A Guide To Help Agencies Drive New Business Through Thought Leadership

A Guide To Help Agencies Drive New Business Through Thought Leadership

RSW eBook: Thought Leadership’s Role in New Business: Finding Your Voice, Telling Your Story

Continuing from our previous two eBooks, A Guide To Help Agencies Drive New Business Through Better Case Studies, and A Guide To Help Agencies Drive New Business Through Better Websites, we’ve created this guide on thought leadership to help agencies, PR firms and marketing services firms tackle what can often seem insurmountable: a consistent thought leadership creation process.

There are numerous facets to an agency new business program:

There’s your website itself, which serves as a digital handshake, taking your prospect on a tour of everything you have to offer.

There’s the case studies and showcases of previous work, which serves as the product demonstration, allowing the prospect to see themselves in the work you’ve done for others.

But of course, a handshake and a demonstration can only get you so far without a voice behind them.

That’s where thought leadership comes in: it defines who your agency is, and the lens through which you see the work you do.

Solving for Why: The Numbers Behind Blogging Success

First, a bit of self-validation: why create content?

You’ll quickly find, and probably already know,  that getting into the thought leadership groove is much easier said than done.

As much as we’d like to tell you that it’s a quick and easy way to make millions, the fact is that developing this kind of content requires consistency and persistence, and it’s easy to pack it in before you even put digital pen to paper.

And while we recommend a blog hosted within your agency “ecosystem,” if the hurdle you face is one of website design (or time) – LinkedIn and/or Medium, are powerful alternatives; all principles noted in this ebook will apply to these sites as well.

However, you’ll find that thought leadership is a shortcut for multiple facets of your new business process, which is reason enough to get over that proverbial hill.

A Guide To Help Agencies Drive New Business Through Thought Leadership

This guide will help you think about how to improve, or realistically start, a thought leadership creation process.

In this guide, we’ll walk you through:

  • How to promote Without Promoting
  • Building A Better Blog Post
  • Best sharing practices
  • Building around tent-pole content
  • Content Calendars (with an example)
  • SEO

And more

A Guide To Help Agencies Drive New Business Through Better Websites

A Guide To Help Agencies Drive New Business Through Better Websites

A Guide To Help Agencies Drive New Business Through Better Websites

Continuing from our initial eBook, A Guide To Help Agencies Drive New Business Through Better Case Studies, we’ve created this guide on better websites to help agencies, PR firms and marketing services firms in a similar way for their sites.

Your agency’s site is a visual elevator pitch, yet many agencies don’t consider this when creating or updating their sites.

Your site is typically the first thing a prospect sees, and as we discuss in our guide, it’s the most important member of your agency new business team.

Does your agency’s website tell your target audience who you are, what you do, and your value?

In 20 or so seconds?

Agencies spend countless hours to get a client’s value prop, not just right, but perfect, testing through dozens (hundreds?) of iterations.

Why don’t agencies do the same for their sites?

A Guide To Help Agencies Drive New Business Through Better Websites

This guide will help you think about what your website communicates to prospects.

Unless it’s designed with new business acquisition in mind, it may not be helping you get closer to closing business.

In this guide, we’ll walk you through:

  • First Principles
  • SEO
  • Analytics
  • Security
  • The Basics of Site Design Through a Sales Lense
  • The Anatomy of a New Business Website
  • And more

 

A Guide To Help Agencies Drive New Business Through Better Case Studies

A Guide To Help Agencies Drive New Business Through Better Case Studies

The Case For Better Case Studies

We initially created this primer because agencies often ask us about best practices for case studies.  

Despite COVID 19 changing our industrynew business is more important than ever. 

Ideally you have very little downtime in regards to work, but we know many of you do. 

This is the time to make sure your site and case studies are up to date and prospect-ready.

You need to be prepared when we come out the other end of this.  As one agency principal told us: 

“Now is not the time to slow down. It’s the ONLY time we may ever have to get all this concentrated amount of work done in a short period of time that we will need later for new business efforts.”   

A Guide To Help Agencies Drive New Business Through Better Case Studies

This guide will walk you through the process of creating case studies that will ultimately become a vital asset to your new business strategy.  

We walk you through: 

  • Effective Case Study Design 

  • Proper Formatting 

  • Key questions to ask yourself before creating 

  • How to handle a lack of quantifiable results 

  • And more.. 

For more resources to help your new business strategy beyond case studies, we’ve made our 3 Takeaways Video series fully focused on ways to help your prospecting:

3 Takeaways: New Business Help During Quarantine

Update: As a companion to our Case Study Primer, the RSW Marcom Team is creating a 5 part blog series, adding further detail and tips to key topics within our eBook. We’ll update every week.

RSW Agency New Business Case Study Series, Pt. 1: Finding Your Audience

RSW Agency New Business Case Study Series, Pt. 2: Case Studies Aren’t About You

RSW Agency New Business Case Study Series, Pt. 3: Picking A Format

RSW Agency New Business Case Study Series, Pt. 4: Nuts And Bolts

RSW Agency New Business Case Study Series, Pt. 5: If You Don’t Have Results for Your Case Study, It’s Time for a Pep Talk

RSW/US Agency of the Future eBook

Our RSW/US Agency of the Future eBook was born out of a request from Magnet Global for us to paint the picture of “The Agency of the Future” at one of their Global conferences.

RSW/US Agency of the Future eBook

While looking several years into the future of a rapidly changing industry could seem to be a daunting task, our work at RSW/US offers us a unique opportunity to view the worlds of both Agencies and Marketers.

With this, we learn from organizations from each group nationwide about anticipated opportunities, challenges and needs, as well as developing trends.

Our Agency/Marketer Survey Reports generate insights that identify traits agencies need to possess in order to “future-proof” their business as the industry evolves over the next several years.

Ideally the contents of this eBook help you prepare your own agency or marketing services firm for a future that is exciting, successful and prosperous for you and your clients.

 

RSW/US-10 Agency New Business Questions eBook

Our 10 Agency New Business Questions eBook is a series of posts interviewing individuals who’ve found success heading new business at their respective agencies.

These interviews took place over the course of 2014, with each individual answering the same 10 questions on their new business process, tools and reasons for success.

RSWUS-10 Agency New Business Questions eBook

As an outsourced agency new business development firm, we chose to interview agency new business leaders who weren’t our clients, to provide outside perspective.

Ideally the contents of this eBook help your own agency or marketing service firm develop a stronger new business program.

Put On That Damn Sales Hat eBook New Business Primer

“Put On That Damn Sales Hat” is an agency new business primer for marketing services firms, full of tips to ensure firms wear their “sales hats” with purpose and confidence.

Put On That Damn Sales Hat eBook New Business Primer

Our eBook is based on a blog series of the same name by RSW/US Owner/President Mark Sneider.

In it, Mark covers everything from pre-prospecting preparation to working opportunities to close.

The majority of the eBook focuses on elements that agencies either often overlook, are too busy to consider, or are not equipped to pursue.

With the agency landscape changing rapidly and daily, not only for agencies, but also for clients, doing things the same way won’t cut it.

Each chapter provides key highlights from, and links to, each corresponding post on our RSW/US Agency New Business blog.