Why Ad Agencies Don’t Like To Self-Promote

The answer to “Why Ad Agencies Don’t Like To Self-Promote” is rooted in good intentions, and it’s completely understandable.

There’s a reason the phrase “shameless self-promotion” exists-agencies feel like it’s unseemly, for lack of a better word.

And in some cases (even with all the craven social media self-promotion out there), it is.

There’s nothing worse than attending a webinar or a presentation that is essentially a thinly-veiled commercial for the company, service, or platform for example.

And I hear, “we don’t really like to self-promote, or “we’ve never really done much self-promotion”, predominantly from small to mid-sized agencies.

So let’s get into why.

Why Ad Agencies Don’t Self-Promote

Here are the reasons why:

1. Per the above-it doesn’t feel right/we look like Dbags
2. We want the work to speak for itself
3. It takes time we really don’t have
4. We don’t really need to
5. We don’t know how to

I’d like to briefly reply to the first 4:

1. Not if you do it correctly
2. Tough for the work to do that if you’re not sending prospects to it.  Build it and they will not come.
3. Fair, but you can’t let that be an excuse (more on that momentarily)
4. Maybe not now, but eventually, you will.

Now let’s look at #5:

We Don’t Know How To Self-Promote

The good news is, you actually probably do, and I want to give you some real-world examples of how (without having to create a ton of new content or spend a ton of time), and then talk about why you really do need to do it.

First, pick a platform.

And that platform is your site and LinkedIn.

If you’re already creating content like a blog, reports, or video and you’re posting to your site, that’s great.

Ideally, you’re sending, via a newsletter, or direct contact, your prospects to that content.

And you should also be posting it to LinkedIn.

But a lot of small to mid-sized agencies aren’t creating content and that’s who I want to talk to with this post.

You don’t have to create ongoing, brand new content to still have a presence on LinkedIn.

Ideally you’re making an effort to, even once a month, but I understand the reality small and mid-sized agencies live with-it’s tough.

So instead, use what’s already in front of you.

5 Ways to Create Content For LinkedIn

1) Examples of Work

Here’s an example from Owen Jones and Partners in Portland, OR.

You can see the LinkedIn post with video here.

This may seem obvious, but it’s interesting how few agencies take advantage of this opportunity.

Ultimately, you’ll want a case study for something like this, but this is an excellent way, in two paragraphs, to showcase your expertise and make a little humble brag as well.

Is this self-promotional? Yes.

Is it “unseemly”, as I said previously?  No.

Yes, it is ultimately about the work and the agency, but the focus is on the client, the menu item, and a recognition of the team.

2) Use Those Case Studies!

Here’s an example from Sanger & Eby in Cincinnati, OH.

You can see the post here.

I mentioned case studies above.  If you have them, use them!

Their LinkedIn post works well because it’s concise, and is all about the end result.

And this is a great example of showing results without raw numbers, which agencies, understandably, get concerned about.

3) Send Your Prospects To Your Site-That’s Why It’s There!

Here’s an example from the team at DSM in Mahwah, New Jersey

You can see the LinkedIn post here.

DSM are absolutely being self-promotional here.

But does it come off as too much? Overly promotional?

Not at all, and the key here is the way they’ve written this, like they’re talking to you , and not at you.

4) Talk About Those New Clients!

Here’s an example from from Barkley, in Kansas City.

You can see the LinkedIn post with video here.

Simple, punny (in a fun way), and obviously impressive with a name client like Post.

And the video is fun and creative.

But your new client doesn’t have to be Post, or have a video that goes to this extent.

Celebrating a new win in a real way (I wanted to use authentic, but it’s so overused) is fantastic.

Shows your expertise, prowess, and appreciation.

I love it.

5) Discuss A Trend, Tool, Or Platform

From The Cyphers Agency in Baltimore, MD

You can see the LinkedIn post here.

You don’t always have to be agency-focused in your content to post something value-added that will show your chops to a prospect.

This is a great example of content that’s not directly about the agency, but they name-drop, in a non-intrusive way, some of the verticals they focus on, and then most importantly, a call to action at the bottom of the post in italics.

It’s unobtrusive but well-written:

If you would like help with your webinar strategy or moderation, feel free to contact us. We offer a variety of services like social media marketing, digital marketing & analytics, marketing & brand strategy, and more to small and large companies.

Ideally, these examples help your firm feel better about promoting all the good work you do-all with the aim of bringing on new clients.

Oh, and I mentioned I would throw out why you really do need to do it.

Because if you aren’t, another agency is.