Digital and Dollars: Adding Social Media and Online Marketing to Your Agency Services Mix

Digital & Dollars Successfully Adding Social Media & Online Marketing to Your Agency Services Mix

Jay Baer Social Media Strategy for Agencies www.convinceandconvert.com @jaybaer

Colossal Opportunity

The Digital Ecosystem Search Marketing Email Marketing Social Media Analytics

5 Success Factors

Broaden Your Horizons

Sell Ingredients, Not Entrees

Get Your Foot in the Door Selling One Service

Embrace Math

Adjust Sta ng & Timelines

The Digital Services Funnel 0  123) 0  45-6)1'5(+7) 0  1%+-58)49) !"#$%&'() 0  :3;) *+,"-#-.%/) 0  !5&<5-=/#)>)*<<#) 0  !%/$'/$)!('5.%/)>)3<.&-@5.%/) 0  A5/6-/=)45=')3<.&-@5.%/) !"#$%&'() 0  :'B)*/58C.+#) !%/?'(#-%/) 0  2&5-8);5(D'./=) 0  E(5/6)!%&&"/-.'#) !"#$%&'() 0  1%+-58)!9;) 9'$'/.%/)

Search Engine Optimization

Product 1. Search Taxonomy Analysis 7"/8,&$ 3",4&5656"1$ .&/&0'1)2$ !""#$%&'()*$+&(,-$

Small Changes = Big Di erences Public Relations Public Relations Firms PR Firms in New York Public Relations New York City PR Firms

Small Changes = Big Di erences Public Relations 818 Public Relations Firms 93 PR Firms in New York 22 Public Relations New York City 17 PR Firms 15

Small Changes = Big Di erences Public Relations 818 115,000,000 Public Relations Firms 93 135,000,000 PR Firms in New York 22 3,320,000 Public Relations New York City 17 64,000,000 PR Firms 15 12,600,000

Product 2. Search Opportunity Audit

Product 3. Search Optimization URL Page Title Headline (h1) Sub-heads (h2, h3) Links Body Copy 15 direct inclusions 19 Indirect Inclusions Still Reads Well, and is USEFUL #11 in Google $650,000 per month in booked revenue

Social PR

Product 4. Blogger Outreach

Product 5. Inﬂuencer Identiﬁcation

The Media Will Find You

Word of Mouth

Product 6. Word of Mouth Campaigns

Social Campaigns & Apps

Product 7. Campaigns/Contests

Product 8. Mobile Apps & Campaigns

Keep it Simple - Make it Helpful

Content Creation & Optimization

0 2000 4000 6000 8000 Nov Dec Jan Feb March Visits Average of 22 Posts/Month

Product 9. Content Creation/Content Strategy IDEA “New Spring menu” Blog Posts Webinar/ Video with Podcast with Chef Suppliers Slideshare Photos of Name the Entrees Dessert Live Video from First Night Contest

Video - The New Word of Mouth 137 million Americans watched online video in December, 2009

Product 10. Video Content Creation

Agency Marketing, Too

Content Isn’t King. Optimized Content is King. Video is 52 Times More Likely to Appear on First Page of Google Results

Web Behavior Optimization

Product 11. Web Analytics & Testing

Product 12. Email/Social Audit

Product 13. Social Anthropology

Product 14. Email Results Optimization

Brand Communities

The 1%

Product 15. Community Management

Activate, Don’t Collect

Ways To Engage Community Members Exclusive Content Contests Call to Action Member Stories Research/Survey

Social CRM

Product 16. Social CRM Plan Social Media Policies | Outreach/Answer Protocols & Scripts

Product 17. Social Media Crisis Plan

17 Products - How Many Are You Selling?

How To Get There

Choose a Sta ng Model

Partner Model You Manage Client & Strategy, Partner Handles Tactical Execution

Hub & Spoke Model Create Internal Team That Handles Digital & Social

Distributed Model Create Speciﬁc Subject Matter Experts

Set SMART Goals for Progress By June 2010, We Will Be Working With 2 Clients On Facebook Content Testing & Optimization.

Learning Never Stops

Testing Never Stops

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Digital and Dollars: Adding Social Media and Online Marketing to Your Agency Services Mix

by Jay Baer on May 24, 2010

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Digital and Dollars: Adding Social Media and Online Marketing to Your Agency Services Mix — Presentation Transcript