Win clients for your digital agency with engagement marketing

Editor’s note: This post comes from our Constant Contact UK office. You can view all posts from our UK team here. Or connect with us on Facebook and Twitter.

Life in a digital marketing agency can be busy. Sometimes you are so focused on your clients’ marketing that you forget about your own. Time to redress the balance? The principles of engagement marketing reveal how a little can go a long way in terms of getting your name out there and winning new clients.

Looking to grow your digital marketing agency? Constant Contact recently wrote a white paper all about how digital marketing agencies can convert new leads. Download it for free.

What is Engagement Marketing?

Engagement marketing is about having creating a conversation cycle with your audience – rather than bombarding them with self-promotional marketing collateral. The other important element of engagement marketing is getting people to talk about you to other people – spreading the word about your business on your behalf – whether that’s through social media or face-to-face interactions.

I recently filmed a new video on engagement marketing and how it can help you get new clients:

 What’s so good about that?

Put simply, engagement marketing is a neat way to expand your reach and win new clients. Traditional advertising still has the power to convert, but consumers are sceptical and take self-promotion with a hefty pinch of salt. Engagement marketing breaks down barriers in two ways.

  • Once a reader begins interacting with you, they start to forge a connection with your business – developing a sense of ownership and loyalty.
  • Personal recommendations convert. When a recommendation about a product or service comes from a consumer’s friend or colleague, the affect is usually more potent than anything a business could generate by blowing its own trumpet.
  • Personal recommendations also lead to more social ‘visibility’ or exposure and an audience seeing customers positively interacting with you.

In short, comments from third parties are seen as trustworthy and credible. And that leads to action. As part of a recent webinar I took part in, a quick poll conducted of digital marketing agencies found: Of all the new clients they attracted through offline marketing channels, 90% came from third party recommendations.

“Personal recommendation is the best form of credibility.”

In short, comments from third parties are seen as trustworthy and credible. And that leads to action. As part of another webinar, we conducted a quick poll of digital marketing agencies. The attendees said that of all the new clients they attracted through offline marketing channels, 90% came from third party recommendations.

“Personal recommendation is the best form of credibility.”

– Dave Chaffey, Editor, Smart Insights

Be remarkable!

You want to be so good at wowing your clients that they cannot help remarking on it – talking you up on social media, writing amazing testimonials, telling their friends and family about the great experience they have had with your agency. What better motivation for being the best you can be?

Finding your wow factor

Decide on the single thing that is going to wow your clients. The more unique the better. A lot of agencies produce amazing design, but how many pop by with pizza to check-in with their clients and share progress on a project? How many go to the trouble of emailing a link to an article they have found that’s particularly relevant to their client’s industry?

Sometimes it’s the little things that set you apart.

Get the basics right

People are more likely to engage with your business if you make it easy for them. That means getting the basics right. Have active social media profiles. Include social share buttons on your blog posts. Write thought-provoking articles and ask your readers for their comments. Oh, and never send emails from a no-reply @address.

Let your audience create the content

Lots of businesses are tapping in to the value of user generated content. Let’s look an example. Each month you could create a micro-survey, asking your readers for their input. One month it could be the five mobile apps your readers cannot live without, the next could be their favourite marketing blogs. You get the idea. Each month you then write up an article that charts the results.

Your community is unique. This strategy taps into it, pooling resources to cement bonds and create content that everyone will value. It keeps your business front and centre in the minds of your readers and builds a strong connection with your audience, who become that bit more invested in your business.

Promoting your agency and winning new clients needn’t be rocket science. With engagement marketing it’s about being great at what you do and making it easy for your audience to shout about it.

Find out more in a white paper I took part in, here.

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