Gifted Education Program Fort Couch Middle School 2014-2015 Connie Gibson & Tim Wagner.
Retaining Authority The Consultant Effect Tim Wagner Vice President [email protected]...
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Transcript of Retaining Authority The Consultant Effect Tim Wagner Vice President [email protected]...
![Page 2: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/2.jpg)
Raise your hands into the air and flail them about
as if there were no repercussions.
![Page 3: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/3.jpg)
Big brands don’t haveanything you don’t have …
except more money.But, you have access to the same social media platforms, the
same Internet, similar tools, andthe same advertising opportunities.
And, you can emulate their strategieson a smaller scale.
@prranch
![Page 4: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/4.jpg)
@prranch
![Page 5: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/5.jpg)
How Should I Think About Marketing?
Marketing is about growth & domination
Increasing your market share
If I spend $100 and get $200, can I spend $200 and get $400?
At some point you will spend $1,000 and get $2,500
@prranch
![Page 6: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/6.jpg)
What Should I Spend?
8-10% of total revenue (depending upon competition)
HA! You didn’t expect a real answer did you?
Funny how 10% works – tithe, savings, etc.
Could be as high as 25% for a startup
@prranch
![Page 7: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/7.jpg)
What’s the right “marketing mix”?
Marketing = selling
Marketing properties are under your control:• Website
• Social mediums (sort of)• Email lists
Advertising is paying for attention• Not preaching to the choir, new customers
Public relations is getting “free” attention• Press outreach• Guest blogging
• Social mediums (sort of)
@prranch
![Page 8: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/8.jpg)
Traditional Advertising
Audience and opportunities are diminishing
Price is still comparatively high for TV and print
@prranch
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![Page 10: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/10.jpg)
@prranch
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Online Advertising
Text ads in search - PPC
Display advertising on other sites
Targeted
Cost is low per impression
Conversion (click) rate is low
Watch your cost per conversion
@prranch
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![Page 13: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/13.jpg)
@prranch
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Display Costs
$300 might buy you 100,000 impressions
From which you can expect about 100 clicks
If you convert 10 of those clicks into customers you’ve
acquired those customers at $30 each
What’s the average revenue value of a customer to you?
@prranch
![Page 15: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/15.jpg)
Owned Properties
Websites & blogs
Email lists
Social profiles
Control the message
Social marketing mix
@prranch
![Page 16: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/16.jpg)
Why do people follow brands?
![Page 17: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/17.jpg)
Owned Properties
Social marketing mix
Promotional Messages
Establishing Authority & Expertise
Curating Third-Party Valuable Content
Interacting With Fans & Followers
SMM is for – top of funnel, branding, some conversion
@prranch
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Public Relations
News – angles, local
Networking – real life!
Social networking
Offsite SEO – link outreach
Guest posting
Broken link building
Ask
@prranch
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Try Everything
Experiment
Learn from failure
Double down on success
@prranch
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I love it when you call me
“Big Data”
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Increase Marketingin Lean Times
Do you believe in your product?
You don’t shrink to grow
Advertising brings revenue
@prranch
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Marketing is Forever
There is no “set it and forget it”
There are no reliable shortcuts
You don’t do any kind of marketing once – SEO included
Your goal is to increase your marketing spend constantly
Efficiency, not cheapness
@prranch
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If You Ever Hire an Agency
Ask only one question:
“I have this much budget - $XX. What is the most
you can do with that money?”
@prranch
![Page 25: Retaining Authority The Consultant Effect Tim Wagner Vice President tim.wagner@wrightimc.com @prranch.](https://reader035.fdocuments.us/reader035/viewer/2022062517/56649ecf5503460f94bdd3eb/html5/thumbnails/25.jpg)
[email protected] @prranch