• 5 Strategies to Grow Your Marketing Agency’s Millennial Supervisors

    By | March 18, 2014

    The old guard of agency leadership was hierarchical (and for many, it still is). Young professionals strove to climb the ladder from assistant account executive to account manager, group director and eventually senior vice president. Within the old guard, professionals looked to their managers for information and guidance. They worked within regimented systems and processes, and they didn’t question authority.

    Yet, in more modern, startup-mentality cultures, great ideas and consensus come from a collective team—interns and CEOs alike. We’re each encouraged to think differently, build one another up, and continually improve existing processes.

    As the workforce grows younger, businesses must evolve to capture the benefits millennials bring to the table. The millennial generation includes those born between 1980-2000. And by they year 2020, they’ll comprise 46% of the workforce.

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  • 15 Ways to Maximize Marketing Agency Profits

    By | March 12, 2014

    Growth is the easy part. Retaining it, and making it profitable, is the real challenge for agencies. As the demand for digital services increases, many agencies are offering new services and/or are unsure how to attract and retain a profitable client base. This is where these 15 tips come in handy; use them to maximize your agency’s profits.

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  • 3 Small-Town Marketing Lessons that Madison Avenue Tends to Forget

    By | March 4, 2014

    This is a guest post from Todd Wolfenbarger, who has more than 25 years of senior marketing experience with Fortune 50 companies in various industries and with his own marketing consultancy.

    There is a notion that life on Madison Avenue moves infinitely faster than in a place like Salt Lake City. Having seen both sides of the street, I agree; in some ways, this assessment couldn’t be more true. Salt Lake City—affectionately dubbed “Small Lake City”—has wide pioneer streets built on a grid and will never be known for a dramatic skyline or for three-martini lunches where big deals are sealed.

    That said, I’ve worked in two major U.S. cities with Fortune 100 companies for more than 20 years, and from an agency’s standpoint, to say that business moves slowly in a small town couldn’t be less true. Small towns simply beat to a different cadence, and there are a few tactics that the “Mad Men” of Madison Avenue could stand to learn from them.

    Below are three simple, but important, small-town marketing lessons I had forgotten before opening an office on West Temple—a smaller, lesser-known “avenue” in Salt Lake City.

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  • 4 Account Management Lessons for Agency Professionals

    By | February 25, 2014

    According to Inc. Magazine, three out of four employees say their boss is the worst and most stressful part of their job. A full 65% of them say they would take a new boss over a pay raise.

    Let that sink in for a minute.

    A poor manager suddenly looks less like a nuisance and more like a serious liability.

    The Inc. report also points out that poorly managed employees are the least productive, happy and healthy.

    Talk about sub-standard management being bad for you and your agency.

    If you want to avoid contributing to the statistics above, keep reading.

    I asked PR 20/20’s four senior-level consultants to sit down and discuss what they’ve learned in their years of managing client accounts and agency professionals. What they shared can help first-time managers and veteran professionals alike manage people better and more effectively.

    Each lesson is listed, along with one useful way to apply it starting today.

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  • Making Your Content Count: Defining Your Customer Personas

    By | February 18, 2014

    Below is a guest post from Don Broekelmann (@dbroekel), executive vice president at Influence & Co., a professional branding firm based out of Columbia, Mo. Don works with Influence & Co.’s brand partners to develop content marketing plans to create authentic engagement with specific customer segments.

    When it comes to marketing, we all want the biggest bang for our buck. But there’s a common misconception that “the biggest bang” simply means reaching the most people.

    It’s tempting to develop content that appeals to everyone. When it comes to content marketing, however, the key is quality — not quantity. Reaching the right audience through the best channels is the linchpin of a successful strategy.

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  • Hiring Your Next Agency Pro: How to Conduct a Worthwhile Interview

    By | February 11, 2014

    In a previous post, we offered tips on how to define your ideal job candidate and set the stage for a great interview through a strategic application process.

    Once you’ve vetted your list of applicants and extended an interview invitation, consider how you can make the best use of your time. The interview process is like a first date—you want to make a solid impression, while also evaluating your partner as a potential fit. 

    To help guide you in this process, below is a list of recommended talking points to incorporate throughout the interview.

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  • The 10 Most Common Reasons Small Agencies Fail

    By | February 4, 2014

    This is a guest post from Sheree Tebyanian (@thereinventfirm), founder of Reinvent Firm, an Adelaide based marketing firm that helps small business owners with the right education and marketing tools.

    Often, the people who know the most about why an agency failed are its clients. While business owners are often quick to blame the government, shady partners or financial institutions, they hardly ever blame themselves.

    There are, of course, situations in which the owner had absolutely no control over what ultimately occurred, but that is rarely the case. Below, I share the 10 most common reasons why small agencies fail and tips to overcome them.

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  • Hiring Your Next Agency Pro: How to Evaluate Applicants Based on Core Skills

    By | January 28, 2014

    As the old adage goes, “A chain is only as strong as its weakest link.” And when it comes to building your marketing team, this proverb offers a valuable truth.

    From group dynamic and company culture, to delivery of client services and overall team performance, every employee you hire will impact the organization. That is why every agency, big or small, should establish a solid interview and vetting process to help select the right candidates for its team.

    Use the following tips to improve your current application process, and identify ways to improve the experience for both candidates and your hiring team.

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  • How to Build an Agency Intern Program

    By | January 21, 2014

    You’ve decided that agency interns are indeed the answer to your staffing needs. You have the resources to properly train and support them, and are committed to making it a mutually valuable relationship. But, what next?

    Last August, I had the pleasure of sitting in on a session at Inbound 13 on this very topic. Presenter Erin Wasson (@ewasson), VP of marketing at UrbanBound, successful used interns to scale her inbound marketing strategies, and attract quality talent. In fact, she has a 100% employment rate for interns coming out of her training.

    Below are key takeaways and lessons learned from her session on how to effectively hire and manage a team of digital marketing interns.

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  • How to Use Content Marketing to Attract Clients

    By | January 14, 2014

    In this guest post, Trent Dyrsmid explains the value of quality content in attracting clients to your marketing agency.

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