Creating a marketing plan for an advertising agency can be broken down into three key parts: who, what, and where. By understanding these three elements, you can make 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 how to market your advertising agency, it’s essential to specialize in a corner of the market. Rather than trying to do everything for everyone, your marketing plan starts with identifying your buyer persona.

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

Who are they? By having a basic understanding of who you’re looking to work with, you’ll be able to better target them and speak to their needs. Demographics should focus more on the businesses you are working with rather than the people running them. Instead of focusing on personal demographics like a person’s 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 all of their needs, the better you will be able to 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 like you should limit your target audience to better target your marketing, you should also limit the scope of your agency and focus on one solution at a time for each marketing campaign.

Choosing the right problem should be founded on understanding your target customer and their needs and how advertising can help them. The problems a family dentist faces are drastically different than the problems a SAAS company faces.

WHERE DO YOU WANT TO ADVERTISE?

The final piece of the marketing puzzle is deciding which channels you want to use for your marketing campaign. It’s a better idea to focus on just one channel at a time so you can create customized and meaningful content you can track and manage rather than trying to do everything at once.

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 a question.

Geofencing Marketing – Geofencing is a location-based marketing tactic. It 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 better target your buyer persona and create customized messaging that speaks to a specific area’s pain points.

Programmatic Marketing – Rather than forcing you to manually buy digital ad space, 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 the ad for the wrong customers.

USE AGILITY TO KICKSTART YOUR AGENCY

Agility provides you with the digital marketing platform you need to kickstart your agency’s marketing strategies. Schedule your free demo today to learn how Agility makes it easy for you to find the who, what, and where of your next marketing campaign.