Your Agency’s Performance Isn’t Attracting Ideal Clients
Because They Don’t Guarantee it!
Most agencies are still struggling with how to define their own inbound marketing strategy, so how can they actually be helping your business? That’s the question that keeps coming up in the circles where I find myself. Why don’t marketing agencies guarantee their work? Sadly, there aren’t very many that do. None, as far as I can tell other than one, except for one. No one in the entire world has the same guarantee. I know, I’ve checked. You see, guaranteeing results would put them at risk of financial failure, which is counter-intuitive to their business model. Whenever it’s money first, client second, you can guess which one wins out.
Yes, you read that last paragraph correctly; you must GUARANTEE your work. A radical concept, one typically thinks. That’s always been the problem with ad agencies of the past, and now marketing in this “new” era. Bullshit, I say. If you know what you’re doing, guaranteeing your results should be a no-brainer. If the contract states you’ll increase the number of qualified leads, there shouldn’t be any question about guaranteeing your work.
I talk to people all over the world on a regular basis. I speak at events as diverse as you can imagine, and the post-presentation topic always boils down to one. “My current agency costs a fortune, yet they aren’t producing the results I expect.” What they’re telling you isn’t what they’re selling you. You’re promised one thing, and receiving another. In other words, unless they guarantee their work, their client churn will continue, and you’ll be looking for the next agency with a more compelling story. The local market is only so big, so maybe you’ll have to wing it on your own.
We are so confident in our solutions that we are proud to be the only marketing agency that offers not only a guarantee but a DOUBLE-BACK GUARANTEE! Find another marketing company anywhere in the world that has a better guarantee than Marketing Partners. We dare you. We’re so proud of our ability to generate qualified leads we’re willing to put Double our money on it.
If, after 12 consecutive months of collaboration, you do not experience more than 200% (that’s Double) increase in qualified lead generation than you have ever encountered in the history of your firm*, we’ll refund every penny of your expense, DOUBLE! Contact a marketing executive today to learn more.
*Verifiable baseline agreed to at point of contract. See contract for more information.
The Wrong Solutions
Here’s the problem I see with the typical marketing agency of today. The vast majority of them rely on a very limited number of services and solutions. Inbound marketing, couponing, video, and maybe a podcast. Some might be knowledgeable of direct mail, but very, very few have an arsenal of both online and offline tactics that comprise of a full-on-assault of the marketplace.
Data from over 250K local businesses tells us that perhaps the biggest factor in churn is pricing. However, it’s not just the number on the tag that matters, it’s also the model agencies deliver their offering in.
It’s not news to any of us that SMBs have limited marketing budgets, with the average business spending less than $200/month (Search Engine Land). Your clients not only want competitive pricing, they want to purchase solutions in a scalable manner to fit that lean budget. We’ve discovered they’re giving preference to agencies who offer a subscription based pricing.
Another key insight into why agencies lose customers is that they’re not providing the right solutions. Yes, it took me all night to come up with that, but don’t roll your eyes just yet. Thanks to technology, the shortened rate of change demands constant adaptation. A text ad might be cool today, but will it mean anything tomorrow?
Here’s the Skinny
The vast army of marketing agencies that claim to be full-service are not. They are basically content creation and distribution companies. Agencies utilize content and place it in various media. Like blog articles, videos, podcasts, social media posts and wait on the results to filter in.
What they are very good at is asking for large retainer fees and the patience of the client. Patience to wait to see some results. Sure, they speak of SEO, PPC, CPM, banner ads, push notifications and so on. What they don’t do is guarantee results, as I already mentioned.
Digital agencies on the other hand, provide solutions that cross-integrate the message, match it with the proper media and target exactly the ideal client. In marketing we call that the Golden Triangle, where the perfect message is targeted to the perfect target on the proper media at the right time. Direct response marketing is the study of getting the formula right prior to launching the campaigns. Digital agencies can also be described as Direct Response Marketing Agencies because every tactic is designed to yield a direct response from the target. It’s a combination of engaging content designed to elicit a response. That’s what the typical marketing agency is NOT providing.