Build a Better Agency Podcast
EP 474: Laying cobblestones for effective agency thought leadership with Susan Baier
Nov 4, 2024
Susan Baier, the owner of Audience Audit, helps agencies navigate the challenges of winning new business in today’s landscape. She emphasizes the power of research studies to enhance thought leadership and attract clients without heavy prospecting. By teaching and educating their audience, agencies can build trust and shorten sales cycles. Baier suggests transforming research insights into compelling content, emphasizing adaptability, and highlights the importance of positioning as a strategic partner for better client relationships.
59:39
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Quick takeaways
- Agencies struggling with sales should leverage research to create cornerstone content that showcases their niche expertise effectively.
- Building trust through educational content and insights will encourage potential clients to engage with agencies before the initial contact.
Deep dives
Navigating Business Challenges in 2023
Many agencies faced significant challenges in securing new business throughout 2023, leading to difficulties for both generalists and specialized firms. A common struggle for agencies has been differentiating themselves from local and regional competitors, impacting their ability to attract clients. While some agencies reported an invigorated approach toward new business efforts in 2024, many still found the sales cycles to be extended and demanding. This episode emphasizes the need for agencies to effectively communicate their niche expertise to capture the interest of potential clients.
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