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"...

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 Presentation Transcript

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