Ad Agencies Need Systems to Consistently Produce Leads

Systems for Ad Agency New Business

Believe it or not, most small to midsize agencies are not organized to consistently generate leads.

Agency life is chaotic. Too much to do; to little time. The answer to this problem is to work smarter not harder by creating SYSTEMS for new business.

A system is a set of detailed methods, procedures and routines created to carry out a specific activity, perform a duty, or solve a repeated business issue.

Business development doesn’t have to be so difficult. With a little forethought and the creation of simple steps and processes, you can create systems that will kick-start your online leads.

  • A system makes new business easier
  • A system provides a process or routine
  • A system responds to a specific problem
  • A system helps to automate your processes

Here are some suggested SYSTEMS that will help you to create a consistent new business program:

  1. Agency Directories: An agency directory is a site that allows prospective clients to research agencies on their own time. Identify the directories that your agency should be included in. Schedule the times to update each throughout the year, at least quarterly. Databox provides a convenient list of 16 Agency Directories that will help you get started.
  2. Online Agency Tours: Often overlooked, the agency tour is a strategic new business tool with a little planning and training. It is also a great way to share your agency’s story with prospects online. Beyond your agency’s website, you have a number of social media platforms, such as Instagram, Pinterest and Youtube, that makes it easy.
  3. Collateral Materials: Create a process that allows you to consistently maintain and update your agency’s sales and marketing materials such as brochures, business cards and other promotional items.
  4. Conferences and Events: A system should be in place to help make strategic decisions on what conferences, seminars and events should be attended and who from the agency will attend, what goals will be accomplished, etc. This should be done prior to the agency’s calendar year and included in your new business budget.
  5. Creative Samples: If your agency doesn’t have a sample room, you should create one and have a system in place to maintain and add to your agencies creative library of materials to be used for new business. A system should be implemented to automate the process of organizing existing creative and adding new creative to your library in the quantities needed and how samples will be used.
  6. eMail: A system is needed for creating eMail campaigns for new business, capturing leads, building data bases, metrics, etc.
  7. Identifying and Qualifying prospects: A lot of time and energy is wasted on chasing the wrong prospects. A system should be in place that simplifies how you will identify qualified prospects, creating and maintaining data bases, updating information and how information is shared.
  8. New Business Database: Most agencies have an antiquated new business database that is usually made up of a large hodge-podge of prospects. Most small to midsize agencies aren’t equipped to develop and maintain their own database. It is usually more effective and efficient to outsource this service. Resources such as Winmo, Redbooks and RSW/US provide database services specifically for advertising agencies.
  9. Follow-up New Business Leads and Referrals: A majority of new business leads are wasted because there is no system in place for followup. Do you have a strategy in place?
  10. Promotions and Publicity: Sporadic PR is a lot like sporadic exercise – it’s better than none at all, but not nearly as effective as when there’s a consistent effort. It’s no accident that some agencies get more ink and air time than others. They have a system in place for PR. If your agency is lacking PR capabilities you should consider outsourcing your efforts. Don Beehler is a PR specialist for creating new business opportunities for small to midsize agencies.
  11. RFPs: These responses shouldn’t be a numbers game, especially for small-to-midsize ad agencies. Every agency needs a “simple” system to qualify which of the RFPs they should respond to and have a system in place for their development.
  12. Search Consultants and Procurement Officers: A system to keep up awareness and create relationships among search consultants and procurement officers.
  13. Social Media Marketing: Is now a key part of agency new business. If you’ve been a reader for any length of time of Fuel Lines, you know that I strongly advocate a system of content creation and engagement that allows you to maintain top-of-mind awareness online for a very specific target audience 24/7.
  14. Website Updates: Most agencies that I know are in a perpetual state of redesigning their websites. The website is among your most important new business tools and those charged with new business need to push for a system to keep the site fresh with new work and information regarding the agency’s credentials and capabilities.
  15. Provide Social Proof: 63% of consumers indicate that they are more likely to purchase from a site if it has reviews and testimonials. – CompUSA and an iPerceptions study. Third-party validation is a powerful tool. You need a system to consistently capture client testimonials and recommendations. It’s one of the easiest ways to empower your lead generation program.

Additional articles that may be of interest:

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.

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