Positioning is the foundation for new business but most agencies are fearful of it. All they can think about are missed opportunities.
Without a differentiated position, agency new business is much harder than it needs to be. But, it doesn’t have to be so hard. There is an easier way to solve the pain in positioning by implementing a comprehensive inbound marketing program and will quickly gain a positioning of expertise and have qualified prospects reaching out to you.
Here’s an example:
Eric Kiker is the Chief Strategy Officer and Partner at LRXD, an ad agency in Denver, CO. Like most agencies, over the years, LRXD had developed a diverse portfolio of clients. But they’ve been carving out a niche as the Health & Happiness Advertising Agency. Their core business is with brands that help people get healthy and celebrate feeling good.
The face of the agency for health and wellness brands.
Prospects are looking for expertise and a connection with the agency’s brand leader.
Eric has the professional credentials, having worked over 25 years with brands such as Naked Juice, Atkins Nutritionals, Jenny Craig, Herbalife, Nautica and Perfect Bar. Plus, he really practices what he preaches.
“In 2011, I upped the ante in my personal life and started a journey that’s absolutely maximized my diet, fitness, health, well being and longevity. My eating is dialed in with an incredible level of precision, I see a body that’s always been hidden under varying amounts of fat.”
People don’t hire agencies, they hire people. As an owner, Eric communicates through social media to help his agency appear more human and create a strong emotional connection with those decision makers he is trying to reach.
Eric is the author of a niche blog, The Digestible Brand: The secret sauce for marketing nutrition to the confused consumer.
“People have no idea what to eat — for health, weight loss, energy, better sleep — it’s all impossibly confusing. As food marketers, could we help them? And help ourselves in the bargain? I think, yes. And that’s what I write about.”
This health and nutrition marketing blog is the center-piece of the online strategy to reach this specific category of prospects. It is separate from the agency’s website, which allows for a much tighter target audience and focus than would be acceptable on their website. The strategy is already providing a steadier stream of new business opportunities with larger accounts without RFPs and pitches.
Prospects are looking for expertise. Experts write.
Eric’s writing creates value, appeal and recognition as a thought leader. He’s better able to develop and online community of prospects.
If you really want to generate new business through social media – get personal.
Connecting with prospects through your personal social media accounts is the secret sauce that most agency owners have neglected.
Rather than trying to use the agency’s social media accounts, Eric uses his personal accounts. The agency’s accounts may broaden your online footprint but they won’t create much engagement or leads with prospects.
Social media is all about people connecting with other people.
When I’m helping agency owners to integrate their personal social media accounts into their new business program, I often get push back, especially if they’re boomers. They aren’t prepared for blending their personal life with their work life. But, it’s important to find ways to show your personal side.
Eric is having success reaching prospects because he’s utilizing his personal connections rather than leading with the “brick-and-mortar” agency. People don’t hire agencies, they hire people, the person behind the agency.
Note: Eric doesn’t carry out this new business strategy alone. He has a person that manages the process to keep the program focused and consistent and a small team to help with the writing and community building.
How Eric contributes:
- He is great helping create the content.
- He does an excellent job engaging prospects online.
- He adds personal updates and photos that helps create an emotional connection with his audience.
- Having gained a positioning of expertise has created speaking opportunities.
- He does an excellent job of enhancing his offline events and meetings by making connections with attendees online in advance.
Is your agency generating new business through social media?
If not, it’s probably because:
- You’re waiting passively for prospects to come to you.
- You have no clear goal or focus.
- You aren’t building a targeted community of prospects.
- You’re still trying to lead engagement with the agency instead of the agency’s brand leader.
- You’re online communications are more about the agency rather than creating value for prospects.
Connect with Eric to see his new business program in action:
Email me at michael@michaelgass.com if you have questions or you’d like an overview of my program. I’d be glad to also include a copy of my guide, Seven Steps for Fueling New Business Through Social Media.
Additional articles that may be of interest:
- Example: Creating a Niche for Ad Agency New Business
- How to Create Your Personal Brand Story for Ad Agency New Business
- The Barkley Agency Finds A Niche in Marketing to Millennials
- Ad Agency Prospects are Looking for Expertise
- Can You Damage Your Ad Agency’s Brand By Ignoring Yours?
- Thought Leadership, Millennial Marketing and Ad Agency New Business
- Social Media Isn’t Working for Ad Agency New Business
