The Ultimate Guide to Promoting Your Digital Agency Through Content | Ep #612

Why is VaynerMedia attracting the best brands that everyone wants to work with? Do you think it is because they have the best team? Do they have the best process and deliver the best results? Out of the millions of agencies… Why do we all know who that agency is? Simply put, they are well known because their founder understood the game of attention. You can to that level of success too by learning to promote your digital agency through content. In 2006, Gary created Wine Library TV, where he reviewed different types of wine in the hopes of getting the attention of wine buyers. He started by sharing his thoughts about wine on social media and ended up becoming known for his insights on digital marketing. Years later, he founded VaynerMedia after growing his dad’s wine store to over $100 Million! Pretty much out of the gate, his agency was working with brands like Pepsi and General Electric. But why were they coming to them? Gary knew what others didn’t, which is that whoever can get and keep people’s attention, will win 99% of the time. Once I figured out this I never went back. I thought if I had the best team, service, and results people would line up to work with us. As you may guess, I was WRONG. I had figured out a formula to get the perfect clients by reaching out through calls, emails, conferences, and even showing up at their offices. However, I never figured out how to get clients to come to us until I started following Gary. In this video, I’ll share: How agencies are getting their perfect clients to call them. The type of content you need to be creating to get clients’ attention. Why Content is a MUST for Digital Agency Owners First off, let’s just be clear that creating content is not a nice-to-have piece for an agency. It’s a MUST. If you want to stand out from the crowd and get noticed, you should be creating content. Usually, agency owners I chat with have one main fear around content. They don’t want to be the face of the agency and that holds them back from creating content. They think “if I create it, all the clients will ask to work with me directly” which is just not true. Gary Vaynerchuck is not out there working every single client engagement that comes to VaynerMedia. If you create content that gets your niche audience’s attention and provides value, they’ll now trust you and compare everyone else to you. Do you think this is a competitive advantage? OF COURSE IT IS. Using Success Stories to Promote Your Digital Agency In this video, you’ll meet Marty, a mastery member who already had previous success in a well-defined niche. However, his agency was not growing as fast as he’d like. We recommended they highlight some of the agency’s successes through video case stories. His audience wanted to hear stories from other businesses they could relate to. These were simple videos that answered: What's the conflict? How did they overcome it? What is life like now that it is resolved? You may think the work was done once the case stories were ready. Job done, time to open up the floodgates. Not necessarily. Now it was time to promote this content. They began to run ads and guess what? They got the attention of their ideal audience. Clients like Delta were now calling them wanting to work together. Sharing success stories will allow you to not only showcase your expertise but also demonstrate the real-world results your agency can deliver. Promoting Your Brand Through a Podcast Another type of content I’ve seen work very well for agencies is a podcast. A podcast can be a great opportunity to interview experts in your field while adding color to the conversation. It’ll take time to build an audience, but it’s fun and easy to do. You’ll also learn a lot from others in the process and establish yourself as an authority. By sharing knowledge and expertise you’ll be showing your audience you know what you’re talking about. Creating a podcast and interviewing experts in your area will also help you create credibility by association. Once you’re seen as an authority, it’ll become much easier to attract and convert leads. How to Content to Educate Your Audience This one’s always a winner. One of the best ways to create content that will resonate with your audience is to educate them. By teaching your audience how to do something you’re providing real value that they can use to improve their lives or their business. What type of valuable information should you share? Make sure it’s some of your best stuff. Too many times people try to get away with sharing some really small pieces. The problem with this is people will assume you’re giving away your best stuff and that your best stuff sucks. What I’ve found is that people are interested in knowing how something works but they’re rarely interested in doing it themselves. They want to understand, but in the end, they want someone to come in and do it and get it right first. So don’t be afraid to show them. Clients want someone who can solve their problem fast and if you can position yourself as an authority in the space, you’re going to win. The Ultimate Guide to Unlocking Your Agency's Potential If you want to attract your ideal clients the best way is through custom content so you can build the know, like, and trust factor. You'll establish yourself as an authority by speaking to their specific issues and challenges. Anyone can create social posts and schedule them on various platforms. Custom content in the form of a podcast and videos showcasing your best stuff if what makes you a master in the art of attraction.