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Thought Leadership Isn’t Optional, with John Hall
[easy-social-share buttons=”facebook,twitter,google,linkedin,mail” counters=1 counter_pos=”topm” total_counter_pos=”leftbig” style=”icon_hover”] John Hall is co-founder and CEO of Influence & Co., a content marketing agency that helps companies and individuals extract and leverage their expertise to create, publish, and distribute content to their key audiences. In five years, John has grown Influence & Co. into one of the largest providers of high-quality expert content to more than 1,000 of the world’s top publications. Under John’s leadership, Influence & Co. was ranked No. 72 on Forbes’ “Most Promising Companies in America” list in 2014 and was named Empact’s “Best Marketing and Advertising Company of 2014” at the United Nations. Influence & Co. was also recently mentioned in Inc. as the No. 1 company dominating content marketing. John has weekly columns for Forbes and Inc. and has contributed to more than 50 publications, including Harvard Business Review, Fast Company, The Washington Post, and Mashable. John was recently recognized as a “must-see” and one of the most authentic speakers in Forbes. His talks have inspired thousands of leaders, marketers, salespeople, entrepreneurs, and others to improve their performance. What you’ll learn about in this episode: Thought leadership: why it’s something you have to do Creating a thought leadership content marketing blueprint Why your blogs should have the author’s name for a byline — not the agency’s name Strategies for creating content that isn’t generic How to build thought leadership into your schedule so that you actually spend time on it — and what to do if you can’t Finding the ideal mix for publishing content on your own site vs. externally Big mistakes agencies make with their content Why thought leadership content marketing is here for the long haul The Golden Nugget: [...]
Why Agencies are Notoriously Bad at Wooing New Business
New business isn’t something most agencies worry about — until it’s too late. Unfortunately, “too late” is often the moment after you’ve lost your biggest client. Every agency owner dreads this moment. After receiving the call, he rallies the leadership team to bring in some money, and the creatives get to work sending out some direct-mail pieces. Meanwhile, the agency owner pours himself a drink and sits down to put together a list of who will be laid off if the agency can’t drum up some revenue. It’s a bleak cycle that only ends after the agency either lands a new account or suffers a round of layoffs. One reason many agencies struggle with new business is that the process often depends on just one person. If that person gets busy or distracted, new business efforts come to a grinding halt. Other times, it fails because the agency owner doesn’t enjoy the process or he’s too caught up in his day-to-day responsibilities. But most of the time, it’s because it’s inefficient and takes too long to engage in every day. When it’s not a priority, it only happens when work is slow or when a big client suddenly ends a relationship. And when the worst does happen, it triggers a temporary flurry of new business activity. As writer Rae Ann Fera put it, “Long lead times, long pitch lists, layers of consensus needed to select a partner, layers of meaningless paperwork for RFPs, requests for spec work, lack of access to decision makers…when it’s bad, it’s pretty terrible.” If and when the agency manages to replenish its roster, it gets busy very quickly, and new business falls by the wayside once again. Instead of a last-minute [...]
Lead Your Business with Clearly Defined Principles, with John Rossman.
[easy-social-share buttons=”facebook,twitter,google,linkedin,mail” counters=1 counter_pos=”topm” total_counter_pos=”leftbig” style=”icon_hover”] John Rossman is Managing Director at Alvarez and Marsal, a keynote speaker, and an author. John is an expert at crafting and assisting clients to implement innovative and digital business models and capabilities including Internet of Things, marketplaces, and API driven platform business models. He is a sought after speaker on creating a culture of operational excellence and innovation. John has worked with clients across various industries, including retail, insurance, education, forest products, industrial products, and transportation. John’s notable assignments include The Bill and Melinda Gates Foundation, Microsoft, Nordstrom. and several of the world’s leading retail and insurance organizations. Prior to A&M, John was an executive at Amazon.com where he launched the third party selling platform and ran the merchant services business. What you’ll learn about in this episode: Why you need to get really clear on what your future looks like John’s favorite Amazon leadership principles Why you need to be proactive and take action The importance of prioritizing getting to the right answer over getting along Structuring interviews so you find the employees that are actually willing to grow and improve Amazon’s “think big” and why it’s all about experimentation John’s best hiring practices like getting independent opinions before making a hire Strategies for breaking something down to its simplest form How to get your employees to take ownership in your business How to communicate principles in a way that everyone understands they’re the standard How John helps companies figure out their principles The impact having clear principles has on a business The Golden Nugget: […]
Risking Business: Agencies That Are ‘Pushy’
Since the clock struck midnight on Jan. 1, I’ve seen a lot of articles trying to predict the future of agencies. And I’ve uncovered a common theme: Agencies need to be better this year. They need to be faster, smarter, more digitally minded, and more client-focused. But like any New Year’s goals, it isn’t just about adding better practices; it’s about ending the bad ones, too. Unfortunately for most agencies, they’ve become desensitized to their biggest vice: pushiness. As an agency, you may think you’re just accommodating, but research showsthat clients find aggressive sales tactics to be downright pushy. What’s more, pushiness is the No. 1 thing that drives a marketing decision maker to hire, fire, recommend, or ignore an agency. What do I mean by “pushy?” Of course, you can’t change your aggressive actions if you don’t know what they are. The same study found that people view everything from overt bragging to a lack of communication as pushy. They also define pushy agency behavior as always trying to sell something, making decisions without final approval, making empty promises, and pushing your own agenda. While these actions may help you close deals faster, they’re hurting you more than you realize, and they can actually cause major problems in the long run. Here are some consequences of assertive sales tactics: They erode trust. Brash behavior often gives off the impression that you don’t have your clients’ best interests at heart. They reduce client retention. When you turn clients off with your pushy attitude, it makes it easier for another agency to sneak its way in. They damage your reputation. The industry is relatively small, and if your client complains about your pushy tactics to friends, it [...]
Looking For a Job? Ditch the Resume Tips and Open a Marketing Book
For many unemployed young people, the job hunt is a dismal pursuit. Books about resume writing state the importance of “standing out,” but it’s hard to showcase your achievements when everyone around you has comparable triumphs. Even that stellar academic history becomes a minimum requirement when colleges are handing out As at record highs. You’ve listed many accomplishments, but from the perspective of a potential employer, you look exactly the same as every other applicant. If you’re relying on stale resume advice, you’ll only get as far as others taking the same approach. By thinking like a marketer and creating an ad campaign for yourself, you can defy the odds and outshine other qualified applicants. Adopt the marketing mindset Marketers have been tackling the problems of differentiating their product from competitors’ and becoming the go-to consumer brand for years. It’s a constant struggle, and they consistently have to up their game to stay in the race. Like them, you want to stand out among your peers. Applying these specific marketing tactics will help you leave a lasting impression on potential employers. Appeal to your target market. Before potential employers see your name on a list of applicants, you should be working to interact and market yourself directly. Turn one-way communication into an ongoing conversation by engaging with companies on social media. Don’t forget to spruce up your online personality, and keep your digital resume updated.Through your profile and interactions, demonstrate how your personality and experiences would benefit a company and its clients. Consider writing a blog to further express yourself. Ask yourself, "If my work were a product, how would I market myself to my target audience? How would I differentiate myself from other applicants?" When [...]
Money Matters — Attendee Details
Thanks for registering for the Money Matters Workshop! We’re looking forward to spending a couple days with you, talking about ways to fine tune your agency to help you make more money, get/keep more clients and have more fun. We will definitely be adopting the AMI philosophy of —"you will gain in proportion to what you share" - so I’m hoping that everyone will come to the workshop ready to learn from each other and hopefully from us as well. We will also be honoring the AMI commitment to confidentiality so please come ready to get to know each other’s agencies —warts and all. Please fill out this brief questionnaire before coming! Click Here to Fill Out Form! The sooner you do it, the better job we can do to make sure you get the most out of this class. Here’s everything you need to know for the workshop: You can download all of this information here to keep handy until the workshop: Download PDF LOCATION: PLEASE MAKE YOUR RESERVATIONS SOON. The hotel WILL sell out.Disney’s Coronado Springs in Lake Buena Vista, FL. Call 407-939-4686 and use event code G0773629 for discounted price of $255/night. SCHEDULE: We’ll start both mornings at 8:30 am with breakfast in the meeting room. We will start the actual workshop at 9 am both mornings. We’ll shut down on day one at 5 pm and on day two at 3 pm. ATTIRE: Please come to the workshop in casual clothes. Shorts, polos, jeans — whatever makes you comfortable. However — meeting rooms tend to be chilly and I tend to set them to chilly so you might want to bring a sweater, sweatshirt etc. MEALS: We will provide breakfast and lunch every [...]
Advanced AE Bootcamp — Attendee Details
Thanks for registering for the Advanced AE Bootcamp Workshop June 16 & 17! I’m looking forward to spending a couple of days with you, talking about ways to fine-tune your account service skills to help grow the success and profitability of both your agency and your clients. We will definitely be adopting the AMI philosophy of — "you will gain in proportion to what you share" - so I’m hoping that everyone will come to the workshop ready to learn from each other and hopefully from us as well. We will also be honoring the AMI commitment to confidentiality so please come ready to get to know each other’s agencies — warts and all. Please fill out this brief questionnaire before coming! The sooner you do it, the better job we can do to make sure you get the most out of this class. Here’s everything you need to know for the workshop. LOCATION: Conference Chicago (2nd floor) 525 South State Street Chicago, IL 60605 Nearby hotel suggestions can be found here: http://agencymanagementinstitute.com/chicago-workshop-hotel-options/ SCHEDULE: We’ll start both mornings at 8:30 am with breakfast in the meeting room. We will start the actual workshop at 9 am both mornings. We’ll shut down on day one at 5 pm and day two at 3 pm. Many people will fly out that second night. But please plan on staying through the end of the workshop. You need to allow at least 60 minutes travel time to get to either Chicago airport in the afternoons. ATTIRE: Please come to both day’s meetings in casual clothes. Shorts, polos, jeans — whatever makes you comfortable. However — meeting rooms tend to be chilly and I tend to set them to chilly [...]
AE Bootcamp — Attendee Details
Thanks for registering for the AE Bootcamp Workshop on September 14 & 15th! I’m looking forward to spending a couple of days with you, talking about ways to fine-tune your account service skills to help grow the success and profitability of both your agency and your clients. We will definitely be adopting the AMI philosophy of — "you will gain in proportion to what you share" - so I’m hoping that everyone will come to the workshop ready to learn from each other and hopefully from us as well. We will also be honoring the AMI commitment to confidentiality so please come ready to get to know each other’s agencies — warts and all. Please fill out this brief questionnaire before coming! The sooner you do it, the better job we can do to make sure you get the most out of this class. Here’s everything you need to know for the workshop. LOCATION: Conference Chicago (2nd floor) 525 South State Street Chicago, IL 60605 Nearby hotel suggestions can be found here: http://agencymanagementinstitute.com/chicago-workshop-hotel-options/ SCHEDULE: We’ll start both mornings at 8:30 am with breakfast in the meeting room. We will start the actual workshop at 9 am both mornings. We’ll shut down on day one at 5 pm and day two at 3 pm. Many people will fly out that second night. But please plan on staying through the end of the workshop. You need to allow at least 60 minutes travel time to get to either Chicago airport in the afternoons. ATTIRE: Please come to both day’s meetings in casual clothes. Shorts, polos, jeans — whatever makes you comfortable. However — meeting rooms tend to be chilly and I tend to set them to chilly so [...]
How to Nurture Relationships to Build Your Network, with David Fisher.
[easy-social-share buttons=”facebook,twitter,google,linkedin,mail” counters=1 counter_pos=”topm” total_counter_pos=”leftbig” style=”icon_hover”] David J.P. Fisher (D. Fish) is a speaker, coach, and best-selling author of 7 books including the best-selling “Hyper-Connected Selling: Winning More Business by Leveraging Digital Influence and Creating Human Connection” and “Networking in the 21st Century: Why Your Network Sucks and What to Do About It.” Building on 20 years of experience as an entrepreneur and sales professional, he combines nuanced strategy and real-world tactics to help professionals become more effective, efficient, and happy. He helps them understand the new landscape of Hyper-Connected Selling, where social media, networking, and old-school sales and communication skills are the key to providing value and staying relevant. He lives in Evanston, IL – next to a huge cemetery which helps him appreciate the value of every day. What you’ll learn about in this episode: Why you can’t rely on referrals for new business Networking: why it’s relational — not transactional How to build your network so it’s stronger and serves your business better Why size matters in your network — and why not every connection has to be a strong one Leveraging the social capital you create and making the ask at a time where you don’t come off as desperate How to build and nurture relationships Why young professionals really need to work on building their network The power of the one-on-one and taking the opportunity to build deep relationships with people Making sure social media is actually in service of your network building Why the way we sell has to change in response to the change in the way people buy How to sell by being the expert and guiding people through the information they already have Using [...]
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