Part 10 (1/2)

Objectives: You ress, and adapt based on perfory: In football, you have offense, defense, and special teaa: Brand, web, search, content, social media, and PR must work in sync to be successful

The Foundation: Brand and Website

Every Inbound Marketing Gains with brand and website These are the two critical building blocks for : Define and Differentiate Every agency h your website, content, social media activity, and PR, but remember that your brand is defined by experiences and perceptions Start by answering these questions to define your brand: Who are we, in 160 characters or less, and without ths/weaknesses of our brand?

What are our greatest opportunities for growth?

What keywords would people search to find our agency/services?

Who are our buyer personas?

What makes us different?

Hoe express that differentiation in words, ies, and actions?

What is our sustainable coe?

What value-expertise, resources, guidance, and tools-can we bring to our audiences?

What are we doing to innovate and move the industry forward?

What problems and pain points do we solve?

What makes clients buy fro back (retention)?

When an agency begins, it inherently takes on the persona of its founder However, as the agency grows, it becoic approach to how you present your agency online and offline

The key is to give your agency brand personality You want clients, prospects, and other audiences to connect with your organization on a ful level You want to build trust and create positive perceptions about the agency and its people

Here are soency brand: Be consistent in how you define the agency across social networks, your website, internal documents, and new business proposals Also, consider how your eency on their social profiles and when asked in person

Use your agency Facebook page to share photos and unique content For example, PR 20/20 has a public quote board on the discussions tab of our page (Facebookcos our teahter side to which people can relate

Integrate video of your teaency website Consider whiteboard sessions, interviews, case studies, and weekly podcasts as ways to demonstrate your expertise Feature your teae audiences

Hire professionals with shared values, and give theency brand

The Power of Personal Brands As we have discussed, great agencies are built on the strength of great talent Now, ency have the opportunity to build powerful personas that drive agency growth

Every agency professional has a story We are all defined by our actions, beliefs, experiences, perceptions, and choices We each maintain a unique personal brand that is defined by the sum of people's experiences with us and perceptions about us However, we are our own gatekeepers Thus, our brand varies from person-to-person based on how much of our story we choose to share

We live in an online world dominated by content and community And whether we like it or not, sociala 24/7 experience forhas forever changed the way that our stories are told and shared We publish pictures, articles, opinions, and updates that each tells a small piece of our story: What is i

What we are doing

Who we are with

What we buy

What we think

What we are passionate about

Thoughwe do and say is crafting our personal brands, and either helping or hurting the agency brand So, whereas taking the approach of not caring what other people think works for soency professionals will need to take a htful approach to their personal brand

What is your story? What defines you? Would your definition of your personal brand closelyquestions to ask yourself and to consider when assessing and developing your personal brand and helping your employees to define theirs: 1 What three adjectives would people use to describe you?

2 What makes you unique?

3 What life experiences have altered your views and actions?

4 What motivates and inspires you?

5 What are you passionate about?

6 How do you balance your personal and professional lives?

7 Do your friends and family have different perceptions about you than your professional peers?

8 Do you see challenges in life as obstacles or opportunities?

9 Are you stubborn and closed-row and expand your knowledge?