Most agencies are very poor at bringing in new business for themselves. The reason can usually be attributed to an undefined positioning statement and a loose strategy.
It is kind of ironic that agencies aren’t great at this, especially when you take into consideration that analyzing and developing client strategic plans is often on the list of what creative agencies offer and do well for their clients. Although they are paid to help clients define their positioning, advertising goals and designs that adhere to a strict marketing strategy, creative agencies themselves often have a hard time when asked to define their own strategy for their business.
Remember, regardless of what business you are in, positioning is the foundation of your brand. All your future decisions, the types of clients you attract, the network(s) you build, the particulars of your service commitments, and even staff recruitment are all affected by how you define yourself in the market. You do not want to close a contract with a client just to find out later that you cannot effectively offer what he/she needs or hire someone that does not fit your culture. Therefore, this blog post aims to provide you with 5 key things to think about when defining your position in the market and formulating the strategy that will lead your creative agency.
Ready to get your agency’s name out there and create hype around your business? Just follow these tips to develop a wow marketing strategy.
Outline your goals and action plan
Determine who your audience is for your marketing efforts, just like you would for a client. Why are you doing this? Who do you want to reach? How can you showcase your skills? From there, your team can outline a strategy, choose their plan of action, and get some creative ideas in motion.
Much like networking and sales, marketing is an all-agency initiative. Besides internal projects, each department should also be working to promote your agency. Have the content team work on article submissions, the design team update your website, the PR team pitch stories to local publications, and the film team create videos that highlight your company objectives.
It is crucial that you make time to prioritize the marketing of your agency. It’s difficult to find time for your own projects when you have clients on the line, but by creating a team of agency pros that are accountable for growing the business, you’ll see a great ROI the minute new clients walk through the door.
Position yourselves as experts
No matter what business or industry you’re in, if you aren’t able to get new clients you probably won’t stay in business for very long. And as you are likely already aware, finding and keeping clients can be a challenge.
It doesn’t matter what products or services you offer, your prospects likely have lots of different options to choose from. Being able to differentiate yourself from your competitors, and position yourself as the person or business most suited to serve them is vital to your success.
Show, don’t tell
If you’re able to demonstrate that your agency offers creative problem-solving solutions and strategies, you’ll impress any and every future client. Find a way to showcase your work and use this content to promote your agency. Keep in mind that anyone who hires you is looking for a way to differentiate themselves; you need to do the same. Be sure that your marketing gives a clear-cut impression that you don’t sell canned solutions or the same products again and again.
Don’t be afraid to be transparent with your process and create a detailed list of what a business can expect in return for their investment. It’ll demonstrate not only your results but also the creative methodology and resources that bring your promises of a beautiful design to life.
The most important aspect of marketing your agency is making sure that your website is a shining example of your work. You wouldn’t go to a mechanic who couldn’t fix his own car, so don’t expect your design agency to attract potential clients if your own site is anything less than stunning.
Craft a content strategy
That’s right – not only do your clients want one, but you need one. Without it, there’s a void in your agency’s digital presence that leads to infrequent/inconsistent social media posts, irrelevant articles, and a lack of cohesive brand messaging.
Inject strategic content into your agency culture. Encourage teams to promote the business through intentional social content. You’ll constantly create new content that’s brand-compliant and on-target. Plus, you’ll connect your brand to your team’s social network. That’s how you engage people who don’t know you and get new followers.
Strategizing for your agency goes beyond marketing and content. Determine what services to sell and what your best bets are by committing to a culture of learning.