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How to Multiply Agency Success With the Magic of Opportunity Stacking

There are so many things to do when marketing your business — how in the world do you get the most bang for your buck? I have already discussed how consistent action beats perfect action. But there is another principle that is essential to getting the most out of every single business development opportunity, which I call “stacking.” Stacking is the deliberate process of looking for ways that a singular marketing activity can be leveraged by “stacking” other opportunities for reach, exposure or impact on top of it. For example, if you are going to take the time to do a live talk about your core area of expertise at a local setting, why not stack getting photos and a video of the event on top of it? Why not live stream the talk for your non-local prospects? Why not arrange to meet a strategic attendee for coffee or dinner after the event? When you look for all the possible ways to maximize a marketing activity in your business, you will have a much better return on your investment of time, energy and resources. A stacking example Recently, Susan Baier, Chris Lee and I completed Crack the Challenge Code, a small business survey that looked at the attitudes small business owners have toward obstacles. This research is essential to do a better job in our respective businesses, since most of what our clients struggle with is not what to do (we all know we should market more consistently, write great content, build our product funnels, etc), but few know how to do it (we get in our own way by becoming overwhelmed, feeling imposter syndrome, sticking our heads in the sand, etc). Putting together and [...]

By |October 25th, 2018|

Building An Internal Content Strategy for the Long Haul

You have to tell a story — a great story — to get people to listen. You need to create a narrative that grabs and holds their attention. This isn’t easy, and there are many misguided attempts to master “storytelling” as a marketing tool, especially with how popular and buzzworthy this phrase has become of late. So why do so many agencies fail at creating compelling stories? Here are a few points to pass on the road map to successful conversation building. Create Useful Content Creating and utilizing content is deceivingly simple to describe but incredibly difficult to do well. When you create content that speaks to your clients’ needs, you’ll capture their interest. If you go out of your way to be helpful and relevant, they’ll want to talk to you about the content. If your content helps them get more of what they want, like sales, or less of what they don’t want, like wasted time, you’ll be perceived as credible. Stories to Start Conversations Credibility is established by the value of what you share. It’s no different from having a regular conversation with someone. We all want to keep talking to people who are interesting to us, as well as people whose words are relevant to our own lives and experiences. If we’re introduced to someone who just talks about themselves or about topics we don't care about, we’re much less likely to stay engaged in the conversation. As an agency, you have to make the conversation about your clients, their needs and what they care about. Don’t tell them how great your business is; show them how much your business could help them. Create client-centered conversations. They should walk away intrigued [...]

By |October 13th, 2017|
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