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https://velocitize.com/wp-content/uploads/2021/05/TIM-BURKE-STILL0-e1620085532206-768x432.png 768w, https://velocitize.com/wp-content/uploads/2021/05/TIM-BURKE-STILL0-e1620085532206-1536x864.png 1536w, https://velocitize.com/wp-content/uploads/2021/05/TIM-BURKE-STILL0-e1620085532206.png 1920w" sizes="(max-width:1100px) 50vw, 1100px"/></noscript> </picture> </div><article class="post-49059 post type-post status-publish format-video has-post-thumbnail category-agency category-content-marketing category-digital category-interview category-marketing category-recommended-reads category-website tag-client-strategies tag-content-marketing tag-digital-marketing tag-martech tag-purpose-driven-marketing post_format-post-format-video entry" aria-label="Velocitize Talks: Tim Burke of Traffic Builders on Digital Marketing, Martech and Client Strategies"><header class="entry-header"><h1 class="entry-title">Velocitize Talks: Tim Burke of Traffic Builders on Digital Marketing, Martech and Client Strategies</h1> <p class="entry-meta"><span class="author"><a href="https://velocitize.com/author/elise-jones/" title="Posts by Elise Jones" rel="author">Elise Jones</a></span><span class="date">May 12, 2021</span></p> <div class="social-share"> <p>Share</p> <ul> <li> <a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fvelocitize.com%2F2021%2F05%2F12%2Fvelocitize-talks-tim-burke-of-traffic-builders-client-strategies%2F" target="_blank" class="facebook"> <i class="fa fa-facebook"></i> </a> </li> <li> <a href="https://twitter.com/intent/tweet?text=Velocitize%20Talks%3A%20Tim%20Burke%20of%20Traffic%20Builders%20on%20Digital%20Marketing%2C%20Martech%20and%20Client%20Strategies%20-%20&url=https%3A%2F%2Fvelocitize.com%2F2021%2F05%2F12%2Fvelocitize-talks-tim-burke-of-traffic-builders-client-strategies%2F&via=velocitizepub" target="_blank" class="twitter"> <i class="fa fa-twitter"></i> </a> </li> <li> <a href="https://www.linkedin.com/shareArticle?url=https%3A%2F%2Fvelocitize.com%2F2021%2F05%2F12%2Fvelocitize-talks-tim-burke-of-traffic-builders-client-strategies%2F&mini=true&title=Velocitize%20Talks%3A%20Tim%20Burke%20of%20Traffic%20Builders%20on%20Digital%20Marketing%2C%20Martech%20and%20Client%20Strategies" target="_blank" class="linkedin"> <i class="fa fa-linkedin"></i> </a> </li> </ul> </div> </header><div class="entry-content"> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>They’re looking to reduce expenses, they’re looking to get into a more predictable business model, and that’s why they’ve reached out to us.</p></blockquote> <p>Tim Burke is CEO at <a href="https://trafficbuildersmedia.com" target="_blank" rel="noreferrer noopener">Traffic Builders Digital Marketing</a>, a digital marketing and local media company focused on delivering expert digital solutions to various markets. He is also CEO at <a href="https://conduitdigital.us/" target="_blank" rel="noreferrer noopener">Conduit Digital Marketing</a>, the agency division of Traffic Builders. </p> <p>Traffic Builders was named AdWeek’s 21st fastest growing global agency in 2019 and second fastest in 2020.</p> <p>In this episode of <a href="https://velocitize.com/type/video/" target="_blank" rel="noreferrer noopener">Velocitize Talks</a>, Burke shares how agencies can leverage digital marketing solutions and client strategies to add value and grow their business.</p> <figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper"> <iframe loading="lazy" title="Tim Burke of Traffic Builders Digital Marketing on Client Strategies and Martech | Velocitize Talks" width="500" height="281" src="about:blank" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen data-rocket-lazyload="fitvidscompatible" data-lazy-src="https://www.youtube.com/embed/0eaqK0Dwbnc?feature=oembed"></iframe><noscript><iframe title="Tim Burke of Traffic Builders Digital Marketing on Client Strategies and Martech | Velocitize Talks" width="500" height="281" src="https://www.youtube.com/embed/0eaqK0Dwbnc?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe></noscript> </div></figure> <p></p> <h3 class="wp-block-heading">The Martech Landscape (<a href="https://youtu.be/0eaqK0Dwbnc?t=133" target="_blank" rel="noreferrer noopener">2:13</a>)</h3> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>What we’re hearing is agencies identifying the economic forecast going forward. They’re looking to reduce expenses and they’re looking to get into a more predictable business model.</p></blockquote> <figure class="wp-block-image size-large"><picture decoding="async" class="wp-image-49060"> <source type="image/webp" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-42-1100x619.png.webp 1100w, https://velocitize.com/wp-content/uploads/2021/04/image-42-400x225.png.webp 400w, https://velocitize.com/wp-content/uploads/2021/04/image-42-768x432.png.webp 768w, https://velocitize.com/wp-content/uploads/2021/04/image-42-1536x864.png.webp 1536w, https://velocitize.com/wp-content/uploads/2021/04/image-42-2048x1152.png.webp 2048w" sizes="(max-width: 1100px) 100vw, 1100px"/> <img decoding="async" width="1100" height="619" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201100%20619'%3E%3C/svg%3E" alt="" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-42-1100x619.png 1100w, https://velocitize.com/wp-content/uploads/2021/04/image-42-400x225.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-42-768x432.png 768w, https://velocitize.com/wp-content/uploads/2021/04/image-42-1536x864.png 1536w, https://velocitize.com/wp-content/uploads/2021/04/image-42-2048x1152.png 2048w" data-lazy-sizes="(max-width: 1100px) 100vw, 1100px" data-lazy-src="https://velocitize.com/wp-content/uploads/2021/04/image-42-1100x619.png"/><noscript><img decoding="async" width="1100" height="619" src="https://velocitize.com/wp-content/uploads/2021/04/image-42-1100x619.png" alt="" srcset="https://velocitize.com/wp-content/uploads/2021/04/image-42-1100x619.png 1100w, https://velocitize.com/wp-content/uploads/2021/04/image-42-400x225.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-42-768x432.png 768w, https://velocitize.com/wp-content/uploads/2021/04/image-42-1536x864.png 1536w, https://velocitize.com/wp-content/uploads/2021/04/image-42-2048x1152.png 2048w" sizes="(max-width: 1100px) 100vw, 1100px"/></noscript> </picture> <figcaption><em>Source: <a href="https://cdn.chiefmartec.com/wp-content/uploads/2020/04/martech-landscape-2020-martech5000-slide.jpg" target="_blank" rel="noreferrer noopener">Chief Martech</a> </em></figcaption></figure> <p>As we approach a 10-year run into a bull economy, agencies are on the lookout for any noticeable shift. Part of this preparation is understanding the benefits of outsourcing specialized digital marketing tasks to highly skilled marketing teams. This specialization is a trend that is increasing with the proliferation of marketing technology. </p> <p>In 2020 alone, there were over 8,000 martech solutions, amounting to a <a href="https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/" target="_blank" rel="noreferrer noopener">growth of 13.6% in one year</a>. This growth doesn’t seem to be slowing down, even with the <a href="https://velocitize.com/2020/12/04/slashed-martech-budgets/" target="_blank" rel="noreferrer noopener">effects of Covid-19</a>. In fact, it may only accelerate it given that the world is becoming more digital due to the pandemic. If done right, martech can thrive through platform functionality and effective client strategies. </p> <h3 class="wp-block-heading">Growing the Markets (<a href="https://youtu.be/0eaqK0Dwbnc?t=257" target="_blank" rel="noreferrer noopener">4:17</a>)</h3> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Our agencies have had to get creative with looking not only for new markets, but new markets or parallel markets for their clients or parallel markets that the clients have some specialty in. There’s opportunity now because of the state of the world.</p></blockquote> <figure class="wp-block-image size-large is-resized"><picture decoding="async" class="wp-image-49061"> <source type="image/webp" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-43-662x1100.png.webp 662w, https://velocitize.com/wp-content/uploads/2021/04/image-43-241x400.png.webp 241w, https://velocitize.com/wp-content/uploads/2021/04/image-43.png.webp 669w" sizes="(max-width: 557px) 100vw, 557px"/> <img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20557%20926'%3E%3C/svg%3E" alt="" width="557" height="926" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-43-662x1100.png 662w, https://velocitize.com/wp-content/uploads/2021/04/image-43-241x400.png 241w, https://velocitize.com/wp-content/uploads/2021/04/image-43.png 669w" data-lazy-sizes="(max-width: 557px) 100vw, 557px" data-lazy-src="https://velocitize.com/wp-content/uploads/2021/04/image-43-662x1100.png"/><noscript><img decoding="async" src="https://velocitize.com/wp-content/uploads/2021/04/image-43-662x1100.png" alt="" width="557" height="926" srcset="https://velocitize.com/wp-content/uploads/2021/04/image-43-662x1100.png 662w, https://velocitize.com/wp-content/uploads/2021/04/image-43-241x400.png 241w, https://velocitize.com/wp-content/uploads/2021/04/image-43.png 669w" sizes="(max-width: 557px) 100vw, 557px"/></noscript> </picture> <figcaption><em>Source: <a href="https://thinkgrowth.org/what-does-the-agency-of-2020-look-like-f92261ce52b3" target="_blank" rel="noreferrer noopener">Think Growth</a></em></figcaption></figure> <p>Agencies at their best create a business lift for their clients. “The agencies are the forefront of the economy, so they’ve got to be the buoyant partner to their client base,” says Burke. This can be a difficult task as agencies try to guide their clients to look for opportunities in different areas and branch out to find new revenue streams. </p> <p>If you can’t differentiate your business, you’ll be faced with <a href="https://thinkgrowth.org/what-does-the-agency-of-2020-look-like-f92261ce52b3" target="_blank" rel="noreferrer noopener">a number of challenges</a>, including lack of margins and pricing. Creating client strategies while offering unique ideas is essential for continued agency growth and differentiation.</p> <h3 class="wp-block-heading">Behind the Brand (<a href="https://youtu.be/0eaqK0Dwbnc?t=398" target="_blank" rel="noreferrer noopener">6:38</a>)</h3> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>Purpose driven is meaningful if it’s meaningful to the business. If they’re authentic about it, it resonates, and when it resonates, people react.</p></blockquote> <figure class="wp-block-image size-large is-resized"><picture decoding="async" class="wp-image-49062"> <source type="image/webp" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-44.png.webp 822w, https://velocitize.com/wp-content/uploads/2021/04/image-44-400x175.png.webp 400w, https://velocitize.com/wp-content/uploads/2021/04/image-44-768x335.png.webp 768w" sizes="(max-width: 639px) 100vw, 639px"/> <img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20639%20279'%3E%3C/svg%3E" alt="" width="639" height="279" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-44.png 822w, https://velocitize.com/wp-content/uploads/2021/04/image-44-400x175.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-44-768x335.png 768w" data-lazy-sizes="(max-width: 639px) 100vw, 639px" data-lazy-src="https://velocitize.com/wp-content/uploads/2021/04/image-44.png"/><noscript><img decoding="async" src="https://velocitize.com/wp-content/uploads/2021/04/image-44.png" alt="" width="639" height="279" srcset="https://velocitize.com/wp-content/uploads/2021/04/image-44.png 822w, https://velocitize.com/wp-content/uploads/2021/04/image-44-400x175.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-44-768x335.png 768w" sizes="(max-width: 639px) 100vw, 639px"/></noscript> </picture> <figcaption><em>Source: <a href="https://www.zenogroup.com/insights/2020-zeno-strength-purpose" target="_blank" rel="noreferrer noopener">Zeno</a></em></figcaption></figure> <p><a href="https://velocitize.com/2020/04/10/brands-on-purpose-misinformation/" target="_blank" rel="noreferrer noopener">Purpose matters</a>. A 2020 <a href="https://www.zenogroup.com/insights/2020-zeno-strength-purpose" target="_blank" rel="noreferrer noopener">study conducted by Zeno</a> found consumers are four to six times more likely to purchase from, trust and champion purpose-driven companies. “Consumers are very savvy and I think that the best way to brand yourself is to be your authentic self,” says Burke. Additionally, in connecting with Gen Z, brands will have to build trust through authenticity, according to the <a href="https://wpengine.com/gen-z-us/" target="_blank" rel="noreferrer noopener">2020 WP Engine GenZ study</a>. Not only do consumers demand authenticity and purpose from brands but <a href="https://www.adcouncil.org/all-articles/what-is-purpose-driven-marketing" target="_blank" rel="noreferrer noopener">employees</a> do as well. </p> <h3 class="wp-block-heading">Brand Interaction and Client Strategies (<a href="https://youtu.be/0eaqK0Dwbnc?t=565" target="_blank" rel="noreferrer noopener">9:25</a>)</h3> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>There’s a consumer journey for almost every purchase. If you understand that, the eight seconds at the top to get people’s attention might just pull them in a little bit to learn more.</p></blockquote> <figure class="wp-block-image size-large is-resized"><picture decoding="async" class="wp-image-49063"> <source type="image/webp" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-45.png.webp 1024w, https://velocitize.com/wp-content/uploads/2021/04/image-45-400x319.png.webp 400w, https://velocitize.com/wp-content/uploads/2021/04/image-45-768x613.png.webp 768w, https://velocitize.com/wp-content/uploads/2021/04/image-45-290x230.png.webp 290w" sizes="(max-width: 878px) 100vw, 878px"/> <img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20878%20700'%3E%3C/svg%3E" alt="" width="878" height="700" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-45.png 1024w, https://velocitize.com/wp-content/uploads/2021/04/image-45-400x319.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-45-768x613.png 768w, https://velocitize.com/wp-content/uploads/2021/04/image-45-290x230.png 290w" data-lazy-sizes="(max-width: 878px) 100vw, 878px" data-lazy-src="https://velocitize.com/wp-content/uploads/2021/04/image-45.png"/><noscript><img decoding="async" src="https://velocitize.com/wp-content/uploads/2021/04/image-45.png" alt="" width="878" height="700" srcset="https://velocitize.com/wp-content/uploads/2021/04/image-45.png 1024w, https://velocitize.com/wp-content/uploads/2021/04/image-45-400x319.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-45-768x613.png 768w, https://velocitize.com/wp-content/uploads/2021/04/image-45-290x230.png 290w" sizes="(max-width: 878px) 100vw, 878px"/></noscript> </picture> <figcaption><em>Source: <a href="https://www.rocketsource.co/blog/customer-journey-funnel/" target="_blank" rel="noreferrer noopener">Rocketsource</a></em></figcaption></figure> <p>The way a brand attracts a customer has definitely changed. With social media, review sites, on-demand access to news as well as unlimited online information, customers have countless options to research and find a product well before they interact with a brand for the first time. In fact, a majority of <a href="https://www.brightlocal.com/learn/local-consumer-review-survey/#14" target="_blank" rel="noreferrer noopener">customers trust online reviews</a> as much as personal recommendations. This has altered the way the sales funnel looks and works. </p> <p>Content created for each part of the funnel must connect with the customer as valuable and pertinent. Burke thinks of the content in the sales funnel like a USA Today article. “The headline pulls you in,” he says. “The first paragraph gives you enough knowledge to be knowledgeable at the water cooler. But if you want to dig deeper, the rest of that article will fill in the blanks for you.” </p> <h3 class="wp-block-heading">Marketing Mind Meld (<a href="https://youtu.be/0eaqK0Dwbnc?t=632" target="_blank" rel="noreferrer noopener">10:32</a>)</h3> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>People are constantly trying to frame the new reality.</p></blockquote> <figure class="wp-block-image size-large is-resized"><picture decoding="async" class="wp-image-49064"> <source type="image/webp" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-46-1100x850.png.webp 1100w, https://velocitize.com/wp-content/uploads/2021/04/image-46-400x309.png.webp 400w, https://velocitize.com/wp-content/uploads/2021/04/image-46-768x593.png.webp 768w, https://velocitize.com/wp-content/uploads/2021/04/image-46-1536x1187.png.webp 1536w, https://velocitize.com/wp-content/uploads/2021/04/image-46.png.webp 1650w" sizes="(max-width: 488px) 100vw, 488px"/> <img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20488%20377'%3E%3C/svg%3E" alt="" width="488" height="377" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2021/04/image-46-1100x850.png 1100w, https://velocitize.com/wp-content/uploads/2021/04/image-46-400x309.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-46-768x593.png 768w, https://velocitize.com/wp-content/uploads/2021/04/image-46-1536x1187.png 1536w, https://velocitize.com/wp-content/uploads/2021/04/image-46.png 1650w" data-lazy-sizes="(max-width: 488px) 100vw, 488px" data-lazy-src="https://velocitize.com/wp-content/uploads/2021/04/image-46-1100x850.png"/><noscript><img decoding="async" src="https://velocitize.com/wp-content/uploads/2021/04/image-46-1100x850.png" alt="" width="488" height="377" srcset="https://velocitize.com/wp-content/uploads/2021/04/image-46-1100x850.png 1100w, https://velocitize.com/wp-content/uploads/2021/04/image-46-400x309.png 400w, https://velocitize.com/wp-content/uploads/2021/04/image-46-768x593.png 768w, https://velocitize.com/wp-content/uploads/2021/04/image-46-1536x1187.png 1536w, https://velocitize.com/wp-content/uploads/2021/04/image-46.png 1650w" sizes="(max-width: 488px) 100vw, 488px"/></noscript> </picture> <figcaption><em>Source: LinkedIn</em></figcaption></figure> <p>Burke finds his marketing inspiration from a variety of people in the industry. The first person on Burke’s list is <a href="https://www.linkedin.com/in/marcusamurphy/" target="_blank" rel="noreferrer noopener">Marcus Murphy</a>, CEO + Founder of The Five Percent and a member of LinkedIn Advisory Board. “Every time I talk to him, my head just goes to all the possibilities,” says Burke. Another one of Burke’s influential marketing minds is <a href="https://www.linkedin.com/in/clodaghshiggins/" target="_blank" rel="noreferrer noopener">Clodagh Higgins</a>, a business coach for digital marketing agencies who specializes in culture and process. The last name on Burke’s list is <a href="https://www.linkedin.com/in/garyvaynerchuk/" target="_blank" rel="noreferrer noopener">Gary Vaynerchuk</a>, the thought-provoking CEO of VaynerMedia and New York Times bestselling author. Vaynerchuk has become wildly influential and successful in understanding how to grow and market businesses. </p> <p><em>For more information on Traffic Builders Digital Marketing, check out their <a href="https://trafficbuildersmedia.com" target="_blank" rel="noreferrer noopener">website</a> and follow them on <em><a href="https://www.linkedin.com/company/traffic-builders/" target="_blank" rel="noreferrer noopener">LinkedIn</a></em></em>, <em><a href="https://www.facebook.com/TrafficBuilder1" target="_blank" rel="noreferrer noopener">Facebook</a> and Twitter at @<a href="https://twitter.com/TrafficBuilder1" target="_blank" rel="noreferrer noopener">TrafficBuilder1</a>. To stay up to date with Burke, follow him on <a href="https://www.linkedin.com/in/timburkesalesconsulting/" target="_blank" rel="noreferrer noopener">LinkedIn</a>. </em></p> </div><footer class="entry-footer"><p class="entry-meta"><span class="entry-tags"><a href="https://velocitize.com/tag/client-strategies/" rel="tag">client strategies</a> <a href="https://velocitize.com/tag/content-marketing/" rel="tag">Content Marketing</a> <a href="https://velocitize.com/tag/digital-marketing/" rel="tag">digital marketing</a> <a href="https://velocitize.com/tag/martech/" rel="tag">martech</a> <a href="https://velocitize.com/tag/purpose-driven-marketing/" rel="tag">purpose-driven marketing</a></span></p><section class="author-box"><picture data-del="avatar" class="avatar pp-user-avatar avatar-90 photo"> <source type="image/webp" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2020/04/Elise-headshot-2019-150x150.jpg.webp"/> <img data-del="avatar" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2090%2090'%3E%3C/svg%3E" height="90" width="90" data-lazy-src="https://velocitize.com/wp-content/uploads/2020/04/Elise-headshot-2019-150x150.jpg"/><noscript><img data-del="avatar" src="https://velocitize.com/wp-content/uploads/2020/04/Elise-headshot-2019-150x150.jpg" height="90" width="90"/></noscript> </picture> <h4 class="author-box-title"><span itemprop="name">Elise Jones</span></h4><div class="author-box-content" itemprop="description"><p>Elise Jones is the founder of Elise Jones Consulting, a marketing and communications consulting firm. 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