I'm starting a Digital Marketing Agency- Progress thread

[Cynic]

its this

every business is going online. My niche is engineering and professional services

I'll turn this into an interactive case study...case in point:

Martin's Metal Fabrication - Steel Fabrication, Laser Cutting, Sheet Metal Fabrication

This is a great example of a service company with poor website design but clearly a big value ladder.

All they lack is polish and a content strategy. I'm willing to bet their average cart value is anywhere from $5000-$30000 depending on the size of the job. I'd datamine to figure out who the decision maker is, then deliver a content drip based on SEO for service companies. If your product is catered to them they will contact you and then you demo/pitch the emotional outcome (visual of a new site, with content designed to bait engineers and managers).

The key is designing your product offering in such a way that you appear to be the "right fit" within minutes of interacting with your wares.

Imagine Martins Metal Fabricators using a template that my site would use:
http://scraper.tap.newdevbox.com/
Dumper - Just another WordPress site

just insert new logos and company photography

These industries are better off with good old direct mail campaigns or straight-up cold calls.
If you choose the direct mail route then you'll need a skilled copywriter
If you choose cold calls then you'll need a skilled prospector who can
pitch as well as rebut objections.

Unfortunately these guys in steel/rubber/wood are very dinosaur like...
A content strategy can be deployed for other industries or the plastic guys
but you will set yourself apart from other agencies if you actually pick up the
phone or send an overnight package.

Or maybe this is my cognitive bias since i come from the direct response world ?

 

[Cynic]

organic SEO:

keyword research (intent to buy, popularity, competitiveness)
on-site (meta stuff, copy, user experience, internal linking)
links (niche-relevant, EDU/GOV domains, social media shares)
citations/directories (niche or location specific, yelp, etc.)

all your studying needs to develop your knowledge in those 4 areas

He'll need to delve into paid advertising on Facebook/Google/Instagram/Bing
and mediabuying on ad networks as well as learn Conversion Rate Optimisation.

Then there's doing this for e-commerce on different content management systems
and the different programming languages used ...

"Only two things can get you through this: that’s patience and persistence" - Hov

 

[Hijo de luna]

Repped. Breh 99% of the websites in this industry look like they were created during the AOL days then left for dead. This particular company probably do about $3-$5M in revenue but haven't updated their website in almost 3 years. There isn't hardly any traffic data available on these sites(using similarweb) so identifying and tracking KPIs will be a challenge. Without KPIs theres no way to gauge the ROI.

At the end of the day, all they care about is increasing revenue. Will an updated website help them solve that problem? I can't really say.

 

[MMS]

These industries are better off with good old direct mail campaigns or straight-up cold calls.
If you choose the direct mail route then you'll need a skilled copywriter
If you choose cold calls then you'll need a skilled prospector who can
pitch as well as rebut objections.

Unfortunately these guys in steel/rubber/wood are very dinosaur like...
A content strategy can be deployed for other industries or the plastic guys
but you will set yourself apart from other agencies if you actually pick up the
phone or send an overnight package.

Or maybe this is my cognitive bias since i come from the direct response world ?

well you have to consider how does the prospective customer react to the marketing

In the case of Direct mail and cold calling:

1) You're sending mail and calls based on if you think that business is ready for your service
2) You can't qualify them unless they respond

The inbound approach says:

1) We target keywords they will search when looking for a solution (IE an Engineer is planning a project that requires welding. Unless the company already has a contract)
2) Most businesses operate by allowing service companies to bid on the project
3) Your business never pitches or "sells", you just inform and match your message to their pain point (IE the benefits of choosing this particular welder over another)

In terms of ROI Inbound outperforms quicker because the only people that get connected via digital marketing are people with commercial intent. Whereas Direct mail will go to anybody (or the trash)

 

[MMS]

Repped. Breh 99% of the websites in this industry look like they were created during the AOL days then left for dead. This particular company probably do about $3-$5M in revenue but haven't updated their website in almost 3 years. There isn't hardly any traffic data available on these sites(using similarweb) so identifying and tracking KPIs will be a challenge. Without KPIs theres no way to gauge the ROI.

At the end of the day, all they care about is increasing revenue. Will an updated website help them solve that problem? I can't really say.

the KPIs are the same regardless of business

Target Keywords --> Get Estimated Search Volume
Google/Bing Listing Conversion (Generally between 10-35% for First page results)
On Page conversion (between 2-8%)

In essence you are going to drive search volume as it's going to be proportional to the leads scheduling appointments and sales visits (which is the value)

If the website is trash the on page conversion is similarly trash. If there is no SEO there is no search volume. Combine a drip campaign with remarketing and email followup sequence and it can be applied to any business.

 

[Cynic]

well you have to consider how does the prospective customer react to the marketing

In the case of Direct mail and cold calling:

1) You're sending mail and calls based on if you think that business is ready for your service
2) You can't qualify them unless they respond

The inbound approach says:

1) We target keywords they will search when looking for a solution (IE an Engineer is planning a project that requires welding. Unless the company already has a contract)
2) Most businesses operate by allowing service companies to bid on the project
3) Your business never pitches or "sells", you just inform and match your message to their pain point (IE the benefits of choosing this particular welder over another)

In terms of ROI Inbound outperforms quicker because the only people that get connected via digital marketing are people with commercial intent. Whereas Direct mail will go to anybody (or the trash)

The outbound approach is not only pre-emptive, it's data-driven and leads to expansive growth
because its generates demand before the buyers journey starts- right through to the buying decision.

1) The campaigns are sequential and rarely sent to one single prospect but a list of ideal clients.
2) In your data building and prospecting exercises - you will qualify them .
3) You reach the decision maker or better yet his boss who refers you downward.
4) Your competitors are too scared of rejection to actually do it.
5) You can establish a relationship with a gatekeeper like their suppliers/accountants who can refer you to 100s of clients.

With the digital inbound approach - you are :

1) Subject to algorithm changes - enough said.
2) Because you target the buying stage - you leave 97% of future buyers.
3) You compete and bid instead of being the ONLY designated expert.
4) You can't target gatekeepers based on search intent.


In terms of ROI, digital is quicker in the consumer markets and if you are launching paid advertising campaigns*
but a b2b content campaign that involves indexing, outreach and linkbuilding is sluggish against fedex
packages of case studies/testimonials/conference calls with their supplier/an executive briefing booked by
a skilled closer .

I started in your industry (Technical SEO/Google Adwords ) so i'm not a fan of search engines
and traffic sources holding all the cards.

 

[MMS]

The outbound approach is not only pre-emptive, it's data-driven and leads to expansive growth
because its generates demand before the buyers journey starts- right through to the buying decision.

1) The campaigns are sequential and rarely sent to one single prospect but a list of ideal clients.
2) In your data building and prospecting exercises - you will qualify them .
3) You reach the decision maker or better yet his boss who refers you downward.
4) Your competitors are too scared of rejection to actually do it.
5) You can establish a relationship with a gatekeeper like their suppliers/accountants who can refer you to 100s of clients.

With the digital inbound approach - you are :

1) Subject to algorithm changes - enough said.
2) Because you target the buying stage - you leave 97% of future buyers.
3) You compete and bid instead of being the ONLY designated expert.
4) You can't target gatekeepers based on search intent.


In terms of ROI, digital is quicker in the consumer markets and if you are launching paid advertising campaigns*
but a b2b content campaign that involves indexing, outreach and linkbuilding is sluggish against fedex
packages of case studies/testimonials/conference calls with their supplier/an executive briefing booked by
a skilled closer .

I started in your industry (Technical SEO/Google Adwords ) so i'm not a fan of search engines
and traffic sources holding all the cards.

when you're a small business this approach is often not feasible (or desired). I have a client who does direct mail for their wholesale real estate business and it's not as lucrative yet for them (whereas my buddy in Mortgage Refinancing does a killing via Direct Mail)

Just want to clarify a few things:


1) Subject to algorithm changes - enough said. <--- You're assuming that Inbound Marketing is only SEO
2) Because you target the buying stage - you leave 97% of future buyers. <---- We have email subscriptions (drip campaigns) and link retargeting embedded in our blog; We can use cheap blog remarketing to guide buyers from blog perusers to media consumption (preselling mechanisms) to finally booking an audit, demo or consultation.
3) You compete and bid instead of being the ONLY designated expert. <---- We run no Google or Bing Ads. Our goal is to inform and develop a profile that positions us as the expert and let the customer sell themselves.
4) You can't target gatekeepers based on search intent. <---- I target gatekeepers only. But I'm using LinkedIn Sales Navigator)

Inbound is much more than just getting ranked on Google. The biggest companies are replicating your direct mail strategy online everyday. It's just hard to pick up on it when you're the consumer.

 

[Cynic]

when you're a small business this approach is often not feasible (or desired). I have a client who does direct mail for their wholesale real estate business and it's not as lucrative yet for them (whereas my buddy in Mortgage Refinancing does a killing via Direct Mail)

I've grown, bought and sold small businesses and beyond ... the skillset/discipline is what sets the duds from performers

1) I said digital inbound marketing based on the content strategy you gave. Keywords and search volumes suggest SEO.
2) Drip campaigns to prospects in the research phase is too late/passive for me. <-We identified the problems and made them aware BEFORE they needed it...
3) I meant bid for the contract/sale <- You can actually set the standard for them to review your competitors by... which positions you as an EXPERT
4) I target gatekeepers only. But I'm using LinkedIn Sales Navigator. I hear good things about this.

Inbound is much more than just getting ranked on Google. The biggest companies are replicating your direct mail strategy online everyday. It's just hard to pick up on it when you're the consumer.

I already picked up on this 10 years ago when PPC was cheaper, ranking was all about high PR links and you could bulk email leads on Aweber

but I needed more ...

Nothing wrong with inbound, I actually recommend it since it was my starting point but that outbound is so much more lucrative
because programmers, analysts and developers in this industry aren't sales oriented. I see the content strategy working for
established retirement planners but not new wealth managers building a book of business. I see it boosting sales in a quarter
but not for hitting CRAZY revenue targets under pressure to justify a valuation for a company sale or float.

You can apply both depending on your goals but these legacy industry babyboomers are a stubborn bunch

 

[MMS]

I've grown, bought and sold small businesses and beyond ... the skillset/discipline is what sets the duds from performers

1) I said digital inbound marketing based on the content strategy you gave. Keywords and search volumes suggest SEO.
2) Drip campaigns to prospects in the research phase is too late/passive for me. <-We identified the problems and made them aware BEFORE they needed it...
3) I meant bid for the contract/sale <- You can actually set the standard for them to review your competitors by... which positions you as an EXPERT
4) I target gatekeepers only. But I'm using LinkedIn Sales Navigator. I hear good things about this.


I already picked up on this 10 years ago when PPC was cheaper, ranking was all about high PR links and you could bulk email leads on Aweber

but I needed more ...

Nothing wrong with inbound, I actually recommend it since it was my starting point but that outbound is so much more lucrative
because programmers, analysts and developers in this industry aren't sales oriented. I see the content strategy working for
established retirement planners but not new wealth managers building a book of business. I see it boosting sales in a quarter
but not for hitting CRAZY revenue targets under pressure to justify a valuation for a company sale or float.

You can apply both depending on your goals but these legacy industry babyboomers are a stubborn bunch

its the difference between business sizes

My longterm goal is to segway into business consulting and then offering my actual expertise which is lean and six sigma for CEO's

I hired a few sales reps for my site and have them using the linkedin strategy I developed and so far so good

 

[Cynic]

its the difference between business sizes

My longterm goal is to segway into business consulting and then offering my actual expertise which is lean and six sigma for CEO's

I hired a few sales reps for my site and have them using the linkedin strategy I developed and so far so good

Forget the fee...take the equity :youmadpeon:I miss the game but corporate board politics

Shoot some tips OPs way when he finishes the courses.

 

[Hijo de luna]

Appreciate the input @MMS @Cynic

I'll just have to dive into the data and see where it takes me. I am fortunate to have domain knowledge of such a dinosaur of an industry. I speak to the decision makers every single day. Of course I would never solicit them but getting a better idea of their pain points would be easy since they love to unload on shyt that's going on with them and their company. One owner of huge fabrication shop in FL broke down crying on the phone with me, his girlfriend died and his ex wife had come back to the company etc. These guys know of me already. If I call them up, 'Hey I'm Hijo formerly of XYZ company, you gotta a sec? I think I can help you', they would hear me out. I gotta tread carefully because I know there are some legalities to this, but there really is a lot of untapped opportunity here.

 

[MMS]

Appreciate the input @MMS @Cynic

I'll just have to dive into the data and see where it takes me. I am fortunate to have domain knowledge of such a dinosaur of an industry. I speak to the decision makers every single day. Of course I would never solicit them but getting a better idea of their pain points would be easy since they love to unload on shyt that's going on with them and their company. One owner of huge fabrication shop in FL broke down crying on the phone with me, his girlfriend died and his ex wife had come back to the company etc. These guys know of me already. If I call them up, 'Hey I'm Hijo formerly of XYZ company, you gotta a sec? I think I can help you', they would hear me out. I gotta tread carefully because I know there are some legalities to this, but there really is a lot of untapped opportunity here.

the relationships part is the biggest thing

i'm hosting meetups now in NC to help foster it. Once you lock into someone personally the sales happen naturally. I'm trying to join the local chamber and really see where it can go. I'm already laying the groundwork to work with the university and snag an intern come the summer.

I remember when I was still an engineer I watched a corporate sales rep for National grid sell a 3 million dollar project with almost no effort. I just remember the feeling I had when I realized I was doing it wrong

my poor peers still waiting for raises and participation trophies

Forget the fee...take the equity :youmadpeon:I miss the game but corporate board politics

Shoot some tips OPs way when he finishes the courses.

Just gotta keep fostering the relationships to get to that point im hoping. I have a few buddies still in engineering that are warming up to an idea I have to return to Amazon FBA for a beauty product manufactured in house. Still waiting for my buddy to finish perfecting the recipes.

 

[MMS]

Who would be interested in closing strategies and/or visual breakdowns of the discussion flow in a closing call?

I'm currently writing up work instructions for my sales reps and it occurred to me that this is one of the bigger hot button topics

 

[Cynic]

Who would be interested in closing strategies and/or visual breakdowns of the discussion flow in a closing call?

I'm currently writing up work instructions for my sales reps and it occurred to me that this is one of the bigger hot button topics

We should start a sales/business development thread here....

 

[MMS]

We should start a sales/business development thread here....

I've come along way but i'd love to pick your brain on our current system. So far it's working pretty good but there are still some things that come up which slow things down or ruin the moment.