SlideShare ist ein Scribd-Unternehmen logo
1 von 32
Downloaden Sie, um offline zu lesen
Positioning is the Foundation for New
Business

Michael Gass

2012 Hubspot’s Inbound Conference Boston
Positioning is the
FOUNDATION
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
80% of decision makers said they
found their vendors not the other way
around
“Most agencies are in a perpetual

state of rebranding and
redesigning their websites.”
Practice what you preach
The Foundation for Agency New Business - Positioning
No point of differentiation
The Foundation for Agency New Business - Positioning
Only 9% of marketers believe
agencies are doing a good job of
keeping up.
In 2010 Agencies Jump In
The Foundation for Agency New Business - Positioning
Agency Logo
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
The Foundation for Agency New Business - Positioning
A quick positioning exercise
• Choose a focus
• Establish a positioning of expertise
• Backing it up “looking under the hood”
First Step
•   Target Audience

•   Descriptor statement

•   Blog title

•   URL

•   Key words

•   Categories
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

•   Tools to repurpose content

•   Key words to build search rankings quickly
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
The Foundation for Agency New Business - Positioning

Weitere ähnliche Inhalte

Was ist angesagt?

Collation of Speaker Soundbites
Collation of Speaker SoundbitesCollation of Speaker Soundbites
Collation of Speaker SoundbitesTomas Ausra
 
A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...
A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...
A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...LinkedIn Sales Solutions
 
Advanced Sales Tactics Made Easy with LinkedIn Sales Navigator
Advanced Sales Tactics Made Easy with LinkedIn Sales NavigatorAdvanced Sales Tactics Made Easy with LinkedIn Sales Navigator
Advanced Sales Tactics Made Easy with LinkedIn Sales NavigatorJudy Tian
 
Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13
Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13
Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13HireClix
 
HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...
HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...
HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...HireClix
 
7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons Meeting
7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons Meeting7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons Meeting
7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons MeetingHector Del Castillo, CPM, CPMM
 
HSBC Case Study
HSBC Case StudyHSBC Case Study
HSBC Case StudyLinkedIn
 
LinkedIn & Macquarie Telecom Customer Success Story
LinkedIn & Macquarie Telecom Customer Success StoryLinkedIn & Macquarie Telecom Customer Success Story
LinkedIn & Macquarie Telecom Customer Success StoryLinkedIn Sales Solutions
 
Keys to Social Media Success in Financial Services
Keys to Social Media Success in Financial ServicesKeys to Social Media Success in Financial Services
Keys to Social Media Success in Financial ServicesLinkedIn Sales Solutions
 
What's the point of LinkedIn Pages? How to learn to love your company page
What's the point of LinkedIn Pages? How to learn to love your company pageWhat's the point of LinkedIn Pages? How to learn to love your company page
What's the point of LinkedIn Pages? How to learn to love your company pageGreg Cooper
 
Internal comms strategy | Internal Comms Group | 10 May 2018
Internal comms strategy | Internal Comms Group | 10 May 2018Internal comms strategy | Internal Comms Group | 10 May 2018
Internal comms strategy | Internal Comms Group | 10 May 2018CharityComms
 
Rally webinar: Getting Employee Stories From Reluctant Storytellers
Rally webinar: Getting Employee Stories From Reluctant StorytellersRally webinar: Getting Employee Stories From Reluctant Storytellers
Rally webinar: Getting Employee Stories From Reluctant StorytellersRally Recruitment Marketing
 
Social Selling - The new normal
Social Selling - The new normalSocial Selling - The new normal
Social Selling - The new normalMicrosoft
 
Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...
Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...
Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...LinkedIn Sales Solutions
 
Swap out your hiring manager headache for a true business partnership | Talen...
Swap out your hiring manager headache for a true business partnership | Talen...Swap out your hiring manager headache for a true business partnership | Talen...
Swap out your hiring manager headache for a true business partnership | Talen...LinkedIn Talent Solutions
 
How SMBs in the UK are embracing social media [2015 Research]
How SMBs in the UK are embracing social media [2015 Research]How SMBs in the UK are embracing social media [2015 Research]
How SMBs in the UK are embracing social media [2015 Research]LinkedIn Europe
 
LinkedIn and GMCA Greater Creators Report
LinkedIn and GMCA Greater Creators ReportLinkedIn and GMCA Greater Creators Report
LinkedIn and GMCA Greater Creators ReportLinkedIn Europe
 

Was ist angesagt? (20)

Collation of Speaker Soundbites
Collation of Speaker SoundbitesCollation of Speaker Soundbites
Collation of Speaker Soundbites
 
A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...
A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...
A Marketer Looks at Sales - Marketing's Role in Social Selling - HSBC - A cus...
 
BeanSprout Deck
BeanSprout DeckBeanSprout Deck
BeanSprout Deck
 
Advanced Sales Tactics Made Easy with LinkedIn Sales Navigator
Advanced Sales Tactics Made Easy with LinkedIn Sales NavigatorAdvanced Sales Tactics Made Easy with LinkedIn Sales Navigator
Advanced Sales Tactics Made Easy with LinkedIn Sales Navigator
 
Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13
Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13
Recruitment advertising - HireClix - mobile recruiting webinar - 6.27.13
 
HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...
HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...
HireClix - Recruitment Ad Agency - Recruiting ROI - Getting the Most out of y...
 
7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons Meeting
7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons Meeting7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons Meeting
7 Steps To Digitize Your Business - BoldPM Talks - PMIWDC Tysons Meeting
 
HSBC Case Study
HSBC Case StudyHSBC Case Study
HSBC Case Study
 
LinkedIn & Macquarie Telecom Customer Success Story
LinkedIn & Macquarie Telecom Customer Success StoryLinkedIn & Macquarie Telecom Customer Success Story
LinkedIn & Macquarie Telecom Customer Success Story
 
Social Selling Roadshow - San Francisco
Social Selling Roadshow - San FranciscoSocial Selling Roadshow - San Francisco
Social Selling Roadshow - San Francisco
 
Keys to Social Media Success in Financial Services
Keys to Social Media Success in Financial ServicesKeys to Social Media Success in Financial Services
Keys to Social Media Success in Financial Services
 
Overview of Sales Navigator
Overview of Sales NavigatorOverview of Sales Navigator
Overview of Sales Navigator
 
What's the point of LinkedIn Pages? How to learn to love your company page
What's the point of LinkedIn Pages? How to learn to love your company pageWhat's the point of LinkedIn Pages? How to learn to love your company page
What's the point of LinkedIn Pages? How to learn to love your company page
 
Internal comms strategy | Internal Comms Group | 10 May 2018
Internal comms strategy | Internal Comms Group | 10 May 2018Internal comms strategy | Internal Comms Group | 10 May 2018
Internal comms strategy | Internal Comms Group | 10 May 2018
 
Rally webinar: Getting Employee Stories From Reluctant Storytellers
Rally webinar: Getting Employee Stories From Reluctant StorytellersRally webinar: Getting Employee Stories From Reluctant Storytellers
Rally webinar: Getting Employee Stories From Reluctant Storytellers
 
Social Selling - The new normal
Social Selling - The new normalSocial Selling - The new normal
Social Selling - The new normal
 
Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...
Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...
Linked Live WebCast: How Top Teams Win In Today's Dynamic Social Selling Envi...
 
Swap out your hiring manager headache for a true business partnership | Talen...
Swap out your hiring manager headache for a true business partnership | Talen...Swap out your hiring manager headache for a true business partnership | Talen...
Swap out your hiring manager headache for a true business partnership | Talen...
 
How SMBs in the UK are embracing social media [2015 Research]
How SMBs in the UK are embracing social media [2015 Research]How SMBs in the UK are embracing social media [2015 Research]
How SMBs in the UK are embracing social media [2015 Research]
 
LinkedIn and GMCA Greater Creators Report
LinkedIn and GMCA Greater Creators ReportLinkedIn and GMCA Greater Creators Report
LinkedIn and GMCA Greater Creators Report
 

Andere mochten auch

Positioning missouri for new business investment
Positioning missouri for new business investmentPositioning missouri for new business investment
Positioning missouri for new business investmentMissouri Partnership
 
New Business Presentation for Safety Insurance
New Business Presentation for Safety InsuranceNew Business Presentation for Safety Insurance
New Business Presentation for Safety InsuranceBig Spaceship
 
Close New Business: Effective Brand Positioning
Close New Business: Effective Brand Positioning Close New Business: Effective Brand Positioning
Close New Business: Effective Brand Positioning Creative Company, Inc.
 
Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...
Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...
Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...The UK Agency Awards
 
Positioning an Ad agency
Positioning an Ad agencyPositioning an Ad agency
Positioning an Ad agencyTamseel Alvi
 

Andere mochten auch (8)

Positioning missouri for new business investment
Positioning missouri for new business investmentPositioning missouri for new business investment
Positioning missouri for new business investment
 
New Business Presentation for Safety Insurance
New Business Presentation for Safety InsuranceNew Business Presentation for Safety Insurance
New Business Presentation for Safety Insurance
 
Close New Business: Effective Brand Positioning
Close New Business: Effective Brand Positioning Close New Business: Effective Brand Positioning
Close New Business: Effective Brand Positioning
 
Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...
Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...
Presentation given at Inbound 2016 by Karla Morales-Lee, CEO of Hunter & Farm...
 
Pickles
PicklesPickles
Pickles
 
Positioning an Ad agency
Positioning an Ad agencyPositioning an Ad agency
Positioning an Ad agency
 
Pickles
PicklesPickles
Pickles
 
Natural pickles
Natural picklesNatural pickles
Natural pickles
 

Ähnlich wie The Foundation for Agency New Business - Positioning

Blogging 101 for small medium business success
Blogging  101 for small medium business successBlogging  101 for small medium business success
Blogging 101 for small medium business successKIAI Agency Inc
 
Content, WordPress, and SEO
Content, WordPress, and SEOContent, WordPress, and SEO
Content, WordPress, and SEORebecca Haden
 
Harrison & Shriftman Graduate Capstone Project
Harrison & Shriftman Graduate Capstone ProjectHarrison & Shriftman Graduate Capstone Project
Harrison & Shriftman Graduate Capstone Projectraquelangelica12
 
Revenue architects blueleaf webinar 2013
Revenue architects blueleaf webinar 2013Revenue architects blueleaf webinar 2013
Revenue architects blueleaf webinar 2013John Stone III
 
How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013HubSpot
 
Content Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing CampaignContent Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing CampaignAnn Druce
 
Blogging: North Country Technology Symposium
Blogging: North Country Technology SymposiumBlogging: North Country Technology Symposium
Blogging: North Country Technology SymposiumJustin Groden
 
How to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online ReputationHow to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online ReputationDoug Hay & Associates
 
Portfolio
PortfolioPortfolio
PortfolioKimHow
 
Creating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing StrategyCreating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing StrategyCarla Johnson
 
Maximizing ROI from Sales and Marketing - Vistage 0812 Houston Presentation
Maximizing ROI from Sales and Marketing - Vistage 0812 Houston PresentationMaximizing ROI from Sales and Marketing - Vistage 0812 Houston Presentation
Maximizing ROI from Sales and Marketing - Vistage 0812 Houston PresentationFace Forard Media
 
Maximizing ROI from Sales and Marketing Vistage 3866 Austin
Maximizing ROI from Sales and Marketing Vistage 3866 AustinMaximizing ROI from Sales and Marketing Vistage 3866 Austin
Maximizing ROI from Sales and Marketing Vistage 3866 AustinFace Forard Media
 
Maximizing ROI from Sales and Marketing - Vistage 9099 houston
Maximizing ROI from Sales and Marketing - Vistage 9099 houstonMaximizing ROI from Sales and Marketing - Vistage 9099 houston
Maximizing ROI from Sales and Marketing - Vistage 9099 houstonFace Forard Media
 
Content Curation Presentation
Content Curation Presentation Content Curation Presentation
Content Curation Presentation Dena Lorenzi
 
Social Business Outreach Engagement Strategies For 2013
Social Business Outreach Engagement Strategies For 2013Social Business Outreach Engagement Strategies For 2013
Social Business Outreach Engagement Strategies For 2013Richard Sink
 
Maximizing ROI from Sales and Marketing - Vistage 3479 Houston
Maximizing ROI from Sales and Marketing - Vistage 3479 HoustonMaximizing ROI from Sales and Marketing - Vistage 3479 Houston
Maximizing ROI from Sales and Marketing - Vistage 3479 HoustonFace Forard Media
 

Ähnlich wie The Foundation for Agency New Business - Positioning (20)

New Business | Social Media Workshop
New Business | Social Media WorkshopNew Business | Social Media Workshop
New Business | Social Media Workshop
 
Blogging 101 for small medium business success
Blogging  101 for small medium business successBlogging  101 for small medium business success
Blogging 101 for small medium business success
 
Content, WordPress, and SEO
Content, WordPress, and SEOContent, WordPress, and SEO
Content, WordPress, and SEO
 
Harrison & Shriftman Graduate Capstone Project
Harrison & Shriftman Graduate Capstone ProjectHarrison & Shriftman Graduate Capstone Project
Harrison & Shriftman Graduate Capstone Project
 
Killer Growth Hacking Trends to Adopt in 2016
Killer Growth Hacking Trends to Adopt in 2016Killer Growth Hacking Trends to Adopt in 2016
Killer Growth Hacking Trends to Adopt in 2016
 
SEO has Evolved - Sujan Patel
SEO has Evolved - Sujan PatelSEO has Evolved - Sujan Patel
SEO has Evolved - Sujan Patel
 
Febwebinar
FebwebinarFebwebinar
Febwebinar
 
Revenue architects blueleaf webinar 2013
Revenue architects blueleaf webinar 2013Revenue architects blueleaf webinar 2013
Revenue architects blueleaf webinar 2013
 
How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013
 
Content Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing CampaignContent Marketing | The Power in your Digital Marketing Campaign
Content Marketing | The Power in your Digital Marketing Campaign
 
Blogging: North Country Technology Symposium
Blogging: North Country Technology SymposiumBlogging: North Country Technology Symposium
Blogging: North Country Technology Symposium
 
How to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online ReputationHow to Effectively Manage Your Business's Online Reputation
How to Effectively Manage Your Business's Online Reputation
 
Portfolio
PortfolioPortfolio
Portfolio
 
Creating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing StrategyCreating a Business-Driven Content Marketing Strategy
Creating a Business-Driven Content Marketing Strategy
 
Maximizing ROI from Sales and Marketing - Vistage 0812 Houston Presentation
Maximizing ROI from Sales and Marketing - Vistage 0812 Houston PresentationMaximizing ROI from Sales and Marketing - Vistage 0812 Houston Presentation
Maximizing ROI from Sales and Marketing - Vistage 0812 Houston Presentation
 
Maximizing ROI from Sales and Marketing Vistage 3866 Austin
Maximizing ROI from Sales and Marketing Vistage 3866 AustinMaximizing ROI from Sales and Marketing Vistage 3866 Austin
Maximizing ROI from Sales and Marketing Vistage 3866 Austin
 
Maximizing ROI from Sales and Marketing - Vistage 9099 houston
Maximizing ROI from Sales and Marketing - Vistage 9099 houstonMaximizing ROI from Sales and Marketing - Vistage 9099 houston
Maximizing ROI from Sales and Marketing - Vistage 9099 houston
 
Content Curation Presentation
Content Curation Presentation Content Curation Presentation
Content Curation Presentation
 
Social Business Outreach Engagement Strategies For 2013
Social Business Outreach Engagement Strategies For 2013Social Business Outreach Engagement Strategies For 2013
Social Business Outreach Engagement Strategies For 2013
 
Maximizing ROI from Sales and Marketing - Vistage 3479 Houston
Maximizing ROI from Sales and Marketing - Vistage 3479 HoustonMaximizing ROI from Sales and Marketing - Vistage 3479 Houston
Maximizing ROI from Sales and Marketing - Vistage 3479 Houston
 

Mehr von Fuel Lines Business Development

Mehr von Fuel Lines Business Development (10)

How to Craft A PR Plan That Drives Ad Agency New Business
How to Craft A PR Plan That Drives Ad Agency New BusinessHow to Craft A PR Plan That Drives Ad Agency New Business
How to Craft A PR Plan That Drives Ad Agency New Business
 
How Full Monty Storytelling Can Drive Your Agency New Business
How Full Monty Storytelling Can Drive Your Agency New BusinessHow Full Monty Storytelling Can Drive Your Agency New Business
How Full Monty Storytelling Can Drive Your Agency New Business
 
Get Past the RFP! Persuasive Writing for Ad Agency New Business
Get Past the RFP! Persuasive Writing for Ad Agency New BusinessGet Past the RFP! Persuasive Writing for Ad Agency New Business
Get Past the RFP! Persuasive Writing for Ad Agency New Business
 
How to Seduce Prospects Without Giving Your Work Away for Free
 How to Seduce Prospects Without Giving Your Work Away for Free How to Seduce Prospects Without Giving Your Work Away for Free
How to Seduce Prospects Without Giving Your Work Away for Free
 
Inbound Marketing For Ad Agency New Business
Inbound Marketing For Ad Agency New BusinessInbound Marketing For Ad Agency New Business
Inbound Marketing For Ad Agency New Business
 
The Indispensable Ad Agency
The Indispensable Ad AgencyThe Indispensable Ad Agency
The Indispensable Ad Agency
 
Win more ad agency new business pitches. It’s easier than you think.
Win more ad agency new business pitches. It’s easier than you think.Win more ad agency new business pitches. It’s easier than you think.
Win more ad agency new business pitches. It’s easier than you think.
 
Marketers Are From Mars, Consumers Are From New Jersey
Marketers Are From Mars, Consumers Are From New JerseyMarketers Are From Mars, Consumers Are From New Jersey
Marketers Are From Mars, Consumers Are From New Jersey
 
CEOs who are SOCIAL will be the next NEW THING
CEOs who are SOCIAL will be the next NEW THINGCEOs who are SOCIAL will be the next NEW THING
CEOs who are SOCIAL will be the next NEW THING
 
Steve Jobs: 10 Presentation Tactics
Steve Jobs: 10 Presentation TacticsSteve Jobs: 10 Presentation Tactics
Steve Jobs: 10 Presentation Tactics
 

Kürzlich hochgeladen

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 

Kürzlich hochgeladen (20)

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 

The Foundation for Agency New Business - Positioning

  • 1. Positioning is the Foundation for New Business Michael Gass 2012 Hubspot’s Inbound Conference Boston
  • 5. 80% of decision makers said they found their vendors not the other way around
  • 6. “Most agencies are in a perpetual state of rebranding and redesigning their websites.”
  • 9. No point of differentiation
  • 11. Only 9% of marketers believe agencies are doing a good job of keeping up.
  • 12. In 2010 Agencies Jump In
  • 28. A quick positioning exercise • Choose a focus • Establish a positioning of expertise • Backing it up “looking under the hood”
  • 29. First Step • Target Audience • Descriptor statement • Blog title • URL • Key words • Categories
  • 30. 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 • Tools to repurpose content • Key words to build search rankings quickly
  • 31. 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

Hinweis der Redaktion

  1. Agencies have made positioning more difficult than it should be because of their unwillingness to differentiate. This session will provide examples how agencies can use inbound and social media marketing to create a differentiating position that creates a strong appeal among their best prospects to make new business EASIER.
  2. POSITIONING is the FOUNDATION for INBOUND MARKETING for agency new business.
  3. My blog is the central hub for INBOUND MARKETING for new business. It is also a perfect POSITIONING TOOL for new business.
  4. My story. Practicing what you preach and creating a differentiated position through inbound and social media marketing.
  5. My epiphany: A CMO study conducted by the MarketingSherpa, 80% of decision makers said they found their vendors [agencies] rather than the other way around. It was now more important to be FOUND than to CHASE new business.
  6. Most agencies I know are in a perpetual state of rebranding and redesigning their websites. The reason they can ’ t bring it to completion is a lack of positioning.
  7. Agencies/Inbound Marketers: Practice what you preach. Do for yourselves what you recommend your clients do.
  8. Often used cliche to describe why agencies have such difficulty with business development: “ The Cobler ’ s children have no shoes. ” It ’ s time we end the difficulty with new business and “ get these kids some shoes! ”
  9. Without positioning agencies tend to look and sound the same.
  10. Lack of positioning: agencies are treated as vendors instead of specialists.
  11. Agencies aren ’ t perceived as experts and positioned as VENDORS.
  12. Agencies were late getting into social media.
  13. A typical agency blog. No positioning. No target audience. No traffic. No appeal. That ’ s why most agencies aren ’ t having success with social media and INBOUND MARKETING for new business.
  14. Social media and INBOUND MARKETING is about people connecting with other people. People want to work with other people that they know, trust and like.
  15. The MAIN REASON agency principals are afraid to commit to a positioning = missing opportunities. SOCIAL MEDIA and INBOUND MARKETING to removes the risks.
  16. Examples of Positioning for New Business through INBOUND MARKETING.
  17. Examples of Positioning for New Business through INBOUND MARKETING.
  18. Examples of Positioning for New Business through INBOUND MARKETING.
  19. Examples of Positioning for New Business through INBOUND MARKETING.
  20. Examples of Positioning for New Business through INBOUND MARKETING.
  21. Examples of Positioning for New Business through INBOUND MARKETING.
  22. Examples of Positioning for New Business through INBOUND MARKETING.
  23. Examples of Positioning for New Business through INBOUND MARKETING.
  24. Examples of Positioning for New Business through INBOUND MARKETING.
  25. Examples of Positioning for New Business through INBOUND MARKETING.
  26. Examples of Positioning for New Business through INBOUND MARKETING.
  27. Examples of Positioning for New Business through INBOUND MARKETING.
  28. 100 + Agencies have used this simple exercise for positioning their agency for new business.
  29. Ask everyone to follow this outline. These are the elements needed to create a niched blog for new business.
  30. Most agencies need new business sooner rather than later. How to jump start your traffic.
  31. A brief recap of positioning and using INBOUND MARKETING for new business.