Being good in business is the most fascinating kind of art. Making money is art and working is art and good business is the best art.
– Andy Warhol
My first article in the series of agency life will focus on three economy terms you need to get familiar with. (there are more, however these four are the most important to get familiar and comfortable with to get the basis of agency business acumen in place) And also a framework for calculating a monthly target for your Account Directors (or Project Managers, department managers or whatever is applivcable to yourcompany).
When you run a creative agency and work with creativity, either it be data, design, marketing or technology related. I.e offer a service of some sort generated by delivering it as a result from intellectual work and emotional labour, you need your foundation in place for understanding the incoming value of your work as well as indicators of success or warning signs in client relationships, way or working/teams and accounts.
If you work a lot of hours you should get a lot of value generated back from that, otherwise you need to understand why this is and be able to change something.
In this article I cover:
How to calculate a monthly target for your department or team of Account Directors
This is my 10 minute digital marketing strategy template. It’s designed with questions to take you from your current situation to evaluation of the activities you choose to do. This is a very swift, not that in dept process, which purpose is to get you started.
If you are managing more then one market, simply add a section to cater for that. Of course its also available as a download (word) which you can get from the document s & templates section.
Note that this version requires you to already have done your homework in terms of your brand, it’s role in digital (tone of voice, how to communicate with copy, images etc, story, values and so on) as well as product and offering.
This is my brief documentation that collects all the necessary information to run a programmatic campaign. Use the template below or download a word template that you can customize yourself.
A resource for where you can collect email addresses and consent to fill your email marketing database with relevant people to talk to.
If you have brick and mortar store, you can start collecting email addresses there, however, simply don’t just ask for an email address and put someone on a list. Do it in a way that makes your customer aware of what their email address will be used for and make sure they want to hear from you.
I’ve had a few weird and dodgy experiences in the States with this, the staff ask for my email address at the till and the suddenly I receive newsletters that are almost impossible to opt-out from. (When I naively presume that my receipt will be emailed to me for my purchase).
Other collecting points can be:
- Your website – a simple widget to collect a name and email, or through any lead generation activities, perhaps a form for download of a white paper. Investigate your website from a visitor perspective to find where you can add any newsletter sign-up form in a way that makes sense.
- Avoid putting the sign-up form in the footer of your website only, it may not give you as many new subscribers because the main focus for visitors are most probably higher up on your webpages. (if unsure, test it though A/B testing or using a heat mapping software)
- Account/website registration process
- Your blog
- The footer of every email signature from appropriate departments in your organization
- Using the social integration – making your newsletter shareable in social channels by your subscribers.
- Last but not the least important – focus on the usefulness and relevancy of your newsletter for your current subscribers. It does not matter how many people you have in your database, as long as you provide good content to them, they might actually help you build your database by using the oldie but goldie – forward to a friend button in your newsletter.
Links for further reading:
Email sign up forms: a look at how 16 fashion retailers collect customer data
50 Proven Ways To Grow Your Email List
5 Ways to Grow Your Email List With Social Media
Image copyright by: http://www.getvero.com