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The Digital Marketing Relationship: Let's Work Together
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Transcript of The Digital Marketing Relationship: Let's Work Together
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THE DIGITAL MARKETING RELATIONSHIP
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http://91Digital.net/guides/relationship
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AGENCY & CLIENT
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SOMETIMES IT'S LIKE THIS: !
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Before we get too far...
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WHAT ABOUT DIGITAL MARKETING?
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WELL, DIGITAL MARKETING HAS A HISTORY OF TACTICAL PRACTITIONERS & NOT
MARKETING PROFESSIONALS.
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LET'S explain THAT.
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YOU SEE, DIGITAL TACTICS LIKE SEO AND PPC ARE GREAT. WE ❤ THEM.
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BUT DIGITAL IS WAY BEYOND
THAT.
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DIGITAL MARKETING TODAY REQUIRES TACTICS THAT LEAD INTO A COHESIVE
STRATEGY. AND THAT STRATEGY NEEDS TO BE DRIVING TOWARDS A GOAL.
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STRATEGY ☑ >> drive TACTICS ☑ that lead to >> GOALS ☑
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GOALS (& a company vision) SHOULD RARELY
CHANGE.
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STRATEGIES CHANGE JUST AS MUCH AS THEY NEED TO.
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TACTICS CHANGE ALL THE TIME.
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DON'T GET CAUGHT UP IN SOMEONE selling you tactics.
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FIND A DIGITAL MARKETING TEAM THAT FINDS OUT YOUR goals AND THEN CREATES
A strategy TO REACH THOSE GOALS.
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THE RELATIONSHIP
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IT ALL STARTS AT THE BOTTOM WITH YOU. !
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Your website. Your product.
Your customer service.
What you bring to the table.
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THERE'S A REAL REASON THAT YOUR COMPANY
MATTERS TO YOUR DIGITAL AGENCY.
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IT AFFECTS everything WE DO.
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COPY !
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REPUTATION MANAGEMENT !
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CONVERSION RATES !%
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HOW WE FEEL WHEN WE DISCUSS YOUR ACCOUNT
OVER !.
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It all matters because a poor product from you makes our goals so much harder to reach with so much more friction.
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SO START WITH YOU.Make your product or service the best it can be.
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RAISE YOUR PRICES. !
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UNDERSTAND EVERYTHING ABOUT YOUR CUSTOMERS.
!
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MAKE SOME AMAZING STUFF.
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& THEN WE CAN MOVE ON TO...
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PERFORMANCE.
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by the way, we've got some other stuff to sell you after if you're not happy with your performance, gentlemen ! .
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PERFORMANCE IS AT THE CORE OF OUR RELATIONSHIP.
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WE NEED TO KNOW HOW WELL YOU ARE DOING.
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THIS MEANS analytics, projections, revenue
numbers, widgets sold, ECT.
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WE'RE NOT BEING NOSY. !
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WE JUST AREN'T YOU. WE NEED TO KNOW AS MUCH AS YOUR BUSINESS AS POSSIBLE. !
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SO, MEASURE everything.!
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HOW MANY ✉ SIGNUPS PER
MONTH?
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HOW MUCH ! LAST JUNE?
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HOW MANY OF YOUR WIDGETS DO YOU NEED TO SELL THIS YEAR?
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Tell us.INVOLVE US.Educate Us.
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This "measurement stage" helps us (both digital agency & client) set those goals we talked about.
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Because how can we possibly know if we are succeeding if we don't know about the measuring stick we're being compared to?
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Otherwise, we get fired and the relationship ends. !
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NOW WE CAN GET STRATEGIC.
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AFTER WE KNOW WHAT YOU HAVE (YOUR ASSETS) AND WHERE YOU ARE
(MEASURING) WE CAN THEN SETUP A GOAL.
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SET A GOAL.
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It doesn't really matter too much what it is at this moment. Make it up at this stage.
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Now that we have your goal, we can make strategies to help reach it.
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SEO !
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PPC !
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EMAIL MARKETING ✉
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CONVERSION RATE OPTIMIZATION ☑
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COLD CALLING ☎
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(not really) !
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AND THEN WE'LL HANDLE THE TACTICS.
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We'll create your adwords campaigns, write content, get links, whatever we have to.
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AND WE'LL DO IT !% BETTER THAN WE WOULD HAVE SHOOTING BLIND.
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SO HELP US OUT. !
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AND WE MAKE THIS THING WORK. !
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AND MAKE YOU A WHOLE BUNCH MORE !
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THANK YOU.
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twitter: @conradoconnell !web: http://91Digital.net "