Post on 13-May-2015
description
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CMB Partner Office Hours
How to sell blogging packages to inbound clients.
Every Tuesday @3pm Easternwww.contentmarketingblueprint.com
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Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion
Extra time: CMB Partner Questions
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Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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After the Webinar
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• Webinar recording
• Slides
• Blog article
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Today’s Question:
How can I sell blogging packages to my inbound marketing clients?
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First, what is the role of blogging.
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Attract by answering questions
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Agency services overview
Strategy services (Buyer persona, CMB, Website optimization plan
Development Services (Inbound Engine)
Support Services (Content creation, consulting, PR, Social Media)
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Symptoms
Low % organic traffic
No organic traffic growth
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What are some blogging packages?
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Here are 4 blogging packages we offer at IMR
8 articles per month: Written by agency
8 articles per month: Written by client and supported by agency
4 articles per month: Written by agency
4 articles per month: Written by client and supported by agency
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Sample 8 article blog package(process repeats every week for 4 weeks)
Regular Blogging (2x per week) Weekly subject matter expert
interviews 8 blog posts per month written by IMR Image selection Keyword optimization Meta data optimization (titles and
descriptions) Subscriber List Management
Interview
IMC creates 2 outlines for client approval
Writer creates content
Client reviews blog for approval
IMC optimizes and posts
blog
Client can choose to take over these steps!
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Selling a blogging package
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What you DON’T want!
Don’t selling blogs!
Sell a process for growing their business…
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Selling tip…
Identify an internal writer for the client as early as possible in the sales process.
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Scope of work
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Roles
Client’s subject matter expert
Project manager (Inbound Marketing Consultant)
Content manager (in house or outsource)
Content Writer (in house or outsource)
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Overall process
1. IMC interviews client subject matter expert for 30 minutes2. IMC creates two blog briefs for the content manager3. IMC sends blog briefs to client for feedback4. Client adds feedback to blog briefs and sends back to IMC5. Content manager reviews briefs and sends to writer6. Writer creates first draft of blog7. Content manager edits first draft of blog8. IMC sends 1st draft of blogs to client for feedback and approval9. Client gives feedback on blog articles10. IMC or content manager finalizes the posts (depending on edits)11. IMC locates images and posts to HubSpot
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Project manager overview
30 minute interview: .5 hours
Create two blog briefs: 1 hour
Locates images and posts blogs: 1 hour
Total time investment: 2.5 hours4 blog package: 5 hours8 blog package: 10 hours
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Content manager overview
Review briefs, edit and send to writer: 1 hour
Edit first draft of blogs: 1 hour
Finalize posts: .5 hours
Total time investment: 2.5 hours4 blog package: 5 hours8 blog package: 10 hours
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Client overview
Feedback on blog briefs: .5 hours
Approval/edits to first drafts: 1 hour
Total time investment: 1.5 hours4 blog package: 3 hours8 blog package: 6 hours
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Writing budget (Freelancers)
$60 per
article
Zerys.comWriteraccess.com
Job boards…
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Pricing and Timeline(Monthly Packages)
Gross Margins: 54%-58%
8 blog package: $3,620
8 blog support package: $2060
4 blog package: $1,810
4 blog support package: $1030
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Download the asset
Proposal copy
Step by step guide to delivering the service(s)
Blog brief template
Cost breakdown
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Next Session: Tuesday July 1st @ 3:00 PM EST
“How to sell monthly blogging services”
Sign up at: www.contentmarketingblueprint.com/2014-
webinars