How to fuel ad agency new business through social media.

1. 2012 New Business | Social Media Workshop
Michael Gass Consulting | www.michaelgass.com

6. Laying a Foundation for New Business
• Commonality of Problems
• Paradigm Shift for New Business
• Making New Business Easier
• Examples of Agency Positioning
• Objectives and Best Practices

7. Agencies don’t
practice what they
preach

8. The Cobbler’s children who have no shoes

9. Agencies look and sound just alike

13. “Most agencies are in a perpetual state of
rebranding and redesigning their websites.”
Michael Gass

14. Only 9% of marketers
believe agencies are doing a
good job keeping up

15. In 2010 Agencies Jump In

16. Social media is a
saviour not a nemesis; an
asset rather than a liability; a
time saver instead of a time
killer.

17. Overthinking It

18. The way you network offline is
the way you network online

19. Agency Logo

20. The Great Recession
“Social media is about people
connecting with people.”

21. “People want to work with
other people ... that they
KNOW, TRUST and LIKE”

23. “Lead with BENEFITS rather than
CREDENTIALS and CAPABILITIES”

24. “Expertise: the primary basis
for differentiating ourselves
from the competition”

25. Experts Write

27. Paradigm Shift

28. 80% of decision makers said
they found their vendors not the
other way around

29. 90% of energy and
resources spent using
interruption tactics

31. Become the Prey

36. Control the client relationship

38. 24/7 Awareness

40. what new business heaven is like

46. The Great Recession

47. The Great Recession

57. “As important as it was
to have a website, it is
now as important to
have a blog.”

67. read and
“Leaders
readers lead”
MichaelHyatt

68. “Reading fuels
your writing”

70. Content Creation
and Curation
• 350 to 450 words
• 1 original post for every 4 to 5 curated post
• Key words in post titles
• Write in inverted pyramid style
• Lead with conclusion
• Write for scan-a-bility
• Writing schedule at least 2-3 posts per week
• Spread content consistently over multiple social
media platforms

71. generating leads

72. Jump Starting Blog Traffic
• Base of Content - 30 posts in 30 days
• Tool to Build “Targeted” Twitter Followers
• Integrate: Blog, Twitter, Facebook, LinkedIn &
Google+
• eNewsletter
• Tool to repurpose content
• Key words to build search rankings quickly

80. A positioning tool +:
• networking & referral business
• no longer having to “chase” new business
• skip the dating process
• controlling the client relationship
• ability to charge higher premiums
• maintain top of mind awareness 24/7
• personalized continuing education program
• national & international new business
• a social media program that works for clients

81. The 3 Steps in Positioning:
1. Choose a focus
2. Establish a positioning of expertise
3. Back it up - “a look under the hood”

82. A quick positioning exercise

83. First Step
• Target Audience
• Descriptor statement
• Blog title
• URL
• Key words
• Categories

84. Ph 205.370.7750
Email michael@michaelgass.com
Blog: www.fuelingnewbusiness.com
Twitter: @michaelgass
www.michaelgass.com