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 Selling
@jaybaer
#23Services but probably isn’t

Jay
Baer
Convince & Convert

www.convinceandconvert.com
www.socialpros.com

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C h a n g e is t h e
N e w B la c k :

@jaybaer
#23Services

Measurement
Channel Proliferation and Fragmentation
Technology
Virtual Collaboration

@jaybaer
#23Services

Several Convince
& Convert client
agencies have
increased digital
revenues by 150%
or more.

And I did it for
myself first.
@jaybaer
#23Services

You can’t delegate
your agency’s future
to junior staff alone.

@jaybaer
#23Services

SEO
Email L is t e d
Content by
Customer Service & Community b r e a d
Conversion Optimization th o f
Social Marketing de ma
PR 2.0 nd
Social Advertising
Social Business
@jaybaer
#23Services

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

S E O A u d it

@jaybaer
#23Services

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

K e y w o r d A n a ly s is

@jaybaer
#23Services

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
@jaybaer
#23Services

E m a il A u d it & T e s t in g
P la n
@jaybaer
#23Services

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
@jaybaer
#23Services

E m a il L if e c y c le
S tra te g y
@jaybaer
#23Services

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
@jaybaer
#23Services

E m a il D e liv e r y &
O p t im iz a t io n
@jaybaer
#23Services

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

@jaybaer
#23Services

P e r s o n a D e v e lo p m e n t

@jaybaer
#23Services

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
@jaybaer
#23Services

Image Source:
SEOMoz

@jaybaer
#23Services

C o n t e n t M a r k e t in g
P la n
@jaybaer
#23Services

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: Project
Fees ($ - $$$$): $$$
Difficulty (1-5): 3
@jaybaer
#23Services

C o n t e n t E x e c u t io n

@jaybaer
#23Services

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.

Fees ($ - $$$$): $$
Difficulty (1-5): 2
Competition (1-5):
@jaybaer 3
#23Services

M o b ile A u d it

@jaybaer
#23Services

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
@jaybaer
#23Services

S o c ia l L is t e n in g &
R e p u t a t io n
Ma na g e me nt
@jaybaer
#23Services

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

Fees ($ - $$$$): $$
Difficulty (1-5): 2

@jaybaer
#23Services

C o m m u n it y C r e a t io n &
Ma na g e me nt
@jaybaer
#23Services

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

Suitable Clients: All, especially B2C
Fees ($ - $$$$): $$
Difficulty (1-5): 3

@jaybaer
#23Services

W e b A n a ly t ic s
C o n s u lt in g
@jaybaer
#23Services

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
@jaybaer
#23Services

C o n v e r s io n
O p t im iz a t io n
@jaybaer
#23Services

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
Fees ($ - $$$$): $$
Difficulty (1-5): 5
@jaybaer
#23Services

S o c ia l M e t r ic s a n d
D a s hboa rds
@jaybaer
#23Services

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

Duration: Project, then possible retainer
Fees ($ - $$$$): $$
Difficulty (1-5): 4

@jaybaer
#23Services

It’s about
interpretation,
not data

@jaybaer
#23Services

S o c ia l C a m p a ig n s &
P r o m o t io n s
@jaybaer
#23Services

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

Duration: Project
Fees ($ - $$$$): $$$ - $$$$
Difficulty (1-5): 3

@jaybaer
#23Services

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

S o c ia l M e d ia A u d it &
B lu e p r in t
@jaybaer
#23Services

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
@jaybaer
#23Services

S o c ia l M e d ia
S t r a t e g ic P la n
@jaybaer
#23Services

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
@jaybaer
#23Services

In f lu e n c e r ID &
O utre a c h
@jaybaer
#23Services

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
@jaybaer
#23Services

Twitter Research: Beta.plexusengine.com (in beta)
@jaybaer
#23Services

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

S o c ia l C r is is P la n

@jaybaer
#23Services

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
@jaybaer
#23Services

S e a r c h & S o c ia l
A d v e r t is in g
@jaybaer
#23Services

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

@jaybaer
#23Services

E m p lo y e e S o c ia l
M e d ia G u id e lin e s
@jaybaer
#23Services

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

@jaybaer
#23Services

In t e r n a l C o m m u n it ie s

@jaybaer
#23Services

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
@jaybaer
#23Services

E m p lo y e e A d v o c a c y
P rog ra ms
@jaybaer
#23Services

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

@jaybaer
#23Services

Pick 4-5 services
that make sense
for your clients
and your team,
and roll them out
in year one.

@jaybaer
#23Services

Wha t H a p p e ns
N e xt?
August 29 – “A Guru or the Gang? Evaluating the 4
Methods of Social Media Staffing“
October 6-8 – BOLO 2012

The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn’t

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The 23 Social and Digital Services Your Agency Should Be Selling, But Probably Isn’t

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