Yes, you’re on a business mission, but this objective takes a backseat to your primary intention, which is to nurture a relationship that’s already important to you both. Besides former colleagues or clients, these are people you meet at conferences, agency partners you worked with well in the past, or prospects that you connected with, even if it didn’t result in winning the business. The mistake I see agencies make is forgetting about these relationships the moment that they – sad and dejected – turn to walk off the playing field.
- I’ve always been surprised by how many ad agency executives ignore their own network of contacts. Somehow, between servicing current clients and chasing after new prospects, these valuable contacts get taken for granted.
- Your personal network of professional contacts is one of the best sources of new business you have, but it needs care and feeding. One way you can do this is by conducting re-engagement campaign for your contact list.
- These folks may love your content, but they’re still relatively anonymous to your agency. Do, however, conduct a more traditional re-engagement campaign on your agency’s contact list to make sure it’s clean and productive.
“First, for the purposes of this exercise, put aside the records of people you don’t have a personal connection to — like newsletter or podcast subscribers.”