1@ErinSagin #DigitalAgencyDay

2@ErinSagin #DigitalAgencyDay

Full Disclosure:I’m NOT a Sales Person

3@ErinSagin #DigitalAgencyDay

Not as a Child…

4@ErinSagin #DigitalAgencyDay

And Not as an Adult…

5@ErinSagin #DigitalAgencyDay

6@ErinSagin #DigitalAgencyDay

Who Am I?

o PPC Evangelist &

Community Manager

o Has specialized in Paid Search

for 4+ years

o Love blogging, speaking and

teaching about digital marketing

tactics

o Shameless Twitter addict–

Hit me up @erinsagin!

7@ErinSagin #DigitalAgencyDay

Selling Tiny Accounts?

8@ErinSagin #DigitalAgencyDay

Bigger Is Always Better

9@ErinSagin #DigitalAgencyDay

Erin’s Five Hacks

to Score A Big Fish

10@ErinSagin #DigitalAgencyDay

#1

Walk the Walk

11@ErinSagin #DigitalAgencyDay

What do the big guys have that you don’t?

12@ErinSagin #DigitalAgencyDay

They Have Resources to Cultivate It

13@ErinSagin #DigitalAgencyDay

Jumpstart Your Reputation on the Cheap

14@ErinSagin #DigitalAgencyDay

Create a Few Pieces of Amazing Content

15@ErinSagin #DigitalAgencyDay

I Created This as a Joke

And it got

more than

1000 shares!

16@ErinSagin #DigitalAgencyDay

Legit Twitter FollowersBuy

17@ErinSagin #DigitalAgencyDay

Create a Followers Campaign

18@ErinSagin #DigitalAgencyDay

Be Strategic With Tailored Audiences

19@ErinSagin #DigitalAgencyDay

Promote Your Best Stuff

20@ErinSagin #DigitalAgencyDay

21@ErinSagin #DigitalAgencyDay

#2

Devise a Prospect Hit-List

22@ErinSagin #DigitalAgencyDay

The Top 10 Biggest AdWords Spenders

IndustryAnnual AdWords

Spend, in Billions

Finance and Insurance $4

Retailers and General

Merchandise$2.8

Travel and Tourism $2.4

Jobs and Education $2.2

Vehicles $2

Computers and Consumer

Electronics$2

Internet and Telecom $1.7

Business and Industrial $1.6

Occasions and Gifts $1.2

23@ErinSagin #DigitalAgencyDay

Pick an Industry and Get to Know it Inside Out

24@ErinSagin #DigitalAgencyDay

Get Up to Date on Industry-Specific Techniques

25@ErinSagin #DigitalAgencyDay

Scout Betas to Get Ahead of the Curve

26@ErinSagin #DigitalAgencyDay

#3Get on Your

Prospect’s Radar

27@ErinSagin #DigitalAgencyDay

Buddy Up To Them on LinkedIn

28@ErinSagin #DigitalAgencyDay

But First, Make Sure Your Profile

Looks Better Than My Dad’s

29@ErinSagin #DigitalAgencyDay

Bling It Out

30@ErinSagin #DigitalAgencyDay

Write Connection Requests

They Can’t Turn Down

Larry Kim’s 5 P’s:

• Polite

• Pertinent

• Personalized

• Professional

• Praiseful

31@ErinSagin #DigitalAgencyDay

Infiltrate Their Facebook

32@ErinSagin #DigitalAgencyDay

Create a Hyper-Targeted Campaign

Start with your

big fish hit-list

Get even more

granular with

job titles

33@ErinSagin #DigitalAgencyDay

#4

Don’t Give Up Too Quickly

34@ErinSagin #DigitalAgencyDay

Source: InsightSquared

Your first attempt

is the one most

likely to connect

35@ErinSagin #DigitalAgencyDay

Be Prepared to Connect on the First Try

36@ErinSagin #DigitalAgencyDay

No One Wants To Hear A Sales Pitch

37@ErinSagin #DigitalAgencyDay

Discovery Questions

What is the

current state of

your account?

What is the

desired state of

your account?

When do you

want to achieve

these goals?

Use PPC to bridge the gap from

A to B in “C” amount of time!!

A. B. C.

38@ErinSagin #DigitalAgencyDay

Connect Challenges With Solutions

39@ErinSagin #DigitalAgencyDay

Land Their Voicemail? Make it Count

Tell them who you are

Explain your intentions

Give them a reason to call you back

1

2

3

40@ErinSagin #DigitalAgencyDay

Source: InsightSquared

Likelihood of

connecting plateaus

at 6 attempts

41@ErinSagin #DigitalAgencyDay

Defy Your Natural Instincts and

Pick Up the Phone Again

42@ErinSagin #DigitalAgencyDay

Source: InsightSquared

Contact Attempts - Rule of Thumb

Low-Quality

Prospects –

3 Touch

Minimum

Medium-Quality

Prospects – 7

Touch Minimum

Top Notch

Prospects –

Go Nuts!

43@ErinSagin #DigitalAgencyDay

#5

Conquer Objections with

Real-Life Examples

44@ErinSagin #DigitalAgencyDay

Yeah, but…..

45@ErinSagin #DigitalAgencyDay

46@ErinSagin #DigitalAgencyDay

“SEO Is Good Enough For Me”

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SEO Is Turbulent

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People Actually DO Click On Ads

%

Source: http://www.wordstream.com/blog/ws/2012/12/03/why-use-adwords

49@ErinSagin #DigitalAgencyDay

Mobile Is Killing SEO

50@ErinSagin #DigitalAgencyDay

Imagine You’re Stranded in

Boston and Need a Hotel

51@ErinSagin #DigitalAgencyDay

Which Service Would You Use to Book?

52@ErinSagin #DigitalAgencyDay

Bottom Line: PPC & SEO Are Better Together

53@ErinSagin #DigitalAgencyDay

“PPC Didn’t Work For Us In the Past”

54@ErinSagin #DigitalAgencyDay

Dig Up The Old Account and Find the Culprit

55@ErinSagin #DigitalAgencyDay

The Account Was Poorly Organized

56@ErinSagin #DigitalAgencyDay

They Abused DKI and It Backfired

57@ErinSagin #DigitalAgencyDay

Their Landing Pages are Abominable

This site has been

left untouched

since 1996!

58@ErinSagin #DigitalAgencyDay

They Neglected to Set Up

Conversion Tracking

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…Or Track Their Call Conversions

60@ErinSagin #DigitalAgencyDay

They Didn’t Leverage the

Almighty Power of Remarketing

61@ErinSagin #DigitalAgencyDay

They Didn’t Leverage the

Almighty Power of Remarketing

62@ErinSagin #DigitalAgencyDay

“I’m Happy With My Current Agency”

Great. Do you think

there’s room for more

opportunity? How

about a FREE

account analysis?

63@ErinSagin #DigitalAgencyDay

Run a Grader Report

64@ErinSagin #DigitalAgencyDay

Some Sections Will Be Downright Scary

65@ErinSagin #DigitalAgencyDay

66@ErinSagin #DigitalAgencyDay

BONUS

Pass the Buck

67@ErinSagin #DigitalAgencyDay

People Love to Share Good Experiences

68@ErinSagin #DigitalAgencyDay

We’re More Influenced by Word-of-Mouth

Than Traditional Marketing

69@ErinSagin #DigitalAgencyDay

Give People An Added Incentive

to Spread the Word

70@ErinSagin #DigitalAgencyDay

Go Forth and Make It Rain

1. Vamp up your image

2. Pick your hit-list

3. Infiltrate their minds

4. Pick up the phone

5. Conquer objectives with

real-life examples