BITB -- Uncovering Opportunities

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Kimberly Koehly's presentation for agencyside's "Back in the Black" training for agency account teams.

Kimberly Koehly's presentation for agencyside's "Back in the Black" training for agency account teams.

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  • Assumes a digitally-versed client, selling residential solar energy products & installation Tell a story from the client’s perspective: “We just aren’t generating enough leads/sales from the culmination of our marketing efforts. And the traffic we are driving is not converting the way it should be. We’re considering rebuilding the Web site within the next few months. For now, we are definitely going to launch a new Twitter page to see if we can garner more qualified traffic that way. We’re also thinking we need to create new banner ads; our banner campaigns aren’t working. I’m also getting pressure from my managers to learn more about mobile and how we can be playing there, so I’ve signed up for a conference on mobile marketing best practices, trends, etc., next month. It seems pretty inevitable that we are going to be having budget cuts in traditional areas and likely in areas of digital if we can’t make this work better.”
  • Tell story about Jay and The Irvine Company
  • Monthly reporting meeting/call Quarterly strategy session A Society Is Founded Miami, March 2007: 13 leading digital agency CEOs decided to meet up and have a talk about where our industry was headed. New friends were made, business problems and solutions were shared, and a society was formed. We were on a mission to advance this industry we all felt so passionate about. We made it official at SXSW in March 2008 and welcomed our founding partner, Adobe. What SoDA Is SoDA is an international association of respected digital marketing agency leaders and entrepreneurs with a history and a vision for the future of marketing. SoDA provides leadership, platforms, infrastructure, processes, and products to enable collaboration between members around best practices, education, and advocacy.
  • Client = point of contact, not “company” Persona development Elisa Steele, Executive Vice President and Chief Marketing Officer Read more: http://www.businessinsider.com/the-real-reason-top-yahoo-execs-keep-quitting-2010-3?op=1#ixzz1KUgwNzbh "Steele is responsible for the company's global marketing strategy and functions including brand, audience, business-to-business and regional marketing, as well as insights, global communications, policy, privacy, community affairs and related central teams." Read more: http://www.businessinsider.com/the-real-reason-top-yahoo-execs-keep-quitting-2010-3?op=1#ixzz1KUh0lKDh

Transcript

  • 1. Uncovering Opportunities Kimberly Koehly Back in the Black: April 28 – 29, 2011
  • 2. What You Will Learn
    • How to capitalize [more quickly] on Re-active opportunities & keyword triggers
    • How and when to create Pro-active opportunities
    • When the time is right to sell more
    • How to help your clients understand what they need rather than expecting them to tell you
  • 3. Opportunistic Keywords
    • Not enough leads/sales
    • Poor conversion stats
    • Site rebuild
    • New Twitter page
    • New ad creative
    • Signed up for local conference on mobile
    • Budget cuts – in traditional areas and/or in areas of digital
  • 4. Re-active Opportunities
    • Not enough leads/sales
      • Site Traffic & Keyword Analysis
        • Recommended Plan for Improvement
          • Natural and Paid Search programs
    • Poor conversion stats
      • Usability Interface & Analytics Analysis
        • Recommended Plan for Improvement
          • Persona development
          • Landing page testing on conversion elements
            • New Web site / Micro site
  • 5. Re-active Opportunities
    • Considering Web site rebuild
      • Facilitated strategy session with all stakeholders to define objectives & obtain buy-in
        • Persona Development
        • Usability Interface & Web site Design
        • Web site Content Creation
        • Search Marketing Plan & Implementation
        • Web & Mobile site Development / Project Mgmt.
        • Ongoing Analytics Analysis & Reporting on Metrics
  • 6.
    • New Twitter page
      • Social Media strategy session with all stakeholders to define objectives & obtain buy-in
        • Creation of Social Media Policies & Procedures
        • Persona Development
        • Tactical Social Media Implementation Plan
        • Creation of Content Themes
        • Onsite [client] Social Media Training
        • Ongoing Social Sentiment Monitoring & Reporting
    Re-active Opportunities
  • 7.
    • New ad creative
      • Conversion Analysis of Existing Creative
      • Analysis of Ad Placements
      • Competitive Assessment of Best In Class Banner Campaigns
      • Creative Brief for New Creative
      • Creation of New Online Ads
      • Media Planning / Buying for New Creative
      • Ongoing Monthly Management & Reporting
    Re-active Opportunities
  • 8. Pro-active Opportunities
    • Signed up for local conference on mobile
      • Competitive analysis on mobile usage/implementation
      • Lunch & Learn to present findings
        • Include recommendations for how they can wisely invest in mobile
          • Mobile site, app, SMS campaign
  • 9. Pro-active Opportunities
    • Budget cuts – in traditional areas and/or in areas of digital
      • Analysis of current spending across all areas with performance indicators
        • Include recommendations for reducing spending in areas that are underperforming and increasing spending in areas that are performing well and could be even better
  • 10. Other Pro-active Opportunities
  • 11. When do I sell more?
    • Every time it makes sense for the client.
      • “ What if I just sold them something?”
    • Ask him or her.
      • “ Our team has done an analysis of your site traffic over the last 90 days and we have some recommendations we want to share with you.
      • Can we do this prior to our next monthly meeting/call? We believe the impact will be significant.”
  • 12. Tips & Best Practices
    • Time-bound price quotes, ideally in Scope of Work format
    • 3,4 or 5 strikes and “you’re out?”
    • Not all clients are created equal – be smart about where you focus your time
  • 13. Know Your Client
    • I know enough about digital marketing to be dangerous; that’s why I hire agencies.
    • I expect my agency to make me look good to my peers and superiors. I do not have time to micro manage their efforts.
    • I would like to keep up on all the current digital trends, but it changes so fast I have a hard time feeling as current as I would like.
    • Small, bite-sized pieces of the important stuff (the really important stuff) is always great.
  • 14. Teach [& Connect] Your Client
    • Industry conferences
    • Industry papers, studies
    • Books
    • Lunch & Learns
    • Webinars
    • Blog posts
    • E-Newsletters
    • Facebook / LinkedIn Client Groups
  • 15. Resources
    • SoDA 2011 Digital Outlook / Study
      • http://www.aaaa.org/agency/pubs/NewEssentials/Documents/Digital/SODA-Digital%20Outlook%202011-02.pdf
  • 16. My Details
    • Kimberly Koehly
    • [email_address]
    • 602.722.0149
    • @kimberlykoehly
    • http://www.linkedin.com/in/kimberlykoehly