RetainFM – Build your Digital Agency on Recurring Revenue

Andrew and Pete are the fun business duo who help small business owners scale their business so they can stop swapping time for money. They have a weekly YouTube show and run one of the UK's leading marketing membership community, called ATOMIC. Winners of the 'Digital and Social Media Company of the Year Award', and also 'Business Personality of the Year Award'.

As the authors of two-hit books, 'The Hippo Campus' and 'Content Mavericks' they regularly keynote international conferences such as Social Media Marketing World and have been featured on sites such as Inc., Huffington Post, Social Media Examiner, Convince and Convert, Entrepreneur on Fire and Kim Garst. They are ranked in the top 100 digital marketers in the world and host one of Europe's largest small business growth conferences, ATOMICON happening in Newcastle-upon-Tyne. You can find out more about them at: www.andrewandpete.com

Andrew and Pete run a business that helps businesses scale… 

• Atomic – membership
• Atomicon – Annual event
• Books

Scaling by productising on the one-to-many services

Get strategic about what makes you the most money…

• If you don’t have a big audience, trying to produce a course is missing the point

Theres a problem with the hustle mentality – it never stops! 

If you’re not charging your clients enough, then you don’t have the time to build the rest of your business… 

The catch 22

You don’t have time to market

You can’t afford to outsource

You can’t fire a client because you haven’t got time to market

The things that have the biggest impact in our business are often the “scariest” to do…

The solution: find the fear and follow it…

Breaking the catch 22

1. Get some encouragement – you can do this… 

• This is why communities are so important to business owners
• Encouragement can come from demand – if you can prove the demand, then you can have confidence in the delivery

1. Consequence forecasting – look at all the unknowns and plan out the possible routes through them.
2. Do a proof of concept test

Taking the emotion out of the decisions, instead, look at the facts and make a decision on that too…

Website: andrewandpete.com

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What recurring revenue IS NOT:

• Money for nothing
• Service Fees
• To be taken for granted

What recurring revenue IS:

• Predictable
• Built to scale
• A means to deliver ONGOING VALUE to your clients
• A benchmark to provide security for you / your staff / your family

Do a quick calculation – how many people depend on your company? 

Number of staff + their spouses / dependants (animals?!)

SO… = 10 staff = 24 lives dependant on our income

Recurring Revenue and Me… 

Freelance Business: 

• Started with £10.00
• NEVER lost a quote on price
• Triggered the feast/famine cycle in my business and my family life
• Built a successful “freelance” business, but didn’t have the overheads to employ anyone
• Built it into low six figures

Ecommerce Agency: 

• Team of 16 when I started…. 
• Turnover of around £600,000 with around £240,000 (£20K / month) of this being recurring
• When I left (2 years 3 months later): 
• Team of 36
• RR of £96,000 / month (or £1.15M)

SO… 

• Started in 2016
• By month 7 RR covered the overheads of the business
• Y2 - six figures of RR
• Y3 - multiple 6 figures… 
• I have NEVER not paid myself or my team
• The team started as 2… it’s now 9. 

What RR gives you that's MORE THAN MONEY

• Business Value
• Looking to sell your business 1 day, contracted RR is the second biggest multiple of business valuation (after property)
• Freedom
• The power to make decisions
• Commitment
• A platform to add and demonstrate value to a select group of clients
• The ability to charge what you’re worth, rather than racing to the bottom
• A means to get out of the feast / famine cycle

You’re talking just about agencies, right? 

WRONG! 

• I AM talking about service based B2B business… 
• Consultants
• Copywriters
• Designers
• Developers
• Marketers
• Social Media Managers
• Bloggers
• Course Creators
• Researchers
• SEOs
• Lead gen
• Photographers
• Illustrators
• Authors
• Translators

How do you get started? 

• Design
• Market
• Deliver

Sound good? 

www.marketingdevelopment.academy/renegade

Unpack the themes of designing, marketing and delivering RR services IN YOUR BUSINESS

12 weeks

6 x 1-to-1 calls 

Practical applications

Identifying your customers

Delivering Value

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Born in California and raised in Texas, Kyle is a husband and proud father of three. After spending 15 years in graphic design and acquiring a business degree, Kyle launched OGAL Web Design in 2017. Kyle is passionate about helping small businesses succeed online through custom websites and digital marketing campaigns.

Strategic ways to use digital marketing tools – doing fewer things more effectively.

Understanding your audience

Digital marketing has a snowball effect.

Websites: ogalweb.com / theadminbar.com

Facebook: The Admin Bar

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Nicole Osborne is a personal brand and social media coach based in London and the founder of Lollipop Social. Nicole helps entrepreneurs get sweeter marketing and social media results.

Originally from Eastern Germany, Nicole works with entrepreneurs and small businesses to increase their influence and visibility on social media with stand-out personal brands and engaging content marketing.

Nicole’s marketing career started at the Financial Times nearly 20 years ago. She is a Chartered Marketer and has successfully delivered marketing plans for leading brands, social media marketing agencies and tech start-ups.

Nicole loves to share sweet tips and has been a guest on numerous Twitter chats and marketing podcasts. She is a regular marketing events speaker talking about how to increase visibility and get better results with on brand and non-vanilla content.

Nicole launched her vlog series: Wunderbar The Marketing Efficiency Show with time-saving tips for people who want to grow their audience and feel proud again of how they come across on social. Sign up to the Sugar Rush, Nicole’s weekly newsletter to be first to find out about new episodes.

Nicole is a co-founder of GoWithThePro a brand-new online membership group which helps social media and digital marketing freelancers to grow their businesses.

If you’re in digital marketing, you need to be active on social – it’s your best shop window. You NEED to make time for social.

Planning your time: 

• 1/3 your time working on your business and business development
• 1/3 your time delivering work
• 1/3 your time marketing / social media!

Where does your audience hang out… pick two platforms and commit to them. Don’t get fear of missing out for the platforms you don’t use.

Which part of your personal story do you want to share and which parts do you want to ring fence?

Making consistency: 

• Think about your tone of voice and your visual assets.
• Awareness calendars
• Post ideas – content download
• Behind the scenes content
• Curated content

Tools: 

• Trello
• ContentCal
• TwitterChats
• Twitter Smarter
• Google Alerts
• Social Media Examiner
• Google Analytics

Content Repurposing: 

Take your main content and then choose one level of content repurposing. When you’re comfortable with that, and then add another.

Philip Van Dusen – Episode 50

Janet Murray

Website: lollipopsocial.co.uk

Twitter: @lollipop_social

LinkedIn: click here

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Founder of Angled Crown, the Agency Trailblazer Podcast and Agency Transformation Live – Lee Jackson – talks us through the process he underwent to deliver a successful live event for agency owners from around the world.

The 5 stages of transforming your business

• Identity
• Value
• Platform
• Output
• Future

Why you should put on a live event… 

There are some things that you just CAN’T do online. Live events help you:

• Meet new clients
• Find suppliers
• Make plans

Live events also MAKE people invest in their business

Releasing the event: 

• Having the plan on the content and structure
• Announcing it to the audience
• Further growing to your audience:
• Month 1: build the audience through Facebook retargeting
• Growing your pixels and custom audiences
• Month 2: tell people the content of ATL
• Messaging tailored around the audience pixels that you’ve grown
• Month 3: the countdown for the event
• Targeting natively and through the pixels
• Using magazines to find your audience

MDP046 - Transforming Your Business

MDP003 - How mentoring changed my business

Lee’s review episode on the Agency Trailblazer Podcast

Agency Transformation 2020 – more of the same!

Troy Dean

Chris Ducker

Dave Toomey

https://angledcrown.com/

https://agencytrailblazer.com/

https://agencytrailblazer.com/group – FB Group

https://agencytransformation.live/

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With a background in art theory, Piccia Neri has been a practising designer for over 2 decades, working with major cultural institutions as well as top London agencies on global brands. Piccia led the creative direction of the design department at the British Film Institute, London. She was vice-president of the Chartered Society of Designers (UK) 2013-16.

After 20 years in London Piccia currently runs her own global web, UX & design consultancy agency from Spain. Besides building websites, apps and brands, she educates developers, techies and marketers as well as clients on design, running workshops and courses, and speaking at international conferences on design topics.

Why design is important for marketing

Design is not styling. 

Design starts way before that with the process and the planning – this is where it starts from. 

With digital products you need to take things into consideration: 

• Accessibility is an example of this… 
• E.g. the apple original logo

To put it simply – “good design is good marketing"

What is the thought process that goes behind good design? 

Planning is the key – what is the experience you want them to have? What emotions do you want to evoke in your clients… Creating empathy with the target audience.

User experience is not just on the page – it’s about how you communicate. 

UX is NOT just for big corporations – it’s for everyone… 

Piccia’s Courses: 

– The mini (free) course – the framework of good UX

– UX For Everyone – paid course… a deep dive into the entire UX process that you can use AND sell as a team of one (or more)… 

Understanding your target human

How everything to do with marketing, design, copywriting, etc… comes down to understanding your target audience(s), and finding EMPATHY with them.

The process: 

• Research 
• Planning
• Testing

Empathy leads to accessibility… 

Lee Jackson - Agency Transformation Live

Kyle Van Deusen – The Admin Bar

Andrea Zolner 

Don Norman

Website: piccianeri.com / designforgeeks.com

Facebook: Design for Geeks, Devs, Techies and Marketers

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Biography:

Roger helps people keep their marketing simple in a world where business bullshit and complexity threatens to stifle success.

An experienced marketing professional helping businesses with their marketing strategy, content, and social media, Roger clocked up many years in the ‘big corporate’ world as marketing director of several UK financial services brands before getting out of all that and starting his own consultancy.

He now uses his expertise to guide his clients in designing engaging campaigns and is known as a prolific content creator and podcaster, and as a speaker. He’s the host of the popular Marketing and Finance Podcast.

As a qualified yoga and exercise teacher, Roger has also been known to ask his clients to take off their ties and put on their trainers, taking their fitness, as well as their marketing, to the next level.

Main talking points include:

In a small business, you have the ability to be nimble. The bigger a business gets, the hard it is for a person to be unique and the more red tape there is. The further away you get away from the customer. 

Starting the entrepreneurial journey

You need to start with a plan! 

• Either leverage your existing network or profile
• Or… start to think about exactly who your target customer needs to be

Start with your “Customer”

Marketing is so much more than just communications. Marketing is: 

• Understanding your customer
• Finding out their problems
• Creating a product or service to address that problem
• Market that product / offer to your chosen market

Keeping Marketing Simple

With all the shiny toys, its easy to get hooked on the tactical delivery of your “marketing” – but starting with a strategy keeps things simple. 

Strategy is a word that scares people. 

The concept of strategy is sound: 

• Have your offer 
• Have a goal

With these two, you can start putting the communications together. 

Goals are essential – and they need to be aligned to your offer. 

Having someone to keep you accountable to your goals. 

Traditional marketing was far more interruptive marketing. “New” marketing is far more education through content marketing. 

Connect With Roger:

Website: rogeredwards.co.uk

Twitter: @roger_edwards

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Mor is the owner and lead designer of The Branding Designer, a flourishing branding agency, and FlixFrame, a successful web design agency. Her sites are showcased in GeneratePress Premium library. She is on a mission to share her extensive experience and expertise to help you excel and level-up your design skills through her design-focused course.

The foundations of good design

• Typography
• Colour
• Layout
• Spacing
• Brand

Understanding who you are talking to… it all starts with the audience

How do we know that the design isn’t working? 

Firstly – it’s not converting!

 Creating a style guide for you PROCESS… this becomes a roadmap. 

Join Mor's Design Class

Google Fonts

Unsplash

Website: flixframe.com

Twitter: @FlixFrame

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May King Tsang is a FOMO Creator and Social Media Correspondent. Her role is to Live Tweet, and broadcast live on Facebook and Instagram all from her smartphone!

She’s been Live Tweeting professionally for many years helping conferences, fesTEAvals and workshops trend with their hashtags in Australia and the UK.

She also trains and mentors Social Media Managers to produce the right content for their clients, and produces Social Media Review and StraTEAgy reports for business owners across the major Social Media platforms.

You’ll mainly find her tweeting at @maykingtea.

Twitter

• Always THE place for breaking news
• National / International
• In your niche / industry
• It's in the moment, it is live
• Twitter’s algorithm has tools that allow you to find extra exposure for your tweets
• Its where the journalists hangout
• You need to work strategically 

May King's story: 

Moved to Oz in 2010 with her husband. They divorced in 2012 which lead to an immigration issue. 

Final settlement came in 2016 – which lead to her to a place of depression and low self-esteem. In 2016 May King came back to the UK and had to rebuild her life and business. 

This became an opportunity to become more strategic and more focussed on her business, her marketing and her business development. This lead to working with Google in 2017. 

In Australia, May King had been a people pleaser, whereas coming back to the UK, she understood that she was going to have work really hard to change this to have more focus. 

Marketing through social media

Business owners need to be in more than one place, maybe even three networks. 

Start engagement by being complimentary 

Using Hashtags for tweets and searches

Repurposing content (especially video) is happening more and more regularly and is becoming far more accepted. 

Lately – http://bit.ly/LatelyMKT

Alex Curtis

@BizPaul 

Book: How to win friends and influence people

Chris Ducker / Youpreneur

Andrew & Pete / Atomicon

Lucy Hall / Social Day

Twitter: @MayKingTea

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Rachel Extance is a business storyteller. A professional journalist for 15 years, she now helps organisations create content tailored to their audience. Rachel has worked in print, digital and social media for newspapers across the UK. The stories we tell are powerful. They create connections, change opinions, inspire and delight. Rachel will show you how to use storytelling to build your business.

Taking journalism into marketing

• Your personal story
• Your business story
• The stories of your customers

How to start turning marketing into a story

• Start with your own story
• Knowing what your “why” is
• Start with first impressions

Start with a strategy and find your medium… 

Going to big events

• Putting yourself out there 
• Networking with delegates
• Giving yourself some confidence
• Thinking about how you build a business and pivot as and when you need to

Website: click here

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