Today’s guest has sales and marketing experience working his way through the ranks to channel manager selling advertising with Sensis. Since then, he has been a sales director at Easy Weddings, National Sales and Operations Manager at Alchemy, providing data-driven marketing services. He has founded three digital marketing agencies Digital Eagles, Content Marketing and his current pursuit, the Hype Society, which fuses strategy with digital marketing outcomes. He was introduced to us by the quite brilliant Mark Carter. What you may not know about him is that he has been to more than 50 countries and for fun he plays golf and works.
Today’s guest is Ryan Jenkins.
00:00 Introductions.
09:56 How do you go about founding a marketing agency during lockdown?
17:21 How are you qualified to talk to us about digital marketing?
20:37 What is the origin of branded search?
23:53 The benefit of selling hard-to-sell things.
31:12 What is the challenge for businesses looking for a digital marketing agency?
38:11 Who do you work with and how do you add value to their lives?
42:50 How do you manage the expectations of your customers?
44:24 What is the benefit of working with mid-tier businesses?
46:26 What is the danger of working with small businesses?
49:35 What is the key to keeping marketing agency clients?
54:58 Is sales and marketing the key to being successful?
57:15 What skills do you need to find a successful digital marketing agency?
59:22 Where do people need to be investing in digital marketing right now?
1:04:48 Is digital marketing just hype?
1:07:46 How do you get value from digital marketing
1:12:31 What is your recommendation for anyone who is looking to get into digital marketing or looking to get better at digital marketing?
1:14:21 What are your recommendations for things that people should consume or read?
Martin Henley : The first question is how are you qualified to talk to us about digital marketing?
Ryan Jenkins: I’m qualified to talk about digital marketing because I’m a tragic when it comes to understanding how to use digital marketing to grow businesses. I eat, sleep, read, talk, strategise, and analyse all of my days in digital marketing. I have worked in marketing now as a general topic for 20 years, and I’ve been through the transition of traditional or print-based marketing into understanding what pure digital disruption does through the rise and rise of Google. Then social media companies come into the market and see how that can really disrupt a whole industry essentially, and change how people are marketing their business. Then into the incredibly fragmented, insanely confusing environment that we’re in today with almost 100, maybe over 100 different ways to even do digital marketing from traditional social media and search-based marketing to guerrilla-based content. It’s just so broad. I’ve also helped probably over 1000 businesses in my time formulate and execute digital marketing campaigns. So I’ve got a fair understanding of how to drive results using digital marketing as an engine to execute a strategy.
Martin Henley : So what’s interesting is I think we’ve got something in common, we’ll test that now. I started about ten years before you selling advertising, print advertising, and classified ads in business-to-business magazines in a London media sales environment. Is that also your experience? You were selling advertising?
Ryan Jenkins: B2b in the White and Yellow Pages. So directory ads. Predominantly my time was in the White Pages. So I would argue that it’s hard to sell advertising to organisations that are listed alphabetically in a directory. So it was all-around enhancements, speed of information consumption of the important details within the directory, and then using things like branded assets to help reinforce brands. We had a pretty tough gig selling enhancements in an alphabetically listed directory.
Martin Henley : How were you selling that? Were you selling that on the phone? Was it originally on the phone and then face-to-face? I don’t know what the white Pages are.
Ryan Jenkins: The White Pages is the … you had a Yellow Pages, which is category, you’re looking for a plumber, you go to P and you find a plumber. The White Pages is an alphabetical list of all businesses within that region. So if you want, Ryan’s plumbing service, you go to R and then you go to the section that would have me alphabetically listed and you would find my details and then contact me that way. Yes, I was selling phone based. We were making 100 cold calls a day to businesses that weren’t spending any money in the directory. Then I moved into, I progressed my way through the organization into senior accounts and then into a sales manager and sales director, and then eventually a channel manager, leading sales managers that led to sales teams. So that was, you know, over nine years I sort of climbed the ladder twice to essentially get to the sales director or channel manager role.
By: The Effective Marketing Company
Title: There is such a thing as fraught client expectation danger – Talk Marketing 086 – Ryan Jenkins
Sourced From: www.youtube.com/watch?v=wW-DgQotZcY
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