Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to develop strategy around smaller teams and bringing in agency support - SearchLondon deck

548 views

Published on

Being in a small marketing team can be hard, finding the right marketers, finding the right partners whether that is an SEO or paid agency or freelancer or consultancies. In this deck from the big brands search London event I break down how we look at strategy and building our extended team with agencies and what KPI's they need to hit and quickly. This presentation is for people who regularly work agency side or for start-ups or companies who have limited resources.

Published in: Marketing
  • Be the first to comment

How to develop strategy around smaller teams and bringing in agency support - SearchLondon deck

  1. 1. H O W T O D E V E L O P S T R AT E G Y A R O U N D S M A L L E R T E A M S A N D B R I N G I N G I N A G E N C Y S U P P O RT D A N N Y D E N H A R D - H E A D O F D I G I TA L @ J U S T G I V I N G . 
 @ D A N N Y D E N H A R D #SEARCHLONDON
  2. 2. S L I D E 2 WA R N I N G 🔞
 W H E N PA S S I O N AT E I H AV E A T E N D E N C Y T O S W E A R 🤐 
 A N D B E WA R E T H E R E A R E A L O T O F G I F S & E M O J I S ❤ ⚠ 😤 @dannydenhard#SEARCHLONDON
  3. 3. M E : I H E A D U P G R O W T H & P R O D U C T M A R K E T I N G @ 
 J U S T G I V I N G @dannydenhard#SEARCHLONDON W E H E L P : ✅ P E O P L E I N N E E D ✅ C O M M U N I T Y P R O J E C T S ✅ A N D C H A R I T I E S C H E C K O U T: H TTPS://W W W .JU STG IV IN G .C O M /LIFE C H A N G E R S
  4. 4. A S K M E Q U E S T I O N S T W E E T M E @ D A N N Y D E N H A R D M E S S E N G E R . C O M / D A N N Y D E N H A R D @dannydenhard#SEARCHLONDON
  5. 5. W E A R E G O I N G T O TA L K A B O U T: S M A L L T E A M S T R AT E G Y B U I L D I N G A N D W H E R E Y O U M I G H T N E E D S U P P O R T. @dannydenhard#SEARCHLONDON
  6. 6. A G E N C Y, C O N S U LTA N T S A N D F R E E L A N C E S R E J O I C E
  7. 7. J U S T G I V I N G I S A N E T W O R K E F F E C T C O M PA N Y O T H E R V I R A L L O O P C O M PA N I E S I N C L U D E • T U P P E R WA R E • E B AY • FA C E B O O K • T W I T T E R • U B E R • M O N Z O • AT O M B A N K @dannydenhard#SEARCHLONDON
  8. 8. @dannydenhard#SEARCHLONDON PA G E C R E AT E D S H A R E T O F R I E N D S F R I E N D S D O N AT E / C O M M E N T F R I E N D S S H A R E F R I E N D S O R F R I E N D S O F F R I E N D S C R E AT E A PA G E STARTS AGAIN PRIMARY 
 NETWORK SECONDARY 
 NETWORK NUMBER OF 
 NETWORK EFFECTS COMMENTS HELP 
 TO SPREAD THE 
 WORD OF THE PAGE J U S T G I V I N G ’ S N E T W O R K E F F E C T S C O M E T O J G
  9. 9. C O R E A C T I O N S O N & O F F S I T E : • O U R PA G E O W N E R S B R I N G T H E I R A N D T R I B E S T O T H E I R PA G E S , • T H E I R F R I E N D S D O N AT E • C O M M E N T • S H A R E & E N G A G E O V E R S O C I A L M E D I A • S TA R T T H E I R O W N PA G E S @dannydenhard#SEARCHLONDON S H A R E S C O M M E N T S R E A C T I O N S
  10. 10. @dannydenhard#SEARCHLONDON C H E C K O U T B U ZZFE E D PO D C A ST: H TTP://PC A .ST/B C W D L E A R N F R O M N E T W O R K E F F E C T S
  11. 11. T H I S I S I M P O R TA N T B E C A U S E N E T W O R K E F F E C T S & W O R D O F M O U T H I S A N E S S E N T I A L PA R T O F O U R M A R K E T I N G S T R AT E G Y @dannydenhard#SEARCHLONDON
  12. 12. U N L I K E O T H E R B R A N D S A N D C O M PA N I E S S E O I S A L O W T R A F F I C D R I V E R @dannydenhard#SEARCHLONDON
  13. 13. @dannydenhard#SEARCHLONDON SOCIAL MEDIA FACEBOOK, INSTAGRAM, TWITTER, LINKEDIN, ETC PAID MEDIA GOOGLE & BING DIRECT PEOPLE WHO COPY & PASTE CITATIONS, CAME DIRECTLY OR VIA DARK SOCIAL SEO GOOGLE, BING, YAHOO, DUCKDUCKGO OUR TRAFFIC SPLIT PRESS / EXT LINKS PEOPLE WHO CAME THROUGH PRESS LINKS
  14. 14. T R A F F I C T O C R O W D F U N D I N G B Y R A N K @dannydenhard#SEARCHLONDON R A N K R E F E R R E R 1 FA C E B O O K 2 G O O G L E * 3 E M A I L 4 T W I T T E R 5 W H AT S A P P 6 S M S 7 I N S TA G R A M 8 B I N G 9 D A I LY M A I L 1 0 T W I T C H R A N K R E F E R R E R 1 FA C E B O O K 2 M . FA C E B O O K . C O M 3 G O O G L E * 4 E M A I L 5 T W I T T E R
  15. 15. PA I D I S I M P O R TA N T T O B R I N G I N P E O P L E I N N E E D S TAT E @dannydenhard#SEARCHLONDON
  16. 16. A LT H O U G H PA I D C A N A L S O S W I T C H O N A N D S W I T C H O F F @dannydenhard#SEARCHLONDON
  17. 17. T H E T E A M @dannydenhard#SEARCHLONDON
  18. 18. S M A L L T E A M S N E E D T O B E T W O T H I N G S : 1 . A G I L E 2 . K N O W L E D G E A B L E 
 ( & O F T H E I R L I M I TAT I O N S ) @dannydenhard#SEARCHLONDON
  19. 19. A S PA R T O F T H E M A R K E T I N G L E A D E R S H I P T E A M AT J G W E H AV E • B 2 B : C H A R I T I E S • 2 X B 2 C : • F U N D R A I S I N G • C R O W D F U N D I N G O F F E R I N G S @dannydenhard#SEARCHLONDON
  20. 20. W E H AV E 1 4 ( O U T O F 1 3 0 ) P E O P L E I N T O TA L I N O U R M A R K E T I N G D E PA R T M E N T @dannydenhard#SEARCHLONDON
  21. 21. @dannydenhard#SEARCHLONDON SearchPRContent Product Marketing Content Team that creates consumer based content. Works out where the content should sit and why people would engage with it Product Marketing Strategic layer that markets each company product, developing their business area and driving campaigns PR Connecting our stories with the right press based storytellers and journalists. Understanding how our content works and where we can get maximum exposure Search SEO and paid, understanding opportunity for improvements in campaigns exposure and gaining pages created from search based activities CRM
  22. 22. O U R P U R P O S E : • H E L P P E O P L E W I T H T H E I R P R O B L E M S • U N L O C K “ N E E D S TAT E ” 🔐 • H E L P W I T H E X P O S U R E O F T H E I R PA G E • H E L P W I T H D O N AT I O N S • H E L P T H E M & T H E I R F R I E N D S A G A I N @dannydenhard#SEARCHLONDON
  23. 23. S O M E I N S I G H T I N T O O U R C R O W D F U N D I N G T E A M W E O N LY H AV E 1 3 P E O P L E @dannydenhard#SEARCHLONDON
  24. 24. W H Y ? W E A R E E S S E N T I A L LY A S TA R T U P W I T H I N J U S T G I V I N G @dannydenhard#SEARCHLONDON
  25. 25. H O W I S T H E T E A M M A D E U P ? • S T R AT E G Y 📝 • A N A LY S T 📈 • P R O D U C T 📱 • F R O N T E N D + • F U L L S TA C K 🔄 • M E , 1 M A R K E T E R + 1 C R M 📺 • S H A R E D R E S O U R C E S ; C O N T E N T, P R & C S @dannydenhard#SEARCHLONDON
  26. 26. M A R K E T I N G R E A L LY I S G R O W T H @ J U S T G I V I N G C R O W D F U N D I N G @dannydenhard#SEARCHLONDON
  27. 27. G R O W T H I S P R O B A B LY A D I R T Y W O R D I N T H I S R O O M 😤 H O W E V E R 
 E V E RY T H I N G W E D O H A S T O M O V E O U R K P I ’ S & Q U I C K LY 📈 @dannydenhard#SEARCHLONDON
  28. 28. T H E A I M O F O U R T E A M I S T O : • G R O W N U M B E R O F PA G E S 💯 • I N C R E A S E U S E R H A P P I N E S S 😁 • I N C R E A S E D O N AT I O N S 💰 • I N C R E A S E R E A C H O F O U R P R O D U C T 📱 @dannydenhard#SEARCHLONDON
  29. 29. S O I H E A R Y O U S AY: H O W D O W E C R E AT E A S T R AT E G Y A R O U N D P E O P L E C R E AT I N G & S H A R I N G T H E I R PA G E S ? @dannydenhard#SEARCHLONDON
  30. 30. I N 7 D I F F E R E N T T H E M E S • 1 . C O M M U N I T Y • L O O K AT W H E R E P E O P L E H A N G O U T • A N D H O W T H E Y E N G A G E & S H A R I N G H A B I T S • 2 . D I S C O V E R • F I N D O U T W H AT P E O P L E S E A R C H F O R • F I N D O U T H O W W E C A N A C T U A L LY H E L P • 3 . W H Y A N D W H E R E ? • W H Y A R E P E O P L E C R E AT I N G PA G E S • W H E R E A R E T H E Y C O M I N G F R O M ? • W H E R E A R E T H E Y F R O M ? • 4 . Q U E S T I O N D ATA C O N S TA N T LY: • I S T H E R E A T R E N D ? • I S T H E R E A N E W N I C H E ? @dannydenhard#SEARCHLONDON
  31. 31. • 5 . M O T I VAT I O N S • F I N D O U T W H AT M O T I VAT E S P E O P L E T O A S K F O R H E L P F R O M F R I E N D S & S T R A N G E R S • F I N D O U T W H AT M O T I VAT E S P E O P L E T O S H A R E • F I N D O U T W H AT & W H E R E T H E Y A R E S H A R I N G • 6 . F E E D B A C K ( L O O P ) • G A I N F E E D B A C K A S A P • C O N S TA N T LY G A I N H O N E S T F E E D B A C K • 7 . T E C H N O L O G Y • L O O K AT W H AT D E V I C E S P E O P L E U S E , W H Y & W H E N @dannydenhard#SEARCHLONDON
  32. 32. @dannydenhard#SEARCHLONDON T H E R E A R E T W O T Y P E S O F A G E N C I E S : 1. T H I N K F O R M E 
 2. D O F O R M E Y O U C A N N O T D O O R B E B O T H
  33. 33. S P E A K T O Y O U R T E A M , W O R K O U T W H AT T H E I R N E E D S A R E A N D W H AT R E Q U I R E M E N T S T H E Y A C T U A L LY H AV E @dannydenhard#SEARCHLONDON
  34. 34. W H AT TA K E S T H E M O S T A M O U N T O F T I M E & E N E R G Y F R O M T H E T E A M ? @dannydenhard#SEARCHLONDON
  35. 35. @dannydenhard#SEARCHLONDON E F F O RT A C R O S S D I G I TA L C H A N N E L S Google Bing / Duckduckg o Baidu / Yandex / Naver Snapchat Facebook Twitter YouTube Pinterest Nextdoor Instagram Organic Search 
 Engines Social
 Networks Social 
 Search Discovery 
 Engines Siri / Google assistant / Viv Bots 
 & IM Support Bots Chat Apps & Messenger Comments Device / iOS Push Notification s Mobile In app notification s Dating apps M E D M E D H I G H H I G H H I G H L O W Google Bing Yahoo Paid Search 
 Engines V H I G H
  36. 36. T H E C O N T E N T B AT T L E I S R E A L F O R E V E RY O N E @dannydenhard#SEARCHLONDON
  37. 37. E V E N W H E N O U R C O N T E N T I S O V E R 9 9 % U G C 1 @dannydenhard#SEARCHLONDON
  38. 38. W O R K O U T W H AT Y O U C A N O U T S O U R C E E F F E C T I V E LY @dannydenhard#SEARCHLONDON
  39. 39. @dannydenhard#SEARCHLONDON C O S T E F F E C T I V E C H A N N E L S Google Bing / Duckduckg o Baidu / Yandex / Naver Snapchat Facebook Twitter YouTube Pinterest Nextdoor Instagram Organic Search 
 Engines Social
 Networks Social 
 Search Discovery 
 Engines Siri / Google assistant / Viv Bots 
 & IM Support Bots Chat Apps & Messenger Comments Device / iOS Push Notification s Mobile In app notification s Dating apps MED MED HIGH HIGH HIGH LOW Google Bing Yahoo Paid Search 
 Engines V HIGH ✅ ✅ ✅❌ ❌ ❌ ❌ ❌ ❌ ❌ ❌ ✅✅✅
  40. 40. M Y C R I T E R I A I S : • W H AT A R E T H E T E A M S C O R E S T R E N G T H S ? • R I S K V S R E WA R D • W H AT D R I V E S G R O W T H • W H AT TA K E S A L O N G P E R I O D O F T I M E • W H AT I S M O S T C O S T E F F E C T I V E • W H AT C O U L D Y O U TA K E I N H O U S E A F T E R O U T S O U R C I N G I N 3 , 6 , 9 & 1 2 M O N T H S @dannydenhard#SEARCHLONDON
  41. 41. M Y C R I T E R I A I S : • W H AT A R E T H E T E A M S C O R E S T R E N G T H S - P R O J E C T S & S E O • R I S K V S R E WA R D • W H AT D R I V E S G R O W T H - 
 PA I D , P R E S S PA G E S & S O C I A L M E D I A R E F E R R A L S • W H AT TA K E S A L O N G P E R I O D O F T I M E - 
 PA I D M E D I A • W H AT I S M O S T C O S T E F F E C T I V E - 
 PA I D M E D I A • W H AT C O U L D Y O U TA K E I N H O U S E A F T E R O U T S O U R C I N G I N 3 , 6 , 9 & 1 2 M O N T H S ? @dannydenhard#SEARCHLONDON
  42. 42. @dannydenhard#SEARCHLONDON W E A C T U A L LY W O R K W I T H A G E N C I E S I N I N T H E F O L L O W I N G A R E A S : • PA I D M E D I A ( A C R O S S A L L B U S I N E S S E S ) • C O N T E N T ( F O R B 2 B ) • P R ( A C R O S S A L L B U S I N E S S E S )
  43. 43. B I G G E R Q U E S T I O N T I M E W H O C A N W E 
 O R 
 W H O S H O U L D W E W O R K W I T H T O I M P R O V E O U R B U S I N E S S 
 & O U R T E A M ? @dannydenhard#SEARCHLONDON
  44. 44. • C O R E S T R E N G T H S • T H E I R A C T U A L S K I L L S E T S • T H E I R M O T I V E S • T H E I R A P P E T I T E • W I L L I T B E C O S T E F F E C T I V E ? • W I L L T H E E X T E R N A L R E S O U R C E I M PA C T O U R C U LT U R E ? • W I L L T H E Y B E A T I M E D R A I N F O R O U R T E A M ? • E D U C AT I O N ? • W I L L T H E Y WA N T T O T E A C H O U R T E A M ? @dannydenhard#SEARCHLONDON W H E N L O O K I N G T O W O R K W I T H A G E N C I E S / F R E E L A N C E R S / C O N S U LTA N T S 
 Y O U H AV E T O U N D E R S TA N D T H E F O L L O W I N G :
  45. 45. @dannydenhard#SEARCHLONDON I F PA R T N E R S C A N N O T A N S W E R T H E S E Q U E S T I O N S C L E A R LY & W I T H F U L L T R A N S PA R E N C Y T H E N U N F O R T U N AT E LY T H E Y W O N ’ T H E L P Y O U T H E Y W I L L H I N D E R Y O U R T E A M
  46. 46. @dannydenhard#SEARCHLONDON ⚠ I F A N Y O F T H E S E A R E A W O R RY, D O N O T PA R T N E R W I T H T H E M ⚠
  47. 47. @dannydenhard#SEARCHLONDON T O W R A P U P • K P I ’ S A LWAY S C O M E F I R S T • B U I L D O U T Y O U R T E A M A N D S T R AT E G Y A R O U N D T H E C O R E K P I ’ S • W I L L A N A G E N C Y A C T U A L LY H E L P Y O U H I T Y O U R TA R G E T S 
 ( T O D AY, T O M O R R O W, N E X T Q U A R T E R , N E X T Y E A R ? ) • A R E T H E Y C O S T E F F E C T I V E ? • E N S U R E Y O U R T E A M W I L L L E A R N F R O M T H E P R O P O S E D PA R T N E R S • W O R K O U T I F Y O U N E E D A D O F O R M E V S A T H I N K F O R U S PA R T N E R
  48. 48. @dannydenhard#SEARCHLONDON T O W R A P U P • F I N D I N G T H E R I G H T PA R T N E R W I L L TA K E A S L O N G A S T H E B E S T I N - H O U S E H I R E D O E S • R E V I E W PA R T N E R S R E G U L A R LY • E N S U R E Y O U A R E N E V E R J U S T A N U M B E R O N T H E I R S P R E A D S H E E T S / B U D G E T L I N E S • A LWAY S H AV E T H E C O N T R O L & K N O W Y O U C A N TA K E B A C K I N H O U S E W I T H I N A F E W W E E K S
  49. 49. A N Y Q U E S T I O N S ? 🎬 
 💬 . M . M E / D A N N Y D E N H A R D T. @ D A N N Y D E N H A R D L . / D A N N Y D E N H A R D @dannydenhard#SEARCHLONDON

×