It’s January, a time to stride forth into the new year and activate the plans you've made to grow your ad agency – dust off that prospecting list, revive the agency’s blog, hire a biz dev whiz to steer the efforts.
How’s that going so far?
We're as quick to break resolutions as we are to make them. Psychologists call this “false hope syndrome,” which means our resolutions are unrealistic and out of alignment with our internal view of ourselves.
What's the secret to counteracting this natural tendency?
For a moment, put aside your ambitious plans for 2017 and take a critical look at your team (including yourself) and what it's best equipped to do. See if your agency matches one of these five types. It could unlock the secret to winning more new business this year.
Think about the number of agencies you’re aware of (including your own) that have a truly differentiated work process.
If you’re being honest, the answer is easy: not many. Whether it’s three steps or twenty-three steps, most agency work processes look the same. In fact, sometimes I think they’re more of an afterthought, something to be written up for an RFP response but rarely put into action in real life.
But Park Howell, founder of agency Park&Co., channeled his fascination for the power of storytelling (a fascination I happen to share) into a work process he calls the Story Cycle that's become an integral part of all his client engagements.
For every outstanding ad agency website there’s an equally appalling one. I’ve heard clients and search consultants express frustration when faced with websites that are vague, circuitous or simply lacking the information they need.
Your website has to serve a number of important audiences, but the focus of my latest blog post is on optimizing your website for your prospects – those people that need to assess you as a potential agency partner.
When (re-)designing your website, what are the most important things for you to keep in mind? Click here to find out.
The beginning of a new year is a great time to set positive intentions, such as reeling in a big, game-changing client. It’s a daunting challenge for any agency, but it is particularly challenging if you’re a small- to mid-sized shop. You have to work that much harder to differentiate yourself and get the attention of the "big guys".
The good news is that hooking a big client doesn't require that you make massive operational changes or even hire an expensive "rainmaker". It relies more on having the right mindset. Check out my guest column in today's Agency Post (also on my blog) to see if there are things that you can do today to best position yourself to win big this year.
In part one of my three-part series on blogging, I advocated for including a well-maintained blog as part of an integrated business development program, but it still left open the gapingly large question of what to write about. In this post, I’m hoping to alleviate some of that anxiety with a flexible editorial approach and a list of themes that can generate an endless number of topics.
What about your agency? Do you have a blog? Is it an invaluable marketing tool or the source of frustration? I'd love to hear your comments!