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Dan Hieb - FPG
A look at some high-level contributions
19 Nov 2017
Started at FPG Original role: Website Copywriter and Buying Process Writer
CORE TOOL: • Established Trello Project Management system • Configured workflows
CORE SYSTEM: Created systems, timelines, and asset lists for managing website projects. Provided these to NSFS. Building a website is complex. These systems help keep us on track and ensure assets are collected, approvals are obtained, deadlines are met.
CORE SYSTEM: Developed system for managing editorial calendars. This was done in anticipation of potential collapse of Brand Journalists or run on clients.
CREATED BUYING PROCESS TEMPLATES: Began systematizing the Buying Process documents. These templates were in use through out 2015, before my role switched to the digital agency. I provided the templates and collateral to Alicia Miller in early 2017.
STAFF: Recruited Steve Harmon as Video resource for Arby's website
IMPORTANT TOOL: Negotiated and established Marketwired Account. Created Training Documentation. This is how we send news releases.
Completed Arby's website
Papa Murphy's Buying Process delivered to client
Papa Murphy's web copy delivered
DAN'S ROLE INCREASES Now Content Director • Writes for several clients • Coaches content producers • Oversees Editorial Calendars • Edits all website copy • Edits bulk of content produced • Fills in project management gaps left by NSFS.
STAFF: Ellen Margulies brought on as fulltime member of content team. Ellen was originally recruited by Dan at Brand Journalists in 2013.
STAFF: Steve Harman hired as fulltime member of content team.
Dan creates wire, blog and email templates for use by content team.
IDENTIFYING BREAKDOWNS • Client management demands make it difficult to keep pace on content production. • Clear need for a client-facing Production Manager. • Posted Job Listing.
STAFF: Dianna Bailer starts as Production Manager/Office Manager. Now VP of Operations.
STAFF: Recruited Dianna Bailer as strong candidate for Production role.
IDENTIFYING BREAKDOWNS We're blessed with more clients than we can handle, especially since video takes the bulk of Steve's time. Request two more content producers.
STAFF: Recruited Tim Belter as strong candidate for content team.
STAFF: Tim Belter joins content team.
Joe learns Abby McKenna of eThree is 7 months pregnant.
Lead generation specialist hired to replace Abby is not working out. Must be let go. Creates critical, immediate need for FPG to plug role.
DAN'S ROLE INCREASES; NOW VP OF DIGITAL STRATEGY Steps into lead generation speciality role. Receives basic stopgap training from Abby. This is a highly specialized role. Dan embarks on self-education to master: • Website Analytics • PPC advertising • Portal Advertising • Email marketing • Remarketing • IP Tracking Massive amount of info/training will be synthesized over the next year.
BEGIN REVISING eTHREE's EFFORTS • Made initial improvements to PPC campaigns • More active management of campaigns • Added Cost/Conv tracking to all campaigns. • Clients quickly begin noting the improvements — especially Huddle House.
RECONFIGURED LEAD GEN REPORTS • More meaningful data provided to clients • Time to produce dropped from an average of 4 hours/each to 2 hours/each. • Monthly reports now include analysis and recommendations. eThree had been reporting, but and reacting, but not consulting. • Consulting approach positions us as a partner rather than a vendor.
BUILDING BACKUP CAPACITY Began training Tim as backup resource for data reporting • FPG now has additional staff resource for when Dan is sick or on vacation • A crisis like what happened in July would be much easier for the organization to handle
IDENTIFIED WEB USAGE PATTERNS • Studied "Behavior Flow" of traffic on all FPG sites. • Identified pages that were high priority for visitors. • Identified pages that tended to be drop-off points. • Studied how behavior differs for people who become leads.
IP TRACKING ADDED TO FIRST SITE • Used a tool called Visual Visitor • Allowed us to see the behavior of individual leads on collegehunksfranchise.com • Produced training documentation so others can navigate Byzantine setup process. (FPG Resources Folder)
IP TRACKING • IP Tracking set up for a half dozen FPG sites • This is the beginning of our ability to understand buyer behavior. KEY INSIGHTS • 50-66% of leads fill out forms very quickly • The other 33-50% spend 2-6 months researching and visiting site before becoming a lead.
BETTER DATA • Communication set up between Google Analytics and AdWords accounts. • Better data integrity helps track which activities are driving results.
MARKETING TAG MANAGER SET UP • Google Tag Manager makes it easier to track various marketing campaigns without needing to edit backend website code • This was identified by CBAC as one of the reasons they wanted to work with another agency.
BETTER DATA • Spearheaded migration of all sites to HTTPs. • Future-proofs sites against potential Google penalties.
RECONFIGURED LEAD GEN REPORTS • Nearly all data now updates real-time • Much faster to produce - minutes, not hours. • Puts real-time data in clients' hands and allows them to drill into the data. For the Christina Chambers of the world, this is going to be a powerful tool.
PPC MANAGEMENT TOOL • Identified and launched Wordstream with all PPC clients • Makes PPC management faster, streamlined • Provides insights • The tool is evolving in late 2017 to also support social media ad management.
INCREASE CONVERSION RATES • Reworked sitemaps and navigation to be used for future client sites. • Changes reflect user priorities based on site usage analysis. • Changes make future sites be more engaging, better lead generators. • The study also leads to icon-based navigation on homepages, especially helpful for mobile users.
Began training Tim on PPC management; creating backup capacity
WORTH NOTING: All of the educational materials I have found useful are organized by topic in the "FPG Resources" folder on our Team Drive. There is a ridiculous amount of insight that is now compiled and available to anyone on the FPG team.
Taught self how to shoot video in order to serve as backup videographer
Recruited Josh Hailey as talented videographer and potential freelance resource.
STAFF: Josh Hailey joins FPG as freelance videographer
DAN PROMOTED TO VP OF CONTENT
INCREASE CONVERSION RATES • Added Pop-Up Banners to all sites.
FPG 3.0 WEBSITE MAPPED Basic infrastructure: • Franchise News • Franchise Research (Portal+) • FPG University • Membership Community Monetization opportunities mapped out Lead capture opportunities mapped out Lead generation strategy mapped out Once this launches, I could easily see it producing more revenues than all current FPG activities.
MAJOR SEO PROJECT COMPLETED • Franchise Industry search volumes mapped out by category. • By understanding which categories get the most search volume, we can prioritize content to be written for FPG 3.0. • Mapping out high-traffic search terms will also allow me to create a powerful SEO site structure for FPG 3.0. • This data is also useful for evaluating potential clients and understanding how much traction they may get from search vs. other marketing efforts. This will help us build better marketing p
STAFF: Steve Harman let go due to client feedback. Final decision by Dan/Dianna. Dan oversaw exit and locked out accounts.
IMPORTANT TOOL: Set up Mailchimp account. Created Basic Training Documentation. This is how we send emails to FPG's mailing list This is also how we create and manage emails for clients
Writer/Editor Combos assigned to each client. This structure ensures institutional knowledge about clients is dispersed. The goal is to boost client satisfaction and retention by making absences or staff changes less disruptive.
CLIENT MEETINGS / CORE SYSTEM: Dan makes monthlong outreach to every FPG client to establish: • Core value propositions • Buyer candidate profiles • Common objections • Points of Contact • Meeting and Content Approval Protocol
STOPPING DEFECTIONS Dan reaches out to all clients to: • Re-establish direct client relationships • Either conduct or schedule client overview calls These conversations were key to establishing trust that the FPG Digital Agency would be able to serve clients' lead generation needs.
Brand Journalists makes run on clients. Dan works with Joe to establish digital agency. Role shifts to manager/content director.
I have reincorporated more Content Direction and content training back into my role.
CORE TOOL: Subscribed us to SEMrush for keywords research. Have trained all content producers in basics of tool.
CORE SYSTEM: Writer/Editor Combos assigned to each client. Redudant client knowledge baked into Editorial team structure.
CORE SYSTEM: Dan begins monthlong outreach to every FPG client we have taken back from Brand Journalists to re-establish: • Core value propositions • Buyer candidate profiles • Common objections • Point of Contact • Meeting and Content Approval Protocol • Passwords/Logins A VERSION OF THIS IS NOW DONE WITH ALL ONBOARDING CLIENTS
MASTER'S LEVEL DIGITAL MARKETING COURSE Took 3-month summer class during personal hours to: • fill in learning gaps. • build and test skills. • round out my knowledge. • Class met 3 hours a week, with 10 hours a week of homework.
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