This episode comes from a conversation I had with an agency principal.

Overall, this principal said he was optimistic about the industry, but struggled with the lack of client loyalty, the RFP slog and potential clients constantly shopping.

Our 3 Takeaways provides you with some important food for thought if this sounds familiar.

Content creation will help you get more new business. You’re probably tired of hearing that. Understandable. But the fact is, websites with blogs get 55% more traffic*; however, creating content doesn’t have to mean traditional blog posts. So for your 3 takeaways, here are alternatives to traditional blogging you may not have considered. (And keep watching for two bonus takeaways!)

*10 Benefits of Blogging for Business and Marketing Infographic: https://bit.ly/2JueqXR

Thanks for watching and if you haven’t subscribed yet, you can do that here: https://bit.ly/2Mn0gXy

There’s an unfortunate tendency we see in agency new business communications that doesn’t receive a lot of attention, but it should: that’s telling your prospects something they already know.

If you’re doing this, or your new business director is doing this, you’ve got to curb it right away.

Some prospects won’t even notice it, and you’ll be no worse for wear, but it could annoy, or worse, even offend a prospect.

So what do we mean? Watch this episode of 3 Takeaways to find out.

As you’re thinking about next quarter and your new business efforts, I want to issue a challenge to you, and it’s one you’ve heard before:

You need to create content for your new business efforts.

Before you stop reading (because you’ve heard it all before), let me give you a few key stats, followed by two suggestions I truly think will help.

First stat:

Websites with blogs get 55% more traffic.

If that’s not enough impetus to get you on the content train, I don’t know what is. But there’s more!

Second stat, from R2i’s Kelly Kennedy, in our 2018 RSW/US Agency New Business Thought Leader Survey Report:

42% of agencies tell us they either only have a lead gen effort in place and do very little marketing to support it, or don’t do much lead gen or marketing at all.

Yikes.  But not surprising, and we’ve heard all the reasons why.  Time is at a premium and you’re wearing a lot of hats, as are others in the agency or firm.

Our Director of Marketing, Miguel Trejo, has a post coming up specifically on the topic of blogging, so I’ll let him delve deeper, but from a prospecting perspective, it is a mistake not to back up your effort with marketing.

Otherwise, you look like every other agency, and sure you may have good work examples/cases studies (and you should!) but some form of content helps in so many ways.

So I wrote that I would give you two suggestions to help ease that effort:

One: Consider video

This may seem daunting, and it is an initial investment up front for equipment, if that doesn’t exist, but you can do some pretty amazing things with your phone these days, in terms of quality, and post-production software is getting consistently less expensive.

I can speak from experience: it works.  We’re 14 episodes in the can in our video series 3 Takeaways, and I can point directly to two clients who have come on board because of it.

Sure, it takes time, as we do our best to stick to a release every 3 weeks.  I can tell you though, writing a script is easier than a post, at least in my opinion.  We’re still learning a lot, but once you get into a repeatable rhythm, it gets more manageable.

A simple Google search will provide voluminous stats on why you should (here’s one), but another good reason?

Not a lot of your agency peers are doing it.

Two: Simplify your content process

Specifically when it comes to blogging. We had a client who, once a week, would take an article specific to their vertical and the first part of every post would be a paragraph synopsis of the main points.

And the remaining paragraphs would be their take on it, based on their expertise in the sector and specific knowledge of the challenges inherent to the vertical.

Not rocket science, but agencies don’t tend to stick with a content strategy.  It worked for our client and it was, and is, a great way to get started, or restarted, without having to spend time creating original posts ongoing. And it provides a snapshot of your thinking and knowledge-exactly what your prospects want to see.

It also gets you in the habit of writing, where you might eventually create original posts.

Take the plunge.  Start with a post like the above every 2 weeks, or a video once a month.  Get it on the calendar and get your team involved as well.

It will pay off.

Interestingly, sales outreach used to be a lot sneakier, where salespeople (and I use that term loosely) would essentially try to trick you into opening an email, for example.

Fast forward to today, and agencies and PR firms consistently tell us about the ineffective outreach they receive; yet if they’re handling new business internally, often they’re using the same ineffective techniques and not realizing it. Or at least, not thinking about it up front.

By and large, salespeople don’t use sneak tactics like they used to, but there are other tactics that fall under that same “don’t go there” umbrella, and that’s the focus of our 3 takeaways episode.

In this episode of 3 Takeaways, we talk the agency new business hit and run: one project and you’re done.

It’s great to get that initial project, but the goal is to land and expand.

Sometimes you know going in that’s the situation, just one project, but more often than not agencies don’t do enough to hedge their bets and increase their chances of further work.

Watch this episode to learn three reasons why agencies get caught in the agency new business hit and run, and what you can do to avoid it.

In this episode of 3 Takeaways, RSW VP of Sales, Lee McKnight Jr, talks an unfortunate reality in our industry: new business directors at agencies last, on average, 18 months.

Incredibly frustrating for agency owners when they have to deal with that revolving door.

So why is this?

The reasons are numerous, but in this video, Lee breaks it down by explaining 3 different types of new business directors, specifically in regards to why they’re hired.

In essence, three different new business director persona types, and what to look for and think about as you’re making a potential hiring decision.

The question has come up a fair amount from agencies we talk with: should we list our capabilities or our services on the prime real estate of our site? The answer may seem obvious, after all, many agencies handle services on their site this way, but once you’ve seen our 10th episode of 3 Takeaways, the answer may not seem so obvious.

 

If you’re an agency principal and you don’t have the new business chromosome, don’t make yourself the nucleus of your new business effort.  There are a lot of you trying to handle new business on your own, understandably-this is your business, your passion and your livelihood.

But many agency principals simply aren’t wired to do all that it takes to artfully engage with prospects and carry them through to the proposal or pitch phase.

We discuss the implications in this ninth episode of 3 Takeaways.