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Crank up the “Awareness Meter”!

Shout-out logo — crank up your marketing agency awareness

When we prospect for an agency client of ours (looking like we’re part of their team), part of the “game” is building awareness of the agency’s brand.

We want to get our agency client on the radar of marketers they’re interested in working with, so when they’re ready, you’re there.

And just like you would build a multi-channel campaign for your clients to build awareness of their brand, we need to do (and do) the same for our clients.

In 2005, the awareness of the RSW/US brand (and the category of outsourced agency new business) was basically non-existent.

Reason being is that networking, past relationships, and referrals all dominated the agency new business landscape – well into 2022.

As we see below, 73% of agencies in 2022 said they use networking as a primary source for new business. 67% said past relationships. 60% said friends/co-workers.  And 44% said direct outreach.

It’s what worked for agencies at least at the time…so why change it?

But turns out, the market didn’t sit still and because of that, it forced agencies to think differently about how they win new business.

Over the last few years, we’ve seen changes in the marketing landscape that have impacted how agencies source opportunities:

  • Companies are doing more with less – so there are few marketers out there to connect with.
  • More companies are consolidating so there are fewer companies to network with.
  • And there’s less movement among marketers, so there are fewer past clients to target.

So consequently, we’re seeing a shift.

All of the key sources for agency new business have lessened in importance because of the changes we’ve seen in the market.

Only 58% of agencies say networking is a primary source of new business. Only 48% say that past relationships are a key source for new business.  Andy only 35% say friends/co-workers.

And all the while, “Direct Outreach” remains constant at 45%.

So what are the implications for agencies trying to find new business for their firm?

You need to be more proactive in reaching out to prospects you want to work with!

  • Use a multi-channel approach (phone, email, mail, LinkedIn)
  • Be intentional in defining targets
  • Look for new hires when building lists

You need to reach out to past clients (people/companies)

  • There may not be as many of them, but they’re still out there
  • Put one person in charge of organizing an outreach plan

Create content to help your firm be found

  • Web searches are growing in importance (16% in 2022 and 39% in 2025)
  • Showing up in AI driven searches is critical

So regardless of your approach, what’s key is not letting up and not relying on the old stalwarts because they just aren’t as reliable a resource any more. Use them….but don’t rely on them.

Because we know that sometimes it takes years to get the attention of a prospect, so staying with them and staying on their radar can  go a long way.

Build away!

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