Marketing Development Podcast

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! Most common reasons why projects go wrong:Scope CreepMisaligned ExpectationsMisaligned BudgetInaccurate or insufficient discoveryEven long term retainers have a life span The importance of thinking how to get our of something, before you get into it... The difference between quotes and estimates... For Projects:Have a specification linked to the estimate – reserve the right to change the quote if the specification changesBe clear where the intellectual property lies at different stages of the projectHave a termination process from BOTH sides in your Contract / Agreement:If the client terminates the projectIf you terminate the projectHave the payment schedule linked to stages YOU controlHave a documented process for packaging up files, sending them to the client and offboarding the client from your systems For Retainers:Have a termination process outlined in your Contract / AgreementInclude a notice period – and detail from both sidesDetail how and when final payments will be expected and what they will coverHave a documented process for completing work, sending data to the client and offboarding the client from your systems Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel!Key metrics to trackTargets to aim for & industry benchmarksExactly what formulas to use to calculate themExample metrics:Financials (Revenue, AGI, Gross Profit, Net Profit, Overhead Spending)Utilization RatesAverage Billable RatesLabor Efficiency Ratio Marcel's Bio: Marcel Petitpas is the CEO & Co-Founder of Parakeeto, a company dedicated to helping agencies measure and improve their profitability by streamlining their operations and reporting systems, a problem he discovered while running his own agency.He's also the head strategic coach at SaaS Academy by Dan Martell, the #1 coaching program for B2B SaaS businesses in the world.In his work as a speaker, podcast host, and consultant, specializing in Agency Profitability Optimization, he's helped hundreds of agencies around the world measure the right metrics and improve their operations and profitability.When he's not helping agencies make more money, he's probably watching “The Office” or “Parks and Rec” on a never-ending loop and eating breakfast foods for every meal of the day. Links: Twitter / X: @ParakeetoWebsite: www.parakeeto.com (

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! My 5 minute SEO Assessment of any client website! Disclaimer: this isn't a process for running a full SEO Audit on a website. Instead, this is the process I go through when a lead comes in to talk about SEO. Before any project has been confirmed, or any money has exchanged hands, this is the process I go through before the initial call to give me context. Website structureUser experienceCurrent RankingsCompetitor Websites & RankingsWebsite Speed / Core Webs VitalsThis leas on to two gated products... SEO Health CheckKeyword Research & Mapping... and from here I can present a retained proposal. Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! #1 – look inwards – "What do YOU want?"What type of lifestyle do you want?What interests you?How much money do you want to make?Do you want to be in a location?Do you want staff?How will it serve you? #2 – where can I make a difference?What is your skill set, and how can that commercial impact on businesses? #3 – do any of my points above line up?If no, what industries are cash rich?LegalJewelleryFinancial ServicesEvents(Industries that are used to spending money to make money) #4 – create my proposition (and my product / service)How can I help you, and why thats a benefit to youHow we work together over time (recurring and non-recurring options)Do this to MVP level #5 – networkContent creation, SEO, email funnels are all good, but they're not fastMeeting people face-to-face IS fastBe clear about what you do (and do NOT) do #6 - make salesSo far, everything is just theory – an idea doesn't work until someone buys it.With 5 customers I can start to make improvementsWith 10 customers I can start to make processesWith 20 customers I can start to delegate (if I want)Do something towards making a sale EVERY DAY. #7 - review, refine, rescope, repeatWhen it feels rightDoes it deliver?Does it work for me?Does it work for them?Is my price right?Can I be more efficient?How do I serve more people?When do I review again?

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! Why did I start this?Leaving previous employerNo LeadsContractual Obligations How do I do it?It's in my to do listI have some habits that happen regularlyI have one-offs that happen when they need toA lead is never ignored or left to stagnateSome days it takes 5 minutes, other days it takes all day (it might be the only thing I do that day) How do I manage it?Trailblazer FM – How to Manage LeadsI use ClickUp with a very similar approach to how Lee describes it. How you can begin...Make a list of all customers you haven't spoken to in the last 3 months – and get in touch with some of them.Review your Google My Business InformationReview your website and make sure people CAN convert and contact you easilyPut your existing customers on an email list and start emailing them marketing / web type adviceWrite all your corporate social media posts for the next 30 days... Download the list of 50 from my website! Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! Process:Pre-Discovery SessionLead comes inBrief 20min phone call to validate lead / project – outcome is to present Discovery Session as next best step1 Page Agreement / Checkout for Discovery Session Post Discovery Session: SEO Health AuditCurrent Rankings ReportsBacklink Toxicity ReportTop Level KW ResearchCore Web Vitals / Speed ReportSEO Proposal Prepared Document Templates:Proposal TemplateCover PageIntro Letter (personalised)Where do you currently Rank?How fast is your website?How healthy is your website?How many links does your website have?What should your website be ranking for?How to start ranking?What are the next steps?Investment (inc payment schedule)How do we get started? (Project Agreement)TermsAppendices (to full reports) Links:SEOHive Scout ReportsSEOHive SEO Sales Presentation Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! Process:Pre-Discovery SessionLead comes inBrief 20min phone call to validate lead / project – outcome is to present Discovery Session as next best step1 Page Agreement / Checkout for Discovery Session Post Discovery Session: Project Specification Document PreparedProject Proposal Prepared Proposal Delivery: Proposal Call Booked AHEAD of sending proposalOn the morning of the call, send the proposal through Adobe SignHave the call, answer all questions, and ask for a signed document Document Templates:Proposal TemplateCover PageIntro Letter (personalised)SnapshotBusiness Needs (aka Project Outcomes)Solution (overview – Spec document has full details)TimelineInvestment (inc payment schedule)Future considerationsHow do we get started? (Project Agreement)Terms Specification DocumentCover PageThe Brief (in detail)Business RequirementsProject OutcomesDesign SpecificationDevelopment SpecificationTechnical RequirementsMilestones Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel!The Importance of Internal FocusTreating Your Agency as Your Own Client: A Strategic Approach:Self-Assessment and Goal SettingImplementing Internal Marketing StrategiesThe Option of Outsourcing: When to Make Your Agency Someone Else's ClientBalancing Internal Focus and Client Responsibilities Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! As an agency, we need to take responsibility for the quality of leads we have coming through our doors.Having defined products and services is key to aligning yourself with the right clientsHaving a clear marketing process that guides clients is key to not wasting anyones time Defining your products and servicesWhat you doWho you do it for How does your marketing fitFunnel MentalityCan you filter out those that are not suitable automatically?Can you filter out those that are not suitable quickly?Find your lowest common denominator - start thereThe create the filters that move in from that pointTry not to leave clients hanging... have referral partners in place Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! There are multiple levels of service that an agency can work on...ClientsStaff and their dependantsThe ownerThe wider worldA business is only really a sustainable force when it can serve all four (OK, if you're content at being a solo-agency, then maybe not number 2). Why is service important? Differences for clients:Personalized ServiceProactive ServiceResponsive Service Differences for staff:A safe placeSecurity in knowing they are contributing to a bigger picture, that in turn contributes back to themConfidence in bringing life in to work and knowing that the balance is the last way round. Differences for the owner:FreedomSecurityWealth"Success" – whatever that looks like Differences to the wider world:A legacyCommunity impactA positive footprint Links: Roger Edwards Join the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel!The Importance of Local Clients:1. Understanding the Market:Local clients operate in a market you're inherently familiar with. As a part of the same community, you can understand their target audience better, as you share the same environment, culture, and trends.As a Digital Agency, you often need to target marketing campaigns to specific local audiences. Being in the same locality as a client can provide invaluable insights into the tastes, preferences, and behaviours of local customers. This can be crucial for crafting effective SEO strategies, creating locally relevant content, or running targeted ad campaigns.2. Face-to-Face Interactions:With local clients, you have the opportunity for face-to-face meetings, which can foster stronger relationships. These meetings can often lead to a deeper understanding of the client's needs, more effective communication, and ultimately, more successful projects.While its easy for digital agencies can work remotely with clients, face-to-face interactions can still be beneficial. Meeting in person can foster better understanding and collaboration, particularly during initial project scoping or strategy development phases where nuanced discussions can be more effectively held in person.3. Building Trust:It's often easier to build trust with local clients. Being part of the same community or area creates a sense of shared identity and mutual understanding, making it easier to establish credibility.Trust is crucial for any client-agency relationship, but it's especially important in the digital sphere where clients often need to entrust sensitive data and crucial aspects of their business to their agency. Being locally present can enhance a sense of trust and reliability.4. Local Networking:Working with local clients often leads to better networking opportunities within your community. Local clients are more likely to refer you to other local businesses, increasing your client base.Local networking is an excellent source of business for digital agencies. Attending local business events or joining local business associations can result in referrals and partnerships. A good reputation in local circles can significantly enhance an agency's client base. There does need to be a hint of caution with this, however. Some local networking events can become stagnant (essentially the same people meeting in the same room each meeting). Unless there is an active referral practice in place, be wary if networking groups don't contribute to your business within a few months – it might be time to move on.5. Community Impact:Working with local clients often means you're helping local businesses grow, which can have a positive impact on your community. This can enhance your agency's reputation and lead to more local work.Helping local businesses grow can elevate the reputation of a digital agency within a local area. Success stories can be more tangibly demonstrated and can serve as strong social proof for the effectiveness of an agency's digital strategies.This can either be through some form or partnership or shared community effort with some of your clients, or by tapping in to a local need and contributing individually.6. Faster Decision Making:In many cases, working with local clients can lead to quicker decision-making processes. Face-to-face meetings, shared working hours, and easier scheduling can speed up approvals and make project management more efficient. This is true for non-local clients too… sometimes a trip or a dedicated call can lead to faster decisions than

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel!Why Google Bard is better than ChatGPT for certain tasks:How ChatGPT and Bard are different:ChatGPTDatabase until Sept 2021Uses a volume of written text to understand and produce new output.BardTrained by a specific data set for conversationsMain goal is to provide simpler results than the SERPs and trigger conversationsWhich tool is better for which tasks?ChatGPT:Better at writing.Stores previous conversations.Can share responses with others.Offers various plug-ins and integrations with popular sites and appsBard:Better for research.Can research current information such as recent events.Read and summarize webpages. SEO Processes that Bard is best for:KW Research / Content IdeationContent AuditingTypes of contentContent Planning & StructureHeading compilationInternal LinkingExternal LinkingMeta information (Meta Titles & Descriptions)LinksGoogle BardSurferSEOJoin the Facebook Group

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel! Agencies as a Commodity vs Marketing PartnerThe perception of an agency as a commodity service can have several negative impacts on its growth. Here are the key issues: 1. Price Competition: When a service is viewed as a commodity, the price often becomes the primary differentiator. This can lead to a race to the bottom in terms of pricing, squeezing margins, and reducing profitability.2. Reduced Perceived Value: If an agency is perceived as a commodity, its unique selling points or unique aspects may be overlooked. The perception of value can decrease, causing clients to be less willing to engage or less loyal.3. Difficulty Differentiating: In a commodity market, it's challenging to set yourself apart from competitors. Angela's agency may struggle to differentiate its services, resulting in lost potential clients to competitors who appear to offer the same services at a lower cost.4. Limited Innovation: Commoditized markets often stifle innovation because of the relentless focus on cost-cutting. An agency might find it difficult to invest in new ideas, technologies, or processes that could actually improve service and client satisfaction in the long run.5. Customer Loyalty and Retention: With services seen as interchangeable, customers may be less loyal and more likely to switch providers for minor price differences. This could lead to higher client churn rates and increased costs in attracting new clients.6. Short-Term Relationships: If clients view the service as a commodity, they may not see the value in developing long-term partnerships. This can limit opportunities for repeat business and referrals, critical aspects of growth for many agencies. Viewing contracts as business partnerships rather than commodities can have several beneficial impacts on an agency. Here are some of the key benefits: 1. Long-Term Relationships: Viewing clients as partners foster long-term relationships, which can lead to repeated business, referrals, and ultimately more stable and predictable income streams.2. Improved Collaboration: When clients are viewed as partners, they're more likely to engage in collaborative and productive discussions that can lead to innovative solutions, better outcomes, and higher client satisfaction.3. Better Understanding of Client Needs: Treating clients as partners typically involves a deeper dive into their business, allowing the agency better to understand their needs, challenges, and goals. This understanding can help the agency to provide more personalized, effective services. 4. Increased Trust and Loyalty: Partnership implies a certain level of trust and shared commitment. This can increase client loyalty and reduce client turnover.5. Value-Add Services: With a better understanding of the client's business, the agency can more easily identify opportunities to add value beyond the specific terms of the contract, increasing the client's overall satisfaction and willingness to continue the relationship.6. Enhanced Reputation: An agency known for treating clients as partners is likely to have a strong reputation in the industry, attracting more potential clients.7. Reduced Price Sensitivity: Clients who feel they have a partnership with the agency are likely to see the value of the services provided beyond just the cost. This can reduce price sensitivity and increase the potential for higher profitability. 8. Shared

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel!Sales that drive growth aren't incidental – they come about through a persistent drive to build a business. (Get the 50 business development ideas you can use every day). Savvy business owners know that all business is an investment. Their profit is a direct multiplication of what they put in. So they ask the question "What's in it for me?" If you can answer that, you'll make sales. If you can't, you won't.To be clear, I'm not talking about giving away complete strategies or "free work" for clients, but I am talking about understanding the potential BEFORE you approach a client, and presenting the opportunity to them in such a way that they understand what could be in it for them from the outset.This is often far easier to do with existing clients to upsell them on to new products or services as you understand their business model already, there will be a learning curve for any new client, but even utilising tools like CHatGPT can help you run audits in seconds – and that's exactly what SEOHive's Scout Reports and Local SEO Audits are designed to do. Any client that isn't interested in the opportunity (or who is just going through the motions) probably isn't a great client in the long run – you may do a project, maybe 2, but they won't be a long-term client.So, what is the opportunity your clients are looking for?Search position?Sales?Enquiries?What's their average conversion rate? If you can ascertain that, then you can literally forecast from spend to return.Example:A client receives an average of 1000 website visits per day.They receive around 35 enquiries per day for their service.Of those enquiries, 60% become quotes, and they close about half of all quotes.So from the 1000 visits, they get 21 quotes and close 10-11 of them.It goes to stand then, that if they can increase their traffic of the same quality by 100% (so 2000 visits per day) that would lead to 42 quotes per day, and 21-22 confirmed orders.If they can 10x their traffic then that would be 210 quotes per day and 105 orders.So without improving anything but traffic, you can demonstrate a return.These are the numbers that help clients make investment decisions – are you selling through presenting the opportunity? If not, why not?Check out SEOHive's Scout Reports and Local SEO Audit if you'd like to present SEO opportunities to your clients with a view to increasing your MRR. Join the Facebook Group

Main talking points include: Prefer to watch this show? Subscribe to the YouTube Channel! Part 2 of a mini-series about User Generated Content – go back and check out episode 160 about what UGC is, how to create a UGC strategy and how agencies can help clients with UGC as a service. The benefits of these tools are where the efficiencies lie for agencies. It's the tools that make this process scalable so you can sell it to 100+ clients and know you'll get reliable results for all of them. NB: I'm not suggesting you use ALL these tools, but explore the options that will work for your agency and your process. AI tools are just like any other tool - don't pay for something if you're not going to meaningfully use it. Key AI tools to note (most of these are for brand monitoring, social media management and content curation):TINT is a social content aggregator that helps agencies collect, curate, and share UGC from across social media. TINT uses AI to automatically tag and categorize content, making it easy for agencies to find the right content for their campaigns. TINT also provides analytics on UGC performance, so agencies can track the impact of their campaigns. Nosto (formerly Stackla) is a user-generated content (UGC) management and marketing platform that uses AI to discover and curate online content. It can assist in selecting high-quality UGC, tracking how UGC influences conversions, and understanding which content resonates best with your audience. Social Native is a platform that helps agencies collect and showcase UGC on their website and social media channels. Social Native uses AI to automatically tag and categorize content, and it also provides analytics on UGC performance. Crowdfire is a social media management platform that helps agencies track and analyze their social media performance. Crowdfire also provides tools for scheduling posts, engaging with followers, and running contests. Crowdfire's AI-powered tools can help agencies find and curate UGC, and they can also help agencies track the performance of their UGC campaigns. Sprout Social is another social media management platform that helps agencies track and analyze their social media performance. Sprout Social also provides tools for scheduling posts, engaging with followers, and running contests. Sprout Social's AI-powered tools can help agencies find and curate UGC, and they can also help agencies track the performance of their UGC campaigns. Yotpo: Yotpo is an eCommerce marketing platform that allows you to collect, curate, and manage UGC such as reviews, photos, and Q&A. Its AI capabilities can help in identifying trends, and can also assist in displaying the right content to the right customers at the right time. Canva's Content Planner: Though primarily a design tool, Canva's Content Planner feature uses AI to suggest the best times to post on various social media platforms, helping to maximize...

Main talking points include:Prefer to watch this show? Subscribe to the YouTube Channel!What is User Generated Content (UGC)Simply put, UGC is any content that is published online that is generated by your audience. Some of this may be autonomous, but businesses can also have a UGC strategy to help stimulate this content production. It is good practice to showcase the best UGC your business can gather, which can have both an on-page and off-page influence on SEO.What are the different types of UGC?UGC can include (but is not limited to):Reviews and Testimonials: Users share their opinions, feedback, and experiences with a product, service, or brand. These can be in the form of written reviews, ratings, or video testimonials.Social Media Posts: Users create content on social media platforms, including text, images, videos, and hashtags related to a brand, event, or topic. This can include posts, stories, and comments.Blog Comments: Users engage with blog posts by leaving comments, sharing their thoughts, asking questions, or providing additional insights on the topic.User-Generated Videos: Users create and share videos related to a brand, product, or campaign. These can include unboxing videos, tutorials, reviews, or user-generated advertisements.Photos and Visual Content: Users share images, photographs, or visual content related to their experiences, products, or brand affiliations. This can be on social media platforms, image-sharing websites, or community forums.Forums and Discussion Boards: Users actively participate in online forums and discussion boards, sharing their knowledge, and insights, and answering questions related to specific topics or industries.Crowdsourced Content: Users contribute to collaborative projects or campaigns by submitting their own content. This can include artwork, photography, slogans, or ideas for contests or brand initiatives.Customer Stories and Case Studies: Users share their success stories, case studies, or testimonials highlighting how a product or service has benefited them.Q&A Platforms: Users provide answers, solutions, and insights on question-and-answer platforms like Quora or Reddit, addressing queries related to specific topics or industries.Podcasts and Video Interviews: Users participate in podcasts or video interviews, sharing their expertise, insights, or experiences on specific subjects or industries. What things would a good UGC strategy cover?Define Objectives: Start by identifying clear objectives for your UGC strategy. Determine what you aim to achieve with user-generated content, such as increasing brand awareness, boosting engagement, driving conversions, or gathering customer testimonials.Identify Target Audience: Understand your target audience and their preferences. Identify the demographic, interests, and platforms where your audience is most active to tailor your UGC strategy accordingly.Choose UGC Platforms: Determine the platforms where you want to encourage and showcase UGC. This could include social media platforms, review websites, dedicated community forums, or even your own website or app.Encourage UGC: Create opportunities and incentives for users to contribute UGC. This could involve running contests, giveaways, or challenges, soliciting feedback and reviews, or providing prompts or creative inspiration to encourage content creation.Provide Clear Guidelines: Establish clear...

Prefer to watch this show? Subscribe to the YouTube Channel! Setting the context – the agency where I found my feetWorking with Client ServicesWorking on BIG clientsOur agency was NOT a commodity The problem – we see it all the time through SEOHive. Clients identify with what they can see and understand easily – that's why content retainers sell so well. What doesn't sell so easily is the technical SEO and link outreach programs. That's because these items are far more unseen, so clients don't "get" them. Bridging the Knowledge Gap:Some of what we do is technical, and some (maybe most?) clients won't want to know or care how something works. BUT this devalues so much of whats involved in SEO.Unseen Actions can include:Keyword ResearchOn Page OptimisationsLink OutreachInternal Link BuildingHierarchy OptimisationSchema...How to communicate these things in a way that is easy for the client to understand.Including a learning curve in your marketingCommunicate regularly – especially wins where they are unseenDrive your wins into firm results for the clients (sales, enquiries, etc).Don't use too much jargonProvide Reports to clients ahead of meetings so they can raise questionsMeet regularly (monthly)Provide summaries of key dataSend snippets of wins through each week Join the Facebook Group

Main talking points include: Prefer to watch this show? Subscribe to the YouTube Channel! The challenge: We're all exceptionally busy – and if doesn't matter if we're an agency of 1 or 100, we all need to make sure that items of work aren't forgotten, deadlines are hit, our company is marketed, the booked an payroll are done, invoices are sent and that we have some time for ourselves and our family. The solution: Whilst it may sound exceptionally boring, establishing effective routines means you can become more efficient and think about the output rather than the process. This also seriously helps with delegating if some of these routines include catch-ups. Here's my predicament:I run 2 businesses – that's two lots of staff, two lots of project management, two lots of sales and support, and two lots of everything!That also means everything is held in two places – we have separate project management systems. Here are my techniques:Regular (weekly) catch-up meetings with core team membersWeekly planning of my week (generally on a Friday)Start up and shut down processesStartup: review the day, and what needs to be done firstShut down: check the day (what got done vs what didn't) and confirm the plan for tomorrowDo, Delegate, Delete

Main talking points include: Prefer to watch this show? Subscribe to the YouTube Channel! Understanding Customer Experience in a Digital Agency Context:Explanation of customer experience (CX) and why it's important in the digital agency business. This includes marketing to new clients, servicing clients professionally and retaining / maintaining a lasting relationship with them. The Five Strategies to Improve CX and Client Retention:Strategy 1: Improve CommunicationClear and regular communication is vital for any effective relationshipPractical tips to enhance communication with clients today Strategy 2: Deliver On PromisesAlways on promises and meet client expectations – this is not negotiableShare tips on how to ensure consistency in delivery Strategy 3: Don't confuse clients (aka Simplify Technical Jargon)Explain why simplifying technical jargon is essential for better CXOffer tips on how to simplify complex digital terms and concepts Strategy 4: Regular Client FeedbackDiscuss the importance of client feedbackPractical tips for setting up a feedback system Strategy 5: Stay in touch!Just because a client isn't on a retainer with doesn't mean they won't ever need your services again. Find ways to stay in touch with your past clients to remain top of mind and provide the easy opportunities to work together again.Share strategies for tailoring your approach to individual clients Previous EpisodesGenerating Leads with the 1/9 RuleWhat to do with a Lead once you have one Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include: Prefer to watch this show? Subscribe to the YouTube Channel! Why Local SEO:46% of all searches on Google include local intent24.4% of all clicks go to the first result of local business searches“Near me” mobile searches grew increased by 136% in 202256% of businesses haven't yet claimed their Google Business ProfileThe average timeframe to see ROI-positive results from Local SEO is 4.76 monthsSEOHive's New Local SEO ServicePhase 1: Local SEO AuditsPhase 2: Local SEO Optimisations (Month 1)Including a full Local SEO Optimisation ChecklistPhase 3: Ongoing Local SEO Delivery (Month 2 Onwards)GBP Content CreationCitation SubmissionsReview Monitoring

Main talking points include: Prefer to watch this show? Subscribe to the YouTube Channel! Part 1: Understanding Scope CreepDefinition of scope creepScope creep in digital agency work refers to the phenomenon where a project's scope of work expands beyond the originally agreed-upon goals, tasks, and deliverables, without a corresponding increase in budget, timeline, or other project parameters. Essentially, it occurs when additional work is added to a project without properly managing or communicating the change in scope to the client.Scope creep can happen in many different ways in digital agency work, such as when a client requests additional features or changes to the project scope, or when a project team adds extra work or features without consulting the client. The end result of scope creep is that the project becomes more complex and takes longer to complete than originally planned, often resulting in frustration for both the client and the agency.Common causes of scope creepClients moving the goal posts – "I forgot to mention" or "I thought that would be included!"Stakeholders – people not necessarily involved in the procurement process, but make decisions at project levelGold plating – providing additional work or deliverables that are beyond the scope of the original project agreement but NOT at the request of the client (aka – making life harder for yourself!)Examples of how scope creep can negatively impact a projectOverrunning the budget – or "losing your profit"Unsatisfied customers – every customer has the potential to be an advocate for you, don't lose itSub-optimal final product Part 2: Avoiding Scope CreepSetting clear goals and objectives with clients Building a strong scope of work and project plan Communicating effectively with clients throughout the project Proactively managing change requests Managing client expectations and educating them about the impact of scope creep Part 3: Dealing with Scope Creep When it Does OccurIdentify the CauseAssess the ImpactCommunicate with the ClientRevisit the Web Design BriefDocument ChangesReprioritise Requirements Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include: This is part 2 of a two-part show. Check out Part 1 of this podcast – Generating Leads through the 1/9 Rule In this episode, I share a comprehensive process that digital agency owners can follow when they receive a lead or enquiry. Tune in to learn how to convert more leads into clients by following these steps:Initial Lead Capture: Streamline your lead capture process with CRM systems or lead capture forms and consider automation to save time.Prompt Response and Communication: Respond quickly to leads and maintain consistency using email and phone call templates. Personalize your communication for better engagement.Qualifying the Lead: Assess if the lead is a good fit by determining their budget, timeline, and project scope through targeted questions.Setting Up an Initial Consultation: Schedule a meeting or call with a clear agenda and relevant information to establish rapport and trust.Proposal Development and Presentation: Create tailored, compelling proposals that showcase your agency's expertise and value proposition.Addressing Objections and Negotiation: Learn strategies to overcome common objections, negotiate effectively, and recognize when it's best to walk away from a prospect.Closing the Deal: Secure a signed agreement, set clear expectations, initiate the onboarding process, and focus on maintaining long-term client relationships. Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include: Reasons Digital Agencies complain about leads:They "don't have any"They "don't know where to find them"The "don't have the time" ... All excuses... What I've actually found is that all the digital agencies I've coached have easy access to leads, they just don't (really) know what to do when they've got one... so they pass on it or don't even class it as a "lead". The 1/9th RuleFirstly, you need to understand your customer. Is this:Industry SpecificBusiness Type SpecificLocation Specific Create of grid of 9 squares and fill it with how your service (or services) directly help that customer.Examples:Help them sell products reliably onlineHelp them rank in the search enginesTake the pain out of unreliable web hostingHelp them integrate their website, product management and CRM systems through seamless integrations... When you have your 9 blocks... ONE of them will become your marketing tool. This one needs to be:Something that is a specific need of your clientSomething the client COULD do on their own – it might be convoluted, but they CAN do it if they really want toSomething that will make a real-world difference to them todaySomething that you can create a marketing hook forA lead into the other products and services you offer Create a resource that helps the client with that ONE thing. This NEEDS to work and be accessible to themPDFVideoPodcast... You then go 110% into that ONE block:Create content about itEngage on Social Media about itSearch for people looking for help with XRun Ads about it (if you do this, people could even submit their details through the ad)Make it your topic of choice on guest podcastsSpeak from stages about itBecome the number 1 person known to help with it in that niche And et voila... you have leads. The REALLY daft thing about all of this – this is all advice you'd give to your clients, but Agencies are notorious at not taking advice for themselves. Part 2 – coming next week – what to do when you have a lead! Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

As with everything you need to apply the 80:20 rule – AI can get you 80% of the way there, but you still need to do the other 20% (thanks Bob Gentle for the inspiration here).InternallyMarketingSocial mediaMeeting summariesExternally / with clientsKeyword clusteringContent ideas & briefsContent StructuresSocial Media Ideas / PostsContent SummariesMeta DescriptionsMeta TitlesCustom imageryAI tools we're using:KeywordInsights.AISurferSEOChatGPT Hosted on Acast. See acast.com/privacy for more information.

There are many different models of pricing recurring (and non-recurring) services... ... but all of them rely on you building profit into your pricing structure. In this episode, we walk through how to rice a recurring service to make sure you're making money EVERY TIME (including a base price calculator for you to use) and discuss why profit is so vital to every business. The Base Price Calculator is available in a bundle with the Recurring Service Planner (see episode 150!) Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

When you sell anything, it's your responsibility to make sure it works! In this episode we break down a recurring service into its constituant parts, and then provide a Recurring Service Planner (which comes bundled with a base price calculator) for you to plan your own service! Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Knowing what your capacity is and deciding how to delegate to grow is key to any form of agency growth. (This is applicable to you, your business and your staff!) Main talking points include: The differences between business priorities and delegationHow to map out your likes and dislikes in your working life and making those decisionsHow a framework can help build your business life and that of your team membersA framework built on a quadrant chart (screenshot available in shownotes). Hosted on Acast. See acast.com/privacy for more information.

Main talking points include:In this episode, we cover:What is a Value Ladder?How to Create a Value LadderBenefits of a Value LadderCommon Mistakes to AvoidWhy a value ladder is good for a Digital Agency Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include:In this episode, we cover:Signs that a Client isn't a Good FitWhy it's Important to Say NoHow to Say "No" to a client (and some alternatives) Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include:When was the last time you took a step back, looked at the whole picture and asked "OK – is this as good as it can be?"In today's show, we uncover why sometimes asking the most obvious questions, can be the key to delivering in your business and for your clients. Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main Talk Points Include: There's an inherent cost to ranking in the search engines... You either pay a direct advertising cost through Ad Spend, or you pay through the time and effort to rank organically. By employing an SEO professional you also incur the cost to rank organically, just faster than you would on your own. Understanding how Google makes money can really help you to fast-track your organic SEO objectives... Google makes money by running ads. It can charge a premium for those ads by ensuring the 10 organic results displayed on page 1 are the best, most relevant pages on the internet that will help the user – otherwise, why would anyone bother to pay to be above them? Understanding the terms and, crucially, the intent behind the terms, that people are paying for means that you can be way more focussed on your keyword research and content creation process. "But Google doesn't use keywords anymore?" I hear you cry. Well, not exactly. Google has moved to show results far more based on users' intent than purely on a keyword basis, but you can't get away from the fact that it all starts with what a user types (or says) into the search bar. Types of user intent: Commercial intentThis intent signifies a drive by the user to act. Searchers are most likely to commit to purchasing or enquiring as a result of these types of searchesInformational intentThe user is willing to find out more about the subject matter. It's probably not a good idea to try selling anything to them outright, but these could be good for developing “gated” content and capturing email addressesTransactional intentTransactional intent lies somewhere between commercial and informational intent. Essentially, these queries can represent both the purpose to buy or read more about the subjectNavigational intentThese people are just trying to get around the internet with the least path of resistance. They know where they want to be and just don't want to type it into a search barYou can get all of this information through keyword research tools, along with the values people are paying to appear on page 1. So what do you do with this information when you have it? You can make decisions on which keywords to attempt to rank for and which not to bother with. You can create versions of content for different types of intent, especially once you understand your client's sales funnelYou can laser focus on what will move the bottom line for your client the fastest and show an ROI – from an agency perspective we also have to win clients, demonstrate results and value and win the trust of our clients too... an added pressure that making good decisions quickly can help you with. Hosted on Acast. See acast.com/privacy for more information.

Main talking points include: Where to start for a client that has NO SEO budget. Here's the formula:1/ Write about your main product or service in full from start to finish.Make sure you have sub-sections to your content (ideally 6-8 sections)Don't go into granular depth in any of your sub-sectionMake sure this has the main title in the URL, meta title and descriptionIdeally 2000-3000 words2/ For each of your sub-sections, write another blog post – this time going into FULL detail about each section, and writing it in the words you would explain it to a customer.At least 1000 words, but these can be as long as you like.Include internal links (at least two, no more than four) back to the main service page you wrote in point 1 on the keyword you optimised for in point 1.Go and update that service page with links back to your topic posts, again linking on keywords3/ Make sure every page has a mechanism for people to enquire, get in touch, sign up or buy4/ Share each post/page on social media – you can share more than once on some social platforms too!5/ Repeat steps 1 and 2 for each service you run – starting with the most profitable, then working your way down. Book – They Ask You Answer – Marcus Sheridan Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include: Many of us become slaves to our inboxes – when a client emails we down tools on what we're doing and jump right onto their requests. As the day goes by the inbox seems to get worse, and the end never seems to be in sight.But what if there was another way?In this episode, I speak with James Murgatroyd, an agency owner who has mastered the process to manage his inbox, so that it doesn't manage him.We outline James' email system, and talk about Agency Productivity in general – so once you have all that time back you are super efficient with it. Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include:In this episode, Jeff Patch and I set the mics rolling following one of our weekly SEOHive meetings.We reminisce a little about how we got started, unpack where we are now, and chat about why we get so much out of running SEOHive. Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include:In this epsiode I walk you through the method we use to calculate the base price for the services in our agency.We follow the process ofItemising CostsBuilding In ProfitAllowing for TaxesAs mentioned in the episode – I have a template for a service planner and cost calculator for you – you can get them here! Join our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include:Lee is the founder of Agency Transformation Live – an in person summit for Digital Agency Owners to come together, build relationships and build lasting change into their businesses.Launching in 2019 with a phenomenal inaugural event, Lee had to transform the event through 2020 as a result of the COVID pandemic. In this epsiode we discuss the journey of Agency Transformation Live, and Lee reveals whats in store for the 2022 event that is taking place in November. About LeeLee teaches thousands of agency owners across the world how to build a business and lifestyle that they love.The host of Trailblazer FM, Cloudways Maverick on YouTube and Co-Founder of Event Engine™.Focused on teaching agency owners the principles of transformation he hosts the yearly Agency Transformation Live conference.Website: https://agencytransformation.live/Twitter: @trailblazerfmJoin our Facebook Group! Hosted on Acast. See acast.com/privacy for more information.

Main talking points include:Abby is the Founder of The Content Lab – a remote content department for digital agencies. In this episode we discuss:Why Content IS important for the web design / development process and why you should be bothered aboutWhat you need to consider when you are responsible for the website contentHow to bill copywriting as part of your web design processHow to include copywriting as part of your recurring revenueHow you can retrofit a copywriting exercise to a completed web build ResourcesBlog: How Much Does A Copywriter Cost? – Abby's blog on The Admin Bar's WebsiteBook recommendation: Content Strategy for the Web by Kristina HalvorsonContent Goodies – white-label copywriting guides ShoutoutsKyle Van Deusen / The Admin Bar (on FB)Lee Jackson's Trailblazer FM About AbbyFounder of The Content Lab, Abby has completed copywriting for over 300 websites personally, and leads a 6-woman team of amazing copywriters and content experts. Originally from Cambridge in the UK, she now lives in Waterford, Ireland with her partner Nick and their Border Collie Bosco.Website: https://www.thecontentlab.ie/Join our Facebook Group! Our GDPR privacy policy was updated on August 8, 2022. Visit acast.com/privacy for more information.

Main talking points include:Andy is the Author of Own Your Career, Own Your Life. In this episode we unpack the topics of personal and career development and Andy explains his experience of it, including his battle with cancer, and how he has honed his personal development practices and skills. This has now formed the basis of not just his book, but the mantra by which he lives his life and builds his business. About AndyAndy Storch is an author, speaker, consultant, coach, and connector as well as the host of two podcasts including The Talent Development Hot Seat and Own Your Career Own Your Life Show.Andy is also the founder and host of the Talent Development Think Tank conference and community.Andy is passionate about helping people fulfill their true potential and his book, Own Your Career Own Your Life, is designed to help people stop drifting and take control of their futures.Most importantly, Andy is a husband, father and friend who is on a mission to get the absolute most out of life and inspire others to do the same.LinkedIn: https://www.linkedin.com/in/andystorch/Instagram: @andy_storchTwitter: @andystorch Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:Alex runs his agency, The Lead Engine, by selling a process. This starts with a website, but moves on to a marketing process that he and his team have honed over years of practice for the Financial Services Sector in the UK.Alex explains the key markers he has found are lynchpins to the marketing process for Financial Service Advisors, and explains how his process revolves around this. Alex also explains how his sales process works without actually mentioning the digital services involved. About AlexAlex is the founder and MD of The Lead Engine, a marketing agency for Financial Service Businesses in the UK.Website: https://theleadengine.co.uk Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:"The truth is everyone has a personal brand" – Bob is THE go to coach for leaders who wish to develop the personal brand AND their business. Bob has coined the phrase "LeaderBrand" to encapsulate this.The dilema is this... we all have access to the same information, so why don't we all see the same results? Based on the most successful business people he knows, Bob has devised a structure that he calls "The Seven Blades of Good Fortune" that all revolve around your "Why". The blades are:Dreams and VisionDiscipline and ProductivityNetwork and CommunityCreativity and ImaginationMindset and PositivityConfidence and SwaggerKnowledge and UnderstandingAbout BobBob works with leaders at every stage of business to help them step out in front of their marketing. He does this through his podcast, youtube channel, coaching, masterminds & consulting. His mission?.. Helping business leaders around the world discover, set and achieve their goals online - then build a business they love.Website: https://amplifyme.agency/Instagram: @bobgentleTwitter: @bobgentleJoin our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:In this epsiode I walk you through the process we have honed of writing Standard Operating Procedures (SOPs) – an SOP for SOPs!All of our processes follow the structure of:Define PrerequisitesDefine OutcomeDocument ProcessDefine CompletionResources RequiredGlossary of TermsWhere to get help... and I will guide you through each one of these!As mentioned in the episode – I have presented this process before... If you'd like a copy of the Slide Deck, you can get it here! Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:In this episode, Joseph and I talk about hope having a define will and being open to many different paths (or ways) is key to developing yourself and your business. About JosephJoseph Bojang is on a new mission to help the world through the concept of Hope Theory. He's the owner of Web Champs, a digital advertising company dedicated to helping clients grow online. He's a sought-after advertising expert and routinely handles 6 and 7-figure budgets for clients, and is also known for his endeavours into cryptocurrencies and blockchain.Website: https://www.josephbojang.com/ Instagram: @josephbojangTikTok: @joseph.bojang Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:In this episode Brandon Birkmeyer and I unpack exactly what a brand is, and how it is vital for Agencies to develop their own brand. We cover the advantages of brand development and the tactical outworks of this in real life!Topics include: What is a brandHow the process of content creation helps develop your brandUsing your clients to drive the process of defining and shaping your brandHow brands set expectations through meaningful experiencesHow to put a brand into action About BrandonBrandon Birkmeyer is a seasoned brand strategist, business coach, keynote speaker, and podcaster. For over 17 years, Brandon advised and directed brand strategy for top FORTUNE 100 companies including Apple, Coca-Cola, Walmart, and Wells Fargo. He is the founder of the Podcast Branding Academy, an online school for podcasters. He also produces and hosts a top marketing podcast called Brands On Brands, which has ranked #1 in personal branding and content marketing on Apple Podcasts. Website: https://www.brandsonbrands.comTwitter: @bbirkmeyer Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

With my coaching clients I've been working a LOT on creating space in their businesses before taking on anything new in terms of business development or transformation...In this episode I explain why that's a good idea, and how you can do that in your business by:Reviewing your products and servicesReviewing your pricingReviewing your client baseWe're all stretched for time, right? So by reviewing these 3 easy areas of your business, you can go from being reactive to proactive and taking back control of your own destiny... Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:Why have a distribution protocol is a good idea:Just generating content and hoping for the best isn't a great strategyHelps fill the gap between content publication and indexing in the SERPsIt is easier to plan in advance if you do it when you're creating the contentWhat is a content distribution protocol?A regular method or schedule of activity to boost initial traffic to a new piece of contentWhat are the benefits of a content distribution protocolIt drives traffic quicklyIt is easy to set up and automateIt means there is some traffic data already associated with the content when Google indexes itWhat might a content distribution protocol look like? The major rule of engagement:Never Share the Same Message Twice!Some content post ideas...Straight and Easy: Post Title + LinkThe Question: Ask an engaging question to stir conversationCite a Fact: Share a fact or figure that is included in your postShare a Quote: Grab a pull-quote from your article and turn it into a social messageAdd Intrigue: Write a teaser message that grabs the attention of your readers See acast.com/privacy for privacy and opt-out information.

Main talking points include:From a background of being an in house and agency designer, Doug has run his own business in a variety of guises. The transition – giving prospective clients a choice:A project-based model that costs a little more, and at the end of it we pass over the project and it becomes your responsibility.A recurring model based on a payment plan, that includes the payment plan and all care plan and hosting services, that doesn't cost as much over the period of time. A bit about Doug"After getting my BFA degree (majoring in Visual Communications) in 2000, I became a pro Web Designer…. and its been a wild ride ever since! Along the way I've been an employee for other agencies, I've been a contractor (like an employee without benefits!), and I've ran my own show. I've learned a lot along the last 21 yrs, seen the industry change and grow a lot, and I'd like to think I've gained just a wee bit of wisdom. I'm happy to share some things I've learned along the way

Main talking points include:The power of laughter - how it energizes you as personWhat laughter yoga is and why you should consider it for yourselfPete's story and background in business (it's no joke!) A bit about PeteOne afternoon, at a summer festival with his family, Pete heard the joyous sound of laughter ringing out from the arboretum. Assuming they were missing the funniest comedian in the world, Pete instead stumbled on his first Laughter Yoga event. And it was at this point that Pete Cann ‘Business Man' became the man we have today, Pete Cann ‘The Laughter Man'.From that first session, surrounded by people laughing unconditionally and without boundaries, Pete realised the joy that laughter could bring to a group of people. Returning from the festival, Pete began to investigate Laughter Yoga. The more he discovered, the more the idea of laughter as a health and wellness activity resonated with him.Pretty soon Pete was attending as many Laughter Yoga sessions as he could find. The problem was, there were not too many of them. So Pete Cann ‘Laughter Man' was born and he made it his mission to bring the benefits of laughter to as many people as he could.In the same way he built his first business, Pete has used all of his innovative thinking to make himself a name in the Laughter Yoga world. Via the new phenomena of video calls, Pete Cann the Laughter Man has performed Laughter Yoga to rooms of people around the world. As his name gets bigger so do the rooms and so do the numbers of people attending.Pete has made it his mission in life to bring the health, happiness and wealth benefits of laughter to the whole wide world. Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:ReflectionsThere's always a wayThe first solution isn't always the best solution (although it sometimes is!)Being flexible enough to accommodate some quirks to your processBeing strong enough to know if you're the person / company for the jobBeing known for solving problems Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:Priorities for keywordsWhat makes you the most money? What is under-performing that needs to?What has quality issues?What will help improve the direct bottom line?Run keyword research thematically or by department if necessary. Strategy OutputThe output of your keyword research is threefold: Keyword research document (Google Sheets Template)Keywords Mapped to Existing Content (Google Sheets Template)Keywords NOT mapped to content Access the Keyword Research & Mapping Template Sources for KeywordsSeed ideasWikipedia Table of ContentsGoogle’s “Searches related to”Reddit and ForumsGoogle SuggestYouTube SuggestExploding Topics (see Twitter)Competitors (SEMRush / Ahrefs / Keyword Planner) Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:COVID lockdown in the UKShoulderDelivery of Demystifying SEO Advanced ModulesSEOHive Updates and 1st Birthday!General WorkMental Health Personal Ethos – if something's worth doing, its worth doing well... Something HAD to give, and it didn't feel right to show up on a podcast every week assuming everything was "tickety-boo" when it wasn't. I took time to:Look after myselfDeliver the Content I needed toImprove the Systems and Processes at SEOHiveKeep work flowing through my agency In many respects it felt weird NOT delivering the podcast... It's 3 years old now, and to not deliver weekly content was strange... But, we're back, and in a better place than we were before. Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.

Main talking points include:Google Ads is one of the main streams of income for Google – and because of that it has a wealth of data within it that is super valuable for researching SEO even if you're not actually EVER going to run the ads themselves! Here's my 12 top tips on how to use Google Ads and it's data to boost SEO traffic... Tools in Google AdsIncluding Cost Per Click (CPC) data in your keyword researchFinding related and / or long-tail keywordsTraffic Estimator to assess competition levels – This lets you see estimated click, impression, and cost metrics for a given keyword. Your own Google Ads data is more accurate than any of Google’s tools, and in many ways this is similar to looking at volume and competition in the keyword tool, but these estimates can give you an idea of competition (higher costs are partly driven by advertisers competition) and relative volume.Placement Tool – a unique source for link propsecting – driven by adsenseOpportunities Tab – a good source for finding breadth in your strategyContextual Targeting Tool – The contextual targeting tool is also designed for the display network, but gives you ideas for groups of keywords to create for display campaigns. Since the tool is designed for the display network you want to proceed cautiously in analyzing the suggestions, but you can often come up with some good ideas for themes – either buckets of keywords to target on a single page or a collection of content to create. Practices – if you actually run some ads!Segments for search match types and device typesAd Copy – to test meta titels and descriptionsCTR on AdsCTR on keywordsRetargeting to organic prospectsSearch Query Data Join our Facebook Group! See acast.com/privacy for privacy and opt-out information.