the 23 social and digital services your agency should be selling, but probably isn’t

The 23 Social and Digital Services Your Agency

Should Be Sellingbut probably isn’t

@jaybaer #23Services

Jay BaerConvince & Convert

www.convinceandconvert.comwww.socialpros.com

digital marketing conference for agencies

Early Bird Rate: save $100 today!www.bolo2012.com

code = jbaer

http://www.bolo2012.com/


Change is the New Black:


Measurement

Channel Proliferation and Fragmentation

Technology

Virtual Collaboration


@jaybaer #23 Services


Several Convince &

Convert client agencies have

increased digital

revenues by 150% or more.

And I did it for myself first.


You can’t delegate your

agency’s future to junior staff

alone.

Change is the New Black:


SEOEmailContentCustomer Service & CommunityConversion OptimizationSocial MarketingPR 2.0Social AdvertisingSocial Business


Listed by

breadth of

demand

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

SEO Audit


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: ProjectFees ($ - $$$$): $$Difficulty (1-5): 1Competition (1-5): 4@jaybaer

#23Services

Keyword Analysis


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: ProjectFees ($ - $$$$): $Difficulty (1-5): 2Competition (1-5): 4


Email Audit & Testing Plan


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: B2CDuration: ProjectFees ($ - $$$$): $Difficulty (1-5): 2Competition (1-5): 2@jaybaer

#23Services

Email Lifecycle Strategy


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-commDuration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 4Competition (1-5): 2@jaybaer

#23Services

Email Delivery & Optimization


Ongoing creation, sending, analysis, and optimization of email campaigns.

Suitable Clients: B2C, especially e-commDuration: Ongoing retainerFees ($ - $$$$): $$, possible

performance pricingDifficulty (1-5): 4Competition (1-5): 2


Persona Development


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: ProjectFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 2@jaybaer

#23Services


Image Source: SEOMoz

Content Marketing Plan


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.


Duration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 3Competition (1-5): 3


Content Execution


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.


Duration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 3


Mobile Audit


Examination of all content and online touch points (email, et al) for mobile accessibility and customer experience.

Suitable Clients: B2B (higher mobile usage)

Duration: ProjectFees ($ - $$$$): $Difficulty (1-5): 1Competition (1-5): 2


Social Listening & Reputation Management


Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up.

Suitable Clients: B2CDuration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 5


Community Creation & Management


Create social outposts and communities. Manage on a day-to-day basis, including content publishing.

Suitable Clients: All, especially B2C Duration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 5


Web Analytics Consulting


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 trafficDuration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 4Competition (1-5): 3


Conversion Optimization


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 retainerFees ($ - $$$$): $$Difficulty (1-5): 5Competition (1-5): 2


Social Metrics and Dashboards


Establishing relevant, meaningful success metrics for social media, often requiring custom calculations and tying together multiple data sources.

Suitable Clients: B2CDuration: Project, then possible

retainerFees ($ - $$$$): $$Difficulty (1-5): 4Competition (1-5): 3



It’s about interpretation,

not data

Social Campaigns & Promotions


Creation and execution of social media contests and time-limited programs that drive subscription (likes, et al) and/or participation.

Suitable Clients: B2CDuration: ProjectFees ($ - $$$$): $$$ - $$$$Difficulty (1-5): 3Competition (1-5): 4


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


Social Media Audit & Blueprint


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: AllDuration: ProjectFees ($ - $$$$): $$ - $$$Difficulty (1-5): 3Competition (1-5): 3


Social Media Strategic Plan


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: ProjectFees ($ - $$$$): $$$ - $$$$Difficulty (1-5): 4Competition (1-5): 3


Influencer ID & Outreach


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 B2CDuration: Typically retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 5



Twitter Research: Beta.plexusengine.com (in beta)


Blogger Research: grouphigh.com ($3000/year)

Social Crisis Plan


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 B2CDuration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 2


Search & Social Advertising


Creation and management of ongoing advertising on Google, Bing, Facebook, Linkedin, YouTube (primarily). Ideally, testing and optimization.

Suitable Clients: All, in some fashionDuration: OngoingFees ($ - $$$$): $ - $$Difficulty (1-5): 3Competition (1-5): 4


Employee Social Media Guidelines


Working with HR, legal, marketing, and internal comms departments to create, propagate, and train employees on social media guidelines.

Suitable Clients: AllDuration: Project, possibly

ongoing trainingFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 4


Internal Communities


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 largeDuration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 4Competition (1-5): 2


Employee Advocacy Programs


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 largeDuration: Project, then possibly

retainerFees ($ - $$$$): $$$Difficulty (1-5): 5Competition (1-5): 1



Pick 4-5 services that

make sense for your clients

and your team, and roll them

out in year one.

What Happens Next?

August 29 – “A Guru or the Gang? Evaluating the 4 Methods of Social Media Staffing“

October 6-8 – BOLO 2012

digital marketing conference for agencies

Early Bird Rate: save $100 today!www.bolo2012.com

code = jbaer



Jay BaerConvince & Convert

www.convinceandconvert.comwww.socialpros.com