Post-Launch Profit How to Sell Internet Marketing to Your Customers. Ryan Kelly, Founder & CEO
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1 Post-Launch Profit How to Sell Internet Marketing to Your Customers Ryan Kelly, Founder & CEO ExpressionEngine Conference Portland, OR October 14-15, 2013
2 I used to own an agency too... Always hunting for new clients Short-term projects (<1year) Too many receivables (>$100K) No recurring revenue Commoditization
3 I needed a different business model Always hunting for new clients Short-term projects (<12 mo) Too many receivables (>$100K) No recurring revenue Commoditization 80% revenue from 20% clients Inbound marketing strategy Long-term projects (24-36 mo) Zero receivables (credit card) All monthly recurring revenue Commoditization Revenue spread more evenly
4 2 Ways to Grow Your Agency Get more new clients AND OR Sell more services to existing clients More Marketing +Analytics More Sales/Pitches Need more staff Current Agency In-House Model +PPC + New Agency +Social +SEO
5 2 Ways to Grow Your Agency Get more new clients AND OR Sell more services to existing clients More Marketing +Analytics More Sales/Pitches Need more staff Current Agency + New Agency +Social +SEO +PPC Partner Model
6 2 Ways to Grow Your Agency Get more new clients AND OR Sell more services to existing clients More Marketing More Sales/Pitches Need more staff Current Agency New Agency Partner Model
7 How to Sell Internet Marketing
8 How to Sell Internet Marketing 1 Determine if they are the right fit.
9 How to Sell Internet Marketing 1 Determine if they are the right fit. What is the average revenue per new customer? Do they have a budget for Internet marketing? Have they used Internet marketing in the past? Do they do other forms of marketing or advertising? What are their expectations? Overnight success, or long-term investment with realistic goals?
10 How to Sell Internet Marketing 2 Demystify it! + (your website) (Internet marketing) Awareness SEO PPC Consideration Social Media Nurture (free stuff, downloads, newsletters) Purchase Retargeting A/B testing
11 How to Sell Internet Marketing 3 Show them some basic data on how the Internet affects business. Source: Seth Price
12 How to Sell Internet Marketing 3 Show them some basic data on how the Internet affects business. 75% of users never scroll past the first page of search results SEO leads have a 14.6% close rate, compared to outbound leads at 1.7% Companies that blog get 55% more web traffic 46% of online users count on social media when making a purchase decision. Source: Seth Price
13 How to Sell Internet Marketing 4 Show them why SEO matters. Source: Seth Price
14 How to Sell Internet Marketing 5 Show them how SEO & PPC work together.
15 How to Sell Internet Marketing 6 Show them the value of long-tail search. Source: Huch McLeod
16 How to Sell Internet Marketing 7 Explain what doesn t work.
17 How to Sell Internet Marketing 8 Predict what success looks like Traffic Growth Cost Per Lead Keyword Rankings
18 7 Ways to Transform Your Site into a Lead Generation Machine 1. Thank you pages 2. Text-based phone numbers 3. Content structure - blog 4. Content structure - footer 5. Content structure - sidebars 6. PPC landing pages 7. Lead nurturing Free Download bit.ly/pear-manifesto
19 Find Out How To Never Get Burned By an SEO Company Again 10 Most Outdated Tactics Companies Are Still Using 4 Expensive Mistakes You Can Avoid! 11 Steps to Leaving a Big Internet Marketing Company Free Download bit.ly/pear-exposed
20 Some of Our Favorite Analytics Tools
21 Have any Franchise Clients? Google franchise seo
22 Wondering what ad retargeting platform to use? Google adroll vs perfect audience
23 Want to know what s up with the latest Google changes? Google google hummingbird and secure searches
24 Need to compete better in your fantasy football league? Google fantasy football analytics
25 Questions? visit pearanalytics.com/partners for information on how we can help you deliver Internet marketing to your clients
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