Digital Marketing for Agencies
Out of context: Reply #3
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It's been my experience — generally speaking — that agencies marketing themselves like they would one of their clients is counter-productive. I suppose, there's a perception that if an agency needs to advertise themselves, that they're not very good (which may or may not be the case).
Sad as it is to say, the most effective marketing channels for agencies are:
• Networking. If your agency's owners aren't doing this, there's a serious problem;
• PR through the trade papers (AdAge, Campaign, etc, etc) showcasing new work, client wins, or new staff, and;
• The awards shows. Winning at the Lions, the Clios, Epica, ADC, and so on, which — in turn — gives the agency visilibity, and something to stick in a press release to the trade papers in Point 2.
From what I've been seeing, social media for agencies creates an echo chamber of sorts, where the only people who give a shit are either existing clients, or people who want a job at said agency. I've never heard of a client saying to an agency, 'Hey, I was on your FB page, and I think I want to hire you!'
Ultimately: success and growth for agencies lies in reputation, not self-marketing through advertising (online or off).