Jill Fecher on podcasting and agency business development

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In part one, we heard from Jill Fecher, Director of Growth at Cypress North. We learned about her background in marketing, why she joined Cypress North, what she does there, and the importance of job titles and descriptions. In part two, we talk about the importance of podcasting to agencies and agency business development.

(0:00) Agency podcast:

Jill explained that it took some time to Marketing time to see all the measurements and she experiences it herself with her new podcast named Agency O’Clock. She explained that the benefit of a podcast is a creative outlet to discuss something that may be wrong somewhere in your job. She hopes her topics will interest people, but for now, it’s an outlet for her – and that’s cool.

She can also email an episode to a prospect or customer that she thinks is relevant or helpful to a conversation she was having with that person. I explained, you know you’ve done it when that prospect or client sends you that article or podcast without knowing you wrote or recorded it.

It’s hard to track conversions with these podcast efforts, but they know they’re getting leads. But I doubt they’ll stop doing it anyway, they learn a lot from it and it makes them and the community happy.

(6:30) Business development of the agency:

We then talked about the differences between doing business development in a traditional agency versus a digital marketing agency. She said it was very different, with a traditional agency she was selling more creative or subjective stuff – so her efforts were more relationship-based. She was constantly forging new relationships and nurturing old ones in order to be included in and present tenders. Now she doesn’t really do any bidding, for the most part. But the goal was to have such a good relationship that there was no need to do an RFP.

In the digital marketing agency, she doesn’t really do bidding, but relationships are performance-based. So its new customers come from people who have used their services before, know they can see the release, know what the ROI will be, understand how many leads they could get, etc.

They know they can deliver in a digital marketing agency, but with the traditional agency, it was more about whether they got a newspaper ad insert or a TV spot, but it was difficult, even impossible to know if these were converted.

We then talked a bit more about the topic of traditional ad tracking and analytics and how it was such a joke. I talked about the AOL search data leak a while ago and now how we’re losing more and more tracking. I feel like one day we might become unable to keep up with anything again.

In traditional agencies, the emphasis is much more on “industry knowledge”, specialization in a specific industry is extremely important. That’s not the case with digital marketing agencies, it’s all about goals, she said.

You can read more about Jill Fecher at North Cypress Or on LinkedIn and subscribe to Cypress North Youtube channel.

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