We’ve seen a surge in proposals from referrals. There are many common variables to our collaborations.
Below we have compiled a quick preliminary scope of work list that any good digital marketing agency should provide to tease “THE WORK” that lies ahead as a team!
DIGITAL MARKETING AGENCY
Preliminary Scope of Work PROPOSAL =====
Brand Activation Set-up.
- Audit, Assessment & Intake Interview
- New Logo Development
- Business Card Development
- Develop e-Signature email + e-Letterhead
- Facebook Fanpage Development
- LinkedIn Profile Development
Dedicated Website Brand Development.
- Research and Acquire domain matching brand and with search engine optimization (SEO) potential
- Set-up hosting and install WordPress
- Acquire WordPress theme that provides current and future functionality/design
with ability for growth, integration of tools, expansion, serviceable by theme author, etc.
- Create Site Map / Table of Contents and Website Menu- Create landing pages with strategic content
- Include Security Protocol package to minimize any hacking and seal website
- Include Website Analytics & SEO package to maximize website search success
- Determine rich keywords and SEO friendly terms to maximize impact
- Complete a “Googlization” of the site including Google Webmasters Tools, Google My Business set-up, Gmail account set-up, Search Console integration, Google Analytics set-up an integration, etc.
- Onsite SEO package to get us started – Yoast Plugin, sitemap submissions, per page optimization
- Offsite submissions and SEO – back-links included
- Ensure Social Sharing integration – FB like, promote on Linkedin, tweet, etc.
Lead Generation Program
- Develop lead generation / marketing plan
(minimum 2-3 hours to develop together). Marketing can and SHOULD include other elements including website banner advertising, key organization/business-to-business/trade advertising, sponsored email advertising, sponsored advertising via social media channels, influencer marketing, blog advertising.
- Social Media channel marketing
Including specific campaigns for Facebook, Instagram, Linkedin, Slideshare, Pinterest, YouTube, Google+, Vimeo, etc.
- Pay-Per-Click advertising
Strategy, copy writing, keyword selection, image/asset collection and set-up of accounts.
- Facebook Set-up
Minimum 3-4 hours set up first campaign with 3-4 rotating ads/variations. Requires Facebook Ad Budget – minimum $100/wk – $400/mth
- Google set-up
Minimum 5-6 hours set-up campaign with 40 keywords and variations of ads). Requires Google PPC Ads Budget – minimum $400/mth
- Blast Email Marketing.
List cultivation. Design email blasts. Oversee distribution. Report Opens/Clicks. Monitoring leads/website visitors. Determine Return on Investment (ROI) AND Return on Engagement (ROE)
- Direct Mail targeted campaigns. Could include EDDM (direct to door) marketing.
Strategy, Design, Print & Oversee Fulfillment.
- Develop lead generation / marketing plan
Who Are We?
Digital Marketing Agency specializing…
• MARKETING & BRANDING – CAMPAIGNS & STRATEGY •
• ADVERTISING • PR, PUBLICITY & PROMOTIONS • SOCIAL MEDIA •
• WEBSITE DEVELOPMENT • SEO • SEM • PAY-PER-CLICK •
• LEAD GENERATION • IN-BOUND MARKETING • BUSINESS DEVELOPMENT •
What We Do
MARKETING & BRAND MANAGEMENT
Build & repackage brands leveraging integrity/history making them relevant, viable and competitive.
We transform brands and professionalize corporate culture. We bring visionary creative services. We encourage collaborative environments. We tap creativity by getting into the heads of your leadership & management and translate that vision into tangible results.
Brand Design & Management. We bring savvy ‘studio branding’ tactics, corporate marketing/PR initiatives, visionary creative services, and solid BizDev optics/perception-building tools to take you to the next level.
BRAND ARCHITECTURE & STRATEGY
Marketing Director + Publicist + Social Media Director + Creative Director/Graphic Designer in ONE
Delivering high end high impact marketing firepower, brand strategy, creative identity platforms and promotional might for luxury companies throughout U.S., Europe, Costa Rica and Middle East. We will redesign your corporate identity – from logo, business card, website and social profiles to setting virtually all your print collateral, advertising, investor relations, public relations & digital collateral needs.
CORPORATE IDENTITY PROGRAMS.
Since 2000, we’ve successfully created brand management programs, identity campaigns, creative platforms and style guides. We understand that our clients sometimes need guidance, copy, messaging & direction – the plan; and others, they need the deliverables and marketing collateral. We listen to what you want and deliver what you need.
We build successful brands.
We make things happen with our infectious enthusiasm, our will for immediate action and our passion to serve.
We Tap creativity by getting into the heads of your leadership, management & marketing leaders through situation assessments, creative briefs, recon and research.
We then export your corporate identity while manifesting brand strategy & marketing/PR initiatives.
You walk away with a strategic creative platform / a visionary launch pad to drive your business.
It’s RARE when work with a firm that can handle digital marketing and design/printing/traditional marketing well… let alone an agency with with sales, publicity, communications and marketing background in one.
IT IS ALL ABOUT PERCEPTION
As a publicist and communication/branding specialist, this is our daily mantra.
RATES & PROGRAMS – Please contact us and we’ll be happy to do a free consultation and give you a proposal based on your preliminary scope of work!
Did you know? We also….
LEADERSHIP & CORPORATE RETREATS
We are charismatic connectors, motivational speakers, master networkers, change facilitators & innovation creators.
We create opportunities for your team to think together, collaborate effectively and team build. Effective strategic leadership through charismatic, direct, clear, concise and assertive communication practices. Effective feedback. Strategic planning. Team building. Your management/leadership team will achieve a greater sense of personal buy-in, purpose and passion to drive the business successfully into 2018 and beyond.Read More »
At the crossroads of strategy and return on engagement/return on investment, BROEKMAN communications delivers strategic brand and identity campaigns. We’ve worked with 100s of clients over a nearly 20 year period. As tech-savvy, innovative and hard-working GenXers at heart coupled with the drive, motivation, determination and persistence of hit-the-ground-running prove-yourself 20-somethings, we’ve got the perfect combination to help entrepreneurs, small-to-medium size businesses and start-ups take things to the next level.
- Brand development / activation – new logo, website, showcase portfolio/services & all that goes with it
- Repackage organization – new leadership, new board, new direction or turnaround
- Lead generation – take business to next level with new funnel & short/long term tactical campaigns
- Digital Marketing – Social media mix plus pay-per-click advertising plus online PR
- Positioning & messaging – yes and, we can handle the implementation like practitioner pros
- Creative & design – graphic design, logo design, collateral design, advertising design, book layout & design, etc.
- Website Design & Development
- SEO (Search Engine Optimization) – expert onsite and offsite services
- Digital Advertising – expert Google PPC, Facebook PPC, social media PPC & banner advertising designed for results (website traffic, facebook likes, post promotion, awareness building, film launch, album launch, book launch, speaker for hire promotion, etc.)
- Business Consulting – from business development consulting to board retreats designed to build clarity, cohesion and team building for success
- Public Relations, Publicity & PR – founder started as entertainment publicist for Universal Studios and field publicist for dozens of studios
We’re happy to chat! Call 818-212-9201 or email Jeremy@BroekmanComm.com to discuss collaboration.Read More »
We create meaningful opportunities for your team to think together and collaborate effectively. Our sessions build connection, inspire creativity, enable clarity and drive commitment. Your management/leadership team will achieve a greater sense of personal buy-in, purpose and passion to drive the business successfully into 2018 and beyond.
CONNECTION | INNOVATION | CLARITY | COMMITMENT
We facilitate retreats specifically designed to meet the needs of your attendees. In a pre-retreat discussion, we identify your organization’s goals for the retreat, and clarify the skills and knowledge the attendees hope to take away with them at the retreat’s end. Matching your requests with our expertise, your retreat is designed with those desired outcomes in mind.
A great outcome of our retreats is that attendees emerge with a strong sense of commitment. Commitment is a two-sided coin, with corporate culture on one side (internal commitment) and client service on the other (external commitment). Retreat participants deepen their commitment to advancing their firm’s collaborative and innovative goals while simultaneously committing to focus on a primary result: high-quality work for clients.
Just need a facilitator or keynote or motivational speaker for a module? Not a problem. Let us know!
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The below examples are for a recent client, but can be applied to ANY client or vendor.
Share the love. Give meaningful positive feedback. Especially when hardworking people work well for you!
Be fair, be respectful, be courteous and be friendly; treat others as you want to be treated.
Don’t use as a “teaching” opportunity when negative things happen. Handle constructive or negative feedback directly; you look more professional and so does the recipient! And when in doubt, write that negative review in a Word document as a blank email draft (without a name/email!).
The below link is a quick URL to write a Facebook Review for BROEKMAN communications.
STEP ONE: CLICK HERE to instantaneously get to our Facebook Fanpage Review section!
Note, you will need to be logged into your personal Facebook account to do so!
STEP TWO: Click on the number of stars to activate a pop-up review box!
STEP THREE: Type in your review where it says “Tell People What you think about”
and hit the blue button marked DONE to post!
The key to writing a Google Review is navigating successfully to the Google profile for our business, Restaurant Realty Company.
STEP ONE: CLICK HERE on this link to get to our Map page!
or Google “Broekman Communications” and you’ll see our profile on the sidebar.
STEP TWO: Click WRITE REVIEW
STEP THREE: Add the appropriate amount of stars based on your experience, and type in a brief note about our collaboration using the space marked “Describe your experience”.
STEP FOUR: If you want to include a picture of a property involved, we certainly appreciate that.
STEP FIVE: Then hit POST to publish it to our Google Profile.
The below link is a quick starting point to write a YELP Review for BROEKMAN communications.
STEP ONE: CLICK HERE to instantaneously get to our YELP page!
STEP TWO: You will need to have a Yelp account in order to Write a Review.
You can create one first by clicking here to Sign up or to Log In.
STEP THREE: Click WRITE REVIEW
STEP FOUR: Add the appropriate amount of stars based on your experience, and type in a brief note about our collaboration using the “Your Review” space.
STEP FIVE: You can vote on images other users have posted in association
(helpful vs not helpful to visually describe us).
STEP SIX: Then hit POST REVIEW to publish it!!!
Yes feel free to SHARE on Facebook – please!
The below link is a quick URL to write a LinkedIn Recommendation for Restaurant Realty Company.
STEP ONE: CLICK HERE to instantaneously get to our Linkedin Profile “Give a Recommendation” section! Note, you will need to be logged into your LinkedIn
account to do so! https://www.linkedin.com/recs/give
STEP TWO: Type in the name to search for and Choose “Steve Zimmerman” (or the name of the broker you’re collaborating with)
STEP THREE: Choose the Type of Relationship. We default to “You Worked with X but at different companies” to promote collaboration, but you can indicate “You were a client of Steve’s (or insert broker name)”
STEP FOUR: Indicate your positions. It gives you the ability to leave yours blank but to choose the broker’s title under Restaurant Realty.
STEP FIVE: Write a Recommendation.
STEP SIX: You can include a private message that will be sent directly to Steve/Broker direct privately!
STEP SEVEN: Hit SEND and it gets published on their profile.
Read More »
When I was at Universal Studios Television, I worked closely with our internal “creative” department producers, website developers and marketing agencies to develop breakout websites, flash sites, internet games, promotions sites and all the “fin-de-siècle” (turn of the century) circa ’99 / ’00 online gadgets.
I remember learning then the critical role of translating our marketing department’s campaign needs and communicating with creative types. My goal: Throw down your charm and create positive vibes with friendly communication to get people to want to work with you and encourage collaboration.
– Being Friendly ALWAYS to establish a really nice rapport
Not because you’re going to ask them a favor down the line, but because it’s what your mother taught you, part of being a good person.
– Being Open to all players on the team.
I treated everyone as if they were someone. Yesterday’s assistant is tomorrow’s manager. This mailroom / office runner can later be a future team member to develop the next Facebook. For me, making friends IS always fun. Getting into the six degrees of people you get exposed to interesting fact (i.e. the CFO is a total rockstar with gigs at Genghis Cohen, or the quiet subdued accountant is actually a successful published author, Or that assistant is the babysitter to Bruce Springsteen’s kids (all true stories), etc.).
– Being Nice in the sandbox
We’re all part of the same team with common goals; make each other look good is primary; much like in professional sports, there is no I in Team (although yes you can cross the I to get the T, but it’s a perpendicular type relationship, a crossroads for you decide – to the left of the T is you solo and the right is the “eam”!
– Being Human
Being compassionate towards other people; by being kind & compassionate you know that everyone has a bad day or has hidden personal issues they’re going thru.
– Being Kind (even when you are right);
Asking open ended questions like “what do you think our next steps should be?” vs “what are you going to do to fix it?”
– Being Assertive
Does not mean you aren’t firm, it means less aggressive with requests,
less emotionally charged, more cool, calm & collected.
Now after running my own marketing & PR agency for the past 15 years, I can see both sides of the relationship well (the client and the vendor). While I remember feeling constantly frustrated with agencies responsible for creative development and not understanding why my changes couldn’t be done within a few hours or that day. Why 30-60 day windows for website development? This stuff seems pretty simple and easy to implement right?
And of course there is the infamous “THE CUSTOMER IS ALWAYS RIGHT” attitude that I once had (my mantra for four years in sales at Xerox in Century City). Well folks, when you are on the other side in the creative seat, turns out, it’s not always easy and fast.
UNDERSTANDING YOUR CLIENT
1. Set the agenda.
To collaborate with creative types best you have to set the agenda and request structure that works for BOTH of you. Meeting live vs Skype vs conference call vs email only vs combo deal. Take a hit for the team if you know meeting face to face will reduce miscommunication and misunderstandings. Skype is great face to face interaction for introduction meetings, but not always for production obstacles. Do what you need to do. Push on thru. Set your sights on positive vibrations, building consensus, getting agreement on good mutually-beneficial solutions, and overcoming obstacles.
2. Agree on communication styles and preferences.
Do you prefer “development” emails or just the final ONE email summarizing all issues in page form? Phone only for brief discussions and email for lengthy content approvals? Everyone has a different communication style, but there is always a BRIDGE for common ground – Find the path!
3. Define the bottom line.
In my experience, some clients say “less is more” yet they want the transparency of knowing everything. ASK for what YOU WANT! (designers, respect that!!!)
4. Everything boils down to expectations.
Make sure that things are really clear… from the deliverables in your agreement however informal they may be, to the expectations behind progress payments…. actually expectations about what constitutes FINISHED PRODUCT is important, and what is “normally” included is understood differently. WRITE IT ALL DOWN. Reiterate live meetings/conversations in the form of MINUTES from your NOTE TAKING and write it all in an email with “let me make sure we got it right” tone.
5. Mutual respect for production time.
It is mutual for both client & designer to teach the other about how to be respectful of production time and creative investment.
For Clients, not being familiar with technology, website development, creative lingo or not getting your heads around the content development is a challenge for designers. Clarify for understanding. Get second opinions on agreements. Ask questions. Don’t sit back and say you’re the expert. The process is an exploration. Getting it right, means having an open mind and that things can change along the way!
For designers, help your clients find clarity by walking them through a creative process. From Situation Assessment (collecting information about that, clarifying problems, identifying obstacles, clarifying strengths and weaknesses, defining opportunities, repositioning challenges, etc.) to Creative Brief. As the “professional” the client is looking for they rely on your expert opinion, your experienced eye, your vision. Respecting the creative process means that you are honoring the process – asserting and adhering to deadlines & timelines as GUIDE, not dictatorship. 🙂
6. Present VISUAL SOLUTIONS:
– Design production timetable graphic. When in doubt, always produce a graphic with phases, days, months, benchmarks and deadlines
– Or Design an information flow chart graphic – https://broekmancomm.com/wp-content/uploads/2014/01/bc.WCI_.web-sitemap.d1-010712.jpg
– At times, I opt to include a small budget for build a quick dummy staging website area so they choose pull down menus to understand visually what you are talking about (basic wordpress installation, basic wordpress theme, just create empty pages and launch a menu to help with the client’s need to see something live. Sometimes changes everything!)
6. The “Customer IS Always Right” if you agreed to the terms!
To Designers, think ahead based on your experience and project a budget that you think will be fair knowing the personality and the project demands. Try to find a happy medium between not undercharging and not overcharging. We all find ourselves in underbidding projects, but it’s not fair to blame the client unless they’ve significantly changed the scope of work, list of deliverables or expanded what they wanted. Be clear. Be upfront. Be NICE. Walk them through a “Change Order” discussion. Let them know if things feel like more that what was agreed!
To clients, I understand that not getting a finished product your 100% satisfaction is less than ideal. It will feel that you’ve “wasted all your money” or that you “got nothing” from this. Then the anger trickles in and you get frustrated. Before you go into “I’m not going to pay you” or “I want my money back” mode, take a step back. Review the original agreement. Review the production emails. Make sure that everything is lined up to what you agreed to or NOT, or what the designer promised, but did NOT deliver. Ask the designer to produce a timeline to meet the commitments they agreed to or to confirm their inability to complete so you can make an educated decision. Be fair, but you have to be firm. Good designers aren’t always the best communicators; they’re creative types. But don’t let them wiggle out of being PROFESSIONAL.
Designers, keep your head up. You can’t win them all and please everyone, but you can be a good communicator who acts professionally according to a code of honor & respect. Take on projects you feel are worthy of your time and that fit your abilities. Sure you want to test your limits and expand your toolbox, but do so carefully weighing good intentions and your ability (or best potential) to deliver.
More rants and thoughts coming soon!
Metrics for Return on investment + Return on Engagement.
In the past 3-4 years, marketing has evolved exponentially beyond hits, visitors and referral traffic. (Note, if you don’t know what these terms are, click here to see “guide to website visitor tracking.”). Today, a successful marketer needs to be aware and gather intelligence from multiple business units to truly get the full picture.
Return on Investment (ROI) is permanently engrained in the brains of all marketers and sales mavens. The term Return on Engagement (ROE) surfaced to help measure investment of time and the return from inbound marketing, outbound marketing, lead generation, social media and other online marketing tactics. Both are equally important, and both have a place in a marketing intelligence report to upper management.
KPIs are the Key Performance Indicators that represent your company’s digital footprint & online success.
Below is our TOP TEN list of KPIs we track.
1. Sales Revenue
To determine how effective your inbound marketing campaigns are performing, you must understand how much revenue your inbound marketing campaign has brought in. Gaining access to your sales revenue reports will give you a thorough understanding of what activities are working and see the differences between inbound and outbound marketing & sales.
2. Cost Per Lead
Understanding what your cost is to acquire a customer will give you a true measurement of your online success. Being able to differentiate between your inbound and outbound marketing and being able to determine which ads, emails, marketing automation or PR campaigns led to the lead will give you an informed outlook. When determining the true cost, don’t forget to include relevant costs including technology/software, CRM platforms, advertising, marketing distribution and overhead.
3. Customer Value
Keeping tabs on your customers is a natural part of any good customer retention cycle (and winback program). Managing outreach programs to current customers on a monthly and/or quarterly basis helps measure happiness, solicit satisfaction and find feedback. Plan out your touch points carefully and strategically. In the Buyers-focused sales cycle, building rapport and nurturing relationships is key.
4. Inbound Marketing ROI
Measuring the success of advertising spend against sales will absolutely help you determine if you want to continue said advertising campaign. Return on investment means more than just measuring budgets, it is about determining which marketing functions and activities are working and, with some proper forecasting, should dictate future opportunities.
5. Traffic-to-Lead Ratio
Website traffic is one key factor in measuring differences between organic vs paid traffic, social media driven vs referral traffic, and backlinks vs SEO-based campaigns. By tracking traffic-to-lead ratio, one can see the relationship between a low ratio and missing or bad on-page SEO content or where bad campaigns are leading people to the wrong places. With a good strategist behind you and focus on conversion rate optimization, you can control the situation and CHANGE your website text, layout, UI design, forms, theme, etc.
6. Lead-to-Customer Ratio
Do you know how well your sales team is performing? We as marketers have to find ways to attribute sales success to our campaigns. Measuring qualified vs accepted leads will help track what business a rep would have gotten already (repeat business, walk-in traffic or past referral) versus genuine NEW lead (landing page, social media form conversion, etc.). Real campaigns are measured in real time and have REAL sales measurement tools in process to track and follow. You can go old school with good team communication and an Excel spreadsheet or via daily/weekly production meetings or you can deploy CRM software that all are inputting into the central repository. Interpreting that data – you as a marketing professional have to step up!
7. Landing Page Conversion Rates
As a WordPress maven, we’ve been preaching about utilizing landing pages and A/B testing to determine what content is leading your Calls to action – Your CTAs). It’s one thing to get a beautiful landing page and it’s another to design it to leapfrog ahead of your competitors or to meet the UI tastes & preferences of your intended audience.
Measuring the conversion rate will help you find out what landing pages are successful and which ones are underperforming. Form there, you can do A/B testing to see how changes affect sales. From redesign to copywriting to applying advertising methodologies (celebrity endorsement, testimonials, reviews, awards, etc.), managing is key to improving foot traffic and manipulating your lead ratio.
8. Organic Traffic
Organic traffic is your website’s natural “resting face” in search and how people naturally find you when searching without an actual inbound marketing campaign, pay-per-click ad, referral article, etc. In other words, no SEO-induced or paid online marketing tactical traffic, but just good old fashioned word of mouth or I stumbled on you. Every site wants to achieve this status. How we monitor, manage and maintain this MUST be part of your long-term SEO strategy/PR game.
9. Social Media Traffic (and Conversion Rates)
Having a strategic social media platform is vital in today’s marketing. Every client we consultant, we make sure to educate on the direct relationship with the DNA of our intended customer(s) and matching social media tools that reach those individuals or groups. For the author, Linkedin plus Pulse plus Slideshare have been proven tools. Whereas the average artist or retail outlet, Facebook plus Pinterest plus Instagram plus Twitter have been invaluable tools. The goal is to determine what your Return on Engagement (ROE) is. We do this through tracking referral traffic from social media, tracking social media channel lead conversions and through ASKING customers how they found us! At times there are opportunities to source that referral.
10. Mobile Traffic, Leads, and Conversion Rates
Optimizing your website for mobile is key. In fact, every new website we design, we START with designing in mobile and tablet view and FIGHT focusing just on desktop/laptop perspectives. Nearly 60-70% of foot traffic for most websites are first from a mobile device. Optimizing for this is no longer an option; it’s a priority.
Google Analytics, Statcounter and other website traffic tools all offer mobile vs desktop statistics. Marketing must have the finger on the pulse of tracking bounce rates from mobile devices, conversion rates, traffic per device/browser, errors and dead links, etc. If you know what content isn’t working, you can improve the copy/content and user experience/design, which, with proper SEO and optimization work, will help with future mobile conversions.
FREE SEO AUDIT
What’s My SEO Score?
Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase.Read More »