2014 pubcon new orleans - "getting the most out of your agency"
Post on 19-Oct-2014
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Pubcon presentation from New Orleans. Getting the most out of your agency. Covering: - why partner with a digital marketing agency - how to select the right digital marketing agency - how to get the most out of your digital marketing agency - how in-house marketing directors view the world - how to set-up clients for success - tools for running your in-house marketing team - where to get smart on digital marketing trendsTRANSCRIPT
@jloomstein
Getting the Most out of Your Agency
Presented by: James Loomstein, MBA Digital Space Consul>ng
@jloomstein
Wait, About Me…
• Digital agency with over 10 years experience in content, crea>ve, communica>ons, and analy>cs
• Passionate about the tools, plaForms, and technology used to connect and engage consumers
• Focused on empowering brands and customers by enabling them to research, relate and engage with each other
• Extensive experience in local search, PPC, SEO, conversion op>miza>on, targe>ng/segmenta>on, and marke>ng strategy
@jloomstein
History
Worked for “Big” agencies
Started my own agency
Now work with other agencies on client work
What Digital Space is Looking Towards
Companies to begin making full integration of social media across the customer experience
Content and authorship to make significant strides with the merging of search and social
Microsoft to create and promote their products as social software
Social CRM to grow substantially, while removing silos
Large companies creating and moving to strategic engagement platforms
Data scientist to overtake the top hire on social media teams (community managers will move to #2)
Social media becoming an increasing source of business intelligence
Increased focus on social media security, compliance, and governance
4
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How I see it
CASE IN POINT – I worked on a large CPG account for an Omnicom agency – Our weekly status call included 26 partner agencies – Territory control pushed ahead of client success – In one instance -‐ it took 5 months to get a Facebook page approved
The era of the standalone 500+ employee full-‐service agency are over
Mobile, social, video, etc. have moved agencies towards specializa>on & niche service offerings
Hiring a single agency to run your company in so 1998 – everyone has to learn how to play together
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Why partner with an agency
BUT THAT ALSO COMES WITH SOME CHALLENGES • Finding the right skills to match in-‐house experience • Good agencies tend to be very busy • Conflic>ng interest and struggles for budget, work,
and crea>ve freedom • Death by commicee (“…..It just doesn’t feel right”)
BECAUSE YOU GET • Becer access to knowledge • New skills (mobile, responsive design, CMS) • Becer toolbox • Ability to scale • Measurable results • Easy to fire
@jloomstein
How to select the right SEO agency
• Fundamentally….. – What are the primary objec>ves we want to complete? – Do we have the internal resources to be successful? – Do we need full-‐service, bou>que, strategy, specialty, or order taker? – Who will manage the agency rela>onship? – How do we measure success? – Have a plan.
• And also…… – Research as much as possible. – Make sure they understand your sector. – Make sure they can be a part of your team.
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How to get the MOST out of your agency Standardize monthly tasks list, weekly check-‐ins, scheduled
reports
Your objec>ve with your agency is scalability and
repeatability
Stay smart for your sake and that of your agency
Create plaForm partnerships -‐ Hubspot, Magento,
ExactTarget
Work with agencies that like to work with others
Invest in tools that either save you >me, make you money, or
make you look smart
Stop obsessing over what image to use in your monthly
email newslecer
<
Focus on RCS
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How to get MORE out of your agency
• Focus on accountability • Demand analy>cs and repor>ng • Require flexibility (on them and you) • Challenge them to say “no” to the project • Don’t hire an order taker (unless that is what you need) • Decide who are the deciders • Focus on the right KPIs (content, outreach, etc.) • Setup an IGNITE session (strategic planning day) • They understand your needs and obliga>ons to your boss • Use the tools they use
15%
67%
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If I worked in-house
• Define the problem we are trying to solve – Audit, on-‐going seo, outreach, content marke>ng, reputa>on
management, etc. – Leads, sales, increase in qualified visitors, brand awareness, etc.
• Understand my current state – PPC analysis (SpyFu.com) – SEO analysis (Moz.com) – Website analysis (Google Webmaster Tools)
• And finally
– Decide what I need – Set clear goals – Obtain mul>ple bids – Listen to stories – Understand that the local rank of an SEO agency and/or case studies are
not an indicator of success
and needed to hire an agency…
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Ask the right questions
• What problem are we trying to solve? • What URL is being used for this project? • What other web assets do we currently maintain internally and externally (micro sites,
extranets, intranets) • Have any form of insights been gained for how our customers consume our company
digitally? • Have we completed any usability studies on the current assets? • What types of reports, metrics and analy>cs are available on usage across the enterprise? • What is our biggest internal challenge? • What are the immediate goals for implemen>ng an online marke>ng campaign? • What does success mean in terms of an online marke>ng campaign? • What keywords/keyword phrases do we think poten>al customers would type into a Google
search to find us? * Comprehensive 70+ point questionnaire available upon request…
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How in-house Marketing Directors view the world and get the most out of their agencies
• I interviewed personal connec>ons who serve as current marke>ng directors within the healthcare, travel, and CPG space
• I asked ques>ons: – How do you iden>fy agencies to work with – What do agencies need to do to be successful/make you successful – Where do agencies drop the ball – What do you wish agencies knew before they started working with you – What is the best thing an agency can do to make your life easier
Here is what they said…
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How to get the most out of your agency
How do you iden1fy which agencies to work with • Can they share their business plan, budget, relevant clients
• Evaluate their website, previous work (call up their clients) and their social media – Get a good idea of their character by seeing if they are doing for themselves what I need
for them to do for us
• Understanding who is the day-‐to-‐day team (not just the biz dev team)
• The ones that don’t show up with canned client roster or general case studies
• Some>mes gepng an agency that says they can do everything is not always the answer for your par>cular business issue
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How to get the most out of your agency
What do agencies need to do to be successful/make you successful • Communicate / be consistent (avoid mis-‐alignment)
• Show value
• Take >me to understand our needs/concerns
• Bring clear and thoughFul strategy and insight to the table
• Work closely with us to help establish valuable KPI's (business level)
• Be fully briefed and understand how success is measured (in-‐house marke>ng team level)
@jloomstein
How to get the most out of your agency
Where do agencies drop the ball • Con>nue to promise and say "yes" to everything • Not thinking through the pros and cons of an efficient and effec>ve solu>on/
approaches • Not measuring/tracking our efforts and providing insighFul feedback to adjust our
course • Thinking they have all the answers
What do you wish agencies knew before they started working with you • Come in with an thoughFul analysis from the perspec1ve of our audiences • Understanding why they were hired and what the #1 reason is that they are the
agency for a par>cular project • Prove that we NEED to work with them • Be ready to discuss and show best prac>ces in our field and successful examples of
our customers journey and experience
@jloomstein
How to get the most out of your agency
What is the best thing an agency can do to make your life easier
• Be a great partner and have a vested interest in the solu>on they implemented • Constantly communica1ng with the in-‐house marke>ng leads • Strong project management and produc>on processes • Accountable and responsible • Stop being the wizard behind the curtain
@jloomstein
How I set my clients up for success
Kick-‐off mee>ngs or product demo
days
Standardize kickoff documents & repor>ng
templates
Leverage communica>on tools (HipChat, Basecamp,
Join.me, breeze.pm)
Decide on the deciders
Work with agencies that like to work with
other agencies
!�
@jloomstein
What 2014 holds
• Marke>ng silos will become a thing of the past
• Agencies shiu in business models to more integrated services – In-‐bound marke>ng – Website performance – Search – Lead nurturing (email, whitepaper, landing
pages, CRM)
• Agency shiu from project based work to retainer based structure
• Market move to greater convergence among paid, owned, and earned media
• Greater integra>on between search and social
@jloomstein
Build the right toolbox
Business Insights SEO Workshare
Highrise Pocket SpyFu Whitespark Dropbox
Basecamp Trello Moz Hittail.com MangoApps
Breeze.pm
Callrail Fliptop
MySeoTool.com
Huddle
Evernote HipChat
Rapleap
Screaming Frog
Harvest Boomerang CrazyEgg
Moz
Join.me
Rapportive Followerwonk
Google Webmaster Tools
Mongoose Metrics
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Know what your agency knows (Stay Smart)
SEO
Industry Trends
Code
Keyword Research
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Get Smart
Blogs / Influencers Google
Copyblogger / New Rainmaker
Duane Forrester / Mac Cucs
TheMobilePlaybook.com
Seth Godin / Start-‐up School Seth Godin analy>cs.blogspot.com/
Moz.com / White Board Friday
Brian Solis Googlewebmastercentral.blogspot.com/
Social Media Examiner Chris Brogan Google ZMOT (2012)
Mashable Lee Oden
Social Media Today Scoc Monty
Search Engine Watch Search Engine Journal
Search Engine Land Curated Twicer Lists
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Stay Smart
Join local organizations
Sponsor events
Attend conferences
@jloomstein
Digital Space Consulting
Create. Connect. Engage.
Thank You.
@jloomstein
DigitalSpaceConsulting.com
Linkedin.com/in/Jloomstein
Slideshare.net/jloomstein/presentations
Twitter.com/jloomstein
Contact Information