Free Ebook The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms, by Paul Roetzer
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The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms, by Paul Roetzer
Free Ebook The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms, by Paul Roetzer
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From the Inside Flap
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 ingrained into the DNA of every agency and blended with traditional methods to execute 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 10 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 willuse 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 Create diverse and recurring revenue streamsDevelop highly efficient managementsystems and more effective account teams Deliver greater results and value to clients, and win their loyalty 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.
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From the Back Cover
praise for the marketing agency blueprint "It's time for a new type of agency, one built to take advantage of the communications revolution, one that helps companies get in front of buyers when they are ready and eager to engage. In his engaging The Marketing Agency Blueprint, Paul Roetzer shows you how to transform your firm to thrive in the real-time world we live in today." —David Meerman Scott, bestselling author of The New Rules of Marketing & PR "The Marketing Agency Blueprint is a practical, insider's guide that should berequired reading for anyone building the next-generation marketing services firm." —Dharmesh Shah, cofounder and CTO, HubSpot "The Marketing Agency Blueprint is a must-read for any group or individual providing marketing services to clients." —Joe Pulizzi, founder, Content Marketing Institute "Inbound marketing ranks among the most powerful, quiet trends of the last decade. Paul has experienced this change firsthand and writes eloquently and actionably on how marketers and businesses of all stripes can earn amazing returns by investing in the channels of search, social, and content." —Rand Fishkin, CEO, SEOmoz "If your goal is not just to survive, but to thrive and gain a competitive advantage inthe midst of new media realities, this may just become your new marketing bible." —Dustin S. Klein, publisher and executive editor, Smart Business Magazine and Events; coauthor and contributing editor, The Benevolent Dictator "What Roetzer presents in The Marketing Agency Blueprint is the future of the marketing services industry." —Kenneth Paine, a PR 20/20 client, CEO, Industrial Heat Sources and Hy-Tech Products "Roetzer champions marketing as an evolving discipline where value creation is the basis of success. His book is a seminal view of how marketing services can and will be delivered in the future. It is a must-read for the next generation of marketing professionals—and the customers they serve."—Gary Christy, a PR 20/20 client, Brand Leader, Westfield Insurance
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Product details
Hardcover: 256 pages
Publisher: Wiley; 1 edition (December 20, 2011)
Language: English
ISBN-10: 1118131363
ISBN-13: 978-1118131367
Product Dimensions:
6 x 1 x 9.1 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
57 customer reviews
Amazon Best Sellers Rank:
#282,731 in Books (See Top 100 in Books)
If you are looking at going solo, entering the industry, or getting ready to engage an agency, this book will provide useful insights that will help make your business more effective. A good resource and useful for the practitioner or business owner.
When I stumbled upon this book I was really excited. Finally, a book that would guide me through the steps of taking my one-man consulting business to the next level. Maybe my understanding of the word "blueprint" is wrong, but I thought this book was going to walk me through the steps of building a successful practice. Instead it preaches methodologies to practice once you actually have a business running with multiple employees. I imagine the advice in the book is helpful to those people - and having read the positive reviews it seems to have been - but I was left knowing no more about how to build a successful practice than when I picked the book up. The bottom line is that the title is misleading - or ambiguous at best.
Good book for someone who is needing a blueprint or overall big picture look at owning or running a digital marketing agency. I was looking for much more how-Go's or proprietary systems for running a successful agency. I didn't find what I was looking for.
So I purchased this book blindly because a colleague of mine suggested to read it and the price point seemed reasonable. Although informative it's really not a "Blueprint". It's more of a guide. Being in the industry now for more than 15 years I can say that it does contain lots of good information to consider IF you're starting out. If you already operate a marketing agency, the important section on lead generation is a bit weak. I would've liked to have seen more tangible examples and a thorough case study of how to create one.Also, many have said it here but HubSpot is mentioned more often than not and there are many more options out there for CRM's for varying stages for your business.
Great ideas on building a digital agency in todays world!
Gift to a relative. Was read as a history/background for his profession.
The Marketing Agency Blueprint is not for everyone. In fact, there is a pretty narrow few people who will find it useful. If you're just starting out, looking for a way to break into a new market, or develop the next big thing, this isn't the book for you. However, if you're the owner of a small agency looking to expand, compete, and make an impact for your clients--this book is worth its weight in gold.Specifically, making the jump from a micro-agency of one or two people to a small agency of 10 or more is nothing short of terrifying for an owner. The Marketing Agency Blueprint does a fantastic job of discussing some of the key issues many creative personalities can overlook from pricing to team-building, workflow to financing. Author Paul Roetzer does a great job laying out the operational ideas in addition to the marketing insight.While not for everyone in a creative workspace, The Marketing Agency Blueprint is fantastic for those small agencies looking to do differently, do it better, and grow smart.
I read The Marketing Agency Blueprint not long after it was published in Nov 2011. It was just the book I needed at just the right time. My business was in its 3rd year and shifting from more of an old-school marketing/PR agency into what Roetzer calls a "hybrid agency", but I did not have a word for what we were becoming. From what was feeling like a solitary path, I found company in the book, a lantern to light my way, and Paul Roetzer's examples to be inspirations. It is the perfect read if you are currently a marketing or PR professional in an agency or solo consultancy. Agencies can learn how to become more relevant and successful in today's demanding digital environment. Solo consultants can ignore the advice on staff management and absorb the details on billing. purpose, commitment to clients and most importantly, the shift to inbound marketing which is enveloping the world of marketing today. Five stars and thumbs up.
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