Online marketing is growing and more businesses are turning to digital agencies to help them build, run and manage their online marketing campaigns. When the opportunity comes knocking on your door, are you going to be prepared to offer these services? Read this presentation to learn about 5 new services every agency can start offering tomorrow.

1. Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow

2. Speakers
Rob Eleveld, CEO, Optify
Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep
experience in B2B sales and marketing.
Rob is passionate about growing business through partner channels at
Optify and excited about the opportunity that inbound marketing affords
to forward-thinking digital marketing agencies.
Follow Rob on Twitter - @RobertEleveld
Scott Fasser, Director of Digital Marketing Solutions
Scott Fasser, Director of Digital Marketing Solutions for Optify has
worked in technology product management and internet marketing for
17+ years including games, music, e-commerce, CRM, b2b and SaaS
software.
Scott loves to learn, teach and talk digital marketing.
Follow Scott on Twitter - @ScottFasser
Page
2
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

3. Agenda
• Growth
in
the
long
tail
• The
digital
marke>ng
opportunity
• Five
new
services
every
agency
can
offer
tomorrow
§ SEO
§ Social
Media
§ Email
§ Lead
Management
§ Website
performance
• Q&A
Page
3
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

4. Poll
Ques>on
#1
• How
“old”
is
your
agency?
§ >
1
year
§ 1-­‐3
year(s)
§ 3-­‐5
years
§ <
5
years
<1
year
11%
1-­‐3
year(s)
20%
3-­‐5
years
15%
>5
years
54%
0%
10%
20%
30%
40%
50%
60%
Page
4
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

5. Digital
Marke>ng
Agencies
–
growth
in
the
long
tail
North
America
Iden>fiable
Agencies
121,000*
long
tail
agencies
Established
Business
54,000
Largest
Agencies
in
US
900
Cons.
Agencies
25
*Op>fy
data
Roughly
the
same
number
again
in
Europe
Page
5
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

6. Long
Tail
Agency
Profile
• “Established”
Long
Tail
Agency
§ 3-­‐20
employees
–
making
payroll
each
month
§ 5-­‐100
clients
–
repeat
clients
and
at
least
some
on
retainer
• Every
agency
we
speak
with
is
either:
§ Already
an
“established
business”
trying
to
grow
§ OR
is
trying
to
get
to
be
a
more
consistent
business
(ie
“I
can
quit
my
day
job”)
• Agencies
originate
from
folks
with
1
of
3
backgrounds
§ Each
has
strong
suits
and
areas
of
need
to
grow
in
Digital
Marke6ng
Page
6
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

7. Backgrounds
and
Opportuni>es
Background:
CreaBve
Background:
Web
Dev
Background:
Digital
MKTG
§ Strength:
Web
&
other
§ Strength:
Site
launches,
§ Strength:
Digital
branding
designs
custom
apps
campaigns
§ Opportunity:
Data-­‐ § Opportunity:
Retainer-­‐ § Opportunity:
More
driven
services,
esp.
based
services,
esp.
services
which
can
be
around
website
content
management
&
executed
by
less
performance
&
lead
gen
experience
folks
itera>ons
Page
7
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

8. Two
immediate
opportuni>es
to
grow
your
agency
1.
Make
exis>ng
offerings
more
REPEATABLE
Page
8
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

9. Two
immediate
opportuni>es
to
grow
your
agency
2.
Expand
the
pornolio
of
Digital
Marke>ng
Services
Page
9
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

10. Poll
Ques>on
#2
• Are
you
planning
on
adding
services
to
your
agency
in
the
next
12
months?
§ Yes
§ No
§ Not
sure
Yes
84%
No
3%
Not
sure
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Page
10
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

11. 5
New
Services
Every
Agency
Can
Offer
Tomorrow
Page
11
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

12. SEO
–
Why
It’s
Important
FOR
CLIENTS
FOR
AGENCIES
• Highest
quality
traffic
that
is
• Clients
know
they
need
SEO,
not
direct
but
aren’t
sure
what
to
do
• Free
of
media
cost
>
cost
• Easy
to
start
as
a
single
effec>ve
traffic
project
(tech
audit)
or
as
a
• Gets
in
front
of
prospects
three
month
project
with
earlier
in
the
buy
cycle
mul>ple
deliverables
• Helps
to
focus
and
drive
the
• Moves
you
into
a
strategic
content
crea>on
process
role
with
client
on
messaging
and
marke>ng
• Puts
you
in
a
posi>on
to
help
drive
content
crea>on
Page
12
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

13. SEO
–
Tac>cal
Services
One
Off
Projects
• SEO
Tech
Audit
• Compe>>ve
Analysis/Review
Quarterly
Recurring
Projects
• Keyword
Analysis
and
Recommenda>ons
• Link
Analysis
and
Recommenda>ons
• Page
Op>miza>on
Monthly
or
On-­‐Going
AcBviBes
• Content
Crea>on
for
Blog,
Whitepapers,
Case
Studies,
etc.
• Content
Syndica>on
>
news
media,
guest
blog
pos>ng,
etc.
• Link
Building
Research
and
Acquisi>on
• Repor>ng
and
Analysis
Page
13
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

14. SEO
Services:
Start
Here!
1. Load
your
clients
into
Op>fy
and
add
up
to
10
focus
keywords
for
each
client
2. Add
2-­‐4
compe>tors
to
that
client
3. Let
Op>fy
check
rankings
for
this
client
§ where
are
the
problem
areas?
Where
are
compe>tors
ranking
higher
than
them?
4. Learn
more
about
SEO
Resources
• How
to
start
offering
SEO
services
tomorrow
hvp://www.op>fy.net/inbound-­‐marke>ng/how-­‐to-­‐start-­‐offering-­‐seo-­‐services-­‐
tomorrow
• SEOmoz
SEO
begginers
guide
www.seomoz.org/beginners-­‐guide-­‐to-­‐seo
• Google’s
SEO
Starter
Guide
googlewebmastercentral.blogspot.ch/2010/09/seo-­‐starter-­‐guide-­‐updated.html
• www.op>fy.net/search-­‐marke>ng/bever-­‐seo-­‐through-­‐integrated-­‐content-­‐marke>ng
• help.op>fy.net
• Technical
SEO
template
hvp://www.op>fy.net/forms/template-­‐execu>ng-­‐and-­‐delivering-­‐a-­‐technical-­‐seo-­‐audit
• SEO
Project
Management
template
hvp://www.op>fy.net/forms/seo-­‐project-­‐management-­‐template-­‐for-­‐digital-­‐marke>ng-­‐
agencies
Page
14
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

15. Social
Media
–
Why
It’s
Important
FOR
CLIENTS
FOR
AGENCIES
• Many
of
your
clients
and
• Social
media
can
be
>me
prospects
are
on
social
intensive
>
reviews,
posts,
• Social
is
a
rela>vely
easy
interac>ons,
etc.
way
to
publish
content,
• “Doing
Social
Right”
takes
updates,
contests,
etc.
knowledge
and
skill
• You
can
communicate
• Social
is
a
great
reten>on
directly
to
fans
of
your
based
service
that
is
business
measurable
• Your
fans
can
become
advocates
of
your
business
Page
15
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

16. Social
Media
–
Tac>cal
Services
One
Off
Projects
• Social
Profile
Audit
• Social
Media
Strategy
• Compe>>ve
Analysis/Review
Quarterly
Recurring
Projects
• Contest
or
Promo>on
• Social
Influencer
Research
and
Targe>ng
Monthly
or
On-­‐Going
AcBviBes
• Content
Crea>on
>
posts,
photos,
recipes,
events,
etc.
• Content
Syndica>on
>
news
media,
guest
blog
pos>ng,
etc.
• Follower/Network
Growth
• Repor>ng
and
Analysis
Page
16
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

17. Social
Media
Services:
Start
Here!
1. Find
your
clients
profiles
on
Facebook,
Twiver,
LinkedIn
and
Google+
§ Are
they
ac>ve?
Do
they
have
followers/fans/circles?
§ What
is
the
content
they
post?
Is
it
conversa>onal
or
all
marke>ng
speak?
2. What
about
their
compe>tors
or
other
people
who
fill
that
need?
3. Use
the
Social
Media
report
template
with
a
client.
Start
by
filling
out
the
baseline
stats.
hvp://www.op>fy.net/wp-­‐content/uploads/2013/03/Op>fy-­‐Social_Media_Report_Template.xlsx
Resources
• How
to
start
offering
social
media
services
tomorrow
hvp://www.op>fy.net/social-­‐marke>ng-­‐op>fy/how-­‐to-­‐start-­‐offering-­‐social-­‐
media-­‐services-­‐tomorrow
• Social
media
campaign
guide
and
resources
hvp://www.op>fy.net/form-­‐returns/thank-­‐you-­‐page-­‐how-­‐to-­‐start-­‐offering-­‐
social-­‐media-­‐services-­‐tomorrow
• HootSuite
Social
media
monitoring
hvp://hootsuite.com/
• SEOmoz
Social
Authority
hvps://followerwonk.com/social-­‐authority
Page
17
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

18. Email
–
Why
It’s
Important
FOR
CLIENTS
FOR
AGENCIES
• The
#1
way
to
reach
out
to
• Email
requires
some
current
customers
experience
and
skill
to
do
• You
have
total
control
over
correctly
the
content,
message
and
• There
is
a
lot
of
project
landing
page
management
in
email
• Reach
people
on
• Fits
nicely
with
content
smartphones,
tables
and
crea>on
services
any
computer
• A
great
service
for
retainer
• Very
cost
effec>ve
based
rela>onship
Page
18
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

19. Email
–
Tac>cal
Services
One
Off
Projects
• Email
Strategy
• Email
Deliverability
and
Tech
Audit
• List
Building
Audit
>
Site,
Social,
Blog
• Technology
Selec>on
and
Integra>on
Quarterly
Recurring
Projects
• Email
Content
Plan
• Compe>>ve
Review
Monthly
or
On-­‐Going
AcBviBes
• Content
Crea>on
>
posts,
photos,
recipes,
events,
etc.
• Email
Project
Management
>
content
assembly,
forma>ng,
list
management,
send
test,
send
and
results
• Repor>ng
and
Analysis
Page
19
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

20. Email
–
Your
Next
Steps
1. Review
your
clients
sites
for
forms
and
opportuni>es
to
sign-­‐up
for
email
§ If
no
opportunity
to
sign-­‐up
>
client
opportunity
for
service!
2. If
newslever
sign-­‐up
or
RSS
>
sign-­‐up
for
it
and
see
what
shows
up
§ Is
the
newslever
compelling?
Did
it
ever
show
up?
Does
the
RSS
feed
work?
3. Start
with
an
Email
and
Landing
Pages
audit
4. Set
up
basic
autoresponders
for
all
the
forms
on
your
clients’
websites
Resources
• How
to
offer
email
marke>ng
services
tomorrow
hvp://www.op>fy.net/email-­‐marke>ng-­‐2/how-­‐to-­‐start-­‐offering-­‐email-­‐
marke>ng-­‐services-­‐tomorrow
• MailChimp’s
Email
Marke>ng
Field
Guide
hvp://mailchimp.com/resources/guides/email-­‐marke>ng-­‐field-­‐guide/
•
ConstantContact
Email
HTML
templates
hvp://www.constantcontact.com/email-­‐marke>ng/html-­‐email-­‐templates/
index.jsp
Page
20
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

21. Lead
Management:
Why
It’s
Important
FOR
CLIENTS
FOR
AGENCIES
• It’s
all
about
the
leads
• With
B2B,
it’s
all
about
the
• Immediate
impact
on
leads
business
results
• Immediate
impact
on
• Full
accountability.
Results-­‐ business
results
based
rela>onship
• It’s
easy
to
show
results;
it’s
• Quick
solu>on
to
an
expert-­‐ hard
to
replace
heavy
subject
• No
one-­‐off
project;
it’s
either
retainer
or
nothing
at
all
Page
21
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

22. Lead
Management:
Tac>cal
Services
One
Off
Projects
• Audience
analysis
• Channel
analysis
• Lead
assignment
audit
and
updates
• Lead
scoring
defini>on
(Marke>ng-­‐Sales
alignment)
• One-­‐off
lead
genera>on
campaigns
Quarterly
Recurring
Projects
• Lead
processing
audit
(sales
handoff
and
follow
up)
• Messaging
updates
• Campaign
specific
analysis
• Set
and
update
lead
scoring
and
lead
alerts
Monthly
or
On-­‐Going
AcBviBes
• Customize
landing
pages
• Integrated
lead
genera>on
campaign
management
• Weekly
lead
genera>on
• Lead
priori>za>on
and
lead
list
delivery
Page
22
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

23. Lead
Management
Services:
Start
Here!!
1. Read
out
Lead
Genera>on
Campaign
Guide
-­‐
hvp://www.op>fy.net/forms/the-­‐essen>al-­‐guide-­‐to-­‐b2b-­‐lead-­‐genera>on-­‐campaigns
2. Perform
a
channel
analysis
on
your
own
website
using
Op>fy
3. Install
the
Op>fy
code
on
your
own
website
and
set
your
daily
lead
emails
4. Start
offering
the
daily/weekly
lead
report
to
your
clients
as
an
added
service
to
see
if
this
service
can
be
valuable
for
your
clients
5. Start
offering
the
service
as
an
added
value
Resources:
• Lead
Genera>on
Campaign
Guide
hvp://www.op>fy.net/forms/the-­‐essen>al-­‐guide-­‐to-­‐b2b-­‐lead-­‐
genera>on-­‐campaigns
• How
to
offer
visitor
and
lead
intelligence
services
tomorrow
hvp://www.op>fy.net/lead-­‐nurturing/how-­‐to-­‐start-­‐offering-­‐visitor-­‐
intelligence-­‐services-­‐tomorrow
• Webinar:
Marke>ng
Along
the
Buyer’s
Journey
hvp://www.op>fy.net/inbound-­‐marke>ng-­‐resources/how-­‐to-­‐webinars/
marke>ng-­‐along-­‐the-­‐buyers-­‐journey
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy
Page
23

24. Website
Performance
Analysis
–
Why
It’s
Important
FOR
CLIENTS
FOR
AGENCIES
• Website
is
the
new
• It’s
the
entry
point
to
a
storefront
client’s
digital
marke>ng
• Inbound
sources
account
for
work
vast
majority
of
traffic
to
• Basic
website
performance
website
–
small
capabili>es
are
core
to
any
improvements
can
have
big
digital
marke>ng
agency
impact
• It’s
the
easiest,
lowest
• Most
changes
are
low
investment
service
you
can
hanging
fruits
that
with
offer
proper
aven>on
can
be
fixed
Page
24
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

25. Website
Performance
Analysis
–
Tac>cal
Services
One
Off
Projects
• Website
audit
• Landing
page
audit
• Website
audience
analysis
• website
redesign
Quarterly
Recurring
Projects
• Email
Content
Plan
• Compe>>ve
Review
Monthly
or
On-­‐Going
AcBviBes
• Website
performance
repor>ng
• A/B
Tes>ng
• Landing
Pages
op>miza>on
Page
25
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

26. Website
Performance
Analysis:
Start
Here!
1. Familiarize
with
Google
Analy>cs
and
basic
reports
hvp://support.google.com/analy>cs/bin/answer.py?
hl=en&answer=1008015&topic=1727146&ctx=topic
2. Install
the
Op>fy
Tracking
code
on
your
website
and
on
your
clients’
sites
3. Create
three
basic
reports:
1. Audience
overview
in
Google
Analy>cs
2. Content
overview
in
Google
Analy>cs
3. Traffic
and
leads
by
source
in
Op>fy
4. Establish
baseline
data
points
for
traffic,
leads,
and
pageviews
as
well
as
top
visited
pages.
Record
them
for
each
client.
5. Offer
basic
monitoring
and
repor>ng
service
as
an
added
value
to
all
your
clients.
Resources
• Four
new
reports
each
agency
should
offer
hvp://www.op>fy.net/digital-­‐marke>ng-­‐agency/four-­‐new-­‐reports-­‐every-­‐
digital-­‐marke>ng-­‐agency-­‐should-­‐offer-­‐tomorrow
• Google
Analy>cs
Ge~ng
Started
Guide
hvp://support.google.com/analy>cs/bin/answer.py?
hl=en&answer=1008015&topic=1726909&ctx=topic
Page
26
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

27. Q&A
Page
27
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy

28. ABOUT
OPTIFY
Optify delivers a simple digital marketing software suite for agencies. Our complete cloud-based software eliminates the
need for standalone tools and empowers agency marketers to easily create and manage demand generation programs
across multiple websites, nurture prospects, prioritize the best performing programs and streamline reporting of client
results - all from one login.
Optify offers tailored editions (features and pricing) of our solution specifically for digital marketing agencies and small/
medium size businesses including Optify Professional, Optify Team and Optify Complete. For more information on
products, pricing or partnership, please visit us at www.optify.net or call +1 877.2.OPTIFY (+1 877.267.8439). Visit the
Optify Lead Generation Blog and follow Optify on Twitter, LinkedIn and Facebook.
Optify, Inc
710 2nd Ave, Suite 840
Seattle, WA 98104
1 (206) 388-4234 (phone)
1 (877) 2-OPTIFY (toll-free)
1 (206) 787-1410 (fax)
Sales: sales@optify.net
Help: support@optify.net
Other Inquiries: info@optify.net
Page
28
Five
New
Services
Every
Agency
Can
Start
Offering
Tomorrow
|
@op>fy