Jeremy Haynes - Digital Marketing Manuscript

What You Will Learn

The Digital Marketing Manuscript covers the areas that matter when turning digital marketing skills into an agency business.

Agency Foundations and Positioning

The early modules focus on defining the type of agency you want to build, choosing between in-house and outsourced models, identifying your strengths and weaknesses, and understanding how positioning can affect the way prospects see your business.

Topics include:

• Agency models and business structure
• Positioning and authority
• Defining your core offer
• Building relationships with partners and allies
• Using results and proof in your marketing
• Developing a clear market position

Products and Services

The course then moves into the structure behind agency offers. It covers different agency services, recurring and transactional models, client management, profitability, project management, proposals, playbooks, agreements, and deciding when to expand or narrow an offer.

Sales and Lead Generation

A major part of the DMM focuses on agency sales and client acquisition.

The curriculum includes approaches for selling services such as:

• Google PPC
• Facebook advertising
• Social media management
• Retargeting
• Funnel creation
• Email and SMS marketing
• Public relations
• Landing pages
• Additional services and upsells

It also covers sales objections, follow-up, rejection, pricing, phone versus internet sales, contextual selling, and creating a clear process from prospecting to revenue.

This makes the program relevant to people looking for a digital marketing agency course or an SMMA course focused on the business and sales side of agency work.

Agency Operations and Client Delivery

Getting clients is only part of running an agency. The course also addresses what happens after a client signs.

Topics include:

• New client workflows
• Accountability and statistics
• Setting expectations
• Managing client capacity
• Delivery processes
• Speed to results
• Production versus execution
• Client communication
• Retention
• Knowing when to bring in additional help

Team Building

The training also covers building and managing an agency team. Lessons address hiring, interviewing, compensation structures, employee versus contractor considerations, motivation, training, task management, and deciding when a team is appropriate for the business.

Advanced Agency Strategies

The final section covers additional ideas around agency marketing, negotiation, lead generation through events, business structure, and designing an agency around the owner's preferred lifestyle.