At a time when multiple digital providers may be competing in your market, prospecting potential clients is a key part of creating long-term success for your agency.
However, prospecting new digital clients will be different than your approach to prospecting traditional clients as many of them may be new to this type of advertising. It may take a little time to increase awareness of your digital services, as well as time for you to understand clients' digital needs and where you can best help them online.
Here are a few tips on what your agency and you can do to get new digital advertising leads and sell your services.
There are many ways your agency can get the word out about your new digital services to prospective clients.
Your agency website is your No. 1 sales tool. It establishes your agency as the local digital marketing experts, providing information on your services, company, and staff. It makes it easy and convenient for businesses to see what you offer and contact you. Be sure to drive prospective clients to the website in multiple forms of communication, including all the ways below.
If you're a radio group, you have a great promotional channel available to broadcast awareness of your new digital agency. Running radio campaigns on a consistent basis will help generate awareness of your digital services and show off your expertise to listeners.
Social media is one of the most affordable and efficient ways to stay "top of mind" with current and prospective clients and educate them on your services. Post often and creatively on your station's social media channels to increase your reach and engagement, and drive traffic to your website.
Take advantage of your station’s website and promote your new digital services to create awareness of your agency. Display/Banner Ads on your station's website that lead to your new agency website are a great way to promote your new digital services. It's a cost effective and efficient way to let people visiting your website know that you offer additional advertising options.
Let your customers know about your services with an informational sales sheet. Mailing a branded sales sheet to current clients is a direct way to get them familiar with your new agency and the digital services you offer. Send these in monthly invoices to radio clients to give a more in-depth explanation of your products and services.
As an Account Executive, it is important that you take time to get to know the needs of your prospective clients. This will make sure you're prepared to answer their questions and increase your likelihood of making a sale.
Complete a Digital Presence Assessment (DPA)
Complete an in-depth review of your prospective client’s Website, Social Media, Email Marketing, Local SEO, Reputation Management, SEM, and Banner ads. This will help you determine which digital services will provide the best results for their company.
Learn Their Budget
To know how you can best help a prospective client, you must learn how much they are able to spend on digital services. We can tailor our products and services to meet any budget, so it's important to know what the client is willing to spend in order to create the best plan for them.
Many objections to digital advertising are based on the client’s budget. You can learn to overcome these objections and more here.
Schedule a time to present and review your findings with your prospective client, and be prepared to respond to objections to the digital services you recommend.
Prospecting new digital clients is a significant factor in how well your agency succeeds in your market. It's important your agency takes the time to get the word out about your digital products. And when identifying prospective clients, be sure to thoroughly research them to understand how you can best help. If you do both of these, you will continue to gain new customers now and in the future.