFITS OF
SOCIAL MEDIA
• professional enrichment tool
• new business tool
• branding and positioning tool
• research tool
• public relations tool