What is Marketing Automation and Why Should You Care? Posted on November 17, 2017December 8, 2022 by Jessica Lunk Despite the fact that marketing automation has been around for many years, some marketing professionals are yet to embrace this innovative technology. Yet, research has proven that the vast majority of top-performing marketing firms (87 percent to be exact) are utilizing automation to some degree. Understanding what this technology is and, more importantly, how it can be applied to your specific business can make it much easier to jump on the bandwagon (and start seeing similar results). What is marketing automation? In simplest of terms, marketing automation is software that is designed to streamline and automate marketing tasks and workflows. By shifting much of the manual, repetitive day-to-day tasks from human to machine, marketers are freed up to focus on more critical business initiatives, particularly those which require a human touch. Marketing automation facilitates a much more efficient and productive environment, which contributes to better performance, more revenue and greater growth potential. Some of the many different tasks and workflows that can be automated through this type of platform include, but are not limited to: Email marketing Lead generation Segmentation Cross-channel marketing campaigns Lead nurturing and scoring Cross-selling and up-selling Retention Measuring ROI Marketing automation also allows you to closely track and measure campaign performance and quickly gain intelligent insight into what’s working and what’s not. This enables you to know exactly where to invest your marketing spend. Do I really need marketing automation? If you’re still unsure as to whether marketing automation is worth the investment, asking and honestly answering the following questions can help. Are you capable of identifying, tracking and engaging individual leads online? Can you quickly and accurately prioritize a list of prospects by their likelihood to buy? Are you able to easily filter leads based on their level of interest and engagement? Can you pinpoint the precise revenue contribution of each and every one of your marketing campaigns? Are these and other manual tasks bogging you and your team down (and wasting time and money in the process)? Marketing automation is designed to address each of these challenges. Will marketing automation replace my team or me? One of the biggest reasons marketers resist automation is because they mistakenly believe it will eliminate their jobs. Nothing could be further from the truth. In fact, marketing is one of the few areas where it’s virtually impossible to replace human workers. That’s because when it comes to attracting, landing and retaining customers, the human touch is something that cannot be replicated by software. What marketing automation can do, however, is enhance and empower you and your team to become more efficient. People will still be needed to develop powerful marketing campaigns, but automation technology can help you deliver those messages in a more cost-effective and sustainable way. Why should I consider marketing automation? As mentioned, the best marketing teams use automation to make their campaigns more effective. What sets these top-performers apart from the rest isn’t that they’re smarter or more creative, or even that they have more money to invest. It’s simply because they have the right tools at their disposal – tools that provide them with valuable insight that allows them to make the most out of every lead. By leveraging the technology that’s available to you, you too can optimize your efforts to achieve higher revenue and greater growth.
The Social Media Reports You Should Be Running Posted on November 16, 2017June 13, 2018 by Allie Wolff So you’ve jumped into the world of social media, posting smart, insightful and (dare you say) witty posts on a consistent basis. Followers are building and engaging and sharing your posts. You’re getting a good vibe. But… If that proverbial tree falls in the forest, and darn nobody hears it, did it make a sound? Well, the truth is: if that tree is your social media campaign, then the tree might as well have stayed standing. Like anything else in life, it’s not enough to crush it, but you have to package and present your achievements in a way so that the extent of their importance is easily understood and completely appreciated. So keep these tips in mind. Define your goals. Before you set out to create your report (and, in fact, before you even launch your campaign), know your objectives. This could include boosts in: Reach: Companies like this because, of course, the more followers, the larger the reach. A big number also suggests popularity. However, experts agree, that more important than the sheer number of followers is how engaged they are (see below). Engagement: Social media is a tool for building relationships. The more engaged your followers, the better—when they share, retweet, or respond to your content, they help spread the word about your brand. Facebook’s feed prioritizes posts that come from friends and family over those that come from a brand; it also puts more weight on those where people respond with a reaction as opposed to simply liking it. What’s more, when an ad comes with an endorsement from someone in their network, viewers have 55 percent higher recall than non-social ads, reports Nielsen. Traffic: The viewers coming to your site from your own or others’ social media posts are your potential customers. Because they ended up on your site as the result of reading something specific, they’re likely already in the market for something you’re offering. Mentions: Keeping track of when, where, and how your brand is mentioned lets you gain helpful feedback. You can retweet and share the positive mention to keep the good word of mouth going (which is a great free way to market your brand) as well as engage and strengthen the bond with the source of these positive mentions. As for negative mentions, they’re useful too. They let you know where your brand needs work and allow you to respond positively to make things right. Conversion Rates: All the above are important because they increase the chances that someone will become your customer. By assessing the social media posts that are sending customers over, you can know what sorts of social media campaigns are working best and where to spend your resources. Different brands might emphasize the importance of different key performance indicators, so you need to figure what matters most to you. Track your progress. Free online tools, such as HootSuite, Buffer and Mention can help; or, if you want a more detailed picture, utilize more sophisticated options, with a wide range of fees (including Synthesio, Sprout Social, Sysomos, all three of which landed on the top of PC Magazine’s social listening list). Figure out how often to report your information. You likely look at your progress week-to-week with your team to tweak your strategy, but you might want to make a presentation to your clients quarter-to-quarter so you can assess longer-term goals and effectiveness. You may also want to create a one-time report to explore how well a particular campaign has done. Have a clear layout. Don’t bury what you’ve accomplished in a dense report laced with jargon. Use charts and graphics. Make the values showing growth easy to see (and therefore easy to appreciate and remember) with bold fonts and intuitive graphics, such pie charts and bar graphs. Compare your results with those from last quarter, or the same time last year to note trends. Also, compare them with that of your competition, and try to spot areas you’re coming up ahead and those you can work further on. You can also glean other insights: for instance, are certain posts resonating with more followers? What do the most successful months have in common? What types of posts lead to conversions? The data can be overwhelming, but harnessed and presented in a smart way, it transforms into a powerful tool.
4 Prudent Financial Tips for Modern Businesses Posted on November 15, 2017January 10, 2025 by Erin Posey Starting a business is a great way to build wealth over time, but to get the best return on your investment, you’ve got to keep spending lean. Every dollar that gets wasted in your business reduces any profits you earn or can share with your team. Fortunately, there are many ways to keep your budget in check. Here are some frugal financial tips you can put to work for you today. Staff up slowly. The biggest cost for most businesses is payroll. Not only do you have to pay your employees’ salary but also any payroll taxes and benefits. Before you hire team members for full-time, W-2 positions, make sure you can keep them fully occupied. It could be that you are better off bringing in employees from a temp agency during a busy period, like just before the December holidays, than adding permanent team members who will have little to do come January. If you need professional services help in an area such as public relations or accounting, try working with an outside provider before you add a permanent member of your team in these areas. Unless you need this help constantly, it will usually be more cost-effective to outsource. Opt for the minimum-viable office space. Having great office space is nice, but if you’re paying a bundle for it, it can limit the money you have left over to invest in new opportunities. Most business owners are better off opting for decent, but not fancy digs for their business and sprucing it up with inexpensive amenities that fit the vibe of your company, whether that means banker’s lamps or bean bag chairs. One way to keep office space costs down is to consider giving employees the chance to work from home several days a week. Not every team member will be self-directed enough to work productively this way, but many people now have experience in doing so successfully. If you set clear goals as to what employees are expected to accomplish and keep in touch frequently, there’s no reason your work-from-home team cannot accomplish just as much as your in-office workers. Practice open-book management. Many employees don’t understand how the different pieces of a business fit together. Helping them to see beyond their individual roles to understand how their daily decisions impact the bottom line can inspire them to help you find new business and cut waste. For best results, make sure they share in the benefits of being frugal. Create a profit-sharing plan where they can see exactly how much it helps them if they aid you in keeping revenues up and costs down. You don’t have to share every aspect of your financial decisions—like how much you pay individual team members—to practice open-book management. Entrepreneur Jack Stack’s classic book The Great Game of Business is a helpful guide to how to pull it off. Get good tax advice. If you achieve high profitability in your business, one challenge you will face is a potentially large tax bill. While we all want to contribute our fair share, paying more than necessary to the government will not leave much extra to reinvest in your business. That’s especially true in states where taxes are on the higher end of the spectrum. One of the best investments you can make in running a lean business is finding a great accountant—someone who will help you spot tax deductions you can take that you might not know about and help you do tax planning throughout the year. There are many positive investments you can make in your business—such as setting up a 401(k) plan—that can help you and your employees and also reduce your tax bill. Ask around among colleagues in your industry for a referral to an accountant who has been helpful to them. Also look for automated ways to keep track of deductions. Low-cost apps such as Everlance, which tracks your auto mileage from your smartphone, for instance, can help you keep better records of driving that you might not have thought to write down in your log, like trips to the bank to make a deposit for your business are a quick run to the office supply store to stock up on paper. As the saying goes, it’s not what you make—it’s what you keep—so make sure you do all you can to reap the rewards of your hard work and share it with your team.
15 Design Blogs To Inspire Your Marketing Agency Posted on November 14, 2017November 18, 2022 by Jeanna Barrett Marketing teams have a fierce mission to develop original work for their clients or the brands they work for — whether that’s a piece of creative material, a memorable commercial, a cool Instagram post or a stellar re-brand. However, the market is so saturated with ideas, messaging and advertisements via any and every channel you could think of that it’s often more taxing to find that original concept that sets your agency and your client apart from the rest. We know an inspired team is a motivated and productive team, so without inspiration, it’s hard to get the work done at an impressive level. Well, we’re here to help. We built a list of blogs in various categories that will help ignite that spark of marketing inspiration again and knock out those next big projects. BRAND DESIGN A strong brand helps a consumer associate a business, product or service. To help a company sustain a positive and impactful brand is one of an agency’s most important marketing strategies. Below are five inspirational blogs that will help you create and support a top-notch brand. Brand New Brand New offers reviews and opinion pieces on other’s branding work. This blog is also a great resource to explain developments in the branding world — all according to their own opinion. The Dieline If you’re into packaging design — this blog is perfect for inspiration. It includes a wealth of materials such as articles, images, events, jobs and awards in the packaging design field. Adweek Although Adweek may be known more for sharing news related to the marketing and advertising industries, the publication also has a blog packed with articles, blog posts, galleries, videos and more. Adweek makes a habit of covering unique and creative campaigns when they launch, so it’s perfect for inspiration and keeping up on the industry’s biggest and best. Logo Design Love The importance of a logo cannot be understated. This blog is completely devoted to logos and how they associate with brand identity. Identity Designed This blog focuses on different types of brand identities throughout the world, focusing on different design and aesthetics from difficult cultures. PRINT DESIGN Even though digital design has become a major focus in the marketing industry these days, we can’t forget the importance of print design. If you need inspiration and ideas to help your clients attract new customers, expand offerings and grow brands offline through print design, below are a few blogs to help inspire you to do so. For Print Only For Print Only shows the latest printed projects, while writers get extremely detailed regarding the design and print production methods. PRINT Though this publication obviously comes in hard copy, the blog features interviews with some of today’s most renowned print designers. It also offers tips for skill-building within the realm of print design. Grain Edit It can be challenging to visualize print work while completing it on screen. This blog gives tons of tips and tutorials for building a beautiful print design. You the Designer This graphic design lifestyle blog often highlights the best in print design (it even includes comics!). This blog releases new articles almost daily and is filled with tips and tricks for print designers. InDesign Secrets InDesign is the most complicated, yet best-maintained software for print design and this blog provides a ton of information for designers who use this software. WEB DESIGN It’s a no-brainer that web presence is one of the most important pieces of your client’s overall marketing strategy and brand identity. We found five of the top blogs to help inspire and motivate you while you execute your next web-based deliverables. Httpster This blog features innovative and beautiful website designs made by designers everywhere. Webdesigner Depot Anything you need to know is at your fingertips with this blog — from UX ideas to color guides and typography — you can read and learn about it here. Designrfix Web designers need to bookmark this blog. The blog’s daily articles offer new ways to learn how to be more productive, new frameworks and methodologies, as well as design inspiration. A List Apart A List Apart is mainly a web design blog but also offers topics that discuss web standards and best practices in design, which is a MUST KNOW in the marketing field. UX Magazine UX is just as important as the design itself and should be done cohesively and with both in mind. This is an online magazine that offers the latest in UX strategy. Designers, writers, developers, and even account executives — any professional in the marketing industry should stay up-to-date on the latest industry trends — not just for the knowledge, but for the inspiration. You never know when blogs and examples just like the above will trigger a spark that fuels you to produce some of the best client work you’ve ever created. You might even find your brand being the next innovative feature on Adweek. AUTHOR BIO Jeanna Barrett is the Founder & Chief Strategist of First Page, an award-winning online marketer and an expat entrepreneur. Through content, social media and SEO, Jeanna uses the power of words and data to drive growth in brand awareness, organic traffic, leads, revenue and customer loyalty. She has a combined 12 years of inbound marketing experience at venture-backed startups, digital agencies and Fortune 500 companies, with an expertise focus on small business and technology. She’s been named ‘Top 40 Under 40’ of brand marketers and ‘Best in the West’ for financial technology marketing. In 2016, Jeanna left the U.S. to lay roots and build her business in Belize.
How to Master Your Unique Value Proposition Posted on November 13, 2017June 13, 2018 by Jonathan Herrick If business is humming along splendidly, and customers are flocking to your services or products like crazy, then chances are (congratulations), you’ve nailed your unique value proposition. But if you’re having trouble creating interest for your brand, then it may be time to take a closer look at what you have to offer and how you’re offering it. There is plenty of advice around the web on how to do just that; here are a few points that may be especially helpful. A value proposition answers the question: What is it about what your company that makes it special and essential—and to whom and at what price? As Michael Porter, director of the Institute for Strategy & Competitiveness at Harvard Business School, notes about strategy, it’s useful to think of the value proposition as a triangle with points asking three specific questions: “What customers,” “Which needs,” and “What relative price.” In business as in life, you can’t make all people happy all of the time, so a value proposition needs to zero in on exactly whose lives you’ll have the unique ability to improve (while, of course, also making sure that this segment of customers is large enough to sustain your business). Spreading the word about your company offerings should take into account not just people who will be directly using your product but those involved in deciding to purchase this product. As for needs, this is often the most compelling reason for building your company—and, in turn, the most compelling reason why consumers will flock to it. As Ann Miura Ko, partner of the venture capitalist firm Floodgate and a Stanford University lecturer put it, to build a strong value proposition, you need to ask yourself: “What insight do I have that is not yet conventional wisdom?” Know how and why your service or product is a better option than that of your competitors (if there are any) for the customers you’re targeting. Michael Skok, a venture capitalist and founder of Startup Secrets, which runs workshops to help entrepreneurs, writes in Forbes.com that the best business opportunity arises when this need stems from a problem that is “unworkable, unavoidable, urgent, and undeserved” if it weren’t for the existence of your company. He also adds that if yours is a B2B shop, it’s smart to zero in on problems that are “blatant and critical.” That’s because a business’s survival (and a person’s reputation and job) depends on your service or product. Some problems are “latent”—which means customers don’t know they exist yet—as well as “aspirational,” which Skok describes as “optional.” While they certainly can be a great business opportunity (see Apple’s tablet or even Instagram), these ventures may be a tough bet, especially from a B-to-B standpoint. Anthony Tjan, founder of the venture capital firm Cue Ball, writes in Harvard Business Review that “there are only four types of consumer benefits that matter—and by extension—only four categories of value propositions that work. This includes “best quality, best bang for your buck, luxury and aspiration, and must-have”—each of which is more nuanced than you’d think. A best-quality product isn’t necessarily the most expensive, but they tend to be among the most respected; think of L.L. Bean backpacks or Crayola crayons. “Best bang for your buck” isn’t necessarily cheap, but a good price for what you get—like IKEA or Jet Blue. “Luxury and aspiration” refer to the Hermes and Mercedes Benzes of the world. And “must-have” includes the things certain segments of the population can’t live without (for instance, the Bloomberg Terminal for those in the financial services sector). If none of these sound familiar, then Tjian advises, “figure out how to reposition your offering.” Whatever your angle, test it. Ask potential customers, what would it take to make this compelling for them? What price would be appealing? (Then ask yourself, would the fixes be doable on your end? Would you still be able to turn a profit?) A unique value proposition requires considerable thought, but once you have it just right, your company is much likelier to thrive.
5 Tips for Next-Level PowerPoint Presentations Posted on November 10, 2017April 17, 2024 by Nicci Troiani Quick: Can you remember the last amazing PowerPoint presentation you watched? If the answer is no, that’s not surprising. Many slide-deck presentations fizzle, with the presenter droning on as he or she reads through page after page of boring data. Dull PowerPoints have reached such epic proportions that Dave Paradi–author of 102 Tips to Communicate More Effectively Through PowerPoint, as well as eight books and three other Kindle eBooks on PowerPoints—now conducts the “Annoying PowerPoint Survey” to help people avoid common mistakes. So how do you avoid “Death by PowerPoint” and dazzle your audience? Fortunately, it’s not hard. Here’s how to wow the people sitting across the table from you. Be ready to toss your slide deck. PowerPoints can be a great prop but be ready to ditch yours if it’s not helping you achieve your goal for a meeting, such as winning new business or securing capital. If your audience is showing signs of getting bored or, in a smaller meeting, asks to skip the slide deck and have a conversation instead, you’ll be much more likely to win them over if you communicate in the style they like. That doesn’t mean you’ve wasted your efforts by creating your slide deck. Save it as a follow-up item to send when you thank them for the meeting. Use your presentation to highlight key points—not the whole story. If it looks like your audience is receptive to your PowerPoint, don’t use your presentation like a teleprompter and simply read your slides. That was the number one source of complaint in the 2017 Annoying PowerPoint Survey, cited by 67.8% of respondents. Another related gripe that showed up in the survey was using “full sentences for text,” mentioned by 51.6% of respondents. A top-notch PowerPoint will share important headlines only—and limit the bullets to five or six, maximum. If you need to share additional information, provide a longer handout, such as a white paper, report or memo—or send one in a follow-up email as an additional touchpoint with your audience. Keep it easy on the eyes. Make sure the font is big enough to be viewed from a distance. The number three complaint in the Annoying PowerPoint Survey was “text too small to read,” mentioned by 49.3% of respondents. Black type shows up most clearly, so it’s usually the best bet. If you want to add some color, limit yourself to a handful of hues, so you don’t overwhelm your audience with a Crayon-box approach. Also be careful in choosing your font. Sans serif fonts are easier to read than serif fonts. A simple font like Arial is always a safe bet. Avoid a data dump. Using facts and figures to make your case can be helpful, but don’t overload your audience. There are only so many statistics they can absorb. Limit data to findings from the most respected sources you can find and only include those that are truly important for the audience to remember. To draw attention to a key statistic, try putting single number on one slide with no written explanation other than what you offer verbally in your presentation. It’s a good way to arouse viewers’ curiosity and keep them focused. Use simple visuals. “Visuals too complex” was the fourth-biggest complaint in the Annoying PowerPoint Survey, mentioned by 33.65% of respondents. As Paradi put it in his survey announcement, “Unless the visuals are clear and easy to understand, they don’t help the audience, but further confuse them.” Don’t use more than one photo or chart per page, so the audience knows where to look. A “busy” PowerPoint they have to decipher can distract them from what you’re saying. Limit your charts to those that can be easily understood from a distance. Although it’s gotten easier than ever to create complicated graphics, sometimes they are best reserved for ancillary materials where they can be more easily digested. In almost every aspect of creating a great PowerPoint, less is more. Take the minimalist approach and you’ll have an edge in keeping everyone’s interest.
3 Key Pillars of a Solid Inbound Marketing Strategy Posted on November 9, 2017October 6, 2022 by Jessica Lunk For decades, marketers have been focusing the majority of their efforts on outbound strategies. They send out cold emails, run ads, mail postcards and make calls. Then they cross their fingers and wait. The problem is, today’s customers aren’t looking to be marketed to. They unsubscribe from email lists, ignore advertisements, throw incoming direct mail into the recycle bin and place their phone numbers on do-not-call lists. Much of these hit-or-miss issues can be solved by creating a solid inbound marketing strategy. With this tactic, prospects come to you instead of you chasing after them. Inbound marketing is about positioning your brand in places where your prospects are going in order to educate and entertain themselves, such as search engines and social media channels. Here are a few specific ways to leverage inbound marketing and generate quality leads and conversions for your business. Engage on Social Media. If your social media efforts are focused on bombarding your fans and followers with an endless onslaught of promotional messages, chances are you’ve noticed a serious lack of response (that is assuming you even have fans and followers left). An inbound marketing approach, on the other hand, involves leveraging social media to find out more about who your customers are, where they spend their time and what matters most to them, and then using that information to build an outpost. Recent studies revealed that 78 percent of consumers say companies’ social media posts impact their purchases. Furthermore, 81 percent of consumers’ purchasing decisions are influenced by their friends’ social media posts. In other words, it’s the experience individuals have with your brand, along with what others are saying about you that help drive conversions. Inbound marketing uses social media to build an army of brand ambassadors (aka your fans and followers) who will engage and influence on your behalf. Optimize Content Development. You already know what you want, need and are interested in, but successful marketing is all about providing your target audience with content that matters to them. A solid inbound marketing strategy involves the ongoing testing and optimizing of content to identify what generates the most interest and engagement. This information is invaluable because it will help you develop more targeted content in the future that your audience will seek out, benefit from and share with others. In other words, it removes the guesswork from content marketing. When you’ve figured out what type of content your prospects are most interested in, you can then engage in permission-based marketing. When your audience views what you have to offer as valuable to them, they’ll gladly opt-in to a mutually beneficial two-way relationship with you, which is a much more effective way of converting than traditional outbound marketing tactics. Track Your Digital Marketing Efforts. Because inbound marketing is rooted in the digital realm, tracking and measuring results is incredibly easy. Whether you’re utilizing social media channels, email campaigns or your own website as the basis for your inbound marketing strategy, you can measure performance and evaluate your efforts as frequently and in as much detail as you’d like. This is important, particularly when it comes to demonstrating return on investment to key stakeholders. You’ll always be able to tell exactly where you stand at any given moment. It’s important to note, however, that in order for an inbound marketing strategy to truly be effective, it needs to be supported by the right technology. This is especially the case for small to mid-sized businesses that cannot afford the luxury of hiring a dedicated marketing agency. So if you qualify as one of those SMBs, make sure your marketing stack has all the tools you need to create a flood of inbound traffic.
Increase Your Agency’s Prices With These 5 Tips Posted on November 8, 2017November 8, 2017 by Jeanna Barrett Increasing the prices for your agency services can be overwhelming, especially working through the transition with current clients who might be at a rate that’s lower than you’d like. The thought of trying to charge your clients more may make you feel guilty or afraid. Guilty for charging more to those who have been loyal and helped your agency succeed, and afraid that increasing your rates will cost you work, or at the very worst, a client. But, to sustain your increasing business costs and growth, a rise in price is inevitable as your agency grows. There are a variety of ways to bill a client, but most commonly agencies follow one, or a mix of these four options: Hourly. Pretty self-explanatory. Value pricing. Charging a client based on their perceived value of services provided. Project-based. Similar to above, but the total project will be a flat rate, with scope creep negotiated as a separate cost. Retainer-based. Agency receives a set amount from the client to work on services for a fixed amount of time. However, one of the most efficient ways for your agency to become more profitable is by increasing your billable rates. I’ve owned a marketing agency for a year and a half now and have slowly been able to raise my rates and grow my company, so let me offer you a few strategies to help ease into that conversation. One. Know your competitor’s prices. It might help to begin by understanding how your prices match up against similar and competing agencies — whether that’s locally, or if you compete against agencies nationally due to the nature of your clients’ industries. Do some research to see how other companies are offering specific services and if you’re over or under that price. You never want to be too low, but you also don’t want to be way overpriced. Many agencies will list packages or retainer fees on their website. You can also set up phone calls with other marketing agency owners who might be in your professional network and swap best practices and advice between each other. Your goal, obviously, is to understand how they charge and how they grow. Two. Know the average rate of materials. Understand the going rate for some of the materials you’re charging your clients for, such as blog content, social media monitoring and web banner ads. Try opening a job description to get responses and pitches back from service providers such as freelancers or contract employees. If freelance writers are quoting $250 – $300 to write one piece of blog content, you can use this as an “industry standard” to share with your clients. The same goes for project-based work. If you’re aware of an agency or company that provides similar services as you, for example, direct mail campaigns, try to find out their costs and what’s included in their services. Three. Know the value of your client. Another consideration is to assess the profitability of the client. Based on your current billing strategy with this client, are they making you any money? Or are they costing more than they’re worth? I’ve been in a situation where we have steady work from a client, but I fight tooth and nail on scope creep, or whether a deliverable was up-to-par. I end up eating costs they’re not willing to pay. In this situation, it’s best to just be frank on how the relationship is costing your business money, and you need to increase costs for it to make sense to continue working together. If they’re still not willing to meet you on costs, consider letting the client go if you have space in your monthly budget or more work than you need. They’re negatively affecting your bottom line. Four. Know your client’s ROI. One of the most critical points is to understand the return for your client on the deliverables your agency produces. It’s essential to always tie your agency’s work back to numbers. For example, if your 10 pieces of content per month are going to grow your client’s organic traffic by 10% per month, and the client’s organic revenue by 5% per month — this math proves how their initial investment is going to produce revenue and growth for their business. As long as your price is a fraction of the return, this should be an easy number for them to swallow. After all, what client would have a problem spending $10,000 a month if it’s proving a growth in revenue of $30,000 month over month? That’s a net profit for them of $20,000. This type of information helps determine the client’s ability to afford an increase in prices. These numbers are good to have in your back pocket, and in general, you should always understand the type of return your clients are getting from your services. Five. Know when to change up your billing structure. Consider doing away with billing by the hour. If your agency is efficient, you won’t bill as many hours as one with lower productivity. So, a more efficient agency is less profitable than an agency with low productivity — that doesn’t make sense, does it? Replace the billable hour with other pricing models such as a project- or value-based model (see common billing practices above). Both billing structures allow you to price larger projects and incentivize your employees to find ways to work as efficiently as possible. Working with clients who understand your agency’s value and the value of the services you offer is a must. These clients will be more willing and open to your increase in prices because they’ve seen the value you’ve brought to their business. Clients who are right for your business will stick with you. AUTHOR BIO Jeanna Barrett is the Founder & Chief Strategist of First Page, an award-winning online marketer and an expat entrepreneur. Through content, social media and SEO, Jeanna uses the power of words and data to drive growth in brand awareness, organic traffic, leads, revenue and customer loyalty. She has a combined 12 years of inbound marketing experience at venture-backed startups, digital agencies and Fortune 500 companies, with an expertise focus on small business and technology. She’s been named ‘Top 40 Under 40’ of brand marketers and ‘Best in the West’ for financial technology marketing. In 2016, Jeanna left the U.S. to lay roots and build her business in Belize.
6 Organization Tips To Finish The Year Strong Posted on November 7, 2017June 13, 2018 by Jonathan Herrick We don’t need to stress the importance of finishing 2017 with a bang. The last months of the year are critical for businesses, often representing the biggest sales quarter of the year. Salespeople are rushing to meet quotas, bandying about discounts and pitches; leftover budgets are spent in a hurry; customers are more active than during any other time of year. It goes without saying: it’s a pretty busy time. Having survived a lot of frantic end of the year pushes, I can tell you from experience that one of the most important aspects of making it across the finish line is getting organized and staying laser-focused. Keeping things together also helps you avoid a massive proverbial holiday-season hangover. So here are a few organization tips to help you finish well as you head into the holiday season. Craft a To-Do (and Don’t) List. So much of driving results is being focused on the right things. Let’s face it, you and your team only have so many hours in the day. So create your list of things you need to execute on before the end of the year. This will be your master list for the season, a front-and-center document that lays out everything your business needs to keep on top of this season. It could be a Google shared file or on a whiteboard in the office, so long as you refer to it as a guide through the final stretch of the year. This isn’t where you put individual teams’ projects or daily chores, but rather major KPIs, company goals or even encouraging reminders. (A good example: “Remember that the customer is probably more stressed than you are right now.”) This helps keep everyone in your company on the same page. Also, it’s extremely helpful to make a “don’t list.” That’s right…make a list of things you will not do. There is nothing more freeing than addressing time-sucking activities that hamper your ability to finish strong at year-end. It also keeps you focused on the prize and will enable you and your team to just say no once those random initiates pop up. Keep Teams Small and Empowered. Now is not the time to burden employees with cumbersome bureaucracy. Empowering your company’s leaders to make decisions smartly and quickly is always important when running an agile company, but it’s particularly crucial when things get frantic at the end of the year. Be sure to inform team leaders of their roles and responsibilities ahead of time, so you can check in periodically and not worry about having to micromanage them through tough times. This also helps employees feel independent and engaged with your business. Clean Your Email Inbox Early. If you haven’t answered that email you’ve been putting off since the summer before Q4, there’s a very slim chance you’ll respond to it now. So set aside some time to organize your inbox and more importantly, to purge it. Establish a consistent process for checking and responding to your email inbox. For me, I touch emails in my box only once and bucket blocks of time throughout the day to check email. No matter what your process, do yourself a favor—don’t leave people hanging. If you find yourself swamped during this final stretch, consider replying to emails honestly or using an auto-responder: “This is our busiest time of year, so it might take me a bit longer to reply to your email. But I’ll certainly respond as soon as I can!” But remember, there is nothing worse than telling someone you will get back to them and dropping the ball, so make sure you actually follow up. Clarify and Re-evaluate Your End-of-Year Goals. No matter the KPI, you should have a clear idea of what your year-end numbers will look like. There’s nothing wrong with optimistic goals, so long as you also write out a roadmap of how to reach them. Simply demanding your sales team end the season with 150% more sales over last year will only put undue pressure on them without any substantial guidance or support. The most important thing is to start with year-end numbers and to figure out how to reach them. If you realize you’re only 30% of the way to your target goal of new app downloads, for example, this would be a good time to reevaluate those goals and push ahead with a new strategy for the remainder of 2017 and beyond. Leverage Your Sales and Marketing Tools. If you’re ever feeling overwhelmed about hitting your year-end numbers, don’t be. The key to success is being relentless at following up with sales leads. Studies show that 44% of salespeople give up after one follow-up. Keeping notes from every phone call and meeting and working your task list in your CRM is a great way to prevent precious sales opportunities from slipping through the cracks Keep your pipeline updated and use automated reminders to ensure you are following up at just the right time. That means working on your hot prospects and letting email marketing automation within your CRM continue to nurture those buyers who aren’t quite ready. The truth is nurtured leads typically result in 20% more sales opportunities than non-nurtured leads so put your sales and marketing automation tools to work for you. Keep Rewards in Sight. Nothing gets us through the end of year and holiday season like an actual holiday. If you ever need a carrot to dangle in front of your employees’ —or even your own—dangle the prospect of getting through the next few weeks so you can relax on a company-sponsored trip after the New Year—think a Caribbean beach with a straw hat and a Mai Tai in hand. Or perhaps by offering team incentives such as a healthy bonus or special commission plans to keep them energized and motivated to sprint past the finish line. Whatever it is, align everyone to your goals and keep the prize in sight. After all, if you’re going to finish the home stretch successfully, everyone needs to stay focused, running in the same direction.