The Marketing Agency Blueprint
The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms
This book can be downloaded and read in iBooks on your Mac or iOS device.
Build a disruptive marketing agency for the modern age
The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency.
The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to:
Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers Develop highly efficient management systems and more effective account teams Deliver greater results and value to clients
This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.
Great Starting Point
This book is a great starting point and/or reference point for anyone who's considering inbound marketing as an option for their consultancy or marketing agency. Paul combines a keen business mind and analytical sensibilities with an inspirational tone and can do attitude.
He takes the idea of transparency and "giving to receive" to a new level with advice and hard won proprietary information that most marketing agencies would be loathe to give up.
There were a ton of takeaways but my personal favorite was about Planners vs Doers. The marketing world has a ton of self proclaimed gurus and people who spend all of their time strategizing rather than doing. There is so much innovation and change that by the time the plans are finalized, they're obsolete. Remember that outcomes are the goal, and they can't be reached unless you actually put your plans into practice.
Definitely a must read.
This book reads like a how-to manual on creating a marketing company that will last in this rapidly changing marketplace. At first, I thought it was a little too much like a textbook with general recommendations, but the further I delved into the book, the more I found specific examples of how to create a truly innovative marketing company. The author used a number of examples from his own company. It would have been good to see other success stories from every day companies instead of the Apples & Googles of the world. But overall, I recommend this book to anyone who has started their web, seo, and/or online marketing company and is looking for ideas on how to take that company to the next level.