Effectively leveraging Digital Channels to Drive Incremental Ad Agency New Business Leads!

April 7, 2010

Most ad agencies are not effectively leveraging digital channels to help drive incremental new business leads. Here are five simple steps you can implement immediately to increase your new business lead flows…

Optimize your website for SEO: Is your agency website full of flash and streaming video? Then it’s probably highly ineffective from an SEO perspective and you are probably invisible to many potential prospects conducting agency research online. Now there is new technology available that makes Flash SEO friendly. (WhittmanHart Interactive is currently at the leading edge of this technology) You now have two options to choose from. Either redesign your site with less flash or update your flash programming to be more SEO friendly.

Monitor your daily website traffic: You would be surprised how many agencies put up a website and then fail to track daily visitors to the site. Simple monitoring through Google analytics can provide you with some very useful leads. Take a look at who visited, how long they stayed, what they looked at etc. This is a very useful tool to monitor activity after a recent new business meeting, seminar presentation or capabilities presentation.

Develop and Implement an agency SEO/M strategy: When questioned on the subject, most agencies admit to not having one. Given that 100 percent of clients looking for an agency conduct online research during the process, it’s hard to imagine why this would be the case. A basic SEO/M strategy can be highly effective at generating interest and inquiries.

It’s time to become more social: A social media strategy is a must have in today’s conversation economy. If you are not involved in the conversation you are unlikely to become a consideration. And don’t think that by putting up a Facebook page, agency blog and by twittering that you have a social media strategy. You will need to implement a comprehensive approach that includes developing your content strategy and how you are going to build your following. It does not end there either…

Ongoing Social CRM: What really makes “social + CRM” work? Connecting customers/prospects, business processes, and employees. Social CRM involves multiple elements, linked together, to provide an end-to-end understanding of how your brand, product, or service is received in the marketplace and how your internal processes produce and deliver experiences that drive this reception. If you are going to reach out through social media you will need a Social CRM strategy to keep the conversation going and deliver the value exchange required to move your prospect along the sales funnel.  

   

Advertisements

Social CRM Is The New Driver For Ad Agency New Business!

October 22, 2009

Social CRM is the new currency in ad agency new business. Influential clients are forcing a convergence between CRM and PR, making tracking what is being said and by who a vital component of your new business strategy.

In a recent survey conducted by Russell Herder and Ethos Business Law, marketers were asked the question, “For what reason do you use social media”. While 82% of respondents said that brand building was there number one reason, 60% indicated that personal networking was the second most important reason, with customer service a distant third at 32%.

 Social graph

The very marketers that we agencies target are telling us that personal social networking is an extremely important activity for them. Why then do so many agencies ignore social networking when it comes to their own new business prospecting?

Ad agencies should be out there listening to marketers, using the available tools to track all relevant conversations, identifying who the influencers are and starting to build a dialog and ultimately a relationship development program. Many prospective and existing agency clients are active right now sharing their opinions with others through social networking channels. Some of the more enthusiastic individuals have become evangelists, establishing a significant sphere of influence in the market place. Barry Judge, the CMO of Best Buy would be a perfect example of such a marketer.

According to Susan Scrupski of ITSinsider, seeing results depends heavily on how you organize your business and equip the people who are part of it. As you enable the conversation between you and your prospective customers, you enter into collaborative design. Picking up information and passing it into an organization that knows what to do with it is the inflection point between social business strategy and actual business success. Taking the time to measure it in the fundamental currency of business — which as Susan says is “currency” — is the final step in putting all pieces in place to win in the marketplace.

This convergence between PrR and CRM makes tracking who is saying what and developing an ability to respond directly a must have skill. By efficiently organizing and strategizing your responses, you can use this information to guide your social web program and the evolution of your business itself.

That’s powerful!

 

 

Share