Paul Roetzer is a striking, energetic man. We met after I’d read his first book, the Marketing Agency Blueprint which explains how he has founded a PR agency in a 21st century mould.
You worked in a traditional agency – how did they view biz dev?
They didn’t really have it – they were reliant on the traditional networks of the founders. The growth was dependent on that and referrals. Some limited efforts to do DM pieces and promotions.
Is that normal?
Yes I think in a lot of cases – agencies are built that way. We did research in 2010 into PR agencies only a small % were blogging. They were trying to provide social media services but weren’t doing it wll for themselves.
Agencies tend to come last and that’s why they haven’t done good biz dev work. Take care of your own needs after everything else. I find that messaging and websites are often outdated and they rely on reputation and networks and RFPs for new business.
In the book you liken your business plan to a football field – Why?
I tend to see everything in a sports metaphor. Whether we are bringing in entry level talent (the draft) versus free agency. When I was trying to figure out how to explain to clients how the [online] market was evolving and how these strategies were integrated and they rely on each other, I tried a Venn diagram and in my mind I started thinking about watching
Drive Charts – showing progression down the field 10-20 yard line. This was an analogy – we have to do each of the phases systematically to eventually get to the end zone or the goal. I also wanted to represent different things at once – audiences (stadium) the brand (a place). See Paul’s diagram here.
How do you manage the agency website internally?
One of the senior consultants is also the agency’s marketing manager and is also the blog editor. In most cases her role is to keep the editorial calendar up to date and the team of the writers – we try to do 1-2 per week. We also have a premium content strategy – the book started as a 2010 e book; we did “The marketers guide to web design”. We also have plans to do premium content which isn’t paid for but is just high quality. Gated content = lead form to access.
How does she report and on what?
Same as clients – traffic, organic, lead generation, blog subscriber base, social media and how engaged – followers and likes we have. We do a monthly scorecard – pull the data out of GA and Hubspot and create a spreadsheet thta shows core numbers, assess it and 3 takeaweays – highlights, learning snad what we’ll do next month.
Tomorrow, read Part 2 of the interview with Paul.