All my career I have helped agencies build their brands and grow. I thought it would be worthwhile sharing the three key lessons I’ve learnt over the years.
- Don’t try and be all things to all people. Most agencies, certainly in the regions, work across a broad range of sectors and provide a mix of services. This usually leads to talk about the value of the generalist or the creation of a seemingly endless stream of specialist offerings, often across a small team. A strong reputation is based on a truth, an expertise that is evident in everything you do. This can drive a wider offer, but no-one was ever asked to deliver a keynote speech on ‘marketing stuff’.
- Act like the agency you want to be. On a very simple level, don’t shout about every little piece of work you do, position your brand in the market by demonstrating you work with prospective clients peers.
- Word of mouth shouldn’t be a passive lead generation channel. If you tell me that 80 percent of your business comes through recommendation, you should have a structured programme in place to generate referrals. If you have happy clients, they won’t mind referring you, but recognise they may need a prompt.
Director, Campfire PR
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