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? Here’s another question that keeps coming up in the circles where I find myself. Why don’t marketing agencies guarantee their work? Well, the sad truth is your agency’s performance isn’t attracting ideal clients for you because they really don’t have to. They don’t guarantee it either, do they?
Sadly, there aren’t very many that do. As far as I can tell, except for one. No one in the entire world has the same guarantee. I know, I’ve checked. You see, guaranteeing results would put your marketing agency 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, agency owners, you read that last paragraph correctly; you must GUARANTEE your work. A radical concept, but it’s true. It only makes sense, doesn’t it?
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 topics and questions always boil down to one. “My current agency costs a fortune, yet they aren’t producing the results I expect.” Are your questions like that as well?
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. Warning: Unless the new agency is willing to put THEIR money behind their work, why settle?
That’s always been the problem with ad agencies of the past. Madison Avenue never guaranteed anything, they just cranked out expensive ads and prayed they would work. Little has changed. This new Modern Era of Marketing just cranks it out, showing you how much they produce, but not guaranteeing any sort of return. Sure, Likes and Shares are fine, open rates and click-throughs are too, but they don’t pay the bills. Where are the new leads? Where are the conversions? Where are the sales? What’s the REAL ROI? It isn’t there, is it?
Bullshit, I say. Enough of the runaround.
Your customers expect to be fully satisfied with their purchase, or you give them back their money, don’t you? If you know what you’re doing, guaranteeing your results should be a no-brainer.
If the contract your agency sticks in front of you states they will increase the number of qualified leads, there shouldn’t be any question about guaranteeing the work. Imagine if that same contract stated your qualified leads should be double the largest month you ever experienced, should you expect a guarantee? I say you bet you should.
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. It takes multi-channel and cross-channel marketing tactics integrated into a comprehensive strategy.
The next time you speak to your agency, ask them about what “other” tactics they can employ to boost your lead production. Can they show you where your ideal clients are hanging out, what your competitors are up to, how your social marketing analytics are in comparison to the correlation to your site traffic? Don’t just settle for an off-the-cuff response, have them prove what they say.
When was the last time they recommended you raise your prices? Yes, raised your prices. Don’t think me rash, but price marketing is like running a going out of business sale, without a published closing date. There is more money in circulation than in the history of the world, and more millionaires and billionaires than ever as well. Business owners that believe they need to offer their goods and services at the lowest price to be competitive are 100% mistaken. Operating on a scarcity mentality is counter-productive. Just ask yourself, where is Circuit City, Border’s Books, BlockBuster Videos? This is a topic for another time, but you get the idea. Price as the strategy is wrong.
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 requesting 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 before 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.
In the coming weeks, I am going to be sharing some direct response education to anyone interested in learning more. It will be free, on Mondays, every week something new. It’ll be a Facebook Live Show known as Marketing Monday*, brought to you by our friends at GKIC, the Glazer Kennedy Insider’s Circle. Monday, January 8th at 2 pm Eastern time.
Every week I’ll be sharing pearls of wisdom that have been PROVEN to work by none other than Dan Kennedy and his army of Certified Magnetic Marketing Advisors.
For more information, feel free to visit MarketingMonday.info and see what’s ahead.
Monday means Marketing!
*Marketing Monday is a Marketing Partners Brand