The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn’t

The 23 Social and Digital Services Your Agency Should Be Selling@jaybaer#23Services but probably isn’t

Jay Baer Convince & Convertwww.convinceandconvert.com www.socialpros.com

digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer

C h a n g e is t h e N e w B la c k :@jaybaer#23Services

Measurement Channel Proliferation and Fragmentation Technology Virtual Collaboration@jaybaer#23Services

@jaybaer#23 Services

@jaybaer#23Services

Several Convince & Convert client agencies have increased digital revenues by 150% or more. And I did it for myself first.@jaybaer#23Services

You can’t delegate your agency’s future to junior staff alone.@jaybaer#23Services

C h a n g e is t h e N e w B la c k :@jaybaer#23Services

SEO Email L is t e d Content by Customer Service & Community b r e a d Conversion Optimization th o f Social Marketing de ma PR 2.0 nd Social Advertising Social Business@jaybaer#23Services

Brief overview Typical clients (size, B2B/B2C, etc.) Price ($ - $$$$ scale, what most agencies are charging, in comparison to other services) Difficulty (1-5 scale, how hard is the service to learn and provide competently) Competition (1-5 scale, how many other digital/advertising/PR/specialist agencies are looking to provide the service)@jaybaer#23Services

S E O A u d it@jaybaer#23Services

Examine client’s current search effectiveness and compare to key competitors. Also examine and uncover technical and content shortcomings. Suitable Clients: All, but especially B2B, e-comm Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 1 Competition (1-5): 4@jaybaer#23Services

K e y w o r d A n a ly s is@jaybaer#23Services

Evaluate potential keywords and phrases for relevancy, competitive landscape, search and social volume, and recommend terms to be included in content. Suitable Clients: All, but especially B2B, e-comm Duration: Project Fees ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 4@jaybaer#23Services

@jaybaer#23Services

E m a il A u d it & T e s t in g P la n@jaybaer#23Services

Analysis of email performance in areas of deliverability, opens, clicks, post-click behavior, revenue per email, etc. Creation of ongoing testing and optimization plan. Suitable Clients: B2C Duration: Project Fees ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 2@jaybaer#23Services

@jaybaer#23Services

E m a il L if e c y c le S tra te g y@jaybaer#23Services

Creation of a strategic plan to deliver the right email, at the right time, to the right audience, at the right stage of the buyers’ journey. May involve technology implementation, creation of custom triggers, and CRM integration. Suitable Clients: B2C, especially e-comm Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 4 Competition (1-5): 2@jaybaer#23Services

E m a il D e liv e r y & O p t im iz a t io n@jaybaer#23Services

Ongoing creation, sending, analysis, and optimization of email campaigns. Suitable Clients: B2C, especially e-comm Duration: Ongoing retainer Fees ($ - $$$$): $$, possible performance pricing Difficulty (1-5): 4 Competition (1-5): 2@jaybaer#23Services

P e r s o n a D e v e lo p m e n t@jaybaer#23Services

Use client data (or your own, first-person research) to segment key audiences and create archetypes to better focus content and social efforts. Suitable Clients: Larger clients, high ticket items Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 2@jaybaer#23Services

Image Source: SEOMoz@jaybaer#23Services

C o n t e n t M a r k e t in g P la n@jaybaer#23Services

Analysis of current positioning, competitor positioning, keyword analysis, personas to create a unified content plan with editorial calendar. Includes several components that could be sold separately. Suitable Clients: Larger clients, high ticket items Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 3 Competition (1-5): 3@jaybaer#23Services

C o n t e n t E x e c u t io n@jaybaer#23Services

Ongoing creation of content attributes and brand storytelling across multiple modalities (blog, video, ebooks, events, infographics et al). Execution of the content marketing plan and measurement of results. Suitable Clients: Larger clients, high ticket items Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5):@jaybaer 3#23Services

M o b ile A u d it@jaybaer#23Services

Examination of all content and online touch points (email, et al) for mobile accessibility and customer experience. Suitable Clients: B2B (higher mobile usage) Duration: Project Fees ($ - $$$$): $ Difficulty (1-5): 1 Competition (1-5): 2@jaybaer#23Services

S o c ia l L is t e n in g & R e p u t a t io n Ma na g e me nt@jaybaer#23Services

Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up. Suitable Clients: B2C Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5@jaybaer#23Services

C o m m u n it y C r e a t io n & Ma na g e me nt@jaybaer#23Services

Create social outposts and communities. Manage on a day-to-day basis, including content publishing. Suitable Clients: All, especially B2C Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 5@jaybaer#23Services

W e b A n a ly t ic s C o n s u lt in g@jaybaer#23Services

Comprehensive review of website data (often, Google Analytics) to find behavior patterns and recommend improvements and enhancements to site, funnel, content. Examination of referring traffic sources. Suitable Clients: High website traffic Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 4 Competition (1-5): 3@jaybaer#23Services

C o n v e r s io n O p t im iz a t io n@jaybaer#23Services

A/B and multi-variant testing to improve conversion rate for online lead generation and sales. Typically software-assisted, and requires content creation and persona development. Suitable Clients: B2B and e-comm Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 5 Competition (1-5): 2@jaybaer#23Services

S o c ia l M e t r ic s a n d D a s hboa rds@jaybaer#23Services

Establishing relevant, meaningful success metrics for social media, often requiring custom calculations and tying together multiple data sources. Suitable Clients: B2C Duration: Project, then possible retainer Fees ($ - $$$$): $$ Difficulty (1-5): 4 Competition (1-5): 3@jaybaer#23Services

It’s about interpretation, not data@jaybaer#23Services

S o c ia l C a m p a ig n s & P r o m o t io n s@jaybaer#23Services

Creation and execution of social media contests and time-limited programs that drive subscription (likes, et al) and/or participation. Suitable Clients: B2C Duration: Project Fees ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 3 Competition (1-5): 4@jaybaer#23Services

Which kind of social media software do you need? Remember, it’s not just the wand, it’s the wizard. See: http://buff.ly/MxE6yY@jaybaer#23Services

S o c ia l M e d ia A u d it & B lu e p r in t@jaybaer#23Services

Evaluation of current client social outposts, as well as analysis of competitors and category best practices. Recommendations for short and mid- term improvements and optimization. Suitable Clients: All Duration: Project Fees ($ - $$$$): $$ - $$$ Difficulty (1-5): 3 Competition (1-5): 3@jaybaer#23Services

S o c ia l M e d ia S t r a t e g ic P la n@jaybaer#23Services

Comprehensive analysis and recommendations for social media program, including ties to business outcomes, resourcing, outpost planning, metrics, tactical ideas. Usually a 12-month plan. Suitable Clients: Serious about social, usually B2C Duration: Project Fees ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 4 Competition (1-5): 3@jaybaer#23Services

@jaybaer#23Services

In f lu e n c e r ID & O utre a c h@jaybaer#23Services

The most similar to classic media relations. Find and approach bloggers, customers, fans, and online influencers, encouraging them to write about clients’ products. Suitable Clients: Usually B2C Duration: Typically retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5@jaybaer#23Services

Twitter Research: Beta.plexusengine.com (in beta)@jaybaer#23Services

Blogger Research: grouphigh.com ($3000/year)@jaybaer#23Services

S o c ia l C r is is P la n@jaybaer#23Services

Customized, step-by-step approach for handling a social media crisis for each client, including approved messages, contact flowcharts, pressure relief valves. Suitable Clients: All, but usually B2C Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 2@jaybaer#23Services

S e a r c h & S o c ia l A d v e r t is in g@jaybaer#23Services

Creation and management of ongoing advertising on Google, Bing, Facebook, Linkedin, YouTube (primarily). Ideally, testing and optimization. Suitable Clients: All, in some fashion Duration: Ongoing Fees ($ - $$$$): $ - $$ Difficulty (1-5): 3 Competition (1-5): 4@jaybaer#23Services

@jaybaer#23Services

E m p lo y e e S o c ia l M e d ia G u id e lin e s@jaybaer#23Services

Working with HR, legal, marketing, and internal comms departments to create, propagate, and train employees on social media guidelines. Suitable Clients: All Duration: Project, possibly ongoing training Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 4@jaybaer#23Services

In t e r n a l C o m m u n it ie s@jaybaer#23Services

Strategy and creation of internal social communities for use by employees to foster collaboration and knowledge transfer. Typically managed internally, post-construction. Suitable Clients: Medium and large Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 4 Competition (1-5): 2@jaybaer#23Services

E m p lo y e e A d v o c a c y P rog ra ms@jaybaer#23Services

Surveying employees to find volunteer social advocates that can be used as an innovation and amplification opportunity for the client’s brand. Suitable Clients: Medium and large Duration: Project, then possibly retainer Fees ($ - $$$$): $$$ Difficulty (1-5): 5 Competition (1-5): 1@jaybaer#23Services

Pick 4-5 services that make sense for your clients and your team, and roll them out in year one.@jaybaer#23Services

Wha t H a p p e nsN e xt? August 29 – “A Guru or the Gang? Evaluating the 4Methods of Social Media Staffing“ October 6-8 – BOLO 2012

digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer

Jay Baer Convince & Convertwww.convinceandconvert.com www.socialpros.com

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The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn’t

by agencyside on Jun 13, 2012

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The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn’t Presentation Transcript