webinar: leverage digital marketing to grow your agency's retainer-based business
DESCRIPTION
Digital marketing services like SEO, social media and content marketing present a huge growth opportunity for agencies. In fact AdAge reported that digital revenue for agencies surged 16.4% in 2011 to $10.1 billion. Moreover, digital specialty agencies led all other agency segments in terms of growth in 2011, despite a weak economy. Digital services not only represent the largest growth potential for agencies, they are also ideal candidates for retainer-based contracts -think predictable monthly revenue, better resource planning, long-term customer relationships etc. So how does your agency grab a share of this digital marketing revenue and convert one-off projects into retained services agreements? Download this presentation to learn: - The digital opportunity for agencies - Which digital marketing services are best suited to retained contracts - 6 tips for moving from project to retainer - Ideas for packaging and pricing your service offeringsTRANSCRIPT
©2012 Third Door Media, Inc.
Tuesday, December 4, 2012 1:00 EST SPEAKERS:
Karen Burka, Author, Digital Agencies: A Buyer's Guide Rob Eleveld, CEO, Optify
Leverage digital marke.ng to grow your agency's retainer-‐based business
©2012 Third Door Media, Inc.
Rob Eleveld, CEO, Optify
Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep experience in B2B sales and marketing. Rob is passionate about growing business through partner channels at Optify and excited about the opportunity that inbound marketing affords to forward-thinking digital marketing agencies. Follow Rob on Twitter - @RobertEleveld
©2012 Third Door Media, Inc.
Karen Burka, Author, Digital Agencies: A Buyer's Guide
Karen Burka is an experienced research analyst, writer, and editor, having spent more than 20 years developing and publishing C-suite multimedia content. Karen has written numerous ebooks, articles, buyer’s guides, and market intelligence reports on digital marketing strategies and technologies.
©2012 Third Door Media, Inc.
The digital opportunity for agencies
Digital 28.0%
All Other 72.0%
Digital's Share of Agency Revenue, 2010
Digital 30.3%
All Other 69.7%
Digital's Share of Agency Revenue, 2011
Source: Ad Age DataCenter
©2012 Third Door Media, Inc.
The Digital Opportunity for Agencies
26.5%
27.0%
27.5%
28.0%
28.5%
29.0%
29.5%
30.0%
30.5%
31.0%
Publicis Groupe WPP
2010
2011
Source: Third Door Media, company data
©2012 Third Door Media, Inc.
2011 Internet adver.sing revenue (in $ millions)
$14,768
$2,580
$1,522
$213
$1,596 $11,056
Search
Classifieds and Directories
Lead Generation
Mobile
Display related
Source: Internet Advertising Bureau
©2012 Third Door Media, Inc.
The digital opportunity for agencies
• What’s Driving This Trend? – Advertisers/marketers are looking to
agencies for help: • More complex digital marketing landscape • Fragmentation of target audiences • Need for integrated campaigns • Tighter scrutiny of marketing/advertising ROI
©2012 Third Door Media, Inc.
Digital Media Channels
Search
SEO Keyword research Content creation &
optimization Link analysis
Local/geo-search Mobile programs
International tracking Campaign
management
Paid Search Bid management &
optimization Landing page optimization
Affiliate marketing Search Retargeting
Campaign management
Social
Content management
Brand compliance Influencer outreach Community building
Global programs Sentiment analysis
Video design/development
Display
Media planning & buying
Creative Branding
Display/retargeting
Website
Design & development
Content creation Ecommerce
CSEs Microsites/landing
pages
Mobile
Program design & execution
Bluetooth apps Website audits App & game development
Video/commercial design
PR
Blogging Online publicity Online brand monitoring
SEO/link building
Program design & execution
List/database development
Lead generation
©2012 Third Door Media, Inc.
Agency fee models are evolving
– Advertisers and agencies have traditionally classified media as either paid, owned, or earned.
• Paid media refers to advertising that is purchased, such as print, web, or broadcast advertising.
• Owned media belongs to the brand, such as print brochures or website content
• Earned media encompasses public relations and reputation management.
©2012 Third Door Media, Inc.
Agency Fee Models are Evolving
– Integration of digital channels and campaigns has blurred the lines between paid, owned, and earned media.
©2012 Third Door Media, Inc.
The Digital Opportunity for Agencies
Paid Media Paid search
Display Social (FB ads/sponsored
tweets) Mobile (ads) Email lists
Owned Media Mobile (apps/games)
Website content Email
Social (FB pages, blogs, Twitter accts.)
Earned Media SEO
Social (retweets/likes/shares/
reputation management)
Mobile (shares/reviews)
CSEs
Paid/Owned Media: Mobile ads, apps, games Social media ads, Twitter content, blogs
Paid/Earned Media: Social media ads, shares, likes, reputation management Mobile ads, shares,reviews
Earned/Owned Media: Social likes, shares, retweets Mobile ads, shares, reviews
Earned/Owned/Paid Media Social (ads, blogs, shares, sponsored content) Mobile (apps, shares, ads)
©2012 Third Door Media, Inc.
Agency Fee Models are Evolving
• More hybrid compensation models that combine performance-based bonuses with fixed-fee (retainer) based compensation deals.
©2012 Third Door Media, Inc.
What’s better?
PROJECT
RETAINER
©2012 Third Door Media, Inc.
Retainer: You & the Client
Agency Client Predictable monthly income • Better resource planning – people
& tools • Can invest in building strong team
Predictable expense • Known, planned expense • Budget without overrun
Predictable profits • Known service levels • Efficient delivery
Results-based engagement • Accountability & sense of
ownership Long-term engagement • Commitment on both sides • Deep account knowledge • Trusted advisor • Prove value of services
Trusted relationship • More expertise for less
commitment • Quick ramp up • Known partner
Flexible service delivery Instantaneous expert help
©2012 Third Door Media, Inc.
6 Tips for moving from projects to retainers
©2012 Third Door Media, Inc.
Tip #1: From deliverables to goals
Elevate your discussion - talk business goals not deliverables
©2012 Third Door Media, Inc.
Tip #2: From a point solution to a tailored service
Offer tailored services that meet your clients’ specific needs
©2012 Third Door Media, Inc.
Tip #3: Market your services
Spread the word about the breadth of your services
©2012 Third Door Media, Inc.
Tip #4: Provide cost-effective and flexible integrated services
Leverage economies of scale & operational efficiency to deliver great value
©2012 Third Door Media, Inc.
Tip #5: Provide proof points
Prove that you are delivering value
©2012 Third Door Media, Inc.
Tip #6: Make your clients successful & always
maintain good relationships
Deliver great results & posi0ve rela0onships
©2012 Third Door Media, Inc.
Ideas for packaging retained services • Blended ‘whole
agency’ integrated service offerings
• Discrete services or service bundles
©2012 Third Door Media, Inc.
Integrated service offerings
Silver $5-$7k / month
Gold $7-$9k / month
Platinum $10k+ / month
Content development X units / hours X units / hours
X units / hours
Social media √ √ √
SEO √ √ √
Landing pages & call to action graphics
√ √ √
Lead nurturing X √ √
CRM integration X √ √
Sales enablement & alerts √ √ √
Meetings Monthly 2 / month weekly
Cross-campaign reporting √ √ √
©2012 Third Door Media, Inc.
Discrete services & service bundles
Content development Content development + promotion bundle – SEO & social media
©2012 Third Door Media, Inc.
Pricing tips • Know your own costs • Know your clients’
opportunity cost • Make sure you’re
pricing model is flexible • Offer options
©2012 Third Door Media, Inc.
Key takeaways
• Digital opportunity is huge and growing
• Complex digital landscape demands integrated long-term approach—ideal for agency retained services
• Retainers are a win-win proposition
• Offer flexible service models to meet your business goals & your clients’ needs
©2012 Third Door Media, Inc.
More resources to help you win retained business
Optify’s Inbound Marketing ROI Calculator for Agencies http://bit.ly/agency-roi-calc
How to sell your agency’s inbound marketing services http://bit.ly/agency-selling
©2012 Third Door Media, Inc.
About Optify