There are many naysayers for a company to have a blog, much less an advertising agency have a blog. And then state that an agency blog can be used for lead generation. I must be out of my mind to suggest such a thing.
Blogs are actually well suited to generate new business leads.
Just look at the A.I.D.A. Formula which has been around for over 100 years. The A.I.D.A. Formula is used in sales letter writing and is still being used because it works.
AIDA = Attention, Interest, Desire, Action.
- You must first get the prospects' attention, before you can sell to them.
- You can begin to build interest if you first have someone's attention. Interest is developed by giving a prospect multiple benefits of what you have to offer that will positively affect their lives, or will solve a problem for them.
- You build desire by making your offer irresistible.
- Then, you have to call people to action! When you ask people to act, make it easy for them to do so.
Run the AIDA Formula against your agency's blog and you will see that with the right content, blogs can easily be used to generate attention, interest, desire and yes, even action.
So how do you create Attention, Interest and Desire with a blog?
Blogs are ideal for generating attraction, even more than an agency's website. I've already addressed the benefits of an agency blog in creating attention. It was once said that every business {agency} needed a Website. Today, it's every business {agency} needs a blog.
Blogs can easily gather a targeted audience. To have a successful blog it must speak only to your audience's benefit. Most agency websites are all about the agency, credentials, capabilities and work. An agency blog must be about your audience and not YOUR AGENCY.
Thing about it, how do you like to be "sold?" Would you rather have a pressure sales presentation, or would you like to take information in on your own schedule and terms? Do you prefer to make the initial engagement or do you welcome a cold call?
With your agency's blog, you sell with information. Your audience warms to your ideas, opinions, thoughts and philosophy as you build a relationship with them. If done correctly, an agency blog can easily create attention, interest and desire.
The tricker part is to get action.
Nothing happens until your prospect takes action. You can't wait for them to work it out for themselves, but on the other hand, the moment you start to sell and promote your agency, you've blown it. Get them ready then offer them the opportunity to take action through small action agreements.
Provide a series of small action agreements such as:
- Click through to your agency's blog
- Read content
- Subscribe to blog
- Sign up for an email newsletter
- Join a Webinar
- Participate in a survey/poll
- Download a podcast
- Forward to friends
- Print a whitepaper
- Provide comments
Show you are trustworthy. Convince your audience to believe what you say and each step will reinforce your relationship and builds desire.
You must be genuine, caring, passionate and transparent. With regards to social media, motive matters.
Give without expectation of reward. People will want to return the favor.
Think how you can translate this into your blog
- Genuine passion for the topic
- Expertise, credibility, authority
- Honest recommendations that really work
- Welcoming, helpful, rewarding information, given freely
- Demonstrating value
A blog is a new tool for agency new business. It is possible to stop chasing business and have business chasing you.
Additional reading: Top Ten Reasons Your Agency Should Have a Blog
For the latest agency new business updates subscribe to FUEL LINES by Email
Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.
<--URL-->