Are you looking to develop your digital strategy and put your company on the path to success?
Whether you’re a business owner working with an agency or a digital marketer who needs more bandwidth, one of your biggest challenges is differentiating yourself in this hyper-saturated landscape.
The most impactful campaign strategies aim to move the needle in value creation and help you reach your goals.
Building trust with your agency and establishing a solid marketing foundation is a surefire way to take your business to the next level.
On October 12th, I moderated a webinar with CallRail’s special guests, Eric and Erin Wilder, founders of 81 and Sunny Digital Media.
The Wilders have gone out of their way to have a clear, transparent, and trusted partnership with your agency to deliver results.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
Key #1: Transparency
There has to be trust from the start. Transparency is essential from the start, especially if the advertiser has been burned in the past.
Don’t leave any advertiser feeling left in the dark; Instead, prove how every dollar is invested. It is important to show what is being done.
In addition, ensure that all ad accounts are owned by the advertiser; They must give up their data at the end of the partnership.
Key #2: Respect the media as an investment
Treat digital media investments similarly to traditional financial investments.
Know that they are inherently risky, take a certain level of capital to participate, and must be managed responsibly.
Make sure to keep expectations of investment level and return on investment realistic.
Key #3: Make sure the math makes sense
To ensure that software is set up for success from the start, the math always needs to make sense.
For example, before launching any campaign, the agency must understand the advertiser’s profit margins and what kind of cost per lead (CPL) or cost per action (CPA) must be achieved to break even or “succeed”.
You’ll need to understand the competitive landscape, your goals, and whether the program makes sense—even from the get-go.
Key #4: Set realistic expectations
Set realistic expectations regarding the level of investment and return on investment. Don’t over-promise instant success because it takes time and data to get there.
Success can be measured in revenue or “break-even” with growth in the customer base.
The calculator can display investment expectations and return on investment with all exogenous variables.
Once you know your formula for success, you can increase your reach even further.
When you know the data, you’ll know where to improve. This is closely related to the next key.
Key #5: Keep track of everything
Data always tells the real story. User behavior is constantly changing, and the consumer might surprise you!
Here’s how you can track every dollar invested:
- Use the native trackers from Google and Facebook when getting started.
- Add call tracking to enrich your dataset if you’re running a 2-channel program (eg Google & Bing or Google & Facebook).
- With rich conversion data, make smarter, faster improvements to your overall marketing campaign, including shifting budget from one channel to another based on cost of sale.
As a result of knowing the data, you can understand not only the cost per lead but the cost per sale by channel.
Ultimately, you may want to take the skepticism out of investing in specific channels based on real results.
Key #6: Adopt an “If You Win, We Win” Approach
As an agency, do what’s best for the advertiser’s business because increasing their earnings also means increasing yours.
Also, make sure your direct connection looks good. No matter who brought you on board, upgrade it so it will last longer.
When both of you are successful, you are investing in a long-term partnership that will benefit both of your businesses.
[Slides] 6 keys your business needs to win with your marketing agency
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Featured Image: Paolo Bobetta/Search Engine Magazine