I learned a few things spending two days with 30+ agency employees who are charged with delivering digital (websites, digital media, SEO/SEM, Adwords, apps, marketing automation, etc.) to agency clients. We did a deep dive into how they’re getting it done and how they’re staying current. One recurring theme kept cropping up and that was [...]
Billboards aren’t just background on road trips. Integration of outdoor advertising and strategic placement continues to work in the digital age. People spend so much time in front of screens now that real-life advertisements have more power than they used to. The pathway from outdoor ads to increased revenue is straightforward -- but success depends [...]
I have a brilliant idea that I know could net me billions (with a b) of dollars. I should recruit/hire and train new business people for agencies. I could charge a premium for these sales superstars who not only understand the agency business but can have a deep discussion around any business issue and can [...]
Every company has a niche—even those that serve other companies. Marketers need to understand that opportunity is not limited—value is. Most agencies offer a wide variety of services, but only a few can claim to be the go-to experts in specific fields. An expert agency in one field is far more marketable than a jack-of-all-trades agency [...]
Everyone, even agency owners, makes mistakes now and then. However, the issue becomes more serious when the core of those mistakes (especially if they are repeated) is the agency's overarching business development strategy. If that is flawed, then the business is at risk. One of these common biz dev issues is what I call the “feast [...]
Squeezing into a tight industry space requires knowing your customers and showing how you're different. Business leaders should learn who their customers are — even before marketing. You’ll never attract an audience if you don’t know who your target is (or what their needs are). You’ll need to show customers you’re different — but not [...]
We preach to our clients that they need a marketing plan and budget. We ask about their goals so that our efforts help them cross the right finish line. We understand that it's pretty difficult to get to a destination when we have no idea what that destination is. And yet most agency owners do [...]
I was recently asked by CEO Library to share my thoughts about reading, specific books and how being a reader has changed the trajectory of my career. Which, no doubt it has. I've always loved to read and can't imagine not doing it consistently. How about you? Are you a reader? Has how you consume [...]
I got an email from an AE who had attended one of my workshops. She was frustrated because her client called her boss (the agency owner) directly about an issue. She felt like the owner undermined her role with the client by taking the call and not including the AE in either the conversation or [...]
"It all begins and ends on chemistry. Everything else in between is absolutely vital, there's no doubt about it, but it begins and ends on chemistry.” My podcast guest, Lisa Colantuono isn’t telling us anything we don’t already know. Chemistry is key to winning any new business opportunity. But how do you influence that chemistry? [...]
