2. #123webinar | @webmarketing123
1. Whoâs the presenter?
2. Can I ask questions?
3. Can I have a copy of the slides?
Tweet @webmarketing123 or use #123webinar.
Yes! Email results@webmarketing123.com.
3. #123webinar | @webmarketing123 3
Our agency builds cutting-edge
digital demand gen strategies.
Search Engine Optimization
Website Redesign
Paid Search & Display
Content Creation
Top 500 Fastest
Growing Private
US Companies.
4. #123webinar | @webmarketing123
1 Is it Time to Dump Your Agency?
Recognize the 4 Warning Signs
2 What Now?
Build an Action Plan for Demand Gen Success
3 Live Site Analyses
Get a 2nd Opinion on Digital Marketing Strategy
On the Agenda
6. #123webinar | @webmarketing123
Todayâs marketers are under EXTREME
pressure.
83%
of marketers canât
track ROI from SEO.
(source: Webmarketing123)
3,500+
marketing messages seen
per day.
(source: Yankevich Consumer Research)
67%
of the buyerâs journey
now happens online.
(source: SiriusDecisions)
7. #123webinar | @webmarketing123
At average retainers
of $5K+ per month,
thatâs an expensive
breakup.
Itâs no wonder the average agency-
client relationship lasts < 3 years.
Source: Search Engine Watch, âHow Much Should You Spend on SEO Servicesâ
Source: Bedford Consulting Group, âAgency Relationship Sustainabilityâ
12. #123webinar | @webmarketing123
2 YOUR AGENCY SOLD YOU
A âSTANDARDâ SEO PACKAGE.
Sales Cycle Then Sales Cycle Now
Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
13. #123webinar | @webmarketing123 13
Are you on their radar, especially in the EARLY stages of the
sales cycle?
Contacts
sales rep
directly
Clicking on
Display Ads
Opens an Email
Direct Visit
Visits Company
Facebook Page
That means nearly 2/3 of the customer journey is completed
BEFORE they appear on your radar.
Shift in Purchasing Power
15. #123webinar | @webmarketing123
3 YOU SORT OF KNOW WHAT YOUR
AGENCY IS WORKING ON THIS WEEK.
Your agency should provide
a transparent action plan &
scorecard:
ïŒ Creates a project timeline.
ïŒ Assigns individual ownership of
tasks.
ïŒ Tracks progress on projected
benchmarks.
17. #123webinar | @webmarketing123
1 Is it Time to Dump Your Agency?
Recognize the 4 Warning Signs
2 What Now?
Build an Action Plan for Demand Gen Success
3 Live Site Analyses
Get a 2nd Opinion on Digital Marketing Strategy
On the Agenda
18. #123webinar | @webmarketing123
So, you dumped your agency.
1
2
Move on with a simple, 2-step action plan.
Decide if you still need to outsource your
digital marketing program.
Get a 2nd opinion on your digital marketing strategy.
19. #123webinar | @webmarketing123
1 Is it Time to Dump Your Agency?
Recognize the 4 Warning Signs
2 What Now?
Build an Action Plan for Demand Gen Success
3 Live Site Analyses
Get a 2nd Opinion on Digital Marketing Strategy
On the Agenda
21. #123webinar | @webmarketing123#123webinar | @webmarketing123 21
Get a second opinion on your Digital Strategy.
In a 30 minute consultation, learn:
ïŒ Uncover potential major issues
ïŒ Where you rank in relation to competitors
ïŒ Measure revenue opportunity from Search
ïŒ What you can do to accelerate results from SEO now
Email Results@webmarketing123.com or call 800.619.1570
Thanks!
Mike Turner
Director of Business
Development
Hinweis der Redaktion
Hello and welcome! Thanks for joining us this morning. Every marketing program could use a little spring cleaning, so today weâre tackling how to recognize the â4 Signs of an Underperforming Agency.â
Weâre a digital marketing agency specializing in demand gen strategies that build sales pipelines and revenue for our clients. How exactly do we move the needle for our clients?We deliver more leads and better quality leads with cutting-edge SEO, SEM, Website Design and Content Marketing strategies. Itâs been working out well so far. We are an award winning agency with over 10 years of experience working with global Fortune 500 brands. [Next Slide]
Now, letâs dive into todayâs agenda.First, we tackle the elephant in the room: Is it Time to Dump Your Digital Marketing Agency? Agencies are a dime a dozen and not to mention they are expensive, so itâs critical to make sure youâre with the right one.Then, if you do decide to cut the cord, whatâs your action plan? Do you still need an agency? If you do, weâll cover what to look for in shopping for a new one.Finally and most importantly, weâll spend the last half of our webinar conducting live site analyses. We really want to make this beneficial and interactive for you, so please feel free to type your website domain and top 2 keywords youâd like to rank for in the chat box and weâll go through as many as we can at the end.[Next Slide]
Todayâs marketer looks more like this. [Next Slide]
Nowadays, itâs tough to be a marketer. Marketers are under extreme pressure to prove the value of marketing in terms of cold hard cash. Gone is the Don Draper era of mastering a brilliant creative and calling it a day.The prevalence of search has caused a major shift in the sales funnel. 67% of the buyerâs journey now happens online. This is what we call the challenge of the hidden sales cycle. The new B2B buyerâs journey is an increasingly digital experience as the multi-device, âalways onâ prospect heavily relies on online research to inform their path to purchase. We all know digital is still a huge opportunity for marketers, with Google alone receiving 100 billion searches a month, but itâs becoming increasingly difficult to stand out in such a highly saturated market. In fact, the average prospect sees more than 3,500 marketing messages per day. Not to mention, the rapid proliferation of new platforms and ad formats, have made it extremely difficult to keep up with digital marketing tech. Itâs no wonder 83% of marketers are still unable to track clear ROI from search.[Next]
As rising advertising budgets and the round the clock expectation of real-time marketing have created a high-pressure scenario for todayâs marketers, itâs no wonder the average agency-client relationship lasts less than 3 years. And, guess what? Art average agency retainers of $2K - $5K per month, thatâs an expensive breakup. [Next Slide]
Thatâs why, for the sake of your hard earned marketing budget, itâs incredibly important to know how to recognize the 4 Signs of an Underperforming Agency.[Next Slide]
The first and maybe the most significant warning sign: Your Agencyâs Reporting is Irregular and Lacks Insights.If your current agency does not deliver consistent reporting, cut your losses and start shopping now. As the most basic necessity of reporting requirements, your agency should at least havereliable, timely updates on lock. Whether it be weekly, monthly, or quarterly reports, youshould be able to depend on your agency team to deliver a regular status check-in at the agreed upon frequency. Second, ask yourself: What do your agency reports actually measure? What do your KPIs look like? If you answered âlead volumeâ, âtrafficâ, or âSEO keywords in the top 10â, those metrics offer little more than fluff. Yes, they can be a solid leading indicator to success, but your agency should be able to confidently tie a dollar amount to their digital marketing efforts. Your agency should provide closed-loop reporting on digital marketing ROI with a multi-touch attribution model. If itâs the first time youâve heard of this, nowâs the time to start asking questions. Attribution is essentially giving credit where credit is due. Applied to digital marketing, attribution means giving each influencing channel partial credit for playing a role in a prospectâs path to purchase.POLL: Do you have a multi-touch attribution reporting system in place?[Next Slide]
Second, tie SEO directly to ROI with close loop reporting. If you donât already, make sure you have an attribution model in place to track all touches on the path to purchase to revenue. Hereâs an example of how our model works.So many clients asked us for help in understanding the ROI of Search Marketing, that we decided to build our own tool to track and measure the revenue impact of organic and paid search. [explain how it works]⊠The set-up is straightforward. A tracking tag needs to be added to all ads, landing pages, and your website, to capture all the customer touch points. Our tool makes the most relevant search data â the key touch - appear in your CRM, linking specific search terms with leads, opportunities and deals so you can put a value on the whole pipeline associated with a search theme, or just closed deals. Any report your CRM can produce can now provide this essential and missing insight about the business impact of your search marketing. [Next slide]
Choose your key performance indicators based on your ultimate campaign goals. Ultimately, you should judge contentsuccess by measuring how much REVENUE leads brought in through your content marketing efforts and how itâs affecting your your bottom line.This first set of metrics is a good start in evaluating contentperformance, but theyâre not enough to fully evaluate ROI.Marketers need take it one step further by tying content efforts to (1) Qualified leads, (2) Sales pipeline opportunity dollars, and/or (3) closed won revenue in your CRM.Key Takeaway: To measure which campaigns generate the most REVENUE, not just leads, you need to set up your CRM to track closed deals back to the influencing campaign. [Next Slide]
Warning Sign #2: You agency sold you a âstandard SEO package. Every brand is unique, so how could a standard, SEO solution work for any brand? Answer: It canât. SEO cannot work in a silo. Again, as the new buyerâs journey is an increasingly digital experience the lines between what was once known as paid, earned, and owned media, continue to blur. A modern digital marketing agency should offer you an integrated digital marketing plan, custom built to tackle the new, non-linear sales cycle tailor for your brandâs unique audience.So tactically what does that mean? [Next Slide]
This means nearly 2/3 of the customer journey is completed before theyâre even on your radar. This is why itâs now more important than ever to be present EARLY in the game. Walk through example customer buyer journey actions.
Third, âYou Sorta, Kinda Know What Your Agency is Working on this Week.âIf you have only a general idea of what your agency is working on this week, thatâs a red flag. At the start of your relationship, your agency should have provided a crystal clear campaign action plan that serves three essential functions: 1. Creates a project timeline. 2. Assigns individual ownership of tasks. 3. Tracks standard KPIs and projected benchmarks on a campaign scorecard. The action plan outlines a clear path to success and highlights progress on the best leading indicators to revenue. In our sample, green indicates your agency team has met or exceeded goals, while red signals a miss for the month.If your scorecard hits the red for several months, your agency should be forthright in explaining the issue and provide a follow up action plan to address the problem. If youâre not provided a similar action plan each month, you may want to ask your agency team about this oversight immediately. What should do about it? Demand accountability. While perfection isnât feasible, marketers should expect their agencies to strive for projected goals & benchmarks. [Next Slide]
#4 â Your Agency Does Only What You Tell Them To Do.Initially this sounds like a good thing, but hereâs why itâs not: Your agency should be creative, proactive, and willing to go the extra mile sans your micromanagement. After all the benefits of outsourcing are freeing up internal bandwidth and supplementinginternal talent with external expertise. If your agency merely executes your digital strategy, but does not own the responsibility of creating it, the value of your investment has already diminished. What should you do about it? Challenge your agencyâs creativity. Donât settle for a campaign you could have made yourself. Expect your agency to proactively build a strategy for you. Thatâs why you pay them. Ultimately, donât lose sight of why you decided to hire the agency in the first place. Your agency should expand internal team bandwidth, supplement internal expertise, and multiply return on investment [Next Slide]
Alright, so now based off of what we chatted about, letâs build an action plan. [Next Slide]
So, if any of those 4 telltale signs sounded like what youâre experiencing now, here are 2 major steps for moving forward.1. Decide if you still need to outsource or supplement your digital marketing program. Before you go with any agency partner, ensure the potential revenue generated is significant enough to warrant the cost. The goal of outsourcing is to move the needle, not to simply scale the marketing machine. One way to do this is to calculate your COST OF NOT RANKING. If you want to schedule a 30 minute consultation with our team weâd be happy to walk you through it.2. If the revenue opportunity is there, get a 2nd (or even 3rd opinion) on your digital marketing strategy. Your marketing team has a lot on their plate and they may not have the specialized skills or the time needed to accomplish it effectively. Plus, you may not have the budget to hire more in-house staff. Go agency shopping and get several opinion on your digital marketing performance. We can get you started right now with a live site analysis! [Next]