How to Make a Marketing Plan For an Advertising Agency

Creating a marketing plan for an advertising agency can be divided into three key parts: who, what, and where. By understanding these three elements, you can create better marketing campaigns for your agency.

Here’s your chance to learn how to market an agency by focusing only on the who, what, and where.

WHO IS YOUR TARGET AUDIENCE?

When you’re starting to think about marketing your advertising agency, it’s essential to specialize in a niche market. Rather than trying to do everything for everyone, your marketing plan should start with identifying your buyer persona.

Here are a few questions you should answer to help establish your target audience:

Who are they? By understanding who you’re looking to work with, you’ll be able to target them better and speak to their needs. Demographics should focus more on the businesses you are working with than those running them. Instead of personal demographics like age, sex, or education, you want to focus on the organization’s demographics. Consider answering questions like:

• What industry are they in?

• How long have they been in business?

• How many employees do they have?

• What’s their annual income?

• Where are they located?

What are their pain points? Describe the primary challenges they’re facing and need help overcoming. This should include all aspects of their industry, not just their pain points around marketing and advertising. The better you understand their needs, the better you can relate to them.

What are their goals? What are they trying to achieve in both the short and long term?

What are their most common objections? What reasons do they have to object to investing in your solutions? This helps you better tailor your sales approach by directly addressing those objections.

WHAT PROBLEM WILL YOU SOLVE?

Marketing is best when you focus on the details. Just as you should limit your target audience to target your marketing better, you should also limit the scope of your agency and focus on one solution at a time for each marketing campaign.

Understanding your target customer's needs and how advertising can help them is key to choosing the right problem. The issues of a family dentist are drastically different from those of a SAAS company.

WHERE DO YOU WANT TO ADVERTISE?

The final marketing puzzle piece is deciding which channels to use for your marketing campaign. It’s better to focus on just one channel at a time rather than trying everything simultaneously. This way, you can create customized, meaningful content that you can track and manage.

Here are a few of the best channels you can use as part of your marketing plan for an advertising agency:

Content Marketing – Content marketing expands the content on your website. By adding relevant and consistent content, you can establish your company as an expert potential customers turn to when they have questions.

Geofencing Marketing—Geofencing is a location-based marketing tactic that leverages big data to target people within a predetermined geographic area. With geofencing, you can share content based on where a person is or has been. This can help you target your buyer persona better and create customized messaging that speaks to a specific area’s pain points.

Programmatic Marketing – Rather than forcing you to buy digital ad space manually, programmatic marketing uses automated software to do it for you. It helps you place the right ad for the right person at the right time without wasting your budget on placing it for the wrong customers.

USE AGILITY TO KICKSTART YOUR AGENCY

Agility provides the digital marketing platform to kickstart your agency’s marketing strategies. Contact our team today to learn how Agility makes it easy to determine the who, what, and where of your next marketing campaign.