Darrell Keezer - guest on Your Intended Message

Darrell Keezer, CEO of Candy Box Marketing appeared as a guest on the podcast, Your Intended Message. Review these notes and listen to the interview to make the best use of your online marketing to ensure that you deliver your intended message.

Enjoy these excerpts from this insightful interview with Darrell Keezer.

George: Without giving away your secret sauce, what do your clients typically say to you, Darrell, that is working well, for us. We want more of that.

Darrell: Sure. So I can actually relate this back to a story of a conversation I had with Google about four years ago. And Google came to us and what they do is, so Google is like a, an advertising network, where we buy ads from, and they take a look at us as just an agency representing a number of different clients. So we have about 400 different clients at this point. And they came to us and said, you know, your retention rates, so we keep clients longer than the competition. And so they wanted to interview us on how we did that.

And I mean, a lot of companies talk about growth. And I would actually say we attribute all of our growth to retention. Because if you think about it, a lot of marketing agencies are going out there year after year trying to drum up new business, they do something with them. And then they have got to find a whole list of other customers.

Well, I have got customers that have been with us for 10 years, and we are constantly growing them and they are helping grow us. It is not a really big challenge to grow if you have all of your clients from the last 10 years continuing to work with you when you are adding more. So back to the question for retention.

Google said, well, you are keeping your customers a lot longer than other agencies. Can you tell us why? And I asked them back I said, well, how much longer are we keeping them like clearly you are tracking this. And they told us that the average digital agency keeps their clients for an average of four months. And they said that our average was 5.4 years.

George: What is content marketing? And where does that fit into those three S's?

Darrell: Sure. So content marketing is actually a great topic, because sometimes people would put that into the social media bucket of just saying, okay, we are publishing content on social media, I actually believe that content marketing is a foundational layer below all three of those. So for example, content marketing, is really providing information. It could be video, or it could be the written word, which I mean, people are not reading as much as they used to, but it is still the written word. It could be images, infographics, books, and audio books, like anything in which you are providing information is content.

Now, I would argue it being all three, for this reason, on your website, websites are famously designed and redesigned over and over and over again. And there is always that pesky little question of, Okay, we are going to redo your website, where is the content coming from?

And you know, the other business owner or marketing manager, a lot of times says, you do not just use the content that was up there. So it is like, Okay, so we are, we are using the content that is five years old, to sell your new customer, and maybe in drilled wells, that could be the same, and you are right.

But your website should provide information to the user that helps them in their user journey. And that probably needs to be looked at every year or so. As a digital marketing agency, we realize the content that is on our website, today, we only have six pages on our website, is a little outdated, and we need to update it for 2020 in regards to what people are buying now.

So content is on your website, people always think that website is designed first and then you fill in the blanks, I would say it is the opposite. You write what you want to convey. And then the design is only there, its purpose is to actually support the content. Now, as I say, content, you may just say, well, that is just writing on the website, well, once again content is any information.

So it could be a video that you want them to see or images. In regards to search engine marketing, Google has been abundantly clear over the last decade and saying, we want to provide great content to the end user, which means it has to be updated recently, it needs to be organized in a way that they can view it on different devices. 

George: And during this crisis time, and we do not know how long it is going to last. Are there opportunities out there in digital marketing that smart business should take advantage of?

Darrell: Absolutely. So, one thing that we have been speaking about since April, and it is still the fact is, we are seeing two major trends that are both remarketing. So the thing is, people are spending more time online, you know, there is not the basketball game that you went to, you are a lot more time at home, like normal social activities are gone. And unfortunately, a lot of us are just staring at screens. So if you think about that, the consumer supply of eyeball and share of mine has gone way up. So it is almost like there is more customers that are more attentive to your behavior. The second thing that has happened is that during this time, and this recessionary slash, you know, if it is three quarters, this will be considered a depression is that companies have slashed budgets. And we all know that one of the first things that companies cut is marketing. 

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