ADP Digital Presentation v3
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Transcript of ADP Digital Presentation v3
How to Run a Growing and Profitable Digital Services Business
The best practices (and worst mistakes) that can make or break your Digital Services Venture
SMB Media Spending Decline
Directory Publishing Market Size
• U.S Directory Publishing Market: $9 bn*• 2011-2016 Annual Growth: -6.5%• YP and Dex largest players
*Excludes digital directories
Source: IBIS World, Database & Director Publishing in the U.S., 2016
Digital Services Market Size
• U.S “Digital Marketing Services:” $24 bn*• 2010-2015 Annual Growth: 4.9%• Market Fragmented
*Excludes Reputation Management & others
Source: IBIS World, Web Design Services in the U.S., 2015
Digital: Gold Mine or Dust Bowl?
Good, Bad & Ugly…
YP Directories: The largest digital services supply segment in the U.S. with millions of high-value web presence subscribers…
Good, Bad & Ugly…
The model is all “DIFM.” Senior execs in three cases admit it’s hugely inefficient and loses money.
Good, Bad & Ugly…
Sales tactics by some players eroding advertiser trust…
Fact 1: SMBs Have Trust Issues• Why is my cableco/radio station selling
me a website?• Cold-callers have no idea what I do.• I know more than they do.• I can’t take phone calls during the day!• Why can’t they email me?• I’ve been burned before…
Fact 2: Most SMBs Have a Website
SMB Needs (Ranked)1. To be understood and helped.2. To get found.3. To have a good-looking
website.4. To be connected to social
media.5. Site compatibility with all
platforms.
Fact 3: SMBs Want it Done for Them
The Reality of DIY1. It has a 1-2% adoption rate2. Even knowledgeable SMBs are too
busy3. The results are poor
Fact 4: SMBs Need Help
• 91% no Facebook widget• 60% not mobile responsive• 93% no email contact• 26% ZERO Google rank• 49% no Phone #
Tip 1: Build Trust & Acceptance
1. Align product modules to prospect’s knowledge
2. Deliver attribution* (*proof that it works)3. Have dedicated account managers4. Employ friendly pricing terms
Tip 2: Customers Don’t Want Tools
1. Most businesses just want it done
2. Risk: service labor doesn’t scale
3. Mitigation 1: Outsource the service
4. Mitigation 2: Automate the delivery
Tip 3: Automate Everything You Can
1. CRM/Sales2. Data & Analytics3. APIs (you to your SaaS
vendors)4. Automated
provisioning/delivery
Case 1: Texas Pages
1. 8% (and growing) Digital adoption rate 2. SEO-intensive sites = High Attribution3. Customer Consultative Selling = Trust4. Outsources fulfilment to Design Wizards
Case 2: Tarheel Media
1. Digital growth strategy2. Fully integrated plan3. Automated DIFM = Profitable Model
9 Rules for Digital Success1. Hire reps with digital experience 2. Use cadence to maintain program focus3. Drive Digital Goals from the top4. Commit to goals in budget and quota objectives5. Include digital into sales comp plans6. Include digital in monthly/quarterly sales motivation7. Respect sales feedback – but don’t waver in
commitment8. Avoid $ cannibalization: separate your reps OR the
offer 9. Know your core strengths (and outsource the rest)
Conclusions: Gold or Dirt?
Directory Publishers• Naturally trusted by SMBs• Blessed with customer knowledge• Have Sales and Fulfilment capabilities
Thank You!Paul D. [email protected]
E-Book ResourceOnline Presence - What SMBs Want:How to successfully provide digital marketing services to your SMB customers.
Resources• InfoGraphic re Broken Websites:
http://www.inc.com/laura-montini/infographic/the-big-things-that-small-businesses-get-wrong-on-their-websites.html
• Borrell Survey of SMB Comments: www.borrellassociates.com/surveys