I conducted a new business seminar for an ad agency yesterday. One of my recommendations was to use an agency blog as a new business tool and a positioning tool. They've committed the next 90 days making this a priority.

Why would I recommend a blog as one of the most important tools for ad agency new business?

Having an agency blog is well worth the time and effort. It provides many great benefits. Below are some of the important lessons I've learned through blogging and the ten reasons why your agency should have a blog:

  1. Communication that Connects. The most important lesson I've learned, "you don't know what you know until you write it down."I've been associated with great writers, I know that I'm not one of them! But blogging has been an great tool for me to better communicate my thoughts.
  2. New Business Paradigm Shift. New business for ad agencies is undergoing a paradigm shift; instead of hunting for clients it's now more important for your prospective clients to find your agency. Blogs make it easier for your prospective clients to find your agency. They'll even initiate contact when they are ready to engage.
  3. True Expertise. Clients want leadership not partnership from their agency. In the early days of television, programs were produced by ad agencies, leading the way utilizing new technology. Today, when they should be leading, they are woefully behind in Web 2.0 marketing expertise.
  4. Prominence of a Blog. It use to be said, "every business needs a Web site." Today, it's, "every business needs a blog." A blog will become the gateway to your agency, make your agency easier to find and provide a reason to visit online often. Your agency's Website becomes more like your agency's brochure. That's good news for the majority of agencies that know how difficult it is to redesign and update their Website!
  5. Learning is Doing. It is difficult to learn to use Web 2.0 tools, such as blogging, through a conference or seminar. You must experience it and discover the potential benefits it has for your agency and your clients.
  6. If its Good Enough for Your Client It Better Be Good Enough for You. Blogging is an excellent tool for new business. Demonstrate how these tools have helped your agency by practicing what you preach. It makes for a powerful illustration when you actually use the tools you recommend to your clients. Also be sure to point out that your competitors aren't using it.
  7. Personal Enrichment Tool. Blogging will enrich your professional life, keep up to date with the latest thinking and be aquainted with the latest and best new trends. That will be good for your clients, positioning you in their minds as the expert that you are.
  8. Positioning Tool. Most ad agencies struggle with narrowing their focus and thus have great difficulty in positioning and differentiating themselves. Blogging is an excellent tool to help ad agencies discover their positioning. A good example is the She-conomy blog, positioning a small ad agency as an expert marketing to women, who make 85% of all brand purchases.
  9. Focus on Client Benefits. Blogging keeps your agency focused on what is important to your prospective clients. It forces you talk to their benefit instead of talking about your agency.
  10. A Passion to Assist. Blogging isn't for every agency. If your agency doesn't have a culture of passion to help your audience succeed you wont succeed. As soon as you start to "sell" your agency, brag about your credentials and awards you will lose your credibility and your audience. Provide rich content that helps your prospects with their marketing challenges, build trust and new business will come.
Ultimately, a blog can be your most highly effective, powerful and low-cost new business marketing tool.

1 comments
  1. Anonymous July 1, 2008 at 8:29 PM  

    lhwilYour post does an excellent job of summing up why blogs are beneficial to businesses as well as individuals. I sometimes try to convince some of my friends to start a blog, and you gave me some new ideas. Thanks for submitting!