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Kimberly Koehly's presentation for agencyside's "Back in the Black" training for agency account teams.
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Uncovering Opportunities
Kimberly Koehly
Back in the Black: April 28 – 29, 2011
What You Will Learn
• How to capitalize [more quickly] on Re-active opportunities & keyword triggers
• How and when to create Pro-active opportunities
• When the time is right to sell more
• How to help your clients understand what they need rather than expecting them to tell you
Opportunistic Keywords
• Not enough leads/sales
• Poor conversion stats
• Site rebuild
• New Twitter page
• New ad creative
• Signed up for local conference on mobile
• Budget cuts – in traditional areas and/or in areas of digital
Re-active Opportunities
• Not enough leads/sales– Site Traffic & Keyword Analysis
• Recommended Plan for Improvement– Natural and Paid Search programs
• Poor conversion stats– Usability Interface & Analytics Analysis
• Recommended Plan for Improvement– Persona development– Landing page testing on conversion elements
» New Web site / Micro site
Re-active Opportunities
• Considering Web site rebuild– Facilitated strategy session with all
stakeholders to define objectives & obtain buy-in
• Persona Development• Usability Interface & Web site Design• Web site Content Creation• Search Marketing Plan & Implementation• Web & Mobile site Development / Project Mgmt.• Ongoing Analytics Analysis & Reporting on Metrics
• New Twitter page– Social Media strategy session with all
stakeholders to define objectives & obtain buy-in
• Creation of Social Media Policies & Procedures• Persona Development• Tactical Social Media Implementation Plan• Creation of Content Themes• Onsite [client] Social Media Training• Ongoing Social Sentiment Monitoring & Reporting
Re-active Opportunities
• New ad creative– Conversion Analysis of Existing Creative– Analysis of Ad Placements– Competitive Assessment of Best In Class
Banner Campaigns– Creative Brief for New Creative– Creation of New Online Ads– Media Planning / Buying for New Creative– Ongoing Monthly Management & Reporting
Re-active Opportunities
Pro-active Opportunities
• Signed up for local conference on mobile– Competitive analysis on mobile
usage/implementation– Lunch & Learn to present findings
• Include recommendations for how they can wisely invest in mobile
– Mobile site, app, SMS campaign
Pro-active Opportunities
• Budget cuts – in traditional areas and/or in areas of digital– Analysis of current spending across all areas
with performance indicators• Include recommendations for reducing spending in
areas that are underperforming and increasing spending in areas that are performing well and could be even better
Other Pro-active Opportunities
When do I sell more?
• Every time it makes sense for the client.– “What if I just sold them something?”
• Ask him or her.– “Our team has done an analysis of your site
traffic over the last 90 days and we have some recommendations we want to share with you.
– Can we do this prior to our next monthly meeting/call? We believe the impact will be significant.”
Tips & Best Practices
• Time-bound price quotes, ideally in Scope of Work format
• 3,4 or 5 strikes and “you’re out?”
• Not all clients are created equal – be smart about where you focus your time
Know Your Client
• I know enough about digital marketing to be dangerous; that’s why I hire agencies.
• I expect my agency to make me look good to my peers and superiors. I do not have time to micro manage their efforts.
• I would like to keep up on all the current digital trends, but it changes so fast I have a hard time feeling as current as I would like.
• Small, bite-sized pieces of the important stuff (the really important stuff) is always great.
Teach [& Connect] Your Client
• Industry conferences
• Industry papers, studies
• Books
• Lunch & Learns
• Webinars
• Blog posts
• E-Newsletters
• Facebook / LinkedIn Client Groups
Resources
• SoDA 2011 Digital Outlook / Study– http://www.aaaa.org/agency/pubs/
NewEssentials/Documents/Digital/SODA-Digital%20Outlook%202011-02.pdf
My Details
• Kimberly Koehly
• 602.722.0149
• @kimberlykoehly
• http://www.linkedin.com/in/kimberlykoehly
