lee mcknight jr fuel lines presentation-new business for small to mid-sized agencies-no channel left...
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New Business For Small to Mid-sized Agencies:
NOChannel Left Behind!
Lee
McKnight Jr.
Director Of
Bus iness
Development
-
“Actually, this infographic makes
no sense at all. Probably created by some drunk intern
on peyote while watching Animal
Planet.”-Richard Whitman
New Business For Small to Mid-sized Agencies:
NOChannel Left Behind!
What's the plan?
Lee
McKnight Jr.
Director Of
Bus iness
Development
-
I) A few new business realities
II) The new business
channels you must use-and
where inbound fits in
III) A simple and realistic framework
incorporating all these channels
A Few Realities
That Get in the WayI
You All Do the Same Stuff
You’re All “Strategic” & a “Great Partner” and
“Solve business problems”
Your Agency Won’t Make It If Your Goal Is To Be “X” Agency!
The new business
channels you must use-and
where inbound fits in
II
1) Email
57% of marketers say
email is the top means of
learning about new agencies.
2) Phone
32% of Marketers say they find out about new
agencies via phone calls.
Phone
. . . but calling is not.
Coca Cola and JP Morgan Chase
eliminate employee
voicemail services
3) Social
Social
4) Content
Focus on the
challenges you help clients solve
Marketers are Reading
Your Competitor’s
Content!
43% of marketers read agency blogs.
Marketers are Reading
Your Competitor’s
Content!
5) Mail
Yes-Snail Mail
of Marketers learn about new
agencies from mailings.
36%
Use all channels in concert with each
other
Why your agency
shouldn’t rely solely
on inbound
Build It . . . And They
Won’t Come!
Inbound is Passive
Inbound Isn’t a
Part-Time Sport
Inbound Isn’tAbout You
Inbound Is Often a Mess
Do you use
inbound marketing
for new business?
76%
How effective
has inbound
marketing been?
25%
Inbound needs to
live with Outbound
Remember these basic
new business tenets
Marketers Get 100’s
Of Touches a Week.
Marketers Only Read What’s In Front of Them
What’s Different
About You?
88% of marketers want to
work with an agency that has
some specialty
A simple and realistic
framework incorporating
all these channelsIII
1 Start By Picking an Entry
Point
2 Don’t Be Afraid To Have Multiple
Specialties
3 Treat yourself like your best
client
4 Consistency of Messaging
5 Consistency of Methodology
6 Consistency of Outreach
-Er ik Devaney guy who made t h i s t emp l a t e
“Use content 5 times.”
Now Build the Plan
You Must Base Your Plan
In Your Reality
What Do You Need,
and a Roadmap
A targeted list-
20 a month1
A targeted
content
strategy-1 blog
post a month
2
1 social media
channel-LinkedIn3
An email marketing
solution4
A mailing piece/
collateral piece 5
A CRM 6
12.5% Listed Excel as their CRM
A Roadmap
Roadmap:
Week 1
Mail (Day 1)Email (Day 1, link to site)
VM (Day 3)
Roadmap: Week 2
Email (Day 1-Follow up to clicks & opens, Case study
link)
Email(Day 3) –To non-openers, Case study
VM (Day 4-To Opens & Clicks)
Roadmap: Week 3
Email (Day 2-Follow up to clicks & opens, “Sorry I missed
You”)
Email(Day 3) –To non-openers “Sorry I missed You”)
Roadmap: Week 4
LinkIn (with Opens & Clicks)
Email(Day 4 or 5) – Email blast-showing
value/expertise)
New Business For Small to Mid-sized Agencies:
NOChannel Left Behind!
Lee McKnight Jr.
@LeeMcKnightJr