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Groove Digital Marketing Agency: Key Activities and Results for May 19th

how to launch a marketing agency groove weekly header
Since writing a post about how I’m planning to grow my agency, Groove Digital Marketing, into my next 7 figure success story, the feedback I’ve received from readers has been very positive. Thank you to those of you who shared the post, commented on it, or emailed me directly. Your feedback was very encouraging.

In today’s post, as promised, I’m going to give you a look over my shoulder for the past week and share with you what I did, as well as the results we achieved. If you missed last week’s post, you can find it here.

As always, my hope is that my transparency with you can be the fuel you need to achieve similar results in your own business. Sound good? Here we go!

Key Activities in the Week of May 19th, 2014

During the past week, here’s a summary of what happened:

  1. Kiana got bigger
  2. We published 5 blog posts
  3. I gave our site a ‘make over’
  4. Created 8 more lead magnets

Now that you’ve seen – at a high level – what the key activities were, let’s dive into some details.

Kiana Got Bigger

Kids grow like weeds. Kiana’s body weight has increased by 13% in just two weeks. Wow!

Here’s a few pics of our little darling (yes, I know pics of Kiana has nothing to do with this post…but I just couldn’t help myself!)

kiana-faces

At the ripe “old” age of 23 days, Kiana has already been on a number of adventures; a train ride and boating among them. As you can see, she didn’t think too much of boating. Or maybe she just didn’t like the color of the life jacket?

kiana-boating

5 New Blog Posts

Here are this week’s posts:

Website Upgrade

As you may recall, when I fist launched Groove’s site, it looked very similar to a friend of mine’s because he’d sold me a copy of his basic look/feel. Given that the site got zero traffic back then, I wasn’t interested in spending days to design my site and write basic content.

Now that, thanks to our blogging, traffic has taken off, so I knew it was time to give the site the attention that it needed to better convey our message, as well as to look different than Robb’s site.

If you’d like to see the new look, head over and check it out.

New Lead Magnets

The more landing pages you have, the more leads you will capture, and in order to have more landing pages, I needed more eBooks to offer as leads. The following eBooks are now in the works:

  1. 10 Useless Things to Cut From Your Marketing
  2. Social Prospecting Workbook: How to Use Social Media to Find New Leads
  3. 6 Marketing Metrics Your Boss Actually Cares About
  4. An Introduction to Closed Loop Marketing
  5. 10 Step Website Redesign Checklist
  6. Attract Customers with Twitter
  7. Unlocking ROI Analytics
  8. Inbound Marketing Campaign Toolkit

All of these ebooks will each have a landing page of their own as well as be listed on our Resources page (not yet completed).

Traffic & Leads

Since my decision just over a month ago to begin actively blogging on Groove, the results have come very quickly. Below is a summary of the activity over the last week. As you can see, traffic was up 16% from the previous week and new leads were up 12%. Go team! :)

weekly-snapshot-may-26

 

Additional Resources

Now What?

If you liked this post and want future updates on our progress with how to start a marketing agency, just click the image below. If you’d like to get even more help and surround yourself with other agency owners, be sure and check out the Bright Ideas Mastermind Elite, which is my mastermind group for entrepreneurs running marketing agencies.

Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

[xyz-ihs snippet=”BuildGroove”]

ALAN VITBERG FC

How to Grow Your Agency’s Revenue From $100K to $300K with Alan Vitberg

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Alan Vitberg rapidly grew his marketing agency from a $100K to a $300K firm.

He shares:

  • why he chose his specific niches
  • how he generates leads
  • his content marketing strategy
  • his LinkedIn strategies (and mistakes he made)

If you’re an independent marketing consultant who would like to build a team and really grow your agency, you will definitely want to listen to this podcast.

Listen now and you’ll hear Alan and I talk about:

  • (04:25) Introduction
  • (05:55) Overview of his firm and strategy
  • (07:55) Why did you pick CPAs?
  • (11:55) Please describe your content marketing strategy
  • (17:10) Please give me an example of a compelling TOFU offer for a CPA
  • (25:25) How do you promote your content?
  • (34:25) How should the solo operator start to build a team to deliver services?
  • (35:55) How do you go about building relationships with other partners?
  • (37:05) How did you land your first manufacturer as a client?
  • (39:15) How do you prioritize your time?

Resources Mentioned

  • avitberg@vitbergllc.com
  • GrabTrentsBonus.com

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Alan Vitberg

Alan Vitberg is owner of VitbergLLC, a marketing agency for B2B and professional services firms. He is a nationally recognized marketing executive, speaker, and author, specializing in helping clients grow their top line though design and execution of lead generation campaigns, “get found first” internet strategies, installation of inbound marketing programs, and laser focusing marketing budgets for more ROI.

Alan is one of the nation’s foremost experts on designing and building websites for lead generation, and is a specialist in content marketing and the use of social media for lead generation.

Prior to VitbergLLC, Alan was the award winning Chief Marketing Officer for a Top 100, mega regional CPA firm (The Bonadio Group). During his tenure, the firm grew from a $12 million/110 person company to a multi-disciplined, $43 million/6 location firm employing 350 people. In addition to branding, strategic, and tactical activities that helped secure a position as the market’s dominant leader for accounting and consulting services, he developed and installed one of the first inbound marketing programs in the nation for professional services firms.

Prior to Bonadio, Alan worked in both B2B and B2C environments, for firms including ALEON Corporation, and Young & Rubicam. His responsibilities included lead generation campaigns; sales support and collateral; brand building; niche building; and both traditional and e-based advertising, collateral, and public relations activities.

BILL FAETH FC

How Bill Faeth Used Content Syndication to Grow His Blog Traffic to 40,000 Visitors a Month

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Listen in on this podcast as I interview serial entrepreneur extraordinaire Bill Faeth about how he grew traffic to his blog to 25,000 visitors/mo in the first year and 40,000 visitors/mo within two years. Bill shares his unique content syndication strategies, including how he discovers the exact places his buyer persona hangs out online.

He also shares the exact tools he uses to make the most from Twitter, and how he uses Twitter and LinkedIn to research his buyer.

This interview is a gold mine of information – I took two full pages of notes!

Listen now and you’ll hear Bill and I talk about:

  • (04:55) Introduction
  • (07:55) How much of your first year’s revenue came from personal relationships?
  • (14:25) How do you determine which are the most important KPIs are?
  • (20:55) How do you grow your blog to 35,000 visitors/mo within 2 years?
  • (23:55) How are you using Twitter to help promote your content?
  • (31:55) Please explain your content syndication strategy
  • (34:55) How do you get your content syndicated?
  • (40:55) How do you craft an email to get your content syndication?
  • (43:55) How do you build a list of places to syndicate?
  • (47:55) How did you use Twitter to research where your Buyer personas frequent?
  • (52:55) How are you creating this volume of content?
  • (60:55) What is brokermentor.com?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

Additional Resources

About Bill Faeth

A former golf professional, career entrepreneur, and CEO of Inbound Marketing Agents, Bill discovered inbound marketing in 2008 via HubSpot. He quickly became a convert to techniques that allowed him to grow his business faster than ever, while reducing his marketing spend and tracking ROI. Bill is a nationally-recognized expert on small business growth, entrepreneurship, and digital marketing.

Over the last 22 years Bill has successfully launched 21 startups in industries that include eCommerce, transportation, and even a nationwide glow-in-the-dark mini golf business.

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Groove Digital Marketing Agency: Key Activities and Results for Weeks of May 12th

how to launch a marketing agency groove weekly header
Since writing a post about how I’m planning to grow my agency, Groove Digital Marketing, into my next 7 figure success story, the feedback I’ve received from readers has been very positive. Thank you to those of you who shared the post, commented on it, or emailed me directly. Your feedback was very encouraging.

In today’s post, as promised, I’m going to give you a look over my shoulder for the past week and share with you what I did, as well as the results we achieved. If you missed last week’s post, you can find it here.

As always, my hope is that my transparency with you can be the fuel you need to achieve similar results in your own business. Sound good? Here we go!

Key Activities in the Week of May 12th, 2014

During the past two weeks, here’s a summary of what happened:

  1. We landed a $3.2 billion dollar company as a new client!
  2. We published 6 blog posts
  3. I created a process to support the cold email lead generation that has been working so well for me
  4. Set up lead scoring and social monitoring in HubSpot
  5. Created a Wiki for our in-house training material

Now that you’ve seen – at a high level – what the key activities were, let’s dive into some details.

We Landed a $3.2B Client

I’m very happy to report that we had a very big win this week. Remember the referral that I wrote about in my last week’s update? On Wednesday, I received an email from them that started with….

Hello Trent, 

I am delighted to report that we are a go! We’d like to begin the project in June and I will be the point person on our side.  I will send the agreement to our legal department for review of terms and barring any modifications needed, will sign and return.

I’ve copied Sue to let her know where we are in the communication and [name withheld] of finance for guidance on invoicing and payment. Wendy, you’ll find the proposal and payment terms for Option One (non-retainer) attached.  

Now that is my kind of email!

The important take away from this is that this referral would have never happened had I not spent the last two years building my personal brand online by publishing post after post, after post. Luck did not play a role.

If you aren’t yet blogging consistently, see what you are missing?

5 New Blog Posts

This week is the first week that we’ve been publishing a post per day on Groove, and as you will see down in the traffic numbers, more blog posts = more traffic. Here are this week’s posts:

New Automated System to Support Cold Email Lead Generation

In last week’s report, I wrote about a new cold email system that I’ve been getting really incredible results from. There is a little bit of leg work needed (which you should outsource) to get the email addresses, but once you have them, you will be amazed by how well this works.

Unlike the instructions in the free cold email course I linked you to, I put on my “reporter” hat and contact companies to see if they would be interested in sharing their success story on my podcast, or in one of my posts.

Just watch this video to see how it all works.

I Set Up Lead Scoring in HubSpot

During one of this week’s calls with a client, I was asked if HubSpot did lead scoring. As I didn’t know the answer, as soon as the call was done, I looked into it and discovered that the functionality does indeed exist.

In the screenshot below is just a snippet of the scoring criteria that I created.

lead-scoring

Once the score of a lead hits certain thresholds, I then created a rule that adds them to one of three lists within HubSpot.

lead-scoring-lists

Next, I created a stream that allows me to monitor what each of these people are saying on social media. I check this stream each morning to see if there is any way that I can add value to the conversation. If there isn’t, I don’t do anything.

social-monitoring-stream

We Created an Internal Wiki

In my opinion, the only way to scale a service company without killing yourself is to have detailed checklists and processes for everything you do. In the video below, I share with you what our content manager looks like and how it’s tied directly to our wiki, which his housed in a membership site that only our team has access to.

Traffic & Leads

Since my decision just over a month ago to begin actively blogging on Groove, the results have come very quickly. Below is a summary of the activity over the last week. As you can see, traffic was unchanged from the previous week and new leads were up 13%.

trafficupdateMay19

Additional Resources

Now What?

If you liked this post and want future updates on our progress with how to start a marketing agency, just click the image below. If you’d like to get even more help and surround yourself with other agency owners, be sure and check out the Bright Ideas Mastermind Elite, which is my mastermind group for entrepreneurs running marketing agencies.

Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

If you really enjoyed this post, please help us to spread the word by clicking one of the social media sharing buttons.

Thanks so much!

[xyz-ihs snippet=”BuildGroove”]

DANIEL FAGGELLA FC

How to Use Marketing Automation to Immediately Boost Your Lifetime Customer Value

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Ever since Dan Faggella realized the potential of marketing automation, he hasn’t looked back. Dan and I discuss the many benefits of marketing automation, including the low-hanging fruit: the very quickly-realized increase in Customer Lifetime Value (CLV).

As you probably know, I’m a huge fan of marketing automation as well, which is why I why have used and recommended Infusionsoft for years. These days, I use HubSpot as well as Infusionsoft (I explain why I use both in the interview below; if you want a more detailed analysis check out my HubSpot vs Infusionsoft post). This is a must-listen if you’ve been thinking of implementing marketing automation in your business, or if you are already using it and want to see a bigger ROI.

Listen now and you’ll hear Dan and I talk about:

  • (03:15) Introduction
  • (04:06) How did you get into business with science of skill?
  • (08:15) Describe how you implemented marketing automation in your business
  • (12:05) How did you first discover marketing automation?
  • (14:15) What were some of your most valuable insights?
  • (17:15) How did you collect data from your users activity?
  • (23:15) Where is the low hanging fruit for marketing automation?
  • (27:05) What is the big red button problem?
  • (31:15) How are you collecting website data?
  • (36:15) What is wrong with collecting only name and email on initial opt in?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Daniel Faggella

Daniel Faggella is a recognized email marketing expert, entrepreneur, and speaker. Dan started his first business in his undergraduate years, and began with his second business while attending the University of Pennsylvania’s prestigious Master of Applied Positive Psychology program. His expertise lies in targeted marketing strategies and exceptional attention to maximizing the ROI from email.

Dan sold his first business at age 25 and moved from Rhode Island to Boston. Dan’s passion lies in helping startup and existing businesses use marketing automation technology to drastically increase their customer lifetime value (CLV) and drive business metrics that matter.

Dan’s expertise has been recognized not only by the many companies he’s helped directly, but by major media sites such as Direct Marketing News. He has been interviewed on popular shows such as MIXERGYGrowthHacker.tv, Entrepreneur’s Journey, and many others. He also speaks around the country on successful marketing strategy and business, including the eMarketing Association’s national conference, Bryant University, the Cambridge Innovation Center, and more.

SAM MEERS FC

Sam Meers on How He Survived Unbelievable Adversity and Built a Thriving Ad Agency

Sam Meers Interview

Sam Meers is the President and CEO of a very successful Integrated marketing communications agency that is 21 years old but nearly went broke in 2008. The number of adversities that he has dealt with is mind-boggling. In 1995 both his wife and son were diagnosed with cancer and he later lost both of them to the disease. In 2008, he nearly went broke and his agency shrunk down to 3 people.

How does someone get through this? What went on in his mind to pull through this adversity?

Tune in to learn the secrets of how he overcame these immense challenges. Sam will also share:

  • How content marketing is playing a role in his company.
  • How to develop an effective content strategy.
  • How to engage a prospective client in a conversation that makes you look like a genius that they realize they have to start working with you in order to connect with their clients in a meaningful way.

Listen now and you’ll hear Sam and I talk about:

  • (03:50) Introduction
  • (05:22) What type of client do you work with
  • (07:50) When and how did you start?
  • (11:05) Where did you first few clients come from?
  • (15:20) How did you manage to keep going after your wife and son died?
  • (25:50) When did content marketing start to play a role in your business?
  • (30:50) How did you bounce back from the bottom in 2008?
  • (38:50) What does a discovery conversation with a client look like
  • (46:50) Please explain the importance of having a strong media team
  • (52:50) Why did you start your podcast?
  • (55:50) Please tell us about one of your biggest mistakes?
  • (59:50) What advice would you give to CEO’s who want to embrace content marketing.

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Sam Meers

A strong proponent of advertising and digital strategy to build brands, Sam Meers has developed his marketing communications beliefs through experience. Founding Meers Advertising in 1993, he has witnessed the rapidly evolving integration of traditional and digital communications first-hand. Some of the companies with which the agency works include Assurant, Blue Cross and Blue Shield of Kansas City, Missouri Gas Energy, HCA Midwest Health System, United Way of Greater Kansas City, Children’s Mercy Hospitals and Clinics, the Kauffman Center for the Performing Arts, 3M, Lead Bank and the National World War I Museum.

Earlier this year, Meers Advertising was recognized by Inc. Magazine as the fastest growing company in Kansas City, Missouri, and the 649th fastest growing company in the nation. The company was also recognized by The Agency Post as the 33rd fastest growing advertising agency in the nation. The Downtown Council of Kansas City named Sam an Urban Hero for the work he and his company have done to revitalize the Urban Core of Kansas City.

Sam posts frequently to his blog and podcast, Smoke & Meers, on the ever-changing advertising and digital marketing scene. His agency has become known for helping clients build their brands, drive customer engagement and product sales.

Meers serves on the Kansas City Board of Governors of the American Association of Advertising Agencies, is a Helzberg Entrepreneurial Mentoring Program Fellow, Vice Chair of Member Engagement at the Central Exchange and is a long-time supporter of Children’s Mercy Hospitals and Clinics.

Tony Wright

How to Attract Retainer Clients Using LinkedIn with Tony Wright

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Tony Wright is the CEO of WrightIMC, an integrated marketing agency that did $2.3 million in revenue last year and is on track to earn over $3 million in revenue this year. Want to learn how to get more retainer clients? 90% of WrightIMC’s revenue is retainer income.

Tony also shares his 4-step strategy for SEO, how he uses speaking gigs to land new clients, and why he spends 2 hours per day on LinkedIn.

Listen now and you’ll hear Tony and I talk about:

  • (03:10) Introduction
  • (05:10) What type of services are best for retainer?
  • (06:40) When do you start talking to clients about a retainer?
  • (11:10) What tools do use to track time spent by your team?
  • (13:10) What type of customer do you sell to?
  • (16:10) When did referrals start to play a major role?
  • (17:40) How do you get your speaking gigs?
  • (21:10) How do you use LinkedIn?
  • (29:10) How does content marketing play a role in lead generation?
  • (31:10) What does you first conversation with a prospective client look like?
  • (34:10) How did you get to write for INC magazine?
  • (37:10) What do you do for SEO for a client these days?
  • (41:55) Please expand on your syndication strategy
  • (44:10) How do you tag someone on facebook?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Tony Wright

TonyWright2

With more than 14 years of hands-on and strategic experience in interactive marketing and a background in traditional and interactive public relations and journalism, Tony Wright has spent his career helping companies of all sizes be profitable online.

Wright is a search marketing geek and also has extensive experience in online crisis communication and brand reputation strategy, including corporate blogging and corporate monitoring, most notably directing the online corporate reputation management strategy for American Airlines immediately following the events of September 11, 2001. Wright serves as the driving force behind WrightIMC while also managing online media strategies, public relations and other interactive marketing projects for clients. He provides valuable input into creative, technical and strategic projects as well, ensuring that the strategic vision of all interactive marketing programs mesh with campaign goals.

Paul Ten Haken

How to Build a Big Agency in a Small Market with Paul Ten Haken

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Paul Ten Haken is the CEO of Click Rain, a $3 million business located in South Dakota. Click Rain is a 25-person marketing agency that has been recognized for extraordinary levels of growth.

Learn how Click Rain attracted their very early customers and what has become the number one source of new business for them now.  Paul reveals some potential snags around partnerships and how to avoid them. Finally he explains the deliberate actions to take to build a positive company culture so you have less turnover, happier employees, happier clients, and more referrals.

Listen now and you’ll hear Paul and I talk about:

  • (03:45) Introduction
  • (05:15) Why did you start your company?
  • (06:45) How did you get started?
  • (09:30) What advice would you give to others considering partnerships?
  • (14:45) How did you attract your first 10 customers?
  • (16:45) How do you attract clients now?
  • (21:15) How do you attract and retain talent?
  • (23:45) How are you shaping your culture?
  • (26:45) When did you begin to consciously invest in your company culture?
  • (30:15) Tell us about your content marketing strategy
  • (35:15) Why did you bring on two more partners?

Resources Mentioned

  • Discover the tools we use to run our business and recommendations at GrabTrentsBonus.com

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

Leave some feedback:

Connect with Trent Dyrsmid:

About Paul Ten Haken

PaulTenHaken

Paul Ten Haken represents the personification of web and digital technology and its limitless potential. Since launching his digital marketing firm, Click Rain, in 2008, the company has made its way on to the Inc. 5000 list as one of America’s fastest growing companies. Paul was named as one of Entrepreneur Magazine’s Top Ten Emerging Entrepreneurs of 2011. He sits on numerous boards and committees and is a respected author, businessman, and member of the community. He credits his spirituality for much of what he defines as success. He and his wife Jill have three outstanding kids and reside in Sioux Falls, SD.

groove-weekly-update-post-header

Groove Digital Marketing Agency: Key Activities and Results for Weeks of April 28th and May 5th

how to launch a marketing agency groove weekly header
Since writing a post about how I’m planning to grow my agency, Groove Digital Marketing, into my next 7 figure success story, the feedback I’ve received from readers has been very positive. Thank you to those of you who shared the post, commented on it, or emailed me directly. Your feedback was very encouraging.

In today’s post, as promised, I’m going to give you a look over my shoulder for the past week and share with you what I did, as well as the results we achieved. If you missed last week’s post, you can find it here.

As always, my hope is that my transparency with you can be the fuel you need to achieve similar results in your own business. Sound good? Here we go!

Key Activities in the Weeks of April 28th and May 5th, 2014

During the past two weeks, here’s a summary of what happened:

  1. We had a baby! (hence my missing last week’s update)
  2. We published 6 blog posts
  3. Talked with a New Prospect (inbound lead)
  4. Created a training video for our social media manager
  5. We got a referral
  6. Discovered a new outbound lead generation strategy
  7. Results from direct mail
  8. Scoping Call into Video
  9. Note templates in Infusionsoft

Now that you’ve seen – at a high level – what the key activities were, let’s dive into some details.

We Had a Baby!

Our daughter, Kiana, has finally arrived. She was born on May 3rd at 1pm and has been doing her best to rob Liz and I of sleep ever since!

Kiana

Meet Kiana!

As you might guess, Liz and I are pretty excited about her arrival and have been having all sorts of fun getting to know our little bundle of joy! Liz’s folks have also come by to spend the week with us, and as you can see below, Grandpa hasn’t been playing with more than just Kiana during his stay!

Grandpa taking Trent's racing simulator for a spin

Grandpa taking Trent’s racing simulator for a spin

6 New Blog Posts

This week is the first week that we’ve been publishing a post per day on Groove, and as you will see down in the traffic numbers, more blog posts = more traffic. Here are this week’s posts:

Talked With a New Prospect

On April 22 a woman named Tina (not her real name) found the Groove blog and downloaded one of our free reports. Capturing a lead in this fashion is something that happens about 5 times a day, and each time I receive the notification email from HubSpot, I take a look at the email address of the new lead to see what I can learn about them.

Most times, the address is from a gmail account, so there isn’t a lot I can glean from it (although using Rapportive definitely helps). However, in this case, the email address was not a gmail address. Instead it was from a health care company.

Bingo.

I quickly typed up a very short personal email asking her if she wanted to arrange a time to talk and she replied with a yes.

When we spoke, it quickly became apparent that they need, and can afford, what we do. She told me that they have a budget of $5,000/mo and that the current supplier had two months left in their contract. She also told me that they weren’t happy with the results.

After the call, I sent her the same email that I’ve shared in previous posts and I will continue to communicate with her over the next two months so as to give us the best chance possible of becoming the replacement for the current supplier. If you want to see how this turned out, just become a subscriber so you don’t miss future posts.

Social Media Manager Training Video

For the last month or so, I have been personally managing our social media accounts using HubSpot. Now that I have figured out exactly how many shares, when, and on what network, etc…I thought it was time to create a training video so that I could hand this task of to a member of our team.

The video below, which lives in our internal Wiki, has also been uploaded to Youtube just so that I could share it with you.

We Got a Referral

One of the long-time readers emailed me last week to say that she had a referral for us. From what I could tell prior to speaking with them, the lead looked well qualified.

A week after the introduction, we had our first conference call and to say they are well qualified is an understatement. Much to my delight, this is a marquee client doing $3.2B in annual revenue.

During the call, we talked extensively about their goals and how inbound marketing could help them to achieve this goals. By then end of a 60 minute call, I’d answered all their questions and told them that our fee would be $5,000/mo. They thought that sounded reasonable and asked me for a statement of work.

I’m never one to get too excited before I get paid, so I won’t do that here. They did indicate, however, that a decision would be made early next week and asked me if I had the capacity available to start work for them right away.

So why am I telling you about this? This is the kind of thing that happens when you create genuinely helpful content, so if you aren’t yet doing that, when are you going to start?

New Outbound Lead Generation Strategy

Another reader (Sebastian) wrote to thank me for writing this series of posts and in that email he also shared with me a cold email strategy that he’s been using with good success. Here’s what he wrote:

I did something VERY similar (to your Target 100 list) this week, but via email. I used the cold emailing template to email a target 100 list I made. I picked a particular segment of the market (they have $, they understand marketing, etc). I scraped emails from 2 specific sites. I’m getting a LOT of responses, and even though not everyone is interested I’m openinig conversations with many important people. 2 calls already scheduled for next week, in both cases i briefly described services AND stated starting prices BEFORE they agreed to talk.

The strategy he’s using is freely available here. For those of you who think that cold email is SPAM, you are wrong. If you follow these guidelines, you can email anyone you like. To get the email addresses, just hire a VA or spend some time Googling around. There are plenty of ways to do it.

Results from Direct Mail Campaign

In previous posts, I have written about how we are using 3 dimensional direct mail to reach out to a list of 100 suspects that fit the criteria of an ideal client. Each person on the list receives one letter per week, and each letter tells them to visit this page.

So far, we have received two phone calls, neither of which have become clients yet. None of the recipients has yet attempted to download the report.

While this might appear to be disappointing, it’s pretty much in line with my expectations. I figured we’d have to mail each person at least 5 times prior to getting any results.

If I had the time to make follow up calls, which I do plan to do, I have no doubt that we could have achieved more by now. My excuse? B-A-B-Y! With that said, the total cost of the entire campaign will be more than covered by just ONE client.

New Systems for Handling Leads and Scoping Calls

With all the content, direct mail, and email outreach that I’m doing, I quickly realized that I needed a consistent way to handle the leads that call me, as well as a way to ensure that the first sales calls (called ‘Scoping Calls’) are all handled in exactly the same way.

System for Leads

All the activity that I’m doing is producing conversations and in the video below, I’m going to show you how I’m using something called a Note Template in Infusionsoft to save me time and ensure that I handle the follow up and other important activities in a consistent fashion – so nothing ever falls through the cracks.

System for Scoping Calls

With more leads coming in the door, I find myself needing to do more scoping calls and as a result, I’ve realized that it was time to build a system for these calls so that they were done in a consistent fashion from prospect to prospect. Check out the video below to see how I’m using Infusionsoft and Slideshare to do this.

Traffic & Leads

Since my decision just over a month ago to begin actively blogging on Groove, the results have come very quickly. Below is a summary of the activity over the last week. As you can see, traffic was up 31% from the previous week and new leads was up 46%. Suffice to say, it was a good week for these two metrics.

Results for week of April 28th

Results for week of April 28th

Additional Resources

Now What?

If you liked this post and want future updates on our progress with how to start a marketing agency, just click the image below. If you’d like to get even more help and surround yourself with other agency owners, be sure and check out the Bright Ideas Mastermind Elite, which is my mastermind group for entrepreneurs running marketing agencies.

Hey, thanks for the info. Now what?

If you need any help with content creation, we have tons of free resources to get you over the hump. Please subscribe to this blog to ensure that you never miss an article.

Have questions or comments? Please contact me.

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Thanks so much!

[xyz-ihs snippet=”BuildGroove”]

Jon Pietz

How to Help Your Client Develop a Deep Understanding of Their Ideal Customer Profile

jon-pietz-interview_0

I am a firm believer in the importance of very clearly defining your buyer persona so that you can target your audience effectively with your marketing efforts.

However, the work Jon Pietz does with his clients delves far deeper into this area. He charges handsomely to help his clients fully understand their ideal customers, and for good reason. As a result of our conversation, I’m fully convinced that this is something that – emphasize it as much as I have – I have taken too lightly.

If you’re in the process of developing a buyer persona, suspect you should be, or would like to offer this service to your clients, this is a must-listen.

Listen now and you’ll hear Jon and I talk about:

  • (03:20) Introduction
  • (06:10) What are the three types of research that you do for clients?
  • (09:00) Why doesn’t interviewing your own clients work as well as working with a consultant?
  • (10:30) How do you get an interview started on the right foot?
  • (12:50) How does this style of interview help your client?
  • (17:20) How do you present the results of your work to a client?
  • (19:50) Who hires you and what does this cost?
  • (21:20) How do you make the date actionable?

Resources Mentioned

More About This Episode

The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It’s designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today – all from the mouths of expert entrepreneurs who are already making it big.

Listen Now

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About Jon Pietz

JonPietzIn the creative departments of big advertising agencies, there’s a phrase for marketing that looks slick, but is based on flawed strategy. It’s called ‘polishing a turd’.

Jon Pietz, principal and creative director of Brand X Communications is here to make sure that doesn’t happen to you. Because SMB and B2B companies can’t afford to waste money on marketing that doesn’t attract their most profitable prospects.

After 20 years in the Advertising business, Jon formed Brand X to help B2B companies create memorable brands based on the needs and desires of their ideal customers. And he’s got a process designed specifically for his clients to unleash their brands and find their true believers.

To find out more about how to unleash your brand, visit brandxco.com.