the foundation for agency new business - positioning
Post on 15-Jan-2015
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Positioning is the Foundation for New Business
Michael GassMichael Gass
2012 Hubspot’s Inbound Conference Boston
Positioning is the Positioning is the FOUNDATIONFOUNDATION
80%80% of of decision makersdecision makers
said they said they foundfound their their vendorsvendors not the other way around not the other way around
“Most agencies are in a
perpetual state of
rebranding and
redesigning their websites.”
Practice what you preachPractice what you preach
No point of differentiationNo point of differentiation
Only 9% of marketers believeagencies are doing a good job of keeping up.
In 2010 Agencies Jump In
Agency Logo
A quick positioning exercise
•Choose a focus
•Establish a positioning of expertise
•Backing it up “looking under the hood”
First Step
• Target Audience
• Descriptor statement
• Blog title
• URL
• Key words
• Categories
Jump Starting Blog Traffic• Base of Content - 30 posts in 30 days
• Tool to Build “Targeted” Twitter Followers
• Integrate: Blog, Twitter, Facebook, LinkedIn & Google+
• eNewsletter
• Tools to repurpose content
• Key words to build search rankings quickly
• networking & referral business
• no longer having to “chase” new business
• skip the dating process
• controlling the client relationship
• ability to charge higher premiums
• maintain top of mind awareness 24/7
• personalized continuing education program
• national & international new business
A positioning tool +
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