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Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune
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Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune

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From SMX East 2013 - Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune #SMX #23B

From SMX East 2013 - Scaling Your Search Marketing Efforts - Agency Edition by Phillip Thune #SMX #23B

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  • 1. Scaling Your Search Marketing Efforts: Agency Edition Phillip Thune CEO-Americas/Advisor-Europe Textbroker @textbroker
  • 2. About Textbroker › Custom content creation in 10 languages – US English, Spanish, UK English, German, French, Spanish, Dutch, Italian, Portuguese, Brazilian Portuguese, Polish – Textbroker.com only allows US-based authors › Almost 300,000 Freelance Author Accounts › Almost 100,000 Client Accounts › 5 million orders delivered – Articles, blog posts, product descriptions, press releases, newsletters, white papers, etc. Phillip Thune #Textbroker #SMX #23B
  • 3. About Your Speaker: Driving Rapid Growth at Three Companies › Broadcasting Partners, 1996-2000 – Bought/built 38 radio stations in 11 cities › FindWhat.com/MIVA, 2000-2006 – SEM platform (US/EU), toolbars, shopping cart – 35 to 500 employees – $500k to $200 mil. in revenue › Textbroker, 2010-2013 – Crowdsourced content writing – 20 to 150+ employees; #836 in 2013 Inc. 5000 Phillip Thune #Textbroker #SMX #23B
  • 4. Phillip Thune #Textbroker #SMX #23B
  • 5. Textbroker Growth in Employees 0 20 40 60 80 100 120 140 160 180 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 2010 – 2013 EU US Phillip Thune #Textbroker #SMX #23B
  • 6. Exec Milestones at a Growing Company › Not everyone reports to you › You no longer interview every new hire › You cannot fill key roles by promoting from within the company › You need an annual budget › You no longer know everyone by name › You need a division called Corporate › You no longer make, or should make, every key decision Phillip Thune #Textbroker #SMX #23B
  • 7. Exec Responsibilities Not to be Delegated › Overall strategy › Potential new big deals – Big new client; acquisition; merger › New HQ office space › Opening a second office › Reviewing your cash and cash flow › Interviewing key hires › Compensation structure › Culture (??) Phillip Thune #Textbroker #SMX #23B
  • 8. Exec Milestones at a Growing Company › Not everyone reports to you › You no longer interview every new hire › You cannot fill key roles by promoting from within the company › You need an annual budget › You no longer know everyone by name › You need a division called Corporate › You no longer make, or should make, every key decision Phillip Thune #Textbroker #SMX #23B
  • 9. How to Hire Professional Managers › Focus on candidates with previous management experience in that role › Make their sphere of responsibility very clear and don‘t invade it – But have a weekly/bi-weekly update meeting › Give them sizeable bonus and/or equity compensation and think very carefully about the metrics they need to hit › You work for them, not vice versa Phillip Thune #Textbroker #SMX #23B
  • 10. How to Deal with Turnover › Nobody – including yourself – should be indispensible – Which is easy to say, but hard to adhere to › Key is that every manager should know who on their team could replace them – In a growing agency, there are always new opportunities – Good employees want new responsibilities; can only pursue them with strong understudies Phillip Thune #Textbroker #SMX #23B
  • 11. How to Deal with Turnover › Turnover at the entry level is ok – The best should get promoted, others might be a better fit elsewhere within the organization, unfortunately some might not work out › Ultimate goal is for every employee to find where they fit – For some, that might not be in your agency Phillip Thune #Textbroker #SMX #23B
  • 12. Compensation Structure › Rule #1: nobody thinks they are paid enough › Rule #2: employees shouldn‘t compare their compensation, but you should be able to defend yourself if they do – People with similar roles should be paid roughly the same unless there is a big gap in experience or education or clients won/mgd – Entry level employees should all start at the same salary, but those who do good work should have the ability to make more with bonuses/promotions Phillip Thune #Textbroker #SMX #23B
  • 13. Compensation Structure › Rule #3: bonuses – even small bonuses – clarify the company‘s goals and have a major impact on employee behavior – Be very careful of unintended consequences – Try to mix bonus criteria between overall company performance and individual or departmental performance › Rule #4: your best employees should have significant upside to their compensation Phillip Thune #Textbroker #SMX #23B
  • 14. Changing Strategy – Case Study: Textbroker › Founded as self-service – Marketplace of thousands of freelance authors – No guaranteed deadlines – No editing/proofreading – Great but reactive client support › Revenue grew quickly – strong demand from SEO agencies for inexpensive, adequate content, driven by AdWords and referrals › Then: New Sales Team / Panda & Penguin Phillip Thune #Textbroker #SMX #23B
  • 15. Changing Strategy – Case Study: Textbroker › To continue revenue growth, some clients needed to get perfect content, on time › Key decision: hire in-house authors? › Key decision: use freelance editors? › Key decision: how to price this new full- service offering? › Key decision: how to broaden our brand – move from Mini to Mercedes, or – move from Mini to GM Phillip Thune #Textbroker #SMX #23B
  • 16. Broadening A Brand Phillip Thune #Textbroker #SMX #23B
  • 17. Broadening A Brand Phillip Thune #Textbroker #SMX #23B
  • 18. Broadening A Brand Phillip Thune #Textbroker #SMX #23B
  • 19. Acquiring / Being Acquired › Very few agencies stay independent for long periods of time – so an acquisition should be seen as a milestone, not The End › Change as little as possible at first – introduce bigger changes gradually › Do everything possible to lock key employees in for at least a year › Reassure key clients and expand their team until you know which employees are staying Phillip Thune #Textbroker #SMX #23B
  • 20. Thank You! Phillip Thune CEO-Americas/Advisor-Europe @Textbroker Phillip Thune #Textbroker #SMX #23B

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