Agency partner overview for bliss communications updated nov 21 2013
 

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Agency partner overview for bliss communications updated nov 21 2013 Presentation Transcript

  • 1. Grow Your Business! Digital Agency Partnership Overview Presented to
  • 2. About Guarantee Digital • Our Mission: Help Local Merchants and Media Partners Leverage Digital Solutions to Grow their Business. • Founded in 2011 by Daryl Hively, Media Veteran of 28 years (17 Local Digital) • Operate our own Agency with direct clients in Suburbs of Milwaukee • Work with Media Partners in over 25 Markets of all sizes across the US helping them launch their own private label agency.
  • 3. Media Partners Media Company American Community Media Market Multiple Newspaper Multiple Digital Agency American Community Digital Berkshire Hathaway Block Brehmn Gold Country Pubs Dispatch Printing Company Dix Communications Free Lance Star Company Jones Media Journal Inc News Press & Gazette Co Paddock Publications Pioneer Newspapers Schurz Communications Small Newspaper Group The Truth Woodward Communications Buffalo Pittsburgh, Toledo Multiple Columbus Multiple Fredericksburg VA Buffalo News Post Gazette, Toledo Blade Multiple Columbus Dispatch Multiple Freelance Star Multiple Multiple Tupelo MS St. Joseph MO Chicago Daily Journal News Press Daily Herald Canalside Media 34 Allies, Reach Toledo BCI Interactive Dispatch Digital Dix Digital FLS Digital High Road Digital Thrive News Press Digital Daily Herald Media Solutions Multiple Petoskey MI Multiple Multiple Petoskey News Review Multiple Elkhart IN Dubuque IO Augusta Philadelphia The Truth Telegraph Herald Pioneer Connext Simple Digital Media Digital Impact Guides Strawberry Fields Digital Woodward Digital CWR Digital Burgundy Digital
  • 4. New Digital Agency Brands Come in all Shapes & Sizes!
  • 5. The Digital Services Opportunity in Every Market • Providing Solutions for Merchants to help them Grow their business (sound familiar? Something you’ve always done!) • Products will appeal to existing client base…plus substantial New Business Opportunity to drive true incremental revenue. • Huge Local Growth Potential – Web Services and Solutions fastest growing segment of local digital • Trust Factor, Local Relationships – Local Merchants need someone they can trust that provides a total solution – your company is perfectly positioned! • Pent up Demand – Paradox of Change, Economy have kept many SMB’s from making a decision…until now. • It’s Your MONEY – If you don’t sell it to them, somebody else will and begin building relationships with your customers.
  • 6. Growth of Local Digital Marketing & Solutions Social Media Management, Web Design, SEO, Rep Management, Video etc SEM, Display, Business Listings, Mobile Traditional Media Flat = The New UP
  • 7. Local Merchants Plan to Spend More in 2013 on Digital Services Big Opportunities in Web Design & SEO: Many Local Merchants need help with their website. Big first step before you can sell them your other digital services.
  • 8. Huge Growth in Mobile
  • 9. Dollars flowing to Social Media Solutions & Marketing
  • 10. Still Big Upside in Targeted Display • • • • • • Cross Screen Advertising Search Retargeting Site Retargeting Mobile Geo Fencing BT, Contextual Demo/Geo
  • 11. We can help you launch your Digital Agency in Six weeks or less. Our Turn Key Program includes: • Complete Suite of Best of Breed Digital Marketing and Services • Complete Launch Support to get your new effort off to a successful start • Complete Fulfillment after the sale • Ongoing Market Support • New Product Introductions • Just Add Sales Muscle, we do the rest!
  • 12. Best of Breed, Platform Agnostic Product Suite • • • • • • • • Search Optimization & Search Engine Marketing Social Media Management Video Production & Optimization Web & Mobile Design & Optimization Reputation Management Variety of Display Targeting & Networks for Web & Mobile Email Marketing Complete Reporting to Measure ROI
  • 13. Agency Launch Support • Guarantee Digital University Training o Virtual and On Site In depth Digital Team Training o Ongoing Training and Sales Coach after launch o Extended Certification Programs available based on Client Needs • • • • • New Agency Website Educational Merchant Seminars Complete Sales Collateral In Market Sales Calls during launch Best Practices for Agency Structure, Recruiting and Compensation
  • 14. Program includes development of Website for your New Agency
  • 15. Corporate Site Development
  • 16. Complete Fulfillment & Customer Support Services • You Sell it, We Fulfill it. One form to complete and our team does the rest so you can keep on selling. • Weekly Production Meetings keep you informed of client progress • Includes Social Media Management Services hands free to the client. (this is not self serve) • Keep head count low! Just add sales muscle!
  • 17. The Bottom Line Guarantee Digital will provide: • a step by step playbook for launching a Digital Services and Solutions Ad Agency • so you can resell best of breed products to clients who've never done business with you before as well as to many who have. • Creating a true incremental revenue stream. • You Sell it, We fulfill it • You can be up and running in 6 weeks or less!
  • 18. “You Can Tell Who the Pioneers are by the Arrows in their Back…..” unknown 25 Agency Launches Later…..here’s what we’ve learned
  • 19. Organizing & Executing for Success (hint: You’ve Done this Before!) Make sure all the elements are in place for a successful launch, including: • Business Plan: Clear strategy from Launch day onward with buy in from all departments • People: – – – – Right People in the Right Roles Trained – At launch and continuous Rules of Engagement Accountability • Products: Right Mix for your Market and Flexibility to bundle, customize packages (one size does not fit all) • Top Notch Customer Service and Fulfillment after the sale
  • 20. Quality Hiring & Training • Hire for Local Relationships and Selling Skills • Digital Product Knowledge a plus but not the only or top requirement • Keep your pipeline filled with recruits (you’ll need ‘em) • Training: 50% Product & 50% Sales focused including proper needs assessment, overcoming objections and plenty of practice
  • 21. Separate or Integrated? YES! Yes - create a team of digital sales hunters that wake up every day charged with the success of your digital agency. Do not leave this solely up to the overworked Ad Director and print staff who are busy with a 1000 things to sell. Yes – engage the traditional print team. Train them to ID a good potential account. Do create certain bundles they can sell on their own. Do begin to certify the top performers, the ones who raise their hand that want to learn more. Do NOT alienate them and leave the proverbial low hanging fruit on the table. Some of your biggest and quickest sales will happen here.
  • 22. What’s Your 3 Year Plan? How will Future Employees & Customers Describe You? • Market Position: ABC Media Company is the leading local media company offering the best multi-platform advertising solutions and services to help Businesses Grow. • Products: ABC Media Company is truly platform agnostic, recommending advanced solutions on their own properties as well as best marketing and services from leading regional and national brands. • People: ABC Media Consultants are the most knowledgeable across a variety of platforms and seek to understand my needs before making a recommendation • Process: ABC Media operates its Advertising Business like a multi discipline ad agency with their Team led by the “Chief Idea Officer” • Employer of Choice: The Best Media Reps in the Market work for ABC because they offer strong potential for professional growth and provide continuous training. • Thought Leaders: ABC Media keeps the Business Community up to speed with what’s new in Media and is always educating via Seminars, Virtual Events and one on one consultation.
  • 23. Best Selling Product Mix & Sales Collateral
  • 24. Many Best Practices for Business in 2013 Remain the Same… Great Location – Make Sure you are Easy to Find You Make Customers feel welcome and you are easy to do business with You have a Solid Reputation & Great Word of Mouth from happy customers You Stay in touch and Reward Existing Customers to drive more repeat business Constantly Looking for New Customers
  • 25. However, the Best Tools for Business have changed a great deal! Great Location – Can new customers find you online? Solid Reputation Great Word of Mouth What are they really saying about you online? Welcoming Establishment does your Online Presence Match the Real World? Acquiring New Customers – New digital marketing options create efficient, affordable ways to best reach your most likely new customers!
  • 26. Make Sure your Business is easy to Find Can Potential New Customers Locate you Online? Today’s Consumer… • 89% Discover New Products & Services Online • 95% NEVER go past the first page their search result • Consider Google the new yellow pages Strive to be Page One & On the Map! To be OFB in ‘13, Merchants Must: • Get on the Map! Optimize your Business listings to the max • Optimize your website so search engines know what you are about and move you to the front of the list
  • 27. “C’mon in & Look Around!” Does your online presence match your real world establishment? Today’s Consumer… • 89% Discover New Products & Services Online • 93% of Sales still occur offline • Uses Smart Phone to search…and 55% act within an hour To be OFB in ‘13, Merchants Must: • Have a Quality Web and Mobile Presence that is easy to navigate • Make it easy to connect with you OFB in 2013? Look Good on Every Screen!
  • 28. Solid Reputation & Great Word of Mouth Today’s Consumer… • 55% Share their Purchases with friends via Social Media • 76% Trust Ratings and Review sites • Over 50% won’t do business with Merchants who have less than 3 Star Review To be OFB in ‘13, Merchants Must: • Monitor their Online Reputation • Respond appropriately to demonstrate great customer service • Make it easy to customers to post reviews and Like your business
  • 29. Drive Repeat & Referral Business Stay Connected to your Best Customers via Social, Email, Text! Today’s Consumer… • Trust Peer recommendations in social media (only 14% trust advertisements!) • 80% connect with favorite brands via Social • Majority of consumers join email lists to receive discounts • 72% are open to receiving special offers via Text To be OFB in ‘13, Merchants Must: • Grow their Fans & Followers in Social Media • Build email/text customer databases • Regularly post, email and text to stay connect and drive repeat and referral business!
  • 30. Targeting Your Best Potential Customers Target Marketing Options Zero in on the consumers already interested in your products and services with online display and email marketing. Options include: • Target by Geography to reach those nearest your store, including Mobile Geo Fencing. • Target by wide variety of demographics • Retarget consumers based on search or who already have visited your site. • Target consumers on Social Networks • Targeted email puts your message in their inbox
  • 31. Three Key Digital Media Strategies for Growing Your Business 1. Make sure you Get Found by Consumers Actively Searching Online for your products & Services on leading sites like Google. 2. Leverage Social Media Best Practices to Drive More Repeat and Referral Business from existing clients 3. Leverage Precise Targeting Capabilities to reach Consumers Most Likely to be interested in your Products & Services Social is Digital Word of Mouth!
  • 32. Key Components of Client Needs Analysis 1. General Business 2. Visibility & Reputation 3. Social Media Ice Breaker: First offer fact you know about their biz, or compliment – show you’ve done a little homework • • • • • • Ask them about: • 2013 off to good start? • Plans for Growth? • Best Sellers? • Competition? • Best Customers? • Where Live? • Frequency of Visits? • How Get New? • Advertise? • • • How Ranking? Website? • Design? • SEO? • Last updated? Smart Phone Friendly? Local Biz Listings? Reputation? • Ratings • Reviews • Comments Existing FB, TW, G+? Other? Fan Count? Posting Frequency? In store signs? Contests? Other Direct Response • Email Newsletter • Size of List ? • Frequency sent • How Collected? • Text Marketing • Size of database • Frequency sent • How collected Fishbowl? Got all the above? Now lets drive traffic, increase your Fans with Target Marketing
  • 33. Mobile Essentials Investment: $399 Set Up Fee & $279 Month Optimized Mobile Website – that matches look/feel of existing site with one click to call, maps, products, services, coupons Custom YouTube Channel & Video Series - we create a Custom YouTube Channel and series of Four videos to tell the story of your business with sight, sound and emotion, optimized for high Page Rank on Google. Includes listing in Video Directory on Newspaper.com Local Visibility Business Listing Package - Claim/enhance local Google ,Yahoo, Bing listings - Verify optimize Top 150 search, directory and social site listings – including GPS and Siri – great for SEO. - Print & Online Listing in newspaper marketplace Reputation Management – 24/7 monitoring of social , rating and review sites to alert of you of positive/negative consumer commentary….protecting your most valuable asset – Your Reputation!
  • 34. Make a Great First Impression on the Web’s #1 Sites $899 1x Design Fee and $299 per month Custom 4-6 Page Optimized Website (not a template) you own it, includes Home Page, Product, Service, About us pages, Facebook Widget, Facebook Contest links and Text VIP Loyalty Club Sign up. Smart Phone Friendly Website matches look/feel of main site, includes Mobile Coupons, Text Club and appointment reminder tools, Photo Galleries, Products, Services pages and links to Social Media, Photos Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Newspaper.com Video Directory Optimized listing package includes Google, Yahoo, Bing, Community Directory and Video Directory. Maximize & optimize your presence on the Top 3 Search Engines used by 95% of online consumers and on the #1 News and information site in your market!
  • 35. Make a Great First Impression on the Web’s #1 Sites $999 1x Design Fee and $349 per month Custom 4 Page Optimized Website (not a template) you own it, includes Home Page, Product, Service, About us pages, Facebook Widget, Facebook Contest links and Text VIP Loyalty Club Sign up. Smart Phone Friendly Website matches look/feel of main site, includes Mobile Coupons, Text Club and appointment reminder tools, Photo Galleries, Products, Services pages and links to Social Media, Photos Custom Facebook Page to build your Fan Base…drive repeating & referral business on the #1 (by a mile) social media site. We manage postings all month long as well as to your Text Messaging Club. Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Newspaper.com Video Directory Optimized listing package includes Google, Yahoo, Bing, Community Directory and Video Directory. Maximize & optimize your presence on the Top 3 Search Engines used by 95% of online consumers and on the #1 News and information site in your market!
  • 36. Home services client
  • 37. Click image below to access site
  • 38. Social Media Packages Driving Repeat & Referral Business!
  • 39. 3 Ways to Grow Sales 1. Get More Customers 2. Raise Profit Per Sale 3. Increase Customer Frequency by Staying Top of Mind. One of these is easier than the other two.
  • 40. Social Media, Email, Text Marketing Keep you Connected, Driving Repeat & Referral Business!
  • 41. Are you part of The Shop Local Movement? Social, Email, Text Marketing keeps you Connected!
  • 42. Why Businesses Lose Customers • • • • • • 1% Die 3% Move Away 5% Form other relationships 9% Leave for Competitive Reasons 14% Due to Product Dissatisfaction 68% Stop buying because of attitude or feeling of indifference – Loss of “Mind Share”
  • 43. Create a Customer Loyalty & Referral Program “What would it mean for your Business if Your Current Customers Shopped with you one more time a month?” “What it would mean for your Business if your Happy Customers became your best salespeople…telling all of their friends how much they love your products & services? News of Your Store Via Multiple Channels Your Happy Customers
  • 44. We Manage and Distribute Your Marketing & Social Media Communication across multiple platforms Plan & Sync the Message We meet with your team regularly to ensure offline syncs with online message and then manage all postings hands free to you! Distribute the Message via Social, Video, Blog, Text & Email Channels Marketing & Social Media Calendar The Message can include: • • • • Marketing messages Coupons/Special Offers Customer Loyalty Promotions Customer Testimonials & Reviews • • • • • Your Charitable Efforts/Giving Back Contests & Promotions New Product/Service announcements Product & Service Videos Employee & Vendor Recognition
  • 45. Social Mobile Essentials Investment: $499 Set Up & $399 Month Create and Promote a Customer VIP Loyalty Program – Stay in touch and reward your most loyal customers – driving more repeat business! We manage all Channels for you hands free, including: • Social Media: Facebook, Twitter, Google Plus • Monthly Email Marketing Newsletter • Text Messaging • Complete in-store collateral, including table tents, signage, window clings, business cards Optimized Mobile Website – site matches look/feel of your existing site, reaching action mode consumers on the go with smart phone friendly website Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Video Directory on Fredericksburg.com Optimized Local Business Listing Package & Rep Management – Optimize Big 3 plus, Top 150 Search, Social & Directories and real-time monitoring of your online reputation.
  • 46. Web & Social Enhanced Investment: $1995 Set Up & $449 Per Month Custom 6-Section Multi-Page Website designed for Desktop, Tablet, Smart Phones • Site features Home Page with rotating image carousel and videos • Additional Pages can included Product Pages, Service Page Specials, Company News Blog, Company Info & History page • Site Features links to Social Media, Email Newsletter Sign Up • Includes hosting, maintenance and up to 5 email addresses Create and Promote a Customer VIP Loyalty Program – Stay in touch and reward your most loyal customers – driving more repeat business! We manage all Channels for you hands free, including: • Social Media: Facebook, Twitter, Google Plus • Monthly Email Marketing Newsletter • Text Messaging • Complete in-store collateral, including table tents, signage, business cards Custom YouTube Channel & Video Series – we create a new video once per quarter, each optimized for Search for your top 5 keywords. Tell the story of your business with sight, sound & emotion. Includes Video Directory on newspaper.com Optimized Local Business Listing Package & Rep Management – Optimize Big 3 plus, Top 150 Search, Social & Directories and real-time monitoring of your online reputation.
  • 47. Google Blog and Client’s Site Blog MARKETING STRATEGIES Improve SEO, Drive Traffic & Repeat & Referral Business Published on Leading Local News Site Used in monthly e-newsletter Create Great Fresh Search Optimized Content and Distribute Widely Content used for Social Posts, linking to site, and also used in weekly Text Marketing Use as copy points to create search optimized video (FYI: Google owns YouTube)
  • 48. Click image below to access Facebook page
  • 49. Client Email Newsletter Management
  • 50. We offer targeting that reaches consumers on the Web and on the Go
  • 51. Reaching Best Potential Customers on Local & National Sites • Reach substantial percentage of local online consumers on our # 1 Local News & Information site as well as via leading premium national sites • Target Best customers by Demographics, Content and Behavior. • Retarget Consumers based on Search or Previous Visits to your website + Sample of Top Categories
  • 52. Reach Consumers on any Device Single Ad Buy reaches targeted audience across smartphones, tablets, laptops and work/home PC’s.
  • 53. Reach Consumers Near your Store Mobile Geo Fencing pinpoints customers when they are near your store and serves them ads relevant to their location
  • 54. Reach Consumers Actively Searching Reach Consumers ACTIVELY Searching for your Products & Services 1 Best Hybrids 2 Consumer performs a Keyword Search & is anonymously “cookied” for their search term. Consumer later visits their favorite sites on the Web and is served your ad based on their past search history Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers. Ads appear on Brand Safe Premium Publishers sites reaching your target audience as the move across the internet. Dynamic ads can include video and link to your home page , special offers, Product pages and more.
  • 55. Search Retargeting the Competition! Reach Consumers ACTIVELY Searching for your COMPETITION! 1 Toyota Prius 2 Consumer performs a Keyword Search & is anonymously “cookied” for their search term. Consumer later visits their favorite sites on the Web and is served your ad based on their past search history Search Retargeting Increases Efficiency Your Online Display targets potential customers who have been actively searching for your products and services. Ads are served based on Brand Names Searched and also Competitors Searched. Ads are Geo Targeted to reach local consumers. Ads appear on Brand Safe Premium Publishers sites reaching your target audience as the move across the internet. Dynamic ads can include video and link to your home page , special offers, Product pages and more.
  • 56. Site Retargeting reaches potential customers who have already visited key pages of your Website and invites them back.
  • 57. Facebook options for Web & Mobile
  • 58. Facebook Retargeting
  • 59. Sponsored Tweets Target by: • • • • Geography Interests Gender Device You Pay when people… click on, Favorite, reply or re-tweet your Promoted Tweets. 100% Track-able to prove your ROI
  • 60. B2B Targeting Opportunities
  • 61. Targeted Email Options! SAMPLE EMAIL • We create a Custom Email template that features: • Your Marketing Message • Links to site, video, social media etc. • We Target the Email message to double opt in list of Consumers by: • Zip Code radius around your store • Demographics (Gender, HH Income, Age) • Category of Interest SAMPLE REPORT This campaign sent over 3000 potential customers to the client’s site!
  • 62. TARGETING THE LIST GETTING RESULTS: DEMOGRAPHIC TARGETING • Age • Religion • Homeowner/Renter • Gender • Marital Status • Home Market Value • Ethnicity • Presence of Children • Dwelling Type • Occupation • Number of Children • Length of Residence • Education • Income: Est. HH. • Presence of Pet • Language • Net Worth • Veteran
  • 63. Email Marketing Drives Results! Over 1600 potential customers delivered to client’s website!
  • 64. Shortening the Sales Cycle • Designed to Grow Revenue Faster by reducing # of visits required to close a sale • Created “E-Office” – designated place & time to make outbound Digital Appointments and conduct CNA. • Minimum 2 Hours Week Per Rep devoted to effort – blocked out in Shared Google Calendar. • All Calls are recorded as teaching tool • Goals is to get needs analysis out of the way before the first visit • On the call, rep confirms follow up appointment and tries to ensure all decision makers will be there. • Rep visits Client with A or B proposal designed to get decision on the spot…or at least set up next appointment for the close. • Shorten the average sales cycle from 3 calls to 1 (or two at worst) Bill Smith – Ad Director 540-845-3009
  • 65. Huge Opportunity for Incremental Revenue • • • • Typical Media Partner has relationships with 15 – 20% of all Local Businesses, mostly medium to large. Many of these existing clients need your new agency services but… You also need a Hunter team to go after the remaining 80%! Mostly SMB’s former YP. Example: In Milwaukee we went after both sets of clients – with existing digital sellers + new hunters. Result: • 80% of Agency customers were completely new clients representing True Incremental Revenue • But…Largest sales came from existing clients who needed digital services. Clients Non Clients Huge Opportunity for Incremental Revenue!
  • 66. Success Story: Digital Agency Opens Doors for Incremental Revenue 100% Incremental Never Bought from Paper Before 60 Miles Radius – outside circ area Buy includes • Search Retargeting • Newspaper Site • Business Journal Result: $35,000 Sale & Conquest Marketing 60 Mile Radius
  • 67. Social Media + Text Drives New Business • Zero to 1100+ Fans on Facebook • Grew Text VIP Club to over 1000 members • Synchronized Program drives customers on slow nights
  • 68. Client Happiness
  • 69. Customer Testimonials – We treat Your clients like Gold! “Social Media , Facebook, You Tube, Twitter, were always a source of frustration for our companies. We were always in these marketing areas, but found it almost impossible to keep pace on a daily basis. Guarantee Digital has done a fantastic job in bringing us up to speed almost overnight in all of these areas. Efficient and professional are the best words to describe our experience thus far…..” - Home Store, Pittsburgh PA “Thank you, Peggy. The support you and your team provided was priceless during a very stormy day for our business. Your judgment and execution were flawless.” Mattress Company, Buffalo NY “Leeann…..I have been talking to people as they call in for quotes on their project. I was amazed how many were using the internet search to find us. It's working.” Thank you! Construction Company, Moline IL “Josh, Got a new loan today because of my online presence that you guys have been able to get going for me…. Thank You!!!!! “ Mortgage Company, Greeneville TN “Kris, I agree, I LOVE it...thanks again for your work and the professional looking site. I am getting really good feedback on the FB page, and several compliments on that web video you made! “ Custom T Shirt Shop, Pittsburgh PA
  • 70. Media Partner Testimonials Hello Kris. I just wanted to reach out and thank you for doing such a great job on the fly like you did. You did a terrific job working with my contact on their social media challenges. You went above and beyond with my contact and because of the level of service you provided they were very impressed. Impressed enough to sign a contract with us for our Microsite bundle package on the spot. What is especially nice is that he had meetings with Yellow pages and KQ2 (a local competitor) scheduled for next week. The owner's intentions had been to wait until he had our bid and our competitors and weigh them. He changed his mind and didn't feel he needed to wait. Great support and great job, Kris! Jess Christian News Press Digital - St. Joe Missouri THANK YOU for your time this morning. Jim is very excited now that we are underway and I personally want to say thank you for your extra effort you had to put into this. True customer service. Ron Hansen Rochester Post Bulletin – Digital Impact Guides
  • 71. Ready to get started? In 6 Weeks or less, you could launch your New Digital Agency and jumpstart your online revenue. Let’s Talk! Daryl Hively Founder & CEO Guarantee Digital LLC 414.234.8529 daryl@guaranteedigital.com