Agency Web Strategy Consulting

AgencyCritique offers web strategy consulting to advertising agencies. The consulting can take one of two main paths. The first path is designed to help agencies get much more out of their own website and web tools—primarily for new business development and internal efficiency. The second path is designed to help agencies add digital marketing strategies and digital marketing services to their existing traditional marketing capabilities.

Agency Consulting Services (on-site must combine at least 2)
On-site*
Web Meeting
Duration**
Web Strategy Foundations: Industry trends, overcoming the creativity barrier, positioning based content strategy.
$4,000
$2,500
3½ hours
The Awesome Agency Website: Expert advice for planning an effective agency website.
$4,000
$2,500
3½ hours
Agency Positioning: Making a robust content strategy possible and effective through specialization. (Positioning is a pre-requisite and must be in place prior to other consulting engagements.)
–
$1,500
2 hours
Agency 2.0: Web 2.0 web tools and best practices to improve agency operations and efficiencies.
$4,000
$2,500
3½ hours
Social Agency: Devising a social media campaign to leverage the agency content strategy.
$4,000
$2,500
3½ hours
Single Issue Agency Web Strategy Advice: Questions related to planning or implementing an agency web strategy.
–
$500
1 hour

 

Client Focused Agency Consulting Services
On-site*
Web Meeting
Duration**
Strategic Walkthrough of a Client’s Website: Expert evaluation of a client’s existing website with strategic recommendations for an upgrade or redesign.
–
$2,000
1 ½ hours
Custom Digital Marketing Plans for Your Clients: Advice and help for adding a digital marketing component to a client’s overall strategic marketing plan.
$5,000
$3,500
5 hours
Analytics Walkthrough of Client’s Website: Live walkthrough of a client’s website analytics examining key reports for ongoing review.
–
$1,000
½ hour
Single Issue Advice: Questions about crafting or implementing web strategies for your clients.
–
$750
1 hour
* On-site: The above on-site fees do not include expenses. Travel expenses are billed to estimate in advance. 50% of all fees and estimated travel expenses must be paid to secure a date, and remaining 50% must be received at least one week prior to on-site engagement. Agency Positioning is not offered on-site. Positioning is essential to implementing any effective web strategy. If your firm is struggling with positioning, start with the Agency Positioning web meeting before any others (with the possible exceptions of Agency 2.0 and Single Issue Advice).

** Duration: This is the actual meeting duration, whether on-site or via the web. Additional time will be spent in preparation and follow up.

Agency Oriented Consulting Products:

Web Strategy Foundations: Web Strategy Foundations forms the basis of all the other consulting products. There is a basic shift that needs to take place in the traditional marketing, creative service mindset. Branding, marketing, positioning and advertising on the web require a change in voice. This foundational engagement sets the trajectory, addresses the “creativity barrier,” and explains how all the various components of a robust web strategy come together. [back to top]

The Awesome Agency Website: With a foundation in place one very important track for applying web strategy is the agency’s own website. Agency sites are notorious for making fundamental web strategy mistakes: splash pages, over use of Flash, attempting to control browser size or page size, cleaver transition effects that slow down the use of the site, failure to measure traffic, obscuring content from search engines from overuse of graphics as text—not to mention extremely weak content strategies. This engagement sets the agency on a new path toward an awesome, lead-generating, expertise-establishing, community-connecting website. [back to top]

Agency Positioning: The world is far too big for generalists to succeed. Positioning has always been a crucial ingredient for the well managed, successful creative services firm. But in today’s day and age of access, only the specialized rise to the surface. Web strategies that are not based on refined positioning will get lost in the noise, but a well positioned firm magnifies its efforts in the digital age. Agency positioning is a pre-requisite for most of the other consulting services. [back to top]

Agency 2.0: A robust web strategy includes inward, site-related as well as outward, community-related components. But in addition to website centric web strategies there are also many ways for a firm to benefit from web tools and techniques. Utilizing easy-to-use, often free tools like wikis, collaboration tools, online applications, plug-ins, and communication practices agencies can save money in operations and enrich their teams and client service capabilities. [back to top]

Social Agency: Social media, when you cut through the buzz, has game changing potential. It behooves communication’s professionals like advertising agencies to be leading the way. Engaging in social media in an appropriate, sustainable, and effective way takes change. It’s not entirely easy, but there is much to be gained. Social Agency consulting helps you to avoid the pitfalls and maximize your time as you launch your firm into the groundswell of social media and conversational marketing. [back to top]

Single Issue Agency Web Strategy Advice: Single Issue Agency Advice is available for agencies as they are either working out or implementing their web strategies. All issues need to be clearly expressed in an email before being considered for a single issue engagement. [back to top]

Client Focused Agency Consulting Services:

Strategic Walkthrough of a Client’s Website: Get an expert walkthrough of your client’s existing website. Follow me as I evaluate the site from various perspectives–information design, technology, search optimization, analytics, and content. I explain these findings along the way. The information can then be used to write a valuable website strategy for an upgrade or redesign. [back to top]

Custom Digital Marketing Plans for Your Clients: You’ve worked hard writing a strategic marketing plan for client, but they want you to add a digital media component. I work with your account planner, principal, or account executive to establish the framework of an appropriate digital marketing plan. We evaluate the mix of search optimization, search marketing, content creation, online advertising, and social media in the plan and ascertain which partners would be the best fit for each campaign. [back to top]

Analytics Walkthrough of Client’s Website: Many web strategy decisions are often made on guess work. This is a shame when there is so much information available on website usage, performance and traffic patterns. But digging into analytics can be overwhelming and confusing. This expert walkthrough helps to explain and digest the analytics information, determines which reports to pay most careful attention to, and identifies a few actions for improvement. [back to top]

Single Issue Advice: Single Issue Advice for agency clients is available for agencies as they are either working out or implementing a client’s web strategy. All issues need to be clearly expressed in an email before being considered for a single issue engagement. [back to top]