The document outlines 23 social and digital services that marketing agencies should consider offering to stay competitive in a rapidly changing environment. It emphasizes the importance of agencies adapting to technological trends, diversifying their revenue streams, and evolving client services to enhance value. Several specific services, such as SEO audits, email strategies, and social media management, are listed with details on suitability, pricing, difficulty, and competition levels.

1. The 23 Social and Digital
Services Your Agency
Should Be Selling
@jaybaer
#23Services
but probably isn’t

2. Jay Baer
Convince & Convert
www.convinceandconvert.com
www.socialpros.com

3. digital marketing conference for agencies
Early Bird Rate: save $100 today!
www.bolo2012.com
code = jbaer

4. “Hybrid agencies will come to rule the marketing
Change is the New Black:
world. These emerging leaders are tech savvy, offer
integrated services, hire and retain versatile talent,
and profit from diversified revenue streams. They
thrive on change, and continually apply shifts and
advances in technology to strengthen their
businesses, evolve their services, and deliver greater
value to clients.
As change velocity accelerates, traditional agencies
unwilling or unable to adapt will quickly be left
behind.” -- Paul Roetzer in The Marketing Agency Blueprint
@jaybaer
#23Services

5. !! Measurement
Measurement
!! Channel Proliferation and Fragmentation
Channel Proliferation and Fragmentation
!! Technology
Technology
!! Virtual Collaboration
Virtual Collaboration
@jaybaer
#23Services

6. @jaybaer
#23 Services

7. *Forrester Research, Inc.
@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. “Agencies, particularly their leaders, must have an
Change is the for knowledge about the
insatiable appetite New Black:
technology industry, and a desire to be early adopters
of products and services.
Agencies that understand technology trends and
innovations are able to more readily adapt their own
business models, continually increase efficiency and
productivity, evolve client campaigns, and make
strategic connections of seemingly unrelated
information.”
-- Paul Roetzer in The Marketing Agency Blueprint
@jaybaer
#23Services

11. ! SEO
! Email
Listed by
! Content
breadth of
! Customer Service & Community
demand
! Conversion Optimization
! Social Marketing
! PR 2.0
! 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. 1
SEO Audit
@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. 2
Keyword Analysis
@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. 3
Email Audit & Testing Plan
@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. 4
Email Lifecycle Strategy
@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. 5
Email Delivery & Optimization
@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. 6
Persona Development
@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
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28. 7
Content Marketing Plan
@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. 8
Content Execution
@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):
3
@jaybaer
#23Services

32. 9
Mobile Audit
@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. 10
Social Listening & Reputation
Management
@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. 11
Community Creation &
Management
@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. 12
Web Analytics Consulting
@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. 13
Conversion Optimization
@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. 14
Social Metrics and Dashboards
@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. 15
Social Campaigns & Promotions
@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. 16
Social Media Audit & Blueprint
@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. 17
Social Media Strategic Plan
@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. 18
Influencer ID & Outreach
@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. ! Twi$er
Research:
Beta.plexusengine.com
(in
beta)
@jaybaer
#23Services

56. ! Blogger
Research:
grouphigh.com
($3000/year)
@jaybaer
#23Services

57. 19
Social Crisis Plan
@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. 20
Search & Social Advertising
@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. 21
Employee Social Media Guidelines
@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. 22
Internal Communities
@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. 23
Employee Advocacy Programs
@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. What Happens Next?
! August 29 – “A Guru or the Gang? Evaluating the 4
Methods of Social Media Staffing“
! October 6-8 – BOLO 2012
(+ a free bonus)
http://ar.gy/23Services

70. digital marketing conference for agencies
Early Bird Rate: save $100 today!
www.bolo2012.com
code = jbaer

71. Jay Baer
Convince & Convert
www.convinceandconvert.com
www.socialpros.com