• “We’re trying to create an engine that is constantly putting us in front of the right people with the right message,” says Katy Howell, MD of Immediate Future.
• Finding a balance between servicing your existing clients and finding new ones is tough. But what if you could combine the two?
• In this session, Katy shares how her agency repurposes client content and case studies to win new business – with a little help from automation.
New business feels especially hard right now.
There are only so many referrals and recommendations an agency can rely on – and trying to find a balance between servicing existing clients and sourcing new leads feels impossible.
But what if you could combine the two? That’s what Immediate Future does.
“We’re trying to create an engine that is constantly putting us in front of the right people with the right message,” says MD Katy Howell.
“The work we do on social is the oil in the engine – it makes everything else work better.”
Katy and her team repurpose client content on LinkedIn to build a reputation as a trusted source on all things social. Whether it’s past projects, case studies, or simply industry statistics – it all works towards making the agency more credible and recognisable.
The next part of their new biz process lends a hand from ABM marketing (with an extra personal touch).
“We have a database of about 20k contacts and we target specific clusters at a time,” Katy says. “This is where we take the story from, ‘Look at us, look at us’ to, ‘Have you thought about this?’”
They track links through their CRM, and then use that to follow up with appropriate content that the individual might be interested in.
“Our open rates are around 50%. And that’s because we’re known on social.”
(The average is a mere 21%.)
But does all this effort actually pay off?
“Let’s put it this way – we closed the company over the Christmas break. Our social was still running but we didn’t send out any emails or anything until the second week of January. Now, in just over a month, we have six new proposals to put together.”
In this session, Katy delves into her thorough – yet automated – approach to new business, and shares why repurposing client content is a surefire way to grow your agency’s reputation.