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Education A successful consulting engagement lives and dies upon education. Treat a prospective client meeting as a time to do valuable work instead of simply showcasing what you do.
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Duct Tape Marketing Consultant NetworkPackaged Service Offerings
Education• A successful consulting engagement
lives and dies upon education.• Treat a prospective client meeting as a
time to do valuable work instead of simply showcasing what you do.
Conversion• Conversion is more of a process than an
event.• Remain in the education mindset.
You’re not selling, you’re teaching.• A well done education phase leads to
personalizing the system to display success for that prospect.
• Once the prospect is convinced you can help them, you must contractually spell out exactly how the work with go.
Discovery• This is the audit phase – Discovering what
is.• Includes:• Internal staff interviews• External client and partner interviews• Website analysis• Content analysis• Past and future campaign analysis• Analysis of key performance objectives
and goals.• It’s important to be thorough and to have
an open mind – you do not know what you’re going to find.
Research• Turn what you learned in the “What
is” phase into “What’s possible.”• Time to take a look at the client’s
industry as a whole with an emphasis on deconstructing competitors.
• Pay attention to what you learned in the interviews about the company culture and tendencies to lead to recommendations they will be comfortable with.
Strategy• A “Don’t Pass Go” without it step.• You must develop and commit to a
marketing strategy before declaring any set of tactics as appropriate.
• Must get buy-in and excitement from client or you must go back to the drawing board.
Implementation• This phase will look different with
every single engagement.• The important thing is to proceed with
a system.• Draw from a series of project plans
and processes all plugged into checklists and project status plans and updates.
Review• This step should be written into every
engagement as a deliverable.• Two things can happen in a review
and all our positive:• They got amazing results and
want to refer you to others.• They have stalled and need help
getting back on track.
Duct Tape Marketing Consultant NetworkMarketing JumpStart Detail
12
Education• Toolset• Local Search Factors Page• Win at Local Search Webinar• 1 page flyer• Pitch deck• Proposal
13
Conversion• UpCity SEO Report Tool on your site• Yext Local Directory Report• UpCity competitive report• RivalIQ competitive report
14
Strategy Getting Started• Intake and Discovery• Set up on Basecamp or other PM tool• Send Intake and Discovery Form
15
Strategy Meeting #1• Conduct 1st client meeting to
go over Discovery• Conduct competitive research• Conduct client interviews• Conduct content brainstorm
16
Keyword Content Plan• Google Keyword Planner Research• Set client up on UpCity• Login to Google AdWords Account• Research relevant Ad Sets based on primary
keyword phrases from research and brainstorming
• Discover and prune keyword list based on mix of volume and bid rank
• Export list to Excel or Google Sheets• Create Landmark Theme Cloud of 3 primary
themes and no more than 9 supplemental themes.
• Add themes to UpCity profile
17
Editorial Calendar• Conduct Editorial Calendar Research• Take Landmark themes and research them
Google for actual results – test for competition an relevance
• Take Landmark themes to BuzzSumo to identify most shared content and popular blog post ideas
• [Use BuzzSumo Influencer tab to create potential list of guest blog opportunities]
18
Strategy Meeting #2• Personas• Core message• SEO keyword report from UpCity• RivalIQ competitive report• Cloud themes• Content plan process• Upsell suggestions
19
Blog Posts• Create Express Writers Brief and Process• Submit keyword research and editorial content
ideas to Express Writers • Request 2 blog posts from your cloud and
editorial research (consider buying pack of 8)• Submit actual proposed titles and key ideas for
each post• Work with draft content to help refine writing• Establish content review and posting
process• Create WP credentials for Express Writer• You can use Express Writers to post drafts in
WP• Follow agreed upon posting procedure (Client
proof or automatic live)• Operate agreed upon social amplification of
each post
20
Social Media Updates• Create Emphatic Social Brief and Process• Establish posting routine• Establish approval process• Provide 50 social updates across FB, LI and
Twitter• Teach social engagement plan
21
Directory Profiles• Conduct Local Directory Set-up via Yext
(BrightLocal for International)• Establish agreed upon NAP for all directories• Create Yext Listing for client• Start process of submitting and claiming
directory listings• Find local directories for top 100 US Cities -
http://www.brightlocal.com/2015/03/31/local-citation-sites-for-top-100-usa-cities/
• Determine monthly offers/updates process
22
Email Set-up• Audit current email set-up
(MailChimp, ConstantContact, Vertical Response)
• Audit state of email list• Create Monthly email news template• Investigate further email services
23
Ratings and Reviews• Create Review Plan with Grade.us• Determine where Grade.us page will live (page
on existing site or new [clientname]review.com)
• Set up portfolio of review sites• Set up Star rating flow – Use 5 star template• Create review assets on main site (Review Us
button)• Create review feed page on main site (Must
filter of good only)• Create review email request• Create review cards and post cards• Create review Thank You cards
27
Key Metrics Dashboard• Establish reporting dashboard via
Dasheroo • Get Google Analytics and Social admin or login• Use Google Sheets to track non Google or
social metrics• Content published• Reviews received• Website metrics• Social metrics• Social engagement (with content)• Keyword ranking
28
Monthly and Quarterly Review Meetings• Create quarterly review schedule
• Create reports to share• Create brainstorming process
Toolset
• DTM Strategy and Discovery• UpCity - $25/mo• Yext $35/mo• Express Writer - $60/mo• Emphatic -$89/mo• Grade.us - $10/mo• BuzzSumo - optional• RivalIQ - optional
DTM AgencyPro - $99/mo - Entry level offering and includes 5 campaigns. This will include Sales Tools and the SEO Report Card embed, white labeled and PDF reports and the new social/content tools but will include the standard version of the UpCity workflow instead of the one customized for the Duct Tape Marketing community. Retail $150
DTM AgencyPro Plus - $150/mo - includes 15 campaigns ($10 a piece to start) and then $20 for each campaign thereafter. This does include the custom Duct Tape Marketing workflow and a number of additional features in our ProPlus offering. Retail - $299
Allen Arnold [email protected]
• Discounted plan – www.emphatic.co/ducttapemarketing.html
• Jenice Primus – [email protected]
• Ask for Agency set-up
• Pro - $99/mo• Agency – top authors, more
users, more alerts, trending - $299/mo
• Use this code for 50% off BUZZSUMO_DUCT_TAPE (all caps with underscores)
Jumpstart Onboarding
Client
Consultant
Project Manager
Contract Signed Discove
ry & Intake
Initial Researc
h
Strat. & Content
Website Setup
Local Setup
Social Setup
Email Setup
Reporting Setup
& Delivery
Status Meeting
Client Meeting
Keyword
Research and
Themes
Outsourcing Model
