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

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Jay Baer of Convince & Convert presents on "The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn't"

Find out what kinds of services your agency can turn into additional revenue streams by using the in-depth information provided in this webinar.

If you want to hear more from Jay, visit his blog at http://www.convinceandconvert.com/

To hear and interact with 3-days-worth of speakers like Jay, come to BOLO 2012, a digital marketing conference created specifically for agencies: http://www.bolo2012.com

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

    1. 1. The 23 Social and Digital Services Your Agency Should Be Selling@jaybaer#23Services but probably isn’t
    2. 2. Jay Baer Convince & Convertwww.convinceandconvert.com www.socialpros.com
    3. 3. digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer
    4. 4. C h a n g e is t h e N e w B la c k :@jaybaer#23Services
    5. 5. Measurement Channel Proliferation and Fragmentation Technology Virtual Collaboration@jaybaer#23Services
    6. 6. @jaybaer#23 Services
    7. 7. @jaybaer#23Services
    8. 8. Several Convince & Convert client agencies have increased digital revenues by 150% or more. And I did it for myself first.@jaybaer#23Services
    9. 9. You can’t delegate your agency’s future to junior staff alone.@jaybaer#23Services
    10. 10. C h a n g e is t h e N e w B la c k :@jaybaer#23Services
    11. 11. SEO Email L is t e d Content by Customer Service & Community b r e a d Conversion Optimization th o f Social Marketing de ma PR 2.0 nd Social Advertising Social Business@jaybaer#23Services
    12. 12. Brief overview Typical clients (size, B2B/B2C, etc.) Price ($ - $$$$ scale, what most agencies are charging, in comparison to other services) Difficulty (1-5 scale, how hard is the service to learn and provide competently) Competition (1-5 scale, how many other digital/advertising/PR/specialist agencies are looking to provide the service)@jaybaer#23Services
    13. 13. S E O A u d it@jaybaer#23Services
    14. 14. Examine client’s current search effectiveness and compare to key competitors. Also examine and uncover technical and content shortcomings. Suitable Clients: All, but especially B2B, e-comm Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 1 Competition (1-5): 4@jaybaer#23Services
    15. 15. K e y w o r d A n a ly s is@jaybaer#23Services
    16. 16. 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 ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 4@jaybaer#23Services
    17. 17. @jaybaer#23Services
    18. 18. E m a il A u d it & T e s t in g P la n@jaybaer#23Services
    19. 19. Analysis of email performance in areas of deliverability, opens, clicks, post-click behavior, revenue per email, etc. Creation of ongoing testing and optimization plan. Suitable Clients: B2C Duration: Project Fees ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 2@jaybaer#23Services
    20. 20. @jaybaer#23Services
    21. 21. E m a il L if e c y c le S tra te g y@jaybaer#23Services
    22. 22. Creation of a strategic plan to deliver the right email, at the right time, to the right audience, at the right stage of the buyers’ journey. May involve technology implementation, creation of custom triggers, and CRM integration. Suitable Clients: B2C, especially e-comm Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 4 Competition (1-5): 2@jaybaer#23Services
    23. 23. E m a il D e liv e r y & O p t im iz a t io n@jaybaer#23Services
    24. 24. 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
    25. 25. P e r s o n a D e v e lo p m e n t@jaybaer#23Services
    26. 26. 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
    27. 27. Image Source: SEOMoz@jaybaer#23Services
    28. 28. C o n t e n t M a r k e t in g P la n@jaybaer#23Services
    29. 29. 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
    30. 30. C o n t e n t E x e c u t io n@jaybaer#23Services
    31. 31. 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
    32. 32. M o b ile A u d it@jaybaer#23Services
    33. 33. 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 ($ - $$$$): $ Difficulty (1-5): 1 Competition (1-5): 2@jaybaer#23Services
    34. 34. S o c ia l L is t e n in g & R e p u t a t io n Ma na g e me nt@jaybaer#23Services
    35. 35. Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up. Suitable Clients: B2C Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5@jaybaer#23Services
    36. 36. C o m m u n it y C r e a t io n & Ma na g e me nt@jaybaer#23Services
    37. 37. 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
    38. 38. W e b A n a ly t ic s C o n s u lt in g@jaybaer#23Services
    39. 39. 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
    40. 40. C o n v e r s io n O p t im iz a t io n@jaybaer#23Services
    41. 41. 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
    42. 42. S o c ia l M e t r ic s a n d D a s hboa rds@jaybaer#23Services
    43. 43. 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
    44. 44. It’s about interpretation, not data@jaybaer#23Services
    45. 45. S o c ia l C a m p a ig n s & P r o m o t io n s@jaybaer#23Services
    46. 46. 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 ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 3 Competition (1-5): 4@jaybaer#23Services
    47. 47. Which kind of social media software do you need? Remember, it’s not just the wand, it’s the wizard. See: http://buff.ly/MxE6yY@jaybaer#23Services
    48. 48. S o c ia l M e d ia A u d it & B lu e p r in t@jaybaer#23Services
    49. 49. Evaluation of current client social outposts, as well as analysis of competitors and category best practices. Recommendations for short and mid- term improvements and optimization. Suitable Clients: All Duration: Project Fees ($ - $$$$): $$ - $$$ Difficulty (1-5): 3 Competition (1-5): 3@jaybaer#23Services
    50. 50. S o c ia l M e d ia S t r a t e g ic P la n@jaybaer#23Services
    51. 51. Comprehensive analysis and recommendations for social media program, including ties to business outcomes, resourcing, outpost planning, metrics, tactical ideas. Usually a 12-month plan. Suitable Clients: Serious about social, usually B2C Duration: Project Fees ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 4 Competition (1-5): 3@jaybaer#23Services
    52. 52. @jaybaer#23Services
    53. 53. In f lu e n c e r ID & O utre a c h@jaybaer#23Services
    54. 54. The most similar to classic media relations. Find and approach bloggers, customers, fans, and online influencers, encouraging them to write about clients’ products. Suitable Clients: Usually B2C Duration: Typically retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5@jaybaer#23Services
    55. 55. Twitter Research: Beta.plexusengine.com (in beta)@jaybaer#23Services
    56. 56. Blogger Research: grouphigh.com ($3000/year)@jaybaer#23Services
    57. 57. S o c ia l C r is is P la n@jaybaer#23Services
    58. 58. Customized, step-by-step approach for handling a social media crisis for each client, including approved messages, contact flowcharts, pressure relief valves. Suitable Clients: All, but usually B2C Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 2@jaybaer#23Services
    59. 59. S e a r c h & S o c ia l A d v e r t is in g@jaybaer#23Services
    60. 60. 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
    61. 61. @jaybaer#23Services
    62. 62. 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
    63. 63. 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
    64. 64. In t e r n a l C o m m u n it ie s@jaybaer#23Services
    65. 65. 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
    66. 66. E m p lo y e e A d v o c a c y P rog ra ms@jaybaer#23Services
    67. 67. 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
    68. 68. Pick 4-5 services that make sense for your clients and your team, and roll them out in year one.@jaybaer#23Services
    69. 69. 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
    70. 70. digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer
    71. 71. Jay Baer Convince & Convertwww.convinceandconvert.com www.socialpros.com

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