We’re all familiar with the adage, “Give a man to fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.” Enter Done With You (DWY) marketing, a specialty of Success with Digital Founder and CEO Monique Morrison.
In her recent Traffic & Conversion Summit 2021 talk, Morrison shares the secret of her agency’s success — including a 3-part system for maximizing the DWY model.
The Benefits of a 3-Part DWY Model
While implementing this system takes time, the benefits aren’t just about growth. It will also help you:
- Clarify your team’s capacity
- Increase your team’s productivity
- Create better clients through education
- Highlight growth opportunities
- Focus your energy on your most profitable services
- Tell your sales team exactly what’s left to sell
You’ll also need suitable DWY clients. Here are some criteria to look for:
- Companies with internal teams
- Teams that don’t have proper tracking in place
- Teams lacking marketing infrastructure and systems and processes
- Companies going through digital transformations
Get to Know the 3-Part System
All of which begs the question, what does this system include? It’s got three main components:
1. DigitalMarketer – The Tools
- Gives access to tools (and people!) who will help you learn and succeed
- Prepared you to run turnkey educational workshops to gain exposure to new clients
- Generates hundreds of leads through strategic partnerships and referrals
- Offers mutually beneficial advantages to agencies and clients
2. PR 20/20 – Points Based Marketing
- Value-based billing of services
- Stops scope creep
- Easier for team members to upsell
- Reduces lost time
- Easier for clients to get the help they need
- Training + points-based services = the perfect DWY set-up
3. Agile Project Management
- Better control
- Improved project timelines
- Increased team flexibility
- Better team communication
Best Practices for the DWY Agency Model
Morrison also shared three steps involved in using this model, including the following:
Step 1: Know your numbers: What’s your revenue and how much money are you making?
- Map out services
- Map out average points/hours to complete a service
- Understand revenue per point
- Map out team’s abilities and hours
Step 2: Understand revenue potential: How can you transition to being more profitable?
- Map out financial projections
- Review total revenue and revenue per point
Step 3: Optimize your time: How can you be more productive and proficient?
- Note which services have the highest revenue per point
- Find opportunities to sell more points for services
Morrison concluded her talk by sharing four questions to ask yourself if your agency is thinking of adopting this system:
- What is your revenue per point/hour for each client/service type, etc.?
- Which services give you the highest revenue per point?
- Are these areas where you are focusing your sales?
- Which areas have points left over that sales can focus on?
While Morrison has spent years evolving and honing these processes, her shared knowledge, experience, and insights will help you hit the ground running.